Craftsy Cakes

In the last post, I covered How To Start A Home Bakery Business and detailed many lessons I learned in the past five years. I also gave you a great cheat sheet at the bottom of the post to help you kick-start your business. It’s filled with templates that I use until today. So if you’ve missed that, go ahead and read that post first. Setting up your business and running it is a big topic that can’t be covered in one blog post, hence part II, and the subject everyone wants to learn about the most is digital marketing and how to promote your business online. This is where all the promotion takes place, how people discover and learn about your business, and you build and grow loyal customers. Digital marketing can be a lot of work but is necessary to grow your business online. So I will show you how I use four online marketing strategies to promote and grow my business today.

I come from a marketing background, as that has been my job for the past ten years, and I love it. Marketing comes easy to me, and I’m eager to learn all the new digital marketing essential in today’s marketing mix. Besides traditional marketing, I took courses in email marketing, social media, building an online presence through CMS, etc. So here are my top four online marketing strategies that I use.

Strategy 1 – Email marketing

You need to know that the followers you have on social media don’t exactly belong to you. They belong to Instagram, TikTok, or Snapchat. So no matter how much you are growing on these social platforms, you can’t call them your own, and if one day this platform fails and it has crashed before (many times), you may not be able to access your followers. For that reason, it’s essential to start thinking about email marketing.

Another reason for email marketing is its return on investment (ROI) is four times more than any other marketing channel. This is because the people you are emailing are your ideal customers. They are listening and engaged with you. Have you heard about selling to a cold or warm audience? when you sell to someone you’ve never met or spoken to, these people are a cold audience like the telesales calls. But with email marketing, you’ve been talking and emailing your audience, and you have warmed up your crowd. They feel like they know you as you know them, and they are more likely to buy from you when it’s time you present your offer.

I’m a big believer in email marketing and building your audience through an email service provider. You do that by having a goal for each email campaign, emailing your list of subscribers at the same time each week or month, and providing them with valuable content. For example, you can email them to announce you have a new video or blog post on your website. Just make sure you are delivering helpful content each time. For me, it’s this blog post that I share each week. If weekly blogging is too much for you, think of a monthly or bi-weekly post or video.

Here are some Email Marketing Best Practices from one of my mentors regarding digital marketing, Amy Porterfield. Try to implement some of her strategies, and you will be on the right track to building your email list. I took her course called List Builders Society which helped me tremendously and enabled me to gain 5K + subscribers.

Strategy 2 – Social media

I wasn’t saying you don’t use it; just don’t depend on it 100%. Right now, there’s a surge of social platforms from old to new, and you don’t have to be on all of them. It takes a lot of time and effort to shoot, edit and publish content everywhere, so choose your battles (aka your platforms). If you feel you are getting sales and more exposure from one platform, stick to that and ignore the others. My direct sales come from Instagram, so I have to check my DMs daily. TikTok is increasing my brand awareness among my Arab community, so these are my leading platforms. As for Facebook, it’s important to be in your community groups, like your area group, mummy groups, foodie groups, etc. Whatever groups exist to serve your community. Be careful not to sound very sales-y when joining these groups. Don’t just drop your business name everywhere, as some groups have rules or community guidelines that won’t allow you to promote your brand so bluntly. Instead, you can do that when it’s relevant, like when someone asks where they can buy a cake. Or even better, have some of your customers pitch in and recommend you in these groups. It gives much more credibility. On Facebook, you can also build your own group followers through a private and exclusive group made just for them, where everyone can share their creations and ask each other baking questions. I have a group called Craftsy Cakes Club, which you can join here. And I love to be in other baker groups too.

Regarding the number of times you should post per week, many so-called “social media experts” will tell you to post daily or a certain number of times per week, etc., but that may be too much pressure, so I say there is no right or wrong. Do what works for you. I try to post a minimum of 3 times a week, which I’m comfortable with, and I usually do a bit more like four times. As for Instagram Stories, I believe you should post as much as possible because stories’ exposure is much better than fixed posts, but unfortunately, I don’t do that myself. I sometimes struggle with social posts, DMs, answering clients, baking, and having a life all at once. Try to use tools that help you automate your social media posts and possibly blog posts. More on that later.

Strategy 3 – Word of mouth

This is by far the most powerful tool you have out there. Start with your circle of family and friends, ask them to support and recommend you, and from there, increase your circle to friends of friends, colleagues, etc. If your work is excellent in quality and look, it will speak for itself, and people will recommend you. Next, gather Google reviewsFacebook reviews, and testimonials that you can use on your website, social media, etc. Ensure you get your customer’s consent before using their quotes or pictures. You can also create a promotion for those who provide you with reviews; they get a discount on their next order. Works for me! Right now, at the end of each month, I send out a “Thank you” email to everyone who has bought from me that month. It serves two purposes: I’m genuinely thanking them for their business and requesting them to leave a Google Review.

Strategy 4 – Online Tools

Invest in online tools that help streamline your business. This is especially important if you’re a solopreneur trying to do it all yourself. In my previous post I spoke about design tools like Canva, but you can also consider things that make you look professional and give you some analytics like Linktree. It connects your social links, website, blog posts, events, etc. Linktree is terrific because it provides analytics and shows you the traffic per link, where they come from, and much more. If you want to see an example of what Linktree looks like in action, here is mine.

Somewhere down the line, you may want to have your own website. Make sure you define the purpose of this website first because it will be an added amount of work on top of your busy schedule. So make sure that you need it. Nowadays, you don’t have to know coding to design your website. You can do it through the many website builders out there. Once you have a website, make sure you set up Google AnalyticsGoogle Search Console, and Facebook Pixel, all linked to your website, to help measure your site’s traffic and performance.

Now let’s talk about automation. Wherever possible, try to automate your business—for instance, using social media management tools that help you schedule your posts. Email service providers allow you to plan your email campaigns ahead of time, and send a series of emails to a group of customers through a funnel. If you’d like to see all my favorite websites and online tools that I use daily in my business, just fill in your name and email below and you can instantly download it.

If all this seems overwhelming and too much, you certainly don’t have to do it all at once. Start with the word-of-mouth social media strategies, and the rest will follow later. If you’d like to reach out and ask me any questions I’ll be happy to answer. You can leave a comment below or send me an email.



4 Responses

  1. الله يعافيك ابي طريقة الكوب كيك ما لقيته في المدونة وحسابك مره جميل وانتي مبدعه واستمري في ابداعك 🤍🤍

  2. Hi Manar,
    Thanks for writing about home business.
    I want to know how did you get your home baking business.
    And how the inspection team check your kitchen?

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