How would I market a baker?
As a new initiative, I will each week share my ideas on how to market specific industries.
There has been huge demand for this, so I hope you follow along and find these posts useful.
Today, I’m diving into the “sweet” industry namely, the bakery sector and looking at how to market the beloved local baker.
Website
Create a simple website using, for example, WordPress. Find a theme (Themeforest) that makes sense and get some nice photos taken of the food and staff. Avoid making it look like something from a restaurant in Crete.
Consider expanding your strategy with a takeaway system using simple “boxes” that mix different products. This way, you can sell upfront while also collecting valuable customer data.
Google My Business
The little stars you see on the side of Google do a lot for local shops. Make sure you have this set up properly. You can verify ownership by receiving a letter from Google with a code you enter, and then you’re good to go.
It’s also possible to link Google My Business with Google Ads so users can call directly from your ads to place orders or get other relevant information.
Google My Business has become the main place where users find information, contact details, and much more about restaurants and physical locations in general.
Through GMB, you can control which photos users see first. This way, you avoid them encountering poor customer photos that don’t do justice to the crispiest and most delicious raspberry slice in your bakery display.
Tip: Also consider using TripAdvisor, which is an excellent site for tourists visiting the city.
Facebook & Instagram advertising
Facebook and Instagram are great platforms for local marketing. Using Ads Manager, you can create audiences based on people who live near or frequently visit your location.
- Make videos showing your production process
- Take great photos of the week’s bread
- Create limited edition items like a “Nutella layer cake” or similar that could go viral
- Run contests where people can win fun and unusual cakes, such as a birthday “brunsviger”
- Offer weekly or monthly specials, such as 10 cinnamon rolls for a fixed price, or create your own special cake only you offer
Make sure the photos you take reflect the quality of your bakery and your products.
SMS / E-mail marketing
If you have permission to send content to your customers, SMS and email marketing remain excellent channels to build relationships such as sending birthday inspirations or special offers.
For example, you can create lead ads on Facebook and then move your followers into a MailChimp flow where you welcome them and share your business values and much more.
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