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Marketing Workshop: How to Market, Promote Your Cake Business

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Marketing Workshop: How to Market, Promote Your Cake Business Marketing Workshop: How to Market, Promote your Cake Business How to market & promote your business, get your name ‘out there’ and have a fully booked out diary within 2 months! Marketing Workshop - www.angelfoods.net 1 What we will be covering in Marketing Workshop: The different marketing strategies + which one is best for you! ‘Free as a Fairy’ marketing strategies (cost $0 nothing) How to promote your business and get (more) cake orders. And not the sleazy-used-car- salesman type selling! Networking: how to do it like a pro Websites – how to get cake orders straight from your website Rainbow layer money makers (how I got booked out 6 months into business) Online + offline marketing strategies Social media – where to start 3 ways to sell cakes using Facebook The secret of getting cake orders at markets/events/expos How to Stand Out From the Crowd and Outsell Other Cake Businesses Email newsletter subscribers, with deals or specials + Email marketing strategies Free Advertising and Marketing strategies and how to get more bang for less buck Samples – how giving away freebies = cake orders The art of vouchers and loyalty cards turn into orders and stark raving fans (WOM) Paid advertising – is it worth it? What is marketing? Marketing is how you help people. Taking a step further, marketing is how you promote and share how you help people. (You help by making edible pieces of art. You help by saving time. You help by saving frustration … hello, cake pops! You help by being part of a gorgeous event.) Important NOTE Marketing only works when you go out and market yourself and your business. If you don’t share with the world how you help people (market your business), then you will not get orders and you will not have a successful business. Period. Instead of thinking of a strategy that ‘doesn’t work for me’, flip that on its head and think ‘how can this work for me’. There are loads (and loads) of marketing strategies. And you don’t have to do all of them. Choose the ones that you want to start with and go and do that. Remember, it’s your business. Your rules. Marketing Workshop - www.angelfoods.net 2 Try. Test. Tweak. Repeat. When doing anything new you need to try it (try that marketing strategy). Test – see if you get any or how many inquiry or orders. Tweak – change it up for next time. Repeat – try that marketing strategy again. 100% perfect - It does not have to be 100% perfect. Confidence. Confidence will come with time, experience, skills, etc. You will be more confident on your 10th cake then you’re first. You will be more confident on your 100th cake. Marketing Workshop - www.angelfoods.net 3 Marketing Strategies There are dozens (hundreds) of marketing strategies. Ultimately it comes down to you. Choosing which marketing strategies comes down to you. Your preference, personality, your skills set, and what works for you in your business. A strategy that works for me, might not work for you. 100 Marketing Strategies Make a portfolio of your work. Ask previous clients for testimonials. There is nothing more powerful than someone else’s recommendation to buy from you. Share testimonials on website and social media. Share any certificates, qualifications, registrations and licenses to prove your skills. Include any evidence of awards you have won within your portfolio (on your website and relevant social media platforms). Share any magazine or newspaper clips where you, your business or your cakes have received coverage (that includes online websites and blogs, too.) Categorise your portfolio into sections – children’s, weddings, cupcakes, etc. Network. Go to business sessions or mastermind or networking meetings, you never know who you are going to meet. Collab with other people in similar industries. For example – wedding coordinators, party planners, gift shops, etc. Offer commissions for cross-promoting or recommending. Marketing Workshop - www.angelfoods.net 4 Social Media Set up a Facebook Business (or Fan) page. Join local Facebook groups and share your weekly deal. (These groups are similar to online community noticeboards). Share on your personal Facebook page that you are taking cake orders. Your friends and family will be your biggest supporters! Improve your Facebook Business page with an App that collects names and email address. Create your own Facebook group for people in your local area. Have a competition inviting people to add their friends. Share you latest creations and sneak peaks and deals regularly. Ask people to comment for engagement. Pin your cake photos and blog posts to Pinterest. It is where your target market are hanging out that is also a visual gallery or portfolio of your work. Create a Pinterest business account here. (I