The social media era has allowed the gig economy to take shape, giving entrepreneurs of all skill levels and interests the ability to launch online businesses — including bakers. In turn, online bakeries have been steadily on the rise and allowed bakers the opportunity to pursue a flexible, versatile career path while offering consumers endless opportunities to indulge in their favorite treats.
As the number of online bakeries continues to increase, competition is becoming fiercer. The global specialty bakery market is anticipated to reach tens of billions in USD value by 2030, with online ordering and delivery services being the fastest-growing segment of this sector. In addition, artisan bread loaves and made-to-order cakes are most in demand, and customizations like organic and gluten-free ingredients are among the most common customer requests.
Thus, knowing how to market a bakery online in the digital age can allow you to attract the right customers and grow your business. Read on to gain some insights for success in this sector.
Establishing Your Online Bakery’s Brand
If possible, it is ideal to begin building your online bakery’s brand before you ever put the first ball of dough into the oven. When launching an online bakery, it’s important to establish your brand identity and begin amassing a following of interested consumers before you start selling your products. Creating and implementing a cohesive brand image helps you offer a memorable customer experience that is distinctly different from anything else available in your local area.
Crafting a Compelling Brand Story
A great brand story should explain the who, what, why, and how of your brand. This extends beyond the “About” page on your bakery website; it should be embedded into all your marketing materials. According to the American Marketing Association (AMA), a signature brand story is one that is:
- Intriguing, thought-provoking, and informative.
- Authentic and transparent.
- Compelling in a way that allows the audience to feel involved in the story.
- Strategically implemented into the marketing plan.
Bakers interested in launching an online business can create a unique brand story that communicates their passion for baking, the values of their business, and the origin story of their baked goods. For example, if you are launching an online bakery that specializes in pierogi, your brand story may emphasize the moments when you learned how to bake pierogi with a beloved family member. These moments of connection set your brand apart from others and motivate customers to support your business.
Developing a Visual Identity
Your visual identity as a brand often extends from the brand story, representing your online business in a memorable manner and allowing you to showcase your style and personality. The AMA notes that branding involves several elements, including your:
- Business logo.
- Brand color scheme.
- Website design.
- Product promotions (such as photographs of your baked goods).
Consistent Messaging Across Platforms
As a baker who is launching an online business, you will likely rely on multiple digital platforms to build your brand and share your products. This requires you to deliver consistent messaging across all platforms, from your website and social media pages to your email communications. Consistent branding allows you to build your brand identity and establish a sense of trust in your consumers because they will know what to expect from your products and from the service you provide.
Leveraging Social Media for Sweet Success
From essentially the moment social media became widely used among the public, users found that it was the perfect place to share their favorite meals. In the early days of Instagram, for instance, many feeds were dominated by the meals people received at restaurants or the pastries they bought at the local bakery. The inherent visual appeal of social media makes it the perfect platform for marketing an online bakery.
According to the Social Media Marketing Benchmark Report 2024, about three-quarters of internet users currently use social platforms to search for brand information. When it comes to social media influencer marketing, spending in this area reached more than $4 billion in 2022, with YouTube, Instagram, and TikTok seeing the greatest investments from marketers. . And while TikTok is rapidly rising through the ranks with its number of users, Facebook still leads in this regard with nearly 3 billion active monthly users — making all of these platforms worthy of marketing efforts and budgets. (Explore more about the popularity and demographics of U.S. adults who use each type of platform on this social media fact sheet from Pew Research Center.)
As you learn how to advertise a bakery, then, social media can play a pivotal role in your digital marketing strategy.
Identifying Your Target Audience
Before you begin posting photos of your freshly baked cinnamon rolls on Instagram or uploading a behind-the-scenes video on TikTok, identify the target audience for your brand. Knowing who your customers will be can help you select the social media platforms to prioritize and create content that aligns with the expectations and preferences of your target audience. For the most part, online bakeries appeal to a wide range of consumers, from the powerful Gen Z consumers to the Baby Boomers who have gradually begun to rely more heavily on social media in their daily lives.
Creating Mouthwatering Content
People eat with their eyes, making social media one of the best ways to market a bakery and food content. You can create visually appealing content for your online bakery by:
- Posting artistic shots of the food you create.
- Creating a consistent aesthetic that aligns with your brand identity.
- Developing short tutorials for aspiring bakers.
