A Powerful & Customizable Bakery Marketing Strategy (FREE)

A comprehensive bakery marketing strategy, covering the entire sales funnel and all digital marketing channels. Designed to you get more traffic and customers for your bakery business.
Prepared by: Eduardo Yi
Created on: March 5, 2025
Your Strategy
Primary Item (H2)
Primary Item (H2)

The Sales Funnel

The sales funnel is a visual way to understand the journey your customers take, from first discovering your business to eventually making a purchase. Imagine it like a funnel shape: at the top, many people might learn about your business, but fewer move down to become actual buyers.

Optimizing your entire sales funnel, you're able to increase the number of people who move smoothly from interested browsers to loyal, paying customers.

It helps ensure every part of your business—from your website to your follow-up emails—is designed to guide people toward buying. The clearer this pathway, the easier it is to boost your sales and grow your business.

The marketing plan below includes dozens of marketing ideas and tactics to optimize your entire sales funnel.

Your Target Personas

A target persona is a fictional representation of your ideal customer, created by researching and understanding the behaviors, needs, and preferences of people most likely to buy your products or services.

Think of it as drawing a detailed portrait of your best customer, including details like their age, interests, job, daily habits, and the challenges they face.

By visualizing this customer, you're better able to understand what motivates them, how to communicate effectively, and how to reach them through your marketing efforts.

Rather than trying to appeal to everyone—which can lead to wasted resources and ineffective marketing—you can specifically tailor your messages to resonate deeply with the people most likely to become loyal customers.
😃
Your Target Persona #1: Bready Betty
Age: 34 | Education: Bachelor's in Culinary Arts | Occupation: Food Blogger and Recipe Developer
"I'm struggling to find locally sourced ingredients that meet my quality standards for my recipes. It's hard to highlight great local options when I'm not aware of them myself."
🥅
Visible Goals
These are the goals your target persona would tell you about.
Create engaging content about homemade foods
Increase followers on social media platforms
Collaborate with local businesses for events
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True Goals
These are the real things they want to achieve.
"I want to inspire others to cook with fresh ingredients"
"If I build my brand, I can eventually release my own cookbook"
"I need to connect with my community and foster relationships"
🙅‍♂️
Purchasing Objections
These are your target persona's doubts about your product.
"I worry the bakery items will not be consistently fresh"
"I'm unsure if organic means better taste or value"
"The prices seem higher than what I usually pay"
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Answer to Objections
These are your product's answers to your target persona's doubts.
Our bakery bakes fresh items daily to ensure peak freshness
Organic ingredients enhance the flavor and authenticity of baked goods
We offer competitive pricing for the quality we provide, and the taste is worth it
✨
Transformation
In your target persona's own words, here's how your product has improved their life.
"After discovering your bakery, it's been a game changer! I now have access to beautiful, fresh ingredients that elevate my recipes. I've been able to share more compelling content, connect with suppliers, and my following has grown because of it."
How to use this information: You should think about your target persona every time you're working on any marketing campaign. Your landing pages, blog posts, social posts, ads, videos, email copy, new products, should all be targeted at your target persona.
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Your Target Persona #2: Family-Focused Fiona
Age: 40 | Education: Associate Degree in Early Childhood Education | Occupation: Stay-at-home Mom
"I often feel overwhelmed trying to find high-quality baked goods that my kids like, without compromising on health. I need convenience but also want something they’ll enjoy."
🥅
Visible Goals
These are the goals your target persona would tell you about.
Provide healthy and tasty snacks for my kids
Find an affordable catering option for up-coming family gatherings
Get seasonal treats for my children’s school events
👀
True Goals
These are the real things they want to achieve.
"I want to create lasting memories with my family around good food"
"If my kids enjoy the meals, I feel accomplished as a parent"
"I need to keep everyone happy while managing a budget"
🙅‍♂️
Purchasing Objections
These are your target persona's doubts about your product.
"I'm concerned that organic treats won't please my kids"
"I don't know if the baking styles match what my family prefers"
"Budget constraints make it hard to splurge on specialty items"
👍
Answer to Objections
These are your product's answers to your target persona's doubts.
Our bakery offers a variety of flavors that appeal to kids while being healthy
We can customize items to suit your family's tastes and preferences
Our bulk orders provide you with great value without breaking the bank
✨
Transformation
In your target persona's own words, here's how your product has improved their life.
"Since I started ordering from your bakery, my kids are excited about snack time! It’s such a relief knowing they're enjoying tasty treats that are also healthy. I feel like a better mom, and family gatherings have become so much easier to manage."
How to use this information: You should think about your target persona every time you're working on any marketing campaign. Your landing pages, blog posts, social posts, ads, videos, email copy, new products, should all be targeted at your target persona.

