bake - January/February 2021 - 8

Enhancing
Your
Website

practical marketing

Retail bakeries need to know certain strategies and tactics when

If customers love your ﬂavor varieties, think about how you can

implementing updates to enhance their website and online pres-

highlight and promote new, unique ﬂavors on your website and

ence, particularly in our current digital age.

digital menu. By leaning into what people love most about your

learnings and challenges, explains Keely Siciliano, director of
brand and digital marketing for Dawn.

business, they'll keep coming back for more.
Video and audio also play an important role.
" Content that goes beyond text will naturally receive more en-

" One lesson many businesses learned is that they do not need

gagement online, " Siciliano shares. " For example, Facebook's algo-

to rely only on face-to-face interactions to get business done, "

rithm prioritizes visual content in users' newsfeeds over posts with

she shares. " Going online does not mean being out of touch with

just text. Thankfully, bakers have plenty of content to work with. "

customers. On the contrary, connecting digitally can often make
customers feel closer to your brand. "

For example, consider posting a video on your social media
channels of baked goods coming out of the oven in the morning

One way to enhance your digital presence is by incorporating

to show customers that your products are freshly made and ready

a digital menu and online ordering into your website. This makes

to order, Siciliano suggests. Beyond ﬁnished products, you can

it easier for customers to connect with your business and access

also take customers virtually behind-the-counter with videos of

your menu, and enables them to order anytime and anywhere,

you or your team experimenting with unique ingredients, deco-

Siciliano says.

rating cakes, or using baking tools to help bring products to life.

Additionally, offering things like coupons, updates on daily
features, or seasonal specials can improve customer experience
and drive sales. So, what types of messaging and other content
work best when communicating online through your website?

If you're on a budget, there are still things you can do to improve your web presence.
" One idea to easily improve your web presence is to integrate
your website with your social media channels and vice versa, "

" Consumers ﬁnd you online because of an initial need-what

Siciliano says. " You can do this by simply adding the link to your

products are sold? Is this bakery open today? How much does

website in the bio or about section of your social media channels

a wedding cake cost? And that visit sets the tone for future in-

and ensure those same social channels are linked on your web-

teractions online with your business, " Siciliano explains. " It's im-

site. Many social media platforms offer website integration too,

portant to put your best foot forward and ensure you're at least

such as displaying your Instagram photos or latest tweets, as

sharing the essential information a consumer needs to know. "

they are posted, on whatever part of your website you choose. "

Before investing in new tools and technology for your website,

Also, with more people than ever searching for information

keep in mind the power of simplicity, she adds. It's OK and better

via their cell phones, it is important to ensure your website is

in many cases to focus your content on what you do best.

optimized for mobile devices. Having a website that is mobile-

For example, if customers love your decorating skills, celebrate
that by showcasing differently decorated products on your site.

08 < JAN-FEB 2021 | bakemag.com

friendly will help with your website's rankings in search engines
like Google, which use mobile-friendliness as a factor.

DAWN FOODS

Dawn Foods recognizes that 2020 was a year ﬁlled with new
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bake - January/February 2021

Table of Contents for the Digital Edition of bake - January/February 2021
