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Let’s get strategic.

Planning for profit the smart way.

Let’s create an ethical marketing  strategy.

Every business owner knows that marketing is important which is why every company, big or small, young or old, does some kind of marketing activity.

Even though everyone markets, not every company is successful.


Usually, it’s because they don’t have an impactful ethical marketing strategy backing their campaigns and daily marketing activities.

Your ethical marketing strategy is the main ingredient for success.

As a rare breed, your vision is strong.

Thank you for creating a social enterprise to help save animals and our environment.

Your vision of a kind and abundant world for all living beings is so strong, you know you have to make a huge impact to be able to create that world.

If you want to make more of an impact than you currently are, you’ve come to the right place.

I can help you thrive and create your dream world.

It’s time to get strategic.

In 2018, I asked ethical brand owners why they didn’t have a marketing strategy and the number two answers were:

  1. It takes too much time to create one.
  2. I have no idea how to create one.

The #1 reason makes me chuckle because how can you know how much time it takes if you’ve never spent the time to do it?

This is an assumption and we all know what happens when you ass – u – me, right?

There’s no standard number of hours required to create a marketing strategy.

Truth is: The amount of time you spend on your strategy is as individual as your brand. Only you can determine how much time you want to spend on it and that doesn’t necessarily mean the more time you spend on it, the better.

The amount of quality time you spend on it is key.

Since many are too overwhelmed with the idea of creating a marketing strategy, they decide to skip the strategic part altogether and just DO marketing because most everyone can write a blog post, hop on a FB live and send a newsletter.

Right? I’m pretty sure this is not where you need help.

Operative tasks such as these will not help you move forward if you don’t have a valuable strategy backing up your activities.

Nor will social media ads or a SEO strategy if you’re not clear on your ideal customer.

This is why many companies struggle, waste precious time and money.
Because they do these things without working on a marketing strategy first.

Truth is: This spontaneous doing and dabbling is as ineffective as a female lion going on a hunt alone. Believe me, I’ve seen her try in South Africa and it’s very painful to watch. She just causes her target market to scatter and snicker. 

But, you’re not a lonely lion, you actually want to get the job done right!

You want your message to stick, like a chameleon’s tongue on a moth.

Let me help you create an impactful ethical marketing strategy to get your message stuck so that you grow your business and become an industry leader.

So that you make a greater impact in this world!

If you want any of this:

  • Meet your sales goals and enjoy a steady increase in revenue.
  • Get more social engagement and turn followers into customers.
  • Enjoy requests from retailers to stock your products.
  • Receive amazing collaboration opportunities.
  • Hire a team of fellow changemakers who share your vision.
  • Ease your workload or that of your marketing team.
  • Save money by not hiring an in-house marketing strategist.
  • Become a leader and make positive changes in your industry.
  • Enjoy quality time with your family. In the evenings, on the weekends and on vacation.
  • Make a greater impact by saving more animals and our environment. 

… then you’re in the right place!

Welcome home.

What an impactful ethical marketing strategy does for you.


Directly speak to your customers.

When you have an ethical marketing strategy, you’ll be able to look deep into the heart and soul of your customers. You’ll know them so well, you’ll easily be able to speak their language. You’ll also be able to create incredible offers to keep them happy. And answer their questions before they ask.

All this will help turn you into a leader of your industry.

Increase engagement and conversion rates.

With regularly added quality content, Google & co. will take notice by increasing your domain authority and improving your search engine rankings. This will move you higher up on the results page which will help you get more people spending time on your website and social channels.

You’ll also inspire them to read more and click on the ‘Add to Basket’ button.

Improve brand reputation.

Conscious consumers generally have trust issues with harmful industry practices, so if you create content that is transparent, informative and helpful, they will learn to trust you. You’ll become an authority in your field and more easily motivate them to support you.

This will also help you reach the mass market to change the way people shop.

Prove cost effective.