Top of the Funnel

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Your Goal at the Top of the Funnel: Awareness
At this stage of the funnel, your marketing persona isn't aware of your product and isn't even necessarily looking for a product. They just know they have a problem. Your objective at the top of the funnel is for them to be aware of your business by providing value (without trying to get them to buy right away.)
New visitors to website
Total views on Instagram
Blog post engagement rate
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Content Marketing
Content marketing is all about creating the assets you'll promote and optimize on through the different marketing channels (SEO, social media, email marketing, and ads.) At the top of the funnel, you're creating your mass-market content, aimed to attract as many people as possible.
Content ideas:
Blog post: '5 Reasons to Choose Organic Ingredients for Your Home Baking'
Video tutorial: 'How to Bake with Fresh, Local Ingredients'
Infographic: 'A Guide to Healthy Baking for Kids'
Social media campaign: 'Behind the Scenes in Our Bakery: The Importance of Freshness'
Seasonal email campaign: 'Introducing Our New Fall Pastries: Limited Time Only!'
Podcast episode: 'The Journey of Local Bakers and Their Stories'
What to measure:
Page views on blog posts
Video views and likes
Engagement rates on infographics and social posts
🔎
SEO
With SEO, you can get your content to rank on the top of search engines for the keywords that your marketing persona is typing into Google. At the top of the funnel, the keywords you'll target will likely have a higher search volume and will be harder to rank for.
Keyword ideas:
Best organic baking ingredients 2023
Health benefits of homemade pastries
Ideas for kid-friendly snacks
How to find local bakery products
The importance of freshness in baked goods
Baking tips with organic ingredients
Why choose organic for your home baking
Healthy treats for children's parties
Local artisans supporting community baking
Baked goods for family gatherings
What to measure:
Organic traffic growth
Keyword ranking improvements
Bounce rate on landing pages
🎯
Paid Advertising
When it comes to ads, targeting is probably the most important predictor of a winning campaign (closely followed by ad creatives.) At the top of the funnel, you'll be looking for brand new audiences who have never heard about your company — these are called "Prospecting" campaigns.
Target audience ideas:
[Prospecting] Facebook Ads: Target parents ages 30-45 interested in organic food and healthy cooking
[Prospecting] Google Ads: People searching for healthy snacks for kids
[Prospecting] YouTube Ads: Food bloggers interested in organic baking methods
[Remarketing] Facebook Ads: Visitors who read blog posts about health benefits of organic baking
[Remarketing] Google Ads: Visitors who viewed products but did not make a purchase
What to measure:
CPC (Cost per Click)
Impressions on ad campaigns
Click-through Rate (CTR)
📱
Social Media
The hardest part about doing social media as a brand/business, is that you should look to not behave like just another business on social media. Your social media content should be native to each channel in tone, format, and style. Because of its mass usage, social media is perfect for top of the funnel content.
Social media campaign ideas:
Instagram stories series: 'Daily Fresh Bakes' showcasing new items
Facebook live Q&A about baking with locals and using organic ingredients
Polls on Instagram asking followers about their favorite pastry flavors
User-generated content campaign encouraging customers to share their baking experiences
Weekly feature of local farms we source from to build community engagement
What to measure:
Engagement rate on stories and posts
New followers gained
Shares of user-generated content
🧪
Marketing Experiments
For whatever campaign you launch, there will always be room for improvement. It's a good idea to pick a few experiments ideas and launch split tests designed to improve your most important metrics.
Experiment ideas:
Run A/B tests on blog headlines to see which attracts more clicks
Test different visuals for social media posts to analyze engagement
Experiment with posting times to optimize reach on social platforms
Split test ad creatives focusing on health benefits vs. taste for better performance
Monitor website landing page layouts for effectiveness in capturing newsletter sign-ups
What to measure:
Click-through rates on landing page
Engagement metrics from A/B tests
Newsletter sign-up conversion rates

