A bakery’s website is often your customer’s first impression, especially if you are catering to brides. “We want our website to match the feeling of our bakery. That’s our greeting card,” said April Weilbacher, co-owner of 2tarts Bakery, New Braunfels, TX. Weilbacher and her sister and fellow co-owner Ashley Landerman shared their Web marketing experience during the Retail Bakers of America Roadshow held recently in Austin, Texas. Their session, The New Frontier of Advertising: Tips and Tools to Help You Get More from Social Media, offered strategies for bakeries using Facebook, Pinterest, and Instagram.
Relatively new to the baking industry, 2tarts Bakery opened in 2010. From day one, social media and a strategic web presence have helped fuel the retail bakery business, which specializes in tarts, cookies, and custom-decorated and wedding cakes. “Social media is a key component to what we do here at the bakery,” Weilbacher said.
2Tarts uses Pinterest as a resource for customers to view 2tart’s custom cakes. “We use Pinterest as a free place to catalog photos of all of our cakes,” Weilbacher said.
Social sites also help 2tarts build relationships with customers. She said she monitors the bakery’s sites at least daily, adding posts and comments. “We spend a lot of time dialoging with people on these sites,” she said. “We have such engagement. That’s what social media is all about. It’s actually talking to your customers and the people who are out there.”
As a bakery’s social media traffic grows, site analytics can help them identify trends and gauge customer interest in products. “You can actually see what people are pinning and find out things like the most popular cake that’s been pinned and what boards are pinning them,” Weilbacher said. “We use Instagram and Pinterest to keep track of what consumers like, what they are drawn to, what they are interested in.”
To learn more about social media, network with your peers, and gather other ideas for your bakery business, visit RBA’s website. Check out 2tarts Bakery website to view a fine example of a website designed with personality.
Photo credit: Miranda Laine Photography