Time is money and marketing takes time. But marketing ethically is money well invested since it offers compounding ROI. You may not see results right away like some of my clients featured below, but you will enjoy a healthy increase over time.

You won’t have to spend a lot of money on advertising either. Instead, you’ll be building up your community organically.

Strengthen internal communication.

There’s nothing more satisfying than going to work every morning and seeing a group of motivated employees working well together and reaching a common goal.

An impactful strategy strengthens this community spirit because it brings clarity to your vision and business’ existence.

Ease your workload.

With an ethical marketing strategy, the guessing game is over! You or your team will know what to post, when and where. You’ll know exactly what actions to take. And, you’ll know it’s going to work.

You’ll have extra time for creativity and inspiration to produce more powerful and successful campaigns and take on new growth opportunities.

Your impactful ethical marketing strategy.

I developed a 7-step ethical marketing strategy that uses the 4 Cs in marketing: communication, connection, collaboration and creativity.

If you hire me to help you create one, we’ll clearly define and masterfully develop the following seven steps.

You’ll walk away with a valuable plan for profit that you can implement right away.

So that you have a rock-solid foundation for years to come that will help you grow your sustainable business.





Seven steps to an impactful ethical marketing strategy:

  • Step 1 | Why: Identify your brand.
  • Step 2 | Who: Target your market.
  • Step 3 | What: Master your message.
  • Step 4 | How: Promote your brand.
  • Step 5 | Where: Deliver your offer.
  • Step 6 | When: Schedule your content.
  • Step 7 | What’s up: Analyze & optimize.

The seven steps  defined.

01: Why | Identify your brand.

Content, e.g.:

  1. Define your business identity (vision, purpose, mission).
  2. Create your offer and pricing structure.
  3. Develop your market position and niche (USP).
  4. Define your goals, objectives and actionable steps.

This part of your marketing strategy lays the solid foundation for all your marketing efforts. This is your WHY. Why are you in the business you’re in? Who is your brand? Are your customers viewing you the way you want to be seen? Are you where you want to be positioned in your market?

Here, we’ll take a step back and dig deep into your business so that you can better position yourself in your industry.

02: Who | Target your market.

Content, e.g.:

  1. Define your ideal customer.
  2. Identify what your customers really want.
  3. Craft an irresistible offer.
  4. Identify your team players.

Finding the right customer isn’t always easy. If you have customers who don’t engage or come back, you have the wrong customers. Instead, you want customers who rave behind your back. You know, those fans who post selfies with your products and tell their friends all about your brand. Those fans who are loyal customers.

In Step 2, we’ll clearly define your ideal customer so that you’ll know what they truly want to be able to craft an irresistible offer and turn them into raving fans.

03: What | Master your message.

Content, e.g.:

  1. Define your company’s voice and tone.
  2. Craft compelling copy that converts to sales.
  3. Create copy that’s authentic, transparent and non-greenwashy.
  4. Optimize your copy for humans, not machines (SEO simplified).

Now that you know who you are and who you’re talking to, it’s time to present your audience with content. Get ready to craft your message and tell your story. You’ll also learn how to write in a way that Google and co. prefer so that you get noticed.

In Step 3, we’ll master your message so that you not only attract the right customer but also keep them engaged and in love with your brand.

04: How | Promote your brand.

Content, e.g.:

  1. Choose the right promotions for you.
  2. Promote without spending a fortune on advertising.
  3. Define which promotions will help you generate more leads.
  4. Grow your email list.

There are a bunch of creative ways you can promote your products and services, but which ones are right for you?

In Step 4, we’ll choose the best promotions for your business and develop a strategy using the resources you have in the most effective possible way.

05: Where | Deliver your offer.

Content, e.g.:

  1. Define the best way to reach your fans.
  2. Define how you want to deliver your message or offer.
  3. Learn how to map out your customer journey.
  4. Identify the best tools to use to reach your customers.

You now know what your offer is, who you’re selling to and how. It’s now time to figure out where you’re going to meet your customers in order to sell them your products and services.

