So you can create the most spectacular cakes in the world and you
have started your cake business following all the correct and legal
steps. How do you get your name out so that clients come in droves to
your door? It is impossible these days not to have an online presence in
order to solicit and attract customers for your business. Although cake
design is still an incredibly personal business, many people still make
their initial decisions based on Internet research and sometimes
actually order cakes without meeting with the designer at all.
This means it is crucial to devote some attention
to creating the best impression you can online as well as in person.
Here are some strategies to consider when you want to promote your
business:
- Set up a website: It cannot be stated in strong enough terms the importance of creating a visually appealing, information packed, easy to navigate website for your business. There should be delicious sounding menus outlining cake, filling, and frosting choices as well as pricing per slice or cake so that you can weed out people who cannot afford you. The website should be packed with pretty pictures, a description of your services and testimonials from happy clients. You might want to put a contact and ordering button on one of your pages so that people can reserve a particular date, indicate the type and size of cake they need, and the desired flavors. Having a blog section on your website can also help you connect with customers and create a thriving network of contacts who can help you create a successful business.
- Set up social media accounts: Facebook, twitter, Instagram, and Pinterest are all platforms that are used extensively by people to look at potential suppliers and do research on what they need. You should get comfortable with all these choices and post regularly to keep your accounts fresh and readable. Post lots of wonderful pictures and learn the best times to post items so that you get the most reach.
- Learn about keywords and metadata: Search engines use algorithms to sort and rank websites so learning about SEO, keywords and other factors can help you move your site to the 1st page. If you feel you are not up to the task of creating this type of content on your website, you can always hire a professional writer to do the work. Remember, no one can guarantee your placement in a search so steer clear of writers who seem to promise you too much.
- Take great pictures and watermark them: Invest in a good camera or at least a smart phone with a decent camera and take many pictures of your cakes. The pictures should be clear and highlight your skills or a particular cake element. Watermark your pictures so that when you post them, people can see where they can purchase your creation. This watermark can also stop other designers from using your work as their own in a portfolio or marketing material.
- Have a marketing strategy: Map out a plan for your business that includes how and when you are going to promote your talents. Get other sites to include links to your website or write articles on cake design that can link back to your site. Write in forums offering cake design advice and network with other designers. Research some of the best online marketing techniques, pick what you think will work for you, and implement your plan.
By Michelle Anderson
Cake Decorating Expert
