Solved: Need Help Developing a Marketing Plan for Cake Decorating

Hi there,

Really happy to give you some initial thoughts and guidance on your cake decorating side project. It sounds like you're juggling a lot running the bakery, so let's see if we can get you started with a few ideas that won't take up too much time but can still make a difference.

We'll need to look at Google Business Profile...

First things first, let's talk about your Google Business Profile (GBP). I can't stress enough how important this is for a local business. Loads of people search for bakeries "near me" or "cake shops" so you have to be found. The first thing I'd say is make sure you have claimed your GBP and filled out all the details properly. Check your address, phone number, opening hours are correct, and then make sure you’re using some relevant categories like “Bakery” and “Cake Shop”. Make sure the information is up to date or you'll miss out.

Next, get some amazing photos uploaded. Think about what will catch people's eye. Some pics of your best cakes, photos of your shop looking inviting, pictures of happy customers. Remember, people eat with their eyes, so your photos need to be top-notch. Get a friend to take some or ask a customer, it doesn't have to be that profesional.

And finally, keep an eye on your reviews. Respond to all of them, good and bad. Thank people for positive reviews, and address any concerns in negative reviews politely and professionally. It shows you care about your customers and are willing to make things right. When we've worked with local businesses, the difference this makes can be huge. It sounds simple but a lot of business owners never get round to it. By having a well looked after Google Business Profile and showing off your best bakes, you are already ahead of the competition.

I'd say you focus on Instagram...

After Google Business Profile, I'd focus on Instagram. It's the perfect platform to showcase your cake decorating skills. You can reach a lot of new customers using the right hashtags. Some customers that we've worked with that are in a similar industry use tags such as #bakery, #cakeshop, #cakedecorating, #localbakery, #[yourcity]bakery – play around and see what works for you!

Again, the key here is visuals. Post high-quality pictures and videos of your cakes. Short videos of you decorating, close-ups of intricate details, time-lapses of the whole process. Show off your skills and creativity, its all about showcasing your unique talents. Show the human side of the brand to get people interested. Make sure to post consistently so your content stays current and you keep popping up in people's feeds.

When it comes to captions, don't just post a picture without a description. Write something engaging. Talk about the inspiration behind the cake, the ingredients you used, or the story behind the design. Ask questions to encourage engagement. "What's your favourite cake flavour?" or "What kind of cake should we make next?". It's all about building a community around your brand. I'd also say, run a small competition or offer a discount for new followers. It's a great way to get people to notice you and encourages them to take that leap to try your cakes. Maybe create a Facebook page as well, just so you can share content across platforms.

You probably should consider local partnerships...

Another really effective way to get your cakes out there is to partner with other local businesses. Cafes, restaurants, event venues – anyone who might need cakes. Get in touch with them and see if they'd be interested in offering your cakes to their customers. It's a great way to get your cakes in front of a new audience, and it can be a win-win for both of you. I know some bakeries that supply local cafes and they are doing really well. Its a great way to get exposure and boost revenue.

Think about local events, too. Fetes, fairs, markets. Set up a stall and sell your cakes. It's a great way to meet potential customers face-to-face and get direct feedback on your cakes. Give out samples, talk to people about your bakery, and hand out business cards. It's all about building relationships and getting your name out there. You could also offer workshops or demonstrations. Show people how to decorate cakes, and let them try it themselves. It's a fun and engaging way to promote your bakery and attract new customers. People love to be entertained, especially if its something sweet.

You'll need to test targeted ads...

Once you've got the basics sorted, you might want to think about running some targeted ads on Facebook or Instagram. These can be really effective for reaching people in your local area who are interested in cake decorating. We had a client who runs a cafe, and Facebook ads worked pretty well for them. If you do decide to go down the ads route, just remember to keep a close eye on your budget and make sure you're targeting the right people. You don't have to spend a fortune to see if it works for you, even a small investment can yield positive results, so give it a try.

And remember, don't get bogged down in trying to be everywhere at once. Focus on the things that are going to give you the most bang for your buck. Google Business Profile, Instagram, and local partnerships are a great place to start. Once you've got those sorted, you can start to explore other options. The key is to be consistent, persistent, and patient. It takes time to build a brand and attract customers. But with a little bit of effort, you can definitely make your cake decorating side project a success.

I've detailed my main recommendations for you below:

I hope these ideas have helped and given you some food for thought. It's important to start somewhere and getting your marketing right can really take your business to the next level!

Of course, getting all of this right can be tricky, and sometimes it makes sense to bring in expert help. If you'd like to chat about how we could help you take your marketing to the next level, feel free to book in a free consultation. We'd be happy to discuss your specific needs and see how we can help.

Regards,
Team @ Lukas Holschuh