Marketing Your Cake Business Online - Cutting through the layers
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In this session, Anne and I shared innovative digital marketing techniques and strategies geared towards small businesses across email, search engines, social media and websites.
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Marketing Your Cake Business Online - Cutting through the layers
- 1. Pink Cake Box Marketing Your Cake Business Online – Cutting through the layers 1 2014 Copyright Pink Cake Box
- 2. Agenda About Us Our Online Marketing Strategy Website Social Media Marketing Search Engine Marketing Analytics 2 2014 Copyright Pink Cake Box
- 3. About Pink Cake Box Pink Cake Box established 2005 Boutique custom bakery located in Denville, NJ Retail launching in 2014 Pink Cake Box University established 2012 Educational arm focused on classes & tutorials
- 4. Not Really …
- 5. Marketing Online - The Multi-Tiered Approach 5 2014 Copyright Pink Cake Box Analytics Website Search Engine Marketing Social Media Marketing Email Marketing Drive Customer s to Owned Propertie s
- 6. Website Centerpiece of our marketing strategy
- 8. Website Focus on your Customer Needs
- 9. Mobile Mobile Mobile! Mobile traffic has surpassed desktop traffic
- 10. Website Wrap-up Hub and Spoke Model – Things move quickly, Focus on what you own Develop a unique and compelling content strategy Stay on top of emerging trends – Think Mobile!
- 12. Pinterest - Approach Assign community manager Interact with community Post related/complementary products Network with vendors Encourage Pinning on own properties (see next slide) Encourage Follows through posting Pinterest Icon 12 2014 Copyright Pink Cake Box
- 13. Pinterest - Make Pin Button Prominent 13 2012 Copyright Pink Cake Box
- 14. Pinterest - Persistent Call-out 14 2012 Copyright Pink Cake Box
- 15. Facebook 15 2014 Copyright Pink Cake Box Facebook Organic Reach is Plummeting Yet still offers real targeted AD opportunities
- 16. YouTube 16 2014 Copyright Pink Cake Box
- 17. YouTube – Search Positioning 17 2014 Copyright Pink Cake Box
- 18. Social Media Wrap-up It’s competitive out there Identify niche social networks Take risks with emerging networks Take advantage of targeting opportunities Focus & Consistency
- 20. Search Engine Marketing Google Adwords Remarketing Customer Visits website Spends time in wedding gallery Offer them targeted ads
- 21. Email Marketing
- 22. Email Marketing 22 2012 Copyright Pink Cake Box Generates some of our best conversion rates Explosion in mobile
- 23. Giveaways Use giveaways to generate leads and brand awareness “Like” Gate Capture demographics for future marketing opportunities We developed a custom giveaway platform across mobile and desktop to help bolster our educational and cake businesses 6
- 24. Analytics Google Analytics What are you goals?
- 25. Questions?
Editor's Notes
- This article is from 2008. Much has changed in the world of online marketing… No longer the “wild west” Big money to be made in Internet related businesses. It’s multi-billion dollar business now. Large corporations with deep pockets are now fully entrenched Many voices in the conversation now – reached a saturation point BUT…there is still hope Small businesses are nimble – can move quickly on trends Find niche areas which aren’t saturated
- The core of our strategy focuses on the website. Nearly every piece of content starts at the website and flows out through other channels. Key point – we own the website and control the platform. Many of the other channels, whether they be google, facebook, are controlled by a third party business which has it’s own profit motives. And these channels often change. In 2005 – Flickr was the dominant photo app – now Instagram and Pinterest dominate. Invest in what you own and use the other channels as conduits of your core content from the website. Each message we deliver tries to drive traffic back to our website where we have the best chance of converting them. Underpinning all this is analytics – measurement is key to understanding what’s working.
- Point out a few highlights Prominent Address Prominent Search Visual in nature From a technology perspective – Our sites are built using wordpress which has a robust content management system for enabling a workflow for updates and controls for managing workflows across multiple editors on the site.
- Concept of content marketing – creating compelling content that drives traffic (through search engines, social media, etc) and helps raise brand awareness and (hopefully) convert to customers. Backstory 2005 – From an industry perspective most sites static representation of brand. Social media as a channel wasn’t really even in the picture 2014 – Many more folks in the industry now understand
- 200% increase in mobile traffic over the last two years Mobile users have different behavioral patterns