In Step 5, we’ll map out your customer journey and define the best way and times to reach your ideal customers, both conscious and the mass consumer.

06: When | Plan your content.

Content, e.g.:

  1. Quantity: Determine how much is enough.
  2. Quality: Collect ideas that resonate with your customers.
  3. Resources: What to add to your editorial calendar.
  4. Create an editorial calendar and start to schedule.

If it’s not scheduled, it’s not real. Your content needs to be scheduled, just like your dentist appointment.

In Step 6, we’ll create a consistent, educational and entertaining editorial calendar that will give you a clear guideline to follow so that you can check off completed tasks like never before and spend more time creating powerful content and engaging with your customers.

07: What’s up | Analyze & optimize.

Content, e.g.:

  1. Determine what tools to use.
  2. Analyze data to figure out what your customers want.
  3. Identify and perfect the best campaigns.
  4. Optimize your ethical marketing strategy.

Now it’s time to optimize your strategy! Marketing is truly effective when you know that something will work before you even do it.

In Step 7, we’ll analyze your results and optimize your strategy so that your marketing starts working for you for years to come.

Who I am to tell you this?

Hi, I'm Jessica, founder and Ethical Marketing Strategist. Since earning my marketing degree in 1991, I've helped companies soar like an eagle and relax like a sloth by improving conversion rates.

I've been doing this for so long and instinctively know how to optimize your online presence. I know what inspires customers to click on that "Buy Now" button. And I know how to create an offer that pleases your ideal customers. I can also see things others can't.

As an advocate for healthier consumption practices to help save our planet, I, however, steer away from sleazy marketing tactics such as urgency and scarcity that make your customers feel inadequate or like they're missing out.

Because let's be honest: No one likes to be manipulated.

Instead, I help you implement proven ethical marketing practices that not only inspire customers to support you but also help bring conscious consumerism to the mass market.

Our planet needs your eco-friendly products and conservation support. The time is ripe for change. Be that change. 

 How can I help you?
Choose your own adventure.

Get guidance on the fly.

The quick & cost-effective solution:
Get guidance.

Sometimes, you just need advice on the spur of the moment. Say for a new product launch or rebranding process. Or you lack marketing experience, but still want to learn how to create an ethical marketing strategy instead of outsourcing it.

During our first free 30 min. strategy call, we’ll determine where you need help most and I’ll craft an offer that fits your needs and budget.

Get the help you need when and where you need it.

Get a helping hand.

The easy solution:
Outsource it.

If you want to make a greater impact but don’t want to DIY it or hire an in-house marketing director, hire me to create an impactful ethical marketing strategy for you.

So that your marketing team can concentrate on what they do best: Creating awesome content and powerful campaigns as well as authentically engaging with your customers to bring in more qualified leads.

So that you can concentrate on what you do best: Growing your business.

Let’s see to it that you thrive.

Guide to transform your marketing to make a greater impact.

Strategically and ethically market your social enterprise.


And become an industry leader to be able to make a greater impact.

Sign up to receive free ethical marketing tips, how-to guides and a FREE 30-min. private consulting session that will help you create an impactful ethical marketing strategy.

Awesome. Please check your inbox to grab your free guide and stay tuned for other tips and freebies.

Did you know that I also write for the animals?

Did you know that I also write for the animals?

 Hi, I'm Jess Lohmann, founder of Ethical Brand Marketing and I not only market for the animals, I write for them too.

On April 24: World Day for Laboratory Animals, I published Lily Bowers and The Uninvited Guest, the 1st of a middle-grade series that shows kids they have the power to make a difference and save animals.

Join fellow animal lovers and receive updates about new book releases, fun stuff to do in nature, easy conservation ideas, exclusive offers for fans and more!

As a thank you, I'll send you the digital version of Lily Bowers and The Uninvited Guest for free.

Awesome. Please check your inbox for the link to grab my book. By the way, my mails will be from Jess Lohmann, not Ethical Brand Marketing.