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


http://www.bakemag.com

bake - January/February 2021

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

bake - January/February 2021 - 1
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https://digital.bakemag.com/sosland/bake/bake-july-august-2021
https://digital.bakemag.com/sosland/bake/bake-redbook-2021
https://digital.bakemag.com/sosland/bake/bake-july-2021
https://digital.bakemag.com/sosland/bake/bake-may-june-2021
https://digital.bakemag.com/sosland/bake/bake-special-report-may-june-2021
https://digital.bakemag.com/sosland/bake/bake-march-april-2021
https://digital.bakemag.com/sosland/bake/bake-january-february-2021
https://digital.bakemag.com/sosland/bake/2021_01_01
https://digital.bakemag.com/sosland/bake/2020_12_01
https://digital.bakemag.com/sosland/bake/2020_11_01
https://digital.bakemag.com/sosland/bake/2020_09_01
https://digital.bakemag.com/sosland/bake/2020_08_01
https://digital.bakemag.com/sosland/bake/2020_07_02
https://digital.bakemag.com/sosland/bake/2020_07_01
https://digital.bakemag.com/sosland/bake/2020_06_01
https://digital.bakemag.com/sosland/bake/2020_05_01
https://digital.bakemag.com/sosland/bake/2020_04_01
https://digital.bakemag.com/sosland/bake/2020_02_01
https://digital.bakemag.com/sosland/bake/2020_01_01
https://digital.bakemag.com/sosland/bake/2019_12_01
https://digital.bakemag.com/sosland/bake/2019_11_01
https://digital.bakemag.com/sosland/bake/2019_10_01
https://digital.bakemag.com/sosland/bake/2019_09_01
https://digital.bakemag.com/sosland/bake/2019_08_01
https://digital.bakemag.com/sosland/bake/2019_07_01
https://digital.bakemag.com/sosland/bake/2019_06_01
https://digital.bakemag.com/sosland/bake/2019_05_01
https://digital.bakemag.com/sosland/bake/2019_04_01
http://digital.bakemag.com/sosland/bake/2018_07_02
https://digital.bakemag.com/sosland/bake/2019_03_01
https://digital.bakemag.com/sosland/bake/2019_02_01
https://digital.bakemag.com/sosland/bake/2019_01_01
http://digital.bakemag.com/sosland/bake/2018_12_01
http://digital.bakemag.com/sosland/bake/2018_11_01
http://digital.bakemag.com/sosland/bake/2018_10_01
http://digital.bakemag.com/sosland/bake/2018_09_01
http://digital.bakemag.com/sosland/bake/2018_08_01
http://digital.bakemag.com/sosland/bake/2018_07_01
http://digital.bakemag.com/sosland/bake/2018_06_01
http://digital.bakemag.com/sosland/bake/2018_05_01
http://digital.bakemag.com/sosland/bake/2018_04_01
http://digital.bakemag.com/sosland/bake/2018_03_01
http://digital.bakemag.com/sosland/bake/2018_02_01
http://digital.bakemag.com/sosland/bake/2018_01_01
http://digital.bakemag.com/sosland/bake/2017_12_01
http://digital.bakemag.com/sosland/bake/2017_11_01
http://digital.bakemag.com/sosland/bake/2017_10_01
http://digital.bakemag.com/sosland/bake/2017_09_01
http://digital.bakemag.com/sosland/bake/2017_08_01
http://digital.bakemag.com/sosland/bake/2017_07_01
http://digital.bakemag.com/sosland/bake/2017_06_01
http://digital.bakemag.com/sosland/bake/2017_05_01
http://digital.bakemag.com/sosland/bake/2017_04_01
http://digital.bakemag.com/sosland/bake/2017_03_01
http://digital.bakemag.com/sosland/bake/2017_02_01
http://digital.bakemag.com/sosland/bake/2017_01_01
http://digital.bakemag.com/sosland/bake/2016_12_01
http://digital.bakemag.com/sosland/bake/2016_11_01
http://digital.bakemag.com/sosland/bake/2016_10_01
http://digital.bakemag.com/sosland/bake/2016_09_01
http://digital.bakemag.com/sosland/bake/2016_08_01
http://digital.bakemag.com/sosland/bake/2016_07_01
http://digital.bakemag.com/sosland/bake/2016_06_01
http://digital.bakemag.com/sosland/bake/2016_05_01
http://digital.bakemag.com/sosland/bake/2016_04_01
http://digital.bakemag.com/sosland/bake/2016_03_01
http://digital.bakemag.com/sosland/bake/2016_02_01
http://digital.bakemag.com/sosland/bake/2016_01_01
http://digital.bakemag.com/sosland/bake/2015_12_01
http://digital.bakemag.com/sosland/bake/2015_10_01
http://digital.bakemag.com/sosland/bake/2015_09_01
http://digital.bakemag.com/sosland/bake/2015_08_01
http://digital.bakemag.com/sosland/bake/2015_07_01
http://digital.bakemag.com/sosland/bake/2015_06_01
http://digital.bakemag.com/sosland/bake/2015_05_01
https://www.nxtbook.com/sosland/bake/2015_04_01
http://digital.bakemag.com/sosland/bake/2015_03_01
https://www.nxtbook.com/sosland/bake/2015_02_01
https://www.nxtbook.com/sosland/bake/2015_01_01
https://www.nxtbook.com/sosland/bake/2014_12_01
https://www.nxtbook.com/sosland/bake/2014_10_01
https://www.nxtbook.com/sosland/bake/2014_09_01
https://www.nxtbook.com/sosland/bake/2014_08_01
https://www.nxtbook.com/sosland/bake/2014_07_01
https://www.nxtbook.com/sosland/bake/2014_06_01
https://www.nxtbook.com/sosland/bake/2014_05_01
https://www.nxtbook.com/sosland/bake/2014_04_01
https://www.nxtbook.com/sosland/bake/2014_03_01
https://www.nxtbook.com/sosland/bake/2014_02_01
https://www.nxtbook.com/sosland/bake/2014_01_01
https://www.nxtbook.com/sosland/bake/2013_11_01
https://www.nxtbook.com/sosland/bake/2013_11_02
https://www.nxtbook.com/sosland/bake/2013_10_01
https://www.nxtbook.com/sosland/bake/2013_09_01
https://www.nxtbook.com/sosland/bake/2013_08_01
https://www.nxtbook.com/sosland/bake/2013_07_01
http://digital.bakemag.com/sosland/bake/2013_06_01
https://www.nxtbook.com/sosland/bake/2013_05_01
https://www.nxtbook.com/sosland/bake/2013_04_01
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https://www.nxtbook.com/sosland/bake/2012_11_01
https://www.nxtbook.com/sosland/bake/2012_10_01
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