Lauren helps bakers and cake business owners to reach more of the right customers (the ones who buy!) through your cake website and social media, all made simple. She’s the baker behind kneadtodough.net, where you’ll find tons of tips for your cake business, topped with a selection of yummy recipes too, and runs the Cake Business Boom online video course. Scroll down to see the special offer for Make Money With Cakes readers!
One of the most daunting things about getting started with social media
for your cake business is the number of options available. Twitter,
Instagram, Periscope, Pinterest, Facebook – how do you master each of them
and know which will work for you?
The key is to start with just one, try out different ideas and strategies
and then measure your results. If they work and your ideal customers spend
time on that social media platform, then carry on with what you’re doing.
If you’re not getting a response and your customers don’t seem to use the
platform, move on to another one.
Today, we’re going to start with Facebook. Lots of cake bakers have a lot
of success using a Facebook page and groups to connect with their
customers, even if they don’t have their own website set up! It’s also a
social media platform you’re likely to already be on, so it should be
familiar and easier to put a plan into place with as a result.
SETTING UP YOUR FACEBOOK PAGE
Whether you’re creating one from scratch or giving your existing Facebook
page an update, there are certain things it needs to include:
- Your cake business name
- Your USP/what kind of cakes you sell
- A call to action to get in touch or place an order
- Your contact details/website address – both is better!
WHAT SHOULD YOU POST?
While it’s tempting to treat your cake business Facebook page like your
profile page, updating it not only with cake photos but with the highs and
lows of everyday life too, remember that you need to create a professional
image. Sharing photographs from your kitchen, of your sugarcraft
decorations in progress or a quick live video of you spinning a finished
cake on a turn table, will work well to humanise your cake business.
They’ll not only show people your skills and that your cakes are quality,
they’ll also show your potential customers a little bit of yourself.
People tend to connect and form relationships better with other people
than with big, anonymous brands, so doing this can be a valuable way to
build trust which ultimately makes people more likely to buy a cake from
you and not the baker they don’t know and like so well.
This all comes with a caveat, of course. You need to post photos, videos
and content that shows your cakes and cake business in a quality,
professional light, so before you post a photo with a messy worktop in the
background, think about it – is that really what you want your customers
to see when they think of your cake business? Professionalism counts,
especially on social media where it’s easy to slip into being too
The trick to deciding what to post is to get into the mind of your target
customer. What are they interested in or looking for? What could they
relate to? What do they want to know about your cake business? It’s also
worth thinking about how they want to see it: in a photograph, a video, a
live video, a text-based post, a shared website page. Give your ideal
customers what they want, when they want it and how they want it and
you’ll be on the road to success as you promote your cake business!
WHAT ABOUT FACEBOOK GROUPS?
You might have heard the buzz about Facebook groups but be wondering how
to make them work for your cake business. Chances are you’re involved in a
baking or cake decorating group or two and you’ll know how brilliant they
are for tips and support, but how many groups are you in that your ideal
customer are in too?
By joining the groups where your ideal customer spends time, you can
connect with them by liking, commenting and posting to build a
relationship. Help them where you can, for example if they are asking
about cakes for a local event, birthday or occasion, even if it’s not
asking for a supplier. You could help answer questions about serving
sizes, flavours, decoration ideas and more. All of this will help to build
trust and a relationship between you and the ideal customer for your
cakes, making them more likely to buy a cake from you, whether now or in
Marketing your cakes on Facebook isn’t only for short term sales generated
by the content you post, it’s also about building a long term relationship
where your ideal customers become familiar with you, your cakes and your
business. This puts you at the front of their minds so that the next time
they or a friend need a cake, you’re the first cake maker that comes to
mind. So go on, put these three steps into place, start marketing your
cakes on Facebook, and set yourself up for cake success!
For more social media cake marketing tips, you’re welcome to download the
free Sweeten Up Your Social Media E-Guide right here.
How do you use Facebook for your cake
business? What works and what doesn’t?
If you’ve found this post helpful, there’s plenty more action
packed, step by step ideas and help inside Cake Business Boom. Join the
bakers already reaching more customers with the online, self-paced
video course at a special offer of £37 – that’s less than the value of many cake orders and gives you a £10 discount as a Make Money With Cakes visitor!
Liked this post catch up on Lauren’s other posts for Make Money With Cakes
- 5 Things That Could Be Holding Your Cake Business Back
- 5 Things Your Cake Website Needs to Sell Cakes