Digital marketing is everywhere nowadays. It is used by businesses no matter what type since the development of the internet in the last two decades. Bakers are definitely promoting their businesses beyond traditional advertisements through social media and their websites. However, many of them do not have a specific digital marketing plan to increase their sales. Having a plan does not only help you understand what you need to do step by step but also makes it easier to measure your progress.
Know the current condition of the business
Knowing the current trends of bakers is a crucial step that helps you meet broad demands before you set your goals. Here are two food trends in 2021. The following trends are significantly impacted by COVID.
People want to relax and get their reward
People are relaxing and unwinding with food. Many people use sweets as a reward as well as an escape from reality. This is increasing more than ever because people are always under stress since the pandemic began.
Staying home and ordering food has grown while eating out has declined. However, this doesn’t mean that people no longer need fun, fancy and surprising food experiences. The elements of entertainment build customer experience and then encourage people to share with others through social media.
Set SMART goals
Setting goals is a helpful way to measure your progress. When you set your objectives, you can use SMART goals for your business to clearly identify each target that you want to achieve.
Here’s what SMART goals are and what they mean.
Here are two SMART goal examples
Increase brand awareness by posting photos, videos, reels, and adding a brand and location hashtag and call-to-action on Instagram and Facebook. This will generate a gain of 3000 followers on both Instagram and Facebook in six months. In addition, one fifth share of likes on each social media in six months.
By the end of the year, increase website traffic by blogging and promoting the blog through Instagram and Facebook. This will result in 250 visits per month to the website from both social media and 150 visits per month from organic search.
Define your buyer persona
After you set your SMART goals, the next step is to define your buyer persona. Don’t make it vague. You need to research your target market based on demographic, geographic, psychographic, and behavioural data. To define more details, you can use consumer segmentation.
Demographic: age, gender, income, education, social status, family, life stage, occupation
Geographic: country, city, language, climate, area, population, population density
Psychographic: lifestyle, interests, opinions, personality, values, attitudes
Behavioural: purchase, usage, buyer stage, engagement, behaviour
Once you set your target market, what you have to do is create ideal visitor avatars that provide valuable insight into the whole picture. Here are examples of ideal avatars that you can refer to.
Kelly is a 32-year-old mum from Sydney, Australia. She has been working as an architect after finishing her bachelor’s degree. She was born and grew up in Sydney. She enjoys supporting small businesses, is environmentally conscious, and is willing to pay more for high-quality, eco-friendly products for her 3-year-old daughter. In terms of her personality, she is optimistic, fun-loving, and loves to do new things. She tends to shop online as she is busy with work and parenting.
Sara is a 27-year-old single female from Melbourne, living in an apartment in the CBD. She has been working at a retail shop for 4 years. She is an extroverted and active person therefore she tends to go out with her friends. Besides, she prefers eating out because she wants to take photos at the cafe for her Instagram posts. In her spare time, she likes to check her Instagram and find ‘Instagrammable’ foods posted by food accounts. She usually decides her next restaurant and cafe based on Instagram.
There are free buyer persona creating tools. HubSpot is one of the websites that can help you quickly and easily generate a professional and customisable buyer persona.
It’s time to take action. There are several things you need to set up to succeed in your business.
Set up your website
First and foremost, having a website allows your business to establish credibility and reliability. Besides, people can access your website and see what your brand is about.
Create your business social media accounts but don’t create too many
After setting your brand website, you need to create your business social media accounts. However, I don’t recommend creating many social media accounts at once because it might get out of hands. Create two accounts depending on your target market. For example, if your target market is aged between 20-35 women in Australia, you should consider Instagram for the following reasons. First, most active Instagram users are 18-34 years old. Besides, 57.1% of Australian females use Instagram. Therefore, it could be one of your focusing tools to promote your brand.
Set up Google My Business
It helps your business show up on Google maps for people to find your location. You can also display opening and closing times, a link to your website, contact details.
Start a blog linked to your webpage
Making Blogs allows you to shape brand awareness by providing valuable content to your target audience. Not only connecting people to your website but also boosting your search engine optimization.
Competitor research helps you understand how to approach customers, set effective strategies, and find a selling position.
・Find local competitors and identify their top-selling products
First of all, identifying direct competitors allows you to make your products, services and brand stand out. You can analyse information based on the reviews of businesses and competitor’s social media accounts. Understanding their strength and weakness is the key to improve your products and brand.
・Identify their customer persona
Only knowing competitors and their products is not enough. Researching their customer demographics will allow you to deeply understand:
The relationship between their products and customers.
Which products are popular with specific personas.
・Find trending competitors
Most young people like to follow trends on social media therefore identifying popular competitors on social media is the key to know what your target audience wants.
Making a digital marketing plan plays an important role in leading to the success of your brand. It allows you to identify your unique selling points and how to build brand awareness effectively. However, a rough plan without detailed analysis wouldn’t help you that much. Thus by creating a clearly defined strategy, you will reach more consumers and convince them to purchase.
One more thing, don’t forget to measure your results after making your digital marketing plan.
Contact us today to learn more about digital marketing plans.
International Institute of Digital Marketing ™ is a certifying body founded in the USA by several long-standing marketers. We have years of experience in business, marketing, and more, and have put forth our combined experience to develop IIDM.
Digital Marketing is something that’s all around us, yet there has been no solid foundation for marketing in many, many years.
In the news, there are blunders again and again by companies, failing some of the core aspects of modern marketing.
Because of this, the need for a solid, stable foundation for marketing in the modern world is needed– a foundation with the ability to be built upon and developed with time.
About the author
Momoko Matsuyama is a brand marketing analyst intern from International Institute of Digital Marketing ™.