- A simple guide to creating a social media strategy for a local independent bakery -
When selecting platforms, focus on Visual Platforms: Platforms like Instagram and Pinterest are ideal for showcasing a bakery's visually appealing products. Feed the eyes first.
Consider your local presence: Utilise Facebook to connect with the local community and share updates about your bakery.
It's easy to build a marketing strategy with clearly defined short and long term goals:
Example Objectives: Increase in-store sales by 15% in the next quarter.(Tip: Offering half price on remaining stock for the last half hour or hour of service.)
Building a community of loyal customers through online engagement and great customer service.
The strategy would be focused on conversion, community management & client retention.
Understanding the content to create and share that aligns with your goals.
Some key post ideas:
Weekly Specials: Plan posts highlighting promotions or specials of the week.
Behind-the-Scenes: An insight into your baking process and staff spotlights, get fun and show your personality (we all have one ;)).
Identify your Key Demographics: Know your audience, what' are the common age groups, habits, baked preferences, and location.
Encourage Feedback: Respond to comments and messages to build trust and positive relationship with customers.
Being aware of what wholesale opportunities are possible in and around your location.
Develop bakery-specific hashtags unique to your location. Add your bakery name and or specialties that will be seen. #SweetTreatsSunday or #FreshOutTheOven or #Toyinbakes.
Research trending hashtags: Incorporate popular food-related hashtags to increase discoverability.
(Tip: Don't chose hashtags with a high volume of usage as they offer a lower return on visibility.)
Encourage customers to share pictures of their favourite bakery items in exchange for loyalty points/treats this could be done via story or feed. Include your personalised terms and conditions.
Run Polls and Surveys on your stories that engage with followers or requesting their opinions on new flavours, menu items or ingredient lists, this could be done in the caption also.
Boost Specials: Invest in targeted ads only promoting limited-time offers, discounts or viral products.
Local Ads: Targeted ads to reach people in your bakery's vicinity.
Partnering with local food bloggers or influencers for food reviews and visual content is a great way to boost awareness.
Arrange giveaways in-house or in collaboration with influencers to expand reach and grow following.
These are great awareness boosters.
It's vital to track your likes, comments, shares and saves on your post. Tracking and documenting any increase or decrease.
Use your insights to analyse and understand the demographic engaging the most.
(Tip: These can be useful in deciding who to target your ads to)
No one is perfect and there is always room for improvement. It's important to provide a clear channel of communication with your customers, Providing space for feedback.
Address negative comments swiftly and professionally and always offer a solutions.
Sharing positive customer testimonials helps counterbalance the negative ones.
Your greatest asset are your customers. Their voices hold a lot of weight. Word of mouth is a powerful tool.
Run contests or loyalty programs encouraging customers to share photos of their favourite baked goodies.
Feature and showcase customer photos and reels on your social media.
Being an active social media presence with an engaging following makes promotion easier.
Using your following as leverage on promoting local events, partnerships, or collaborations.
Featuring non competitive local or businesses onto your platform. (wholesale clients)
List local bakeries or dessert shops and analyse their social media presence. Work out what they don't do well and avoid that.
Also be humble and take note of any successful strategies you identify and adapt them to your bakery's approach online.
(Its not stealing, they got their ideas from somewhere too)