Running a home baking business is no small feat.
From perfecting your recipes to handling customer orders, there’s a lot to think about and get organised.
But there’s one aspect of running a business that is often overlooked, or not planned properly…and that is marketing.
Marketing: Activities a company undertakes to promote the buying or selling of its products and services.
In other words, what you do to let people know what you are selling.
Of course, it has to be a lot more subtle that just the ‘hard sell’. Good marketing allows the potential customer to see what a business is all about and what it stands for, rather than just what it sells.
Generally, people only buy from businesses and people that they know, like and trust. You go to your local supermarket… because you trust that it will sell what you need at a price you can afford. You buy online from companies that you know, and have bought from before, usually starting with something small, and building to the bigger purchases. And you only ever make a second purchase from anywhere if your first purchase was at least satisfactory. You trust that the second time will be as good, if not better.
So how do we market our businesses effectively?
1. Know Your Ideal Client.
You need to know WHO you are selling to. Don’t make the mistake that I, and many new businesses, made… ‘I don’t want to limit myself, I’ll sell to anyone’. Yes, you can sell to anyone, but you can’t possibly appeal to everyone.
Your products, your brand and your messaging will be attractive to some, and not to others. So focus on those who are attracted… make sure your look and your messaging reflect who you are and what you do. Be true to your values, and your ideal clients will stick to you like magnets.
Read more about IDEAL CLIENTS HERE.
2. Create a Strong Brand
Your brand is more than just a logo—it’s the story, values, and personality behind your business. I was told by my business mentor that your brand is what people say about your business when you aren’t in the room. It’s less about your colour palette and more about your reputation.
And you have to know your ideal client… because all these things should attract them. There’s no point having a fluffy pink logo if you want to attract goth wedding couples. And if you don’t want to attract goth wedding couples, don’t have a black logo covered in skulls… Yes, ok, the example is a bit extreme, but you get the idea… match what you say and show, to who you want to attract.
Your messaging is also a big part of this. What do you talk about? What do you feel strongly about? Whatever it is, there will be people that agree with you…and they are your ideal clients. Don’t worry about those that don’t believe in the things that you do, and certainly don’t water down your messaging to try and accommodate everyone, you’ll get enough customers from those that are on your wavelength.
3. Be visible.
And in more places than just social media.
The more places that potential customers see you, the better. If they only ever see you on Facebook, you are only 1 dimensional to them. Pop up in a magazine, or on Youtube, or a guest on a podcast…. they will see you as a more fully formed business, and one with authority.
Not that there’s anything wrong with social media. Quite the opposite, it’s an essential tool. But use it wisely.
Allow your audience to get to know you and your business… not just see pictures of what you sell. Create some content pillars to make sure you have a range of content on your social media. Build the ‘know, like and trust’ factor.
Want to know more about visibility – I have a free masterclass!
4. Build an email list
Although social media is useful, it is also fragile. Accounts can be hacked, or removed at a moments notice, leaving business owners unable to connect with any followings they’re built.
An email list, on the other hand, is yours. And you can communicate directly to many people at once, without having to constantly bow to the algorithm.
Make your content engaging, chat to your audience, let them get to know you so that they feel really comfortable buying from you.
A system such as Mailerlite has a free plan, allowing you to start building a list at no cost. And it will guide you with GDPR compliance.
Yes, there are GDPR rules that apply, but registry with the ICO costs only £40 a year. And you’d easily get that back from the sales you’d make from your list.
5. Build a Website or Portfolio
A simple website can act as your digital storefront. As with the email list, it is yours, and not subject to the fragility of social media.
This is essential if you are looking to make wedding cakes, couples would be very wary of a business without a website, and you’d be limiting your growth without one.
Include the following:
- A gallery of your products
- Pricing information (if applicable)
- Contact details and an order form
- Customer testimonials
If creating a website feels daunting, platforms like Wix or Squarespace make it easy for beginners.
6. Measure Your Success
Track what’s working and what isn’t. Use tools like Google Analytics for your website or Instagram Insights for your social media. Pay attention to:
- Which posts get the most engagement.
- Where your referrals are coming from.
- Customer feedback.
Evaluate how everything is working, then you can do more of what works, and less of what doesn’t.
Annie ran her baking business, Leading Lady Cakes, for 10 years, following a career in primary teaching. She is now combining her teaching experience and her passion for baking to teach and support others who wish to set up for themselves.
Find out more about the Home Baking Business Academy here;
