People might be able to smell your bread down the street, but you still need to market online.Steve Baccon/Digital Vision/Getty ImagesOften, all a bakery needs is an exceptional product to gain a loyal following, but online marketing can dramatically increase your customer base for less than the cost of conventional advertising. Many small businesses do not understand how online marketing works, however. A Web marketing campaign takes quite a bit of work to complete, so follow the right strategies to make sure your valuable time isn't wasted.
A website is an absolute-must for any business. You don't need to create an encyclopedia, but you should make the following information easily accessible: a brief description of your bakery, your address with directions, operating hours and a menu of available confections with prices plus pictures and a few pictures. The Internet has become a substitute for phone books in many senses, so a website is essential for targeting new customers.
You can create accounts on social networking sites such as Twitter and Facebook. Advertise these accounts in your bakery and encourage customers to "Like" or "Subscribe" to you. Facebook is especially useful for generating local buzz about your establishment. Use social networking sites to announce special deals, new treats, contests and changes in store hours. Some businesses offer one-time discounts or free items to customers who subscribe on social networking sites.
Starting campaigns with online ad programs such as Google AdWords and Yahoo Advertising Solutions is another useful strategy because they let you target specific keywords and locations. Because bakeries are mainly local businesses, you can choose to have your ads visible to only people in a certain city, state or region. With this method you "buy" keywords such a "Woodhaven bakery" or "Louisiana bakeries" on search engines. Your ad appears in search results and you only pay when someone clicks on your ads.
Online reviews can make or break your Internet marketing efforts. Chances are good your bakery already has a page on popular review sites such as Qype and Yelp. It is advisable to visit local listing sites like these and read the reviews to find out what customers honestly think. Respond to or contest unfairly negative reviews whenever possible, but keep in mind a few negative reviews won't ruin business. Focus on feedback overall and use it to improve your product. Also make sure your bakery is visible on map sites such as Google Maps and Bing Maps.
Daniel Foster has been writing about computers and technology since 2006. His work has appeared on websites including Salon, Pingdom and Internet Blog. His photography has been printed in "Maxwell Magazine" as well as the "World of Knowledge" textbook series for children. He is pursuing a Bachelor of Science in international trade and finance and a Bachelor of Arts in German from Louisiana State University.
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