- Taking behind-the-scenes videos to showcase to followers.
- Encouraging customers to post their pictures and tag your brand online.
Combining the power of imagery with an engaging and immersive story allows you to captivate the interest of your followers, leaving them craving the products that you offer online.
Utilizing Social Media Advertising
While the content that you curate and share on social media platforms like Instagram, Facebook, TikTok, Snapchat, and X (formerly Twitter) can help you organically grow your business, you can leverage targeted social media advertising strategies to reach a broader audience. Elements of an effective social media advertising campaign for your bakery include:
- Creating actionable goals that you can measure throughout your campaign.
- Developing targeted ads directed at an audience that is most likely to be interested in your baked goods.
- Establishing a budget that allows you to increase revenue.
- Optimizing your campaign using targeted keywords optimized for search engines (aka SEO).
- Utilizing consistent messaging within your advertising campaign.
- Offering promotions (like free samples) to entice visitors to become customers.
Spreading the Word: Additional Marketing Strategies
Although social media is a natural marketing partner when you are launching an online bakery, there are some traditional and alternative marketing strategies that can help you increase brand visibility and grow your business.
Content Marketing and Blogging
Content marketing is defined by the AMA as a strategic approach to creating online content that encourages consumers to make a purchase. This can help drive organic traffic on your website while also allowing you to establish yourself as an authoritative source within the baking industry.
For bakery owners, content marketing plays a powerful role in their success, and there are numerous ways to create content that is appealing and relevant to the target audience. For example, you might write a blog that tells the story of how you came to launch an online bakery, or you may share a recipe for your grandma’s favorite homemade pumpkin pie that you will be selling during the week of Thanksgiving.
According to research published in the International Journal of Environmental Research and Public Health, content marketing for bakeries is especially effective when brand owners make an effort to showcase the products, people, and places associated with the business, giving consumers an opportunity to become immersed in the brand’s story and mission.
Email Marketing and Newsletters
Email marketing is a tried-and-true technique that continues to produce results for business owners across all sectors, including those in the food and beverage industry. Through email marketing, you can nurture your customer relationships as well as promote your latest products, such as your upcoming seasonal pastry release or the unique sandwich that locals are sure to love.
Collaborations and Partnerships
Collaborations are appealing and effective, and there are plenty of partnership opportunities for online bakeries. For instance, you might share some of your products with local influencers and ask them to try them live on their social media platforms. Or, you could partner with a nearby coffee shop to offer your baked goods at a pop-up shop and generate buzz within the local community. These partnerships can help you tap into new markets and expand your reach as an online bakery.
Public Relations and Media Outreach
You are a baker, not necessarily a public relations expert — but that doesn’t mean that it’s impossible to secure media coverage for your brand. Submitting thoughtful and precise press releases or media pitches allows you to connect with members of the media and secure coverage for your brand. You may also want to build a rapport with journalists and reporters by offering to share some of your products with them or encouraging them to visit you for a behind-the-scenes look at your bakery.
Measuring Success and Adapting Your Strategy
Learning how to market a bakery is only the first step. Next, tracking your progress and measuring your results allows you to refine your marketing strategies over time.
Key Metrics to Track
Metrics or key performance indicators (KPIs) can be used to assess the effectiveness of your marketing strategy, allowing you to identify areas for improvement and understand what works best for your target audience. Some key metrics to consider for online bakeries include:
- Website traffic
- Conversation rates
- Customer retention
- Email open rates
- Social media engagement
Analyzing Data and Making Data-Driven Decisions
Harvesting and analyzing consumer data can inform strategic, data-driven decision-making for your online bakery. The better you know your customers and what they prefer, the more you will be able to personalize the experience for them and improve your conversion and retention rates.
Learn How to Market a Bakery and Launch Your Own Food and Beverage Business at Johnson & Wales University
When it comes to food entrepreneurship, the opportunities are virtually endless. If you have a vision, a bit of imagination, and a flair for all things delicious, you could begin building your own bakery business online.
At Johnson & Wales University, we offer tailored degree programs that equip students with the skills needed to build and market a bakery. Our online Bachelor of Science in Food & Beverage Entrepreneurship as well as our online bachelor’s in Baking Pastry Arts & Food Service Management are both designed to prepare graduates for long and rewarding careers in the food entrepreneurship arena. For more information about completing your degree online, complete the Request Info form, call 855-JWU-1881, or email [email protected].