Social media has taken our world by storm. To some business owners, that is exciting news. To others, it leaves them feeling nervous and confused. Regardless of personal feelings, social media is a powerful tool in our culture. More specifically, I would argue that social media is a priceless resource for micro bakers in establishing a customer base that feels connected and invested in your business.

Do you HAVE to use social media to operate a successful micro bakery? No, you don’t. Will you be missing out on potential marketing opportunities if you choose to forego social media? Yes, you will!

My hope with this article is to show you the WHY of social media with a few tips on HOW to use social media to your advantage. With this knowledge, you can feel more confident and motivated to claim your stake in the digital world of cottage bakery ownership.

Why use social media? Here are 5 ways social media can build your customer base:

1. Putting a face to the product: So much of micro bakery life is spent in solitude. Unless you regularly participate in markets, you may rarely see your customers. Although your product is important, your business will not thrive if there is a lack of personal connection to YOU. You may get one-time orders through word of mouth, but customers stay when they feel welcomed into a relationship. Nurturing the baker/customer bond is what creates loyal, long-lasting customers. Social media is the easiest way to accomplish this if face-to-face customer interaction is rare!
2. Inviting your customers into the process: Do you remember going to Krispy Kreme as a kid and watching the bakers in the back knead the dough and glaze the delicious, warm donuts? It always felt like you were getting the inside scoop when you peered through that glass window. Social media can be that glass window for your bakery! People are nosy. They love to feel included in the process. Showing the behind-the-scenes of how your customers’ goodies are being made is an effective way to make your patrons feel involved in your micro bakery.
3. Making ordering clear + easy: This is a simple reality: If it is easy to order bread from you, you will keep customers. Having clear communication, a regular rhythm, and a reliable ordering platform (ahem, the Simply Bread App) is a guaranteed way to grow AND maintain your customer base. Social media is the perfect platform to communicate how and when to order from your micro bakery!
4. Communicating business updates: Whether you’re teaching a sourdough class, attending a farmer’s market, or unexpectedly taking a week off, social media allows you to speak to the masses. Again, customers feel safe when they know what to expect. Social media can help keep customer communication organized and clear. It’s also a way for customers to reach out via DM to ask questions!
5. Establishing digital credibility: Because social media is so heavily relied upon these days, many potential customers will snoop around online to see if you are a credible person to buy bread from. At the end of the day, picking up bread from a random person’s house might feel uncomfortable to people at first. If they see you have a thriving and active social media presence, your credibility will increase. Social media is often the customer’s first impression of you - it can be such a useful tool if utilized properly!

How to maximize social media as a micro-baker?

1. You don't have to be an influencer

You do not need to attempt to be the next big baking influencer to use social media to your advantage. Take some of the pressure off! If your goal is simply to nurture your patrons and gain new customers, you don’t need to put together production-worthy content. Ask yourself this: “What would be fun for my customers to see? What would be most helpful to them?”

2. Show your face regularly

As mentioned previously, creating a personal bond with your customers will lead to long-term patrons. If your customers never see you, that connection will be difficult to create! Filming yourself working in the bakery, posting photos of you with your market setup, or talking to the camera on your stories are all ways to foster personal connection with your customers. Share your face, and share your story!

3. Focus on reels and posting on your story daily

Instagram/Facebook reels and stories are the most viewed and engaged parts of social media. If you want your customers to see what you post, it’s important to post regularly in these ways! Although photos are enjoyable from time to time, most followers prefer video/story content.

4. Focus on lighting

Content quality is so important. If you use poor lighting or unflattering angles, your social media could create the opposite effect of your goal - it can make you appear unprofessional or lacking in skill. Use bright, natural light as often as possible. If you’re working early in the morning or late into the evening, avoid harsh overhead lighting or fluorescent/cool lighting. You could invest in a ring light for creating content regularly, but in general, warm and diffused lighting is best if natural light is not accessible. No need to use heavy filters or editing! If you have a decent phone camera and good lighting, you should be set up for success.

5. Keep your platform organized

Ensure your social media is easy to navigate! Utilize features like Linktree and story highlights so your customers know where to turn when they have questions. Make the customer experience as seamless as possible! If you are disorganized, it could turn a customer away before they even make their first purchase.

6. Tag your location

Social media will often push local content! If you tag your location when posting content, you may gain new customers. This is a simple and easy way to maximize the usage of social media.

7. Post in local groups/online markets

Facebook is a wonderful way to gain customers. I’d encourage you to post in every local Facebook group that allows advertising, along with posting a listing in Facebook Marketplace! ‘Sourdough Bread’ is a common search on Facebook Marketplace. So many people are ready to start eating real bread - local groups and Facebook Marketplace are great places to find those people!

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Social media does not need to be a scary place. Effective marketing is essential in any thriving business, and social media offers you a free way to tap into that element of business ownership. Own it, have fun with it, and watch your micro bakery grow!

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