also have video training on my Pinterest strategy here. How I got 5 x times traffic in 6 weeks, from as little at 10 minutes per day!) Share your cake photos and blogs posts across all social media platforms. Share any sales, deals, discounts, etc. across all social media platforms. Advertise Online Advertise on TrueLocal (Australian site). Advertise on GumTree (Australian site). Or here for USA or UK. Get your business added to the Yellow Pages directory. Offline Marketing Bake mini cupcakes and give to local businesses. Make up and print off Vouchers and give to people you meet (Check out chicks, neighbours, people at a BBQ, parents at the soccer game). Letter box drop with business card and voucher (either yourself, or ask a couple of friends and pay them in cupcakes!) Marketing Workshop - www.angelfoods.net 5 Visit your local PCYC, community or sporting clubs and offer your services. Message, text or ring friends and family who are having a birthday or party soon. Offer to do a great deal when they order from you. Go to Restaurant and Café’s with free samples. (Here is how to get Wholesale orders in 9 steps.) School newsletter advertising. Day-care newsletter advertising. Network. Connect with other people in your community such as other business owners. Email Marketing Send out regular emails newsletters with deals or specials to create interest. (For information on how to do this, click here.) Collect email address from website, inquiries, orders and events. You can manually add email address to an excel spreadsheet or word document and bcc (blind carbon copy) in on emails or use an email service provider like MailChimp or ConvertKit. Collect email address from website traffic (more information below). Email out your latest creations, your latest blog post, what market or event you will be at next, what shop stocks your goodies, a deal/voucher/discount/sale, what social media platforms you are on, invite to join your Facebook group, sneak peaks, etc. Give a call to action (CTA). For example – get a free quote today, click to read more, press button to join Facebook group, hit reply, etc. Marketing Workshop - www.angelfoods.net 6 Website Have a website to share your portfolio and/or gallery to showcase your work. Blog regularly (for Google-ability). By regularly adding blog posts and photos you will get better Google ranking. Collect email addresses. Over 98% of people who hit your website will navigate away and not contact you – boo! Add an ‘opt in’ to your website to give incentive for people to give you their email address. Here is more information about opt ins. Have a call to action (CTA) on every single page of your website – I suggest inviting them to contact you for a free quote today! Have good quality photos! No blurry, dark or messy cakes here. Marketing Workshop - www.angelfoods.net 7 Quick Website Reference Resource List: Website: WordPress.org Hosting: Bluehost or Siteground Domain: GoDaddy or Crazy Domains Themes: Sparkling or Genesis Framework or StudioPress or Foodie Pro Security: Sucuri Email Service Providers: MailChimp or ConvertKit Video Editing: Camtasia for PC or Mac Enrol in Cake Business School for step-by-step video training on building a WordPress website in under 60 minutes. Tailwind app for scheduling Pinterest pins How to Start a Website & Make Money With It How to Start a WordPress Website on Bluehost hosting in 3 Easy Steps Marketing Workshop - www.angelfoods.net 8 Markets, Expos, Shows, Festivals, Events Have a stall at festivals, shows, markets and fetes and give out business cards. Sell at the markets and hand out business cards. Give away free samples, which invites people to try your goodies, they slow down to look at your table, you have time to say ‘I have these on special, these are new flavours this week, feel free to enter competition to win free cupcakes’ and they generally walk away with a business card! Have a competition! At the end of the table have entry forms and a box, where people put their name and contact details to win something (like a box of cupcakes or a voucher). Give each entrant bonus points for putting family member’s birthdates! (Now you can add them to email newsletter list.) Have a portfolio on display or photo album (laminated photos hanging off sides of table and marquee worked well for me). This is how you become known as the local cake lady. People will recognise your brand. Have signage that says ‘’Taking Cake Orders Today!’’ Direct people to look at your website and ‘Like’ your Facebook page (and any other social media platform you are on. Take photos of your stall or stand at the event and share on social media, on your website and for email newsletters. Invite customers to take photos and share on social media and tag your business in it! Marketing Workshop - www.angelfoods.net 9 Wedding Expos Exhibit at a wedding expo or fair, with more than 1 display cake.
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