Middle of the Funnel

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Your Goal at the Middle of the Funnel: Consideration
At this stage of the funnel, your marketing persona is aware of your product but isn't ready to purchase. They are still doing research and comparing your solution against competitors. This is the time to build trust by giving them more information and provide answers to questions they might have. Your main objective at the middle of the funnel is to turn a stranger into a lead.
Returning visitors to website
Number of email subscribers
Engagement rate on informative content
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Content Marketing
The content you'll create for the middle of the funnel is typically called a "lead magnet." This is usually a free (or very cheap) piece of content that you'll offer to your marketing persona in exchange for their contact information (e.g. email address or phone number.)
Content ideas:
Webinar: 'Creative Ways to Use Fresh Organic Ingredients in Your Baking' aimed at home bakers and food enthusiasts
E-book: 'Seasonal Recipes with Organic Ingredients' which can be downloaded in exchange for an email subscription
Blog post series: 'Local Cake Suppliers You Should Know About' featuring interviews and stories from local suppliers
Video series: 'Baking Essentials: How to Create Healthy Snacks for Kids' including recipes and tips
Social media challenge: Share your best homemade dish using our bakery products with a custom hashtag to foster engagement
Newsletter feature: 'Customer Spotlight' highlighting how locals are using our products creatively in their cooking
What to measure:
Webinar attendance rates
E-book downloads
Engagement metrics on blog posts and video views
🔎
SEO
At the middle of the funnel, your marketing persona is likely specifically searching for information about the solutions to their problem (without looking into any specific product, yet.) These keywords are considered to have "higher intent" (aka, more valuable) than the ones at the top of the funnel, but they will have smaller search volumes.
Keyword ideas:
How to use organic ingredients in baking
Benefits of sourcing locally for baking
Recipe ideas for healthy snacks for children
Tips for hosting family gatherings with baked goods
Selecting the best organic baking products
Creating memorable children-friendly treats from scratch
How to make cakes healthier without losing flavor
Finding community support through local bakeries
Painting your kitchen with seasonal baking projects
Incorporating organic ingredients into your everyday meals
What to measure:
Organic traffic from targeted keywords
Number of leads generated from SEO efforts
Time spent on page for new content
🎯
Paid Advertising
At the middle of the funnel, your paid advertising campaigns will zoom into people who are already aware of your brand somehow, but haven't yet become leads. "Remarketing" campaigns are great for this (although, you might also sometimes experiment with prospecting campaigns that try to convert strangers to leads right away.)
Target audience ideas:
[Prospecting] Facebook Ads: Target food bloggers interested in organic baking lifestyles and local sourcing
[Prospecting] Google Ads: Individuals searching for local organic bakery services
[Remarketing] Facebook Ads: Visitors who engaged with past blog content to promote the webinar
[Remarketing] Google Ads: Users who downloaded previous content but didn’t make a purchase
[Prospecting] YouTube Ads: Parents seeking educational baking tutorials for their children
What to measure:
Conversion Rate for e-book downloads
Cost per lead (CPL) for webinar registrations
Engagement metrics on remarketing ads
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Social Media
The social media campaigns at this stage of the funnel are designed to get your marketing persona off of the social media channel and into your own platform (e.g. your website), where you can actually capture their contact information.
Social media campaign ideas:
Instagram live baking session where viewers can ask questions about organic baking methods
Facebook group dedicated to local baking enthusiasts for support and sharing recipes
Weekly themed posts encouraging followers to share their experiences with our baked goods
User-generated content contest featuring our products with a prize to increase engagement
Polls asking followers what type of e-book they’d like to see next (e.g., kids’ snacks, healthy pastries)
What to measure:
Increased interactions from live sessions
Growth in Facebook group membership
Engagement rates on user-generated content posts
📧
Email Marketing
Email marketing is an often overlooked channel that's critical for the middle of the funnel. Email is a very effective way to reach your marketing persona directly. The most common mistake businesses make is underutilizing email in their marketing (you should think beyond just email newsletters.)
Email marketing campaign ideas:
Webinar invitation email sequence for those interested in learning more about organic baking
Follow-up email after e-book download encouraging feedback and offering additional resources
Monthly newsletter featuring seasonal recipes and spotlighting local ingredient suppliers
Feedback email to assess how customers are using bakery products (to gather testimonials and ideas)
Invitation to join the Facebook group or community for continuous engagement
What to measure:
Open rates for webinar invitation emails
Feedback response rates after e-book downloads
Engagement rates on monthly newsletters
🧪
Marketing Experiments
For this stage of the funnel, your experiments will be designed to maximize the number of leads you get from your campaigns.
Experiment ideas:
A/B testing different subject lines for webinar invitations
Testing content length and format for e-books to optimize download rates
Assessing landing page designs for e-book downloads against each other
Running split tests on ad creatives promoting the webinar vs. blog content
Evaluating call-to-action effectiveness in email newsletters
What to measure:
Conversion rates on A/B tested campaigns
Click-through rates on newsletter CTAs
Overall engagement rates from different marketing formats

Bottom of the Funnel

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Your Goal at the Bottom of the Funnel: Purchase
At the bottom of the funnel, your marketing persona already knows your product and is ready to make a purchase decision. They already have all the information they need. Your objective at this stage is to address purchasing objections and convince them to take that last step and become a paying customer.
Conversion rate from leads to customers
Average order value
Customer acquisition cost
📝
Content Marketing
The content you'll create for the bottom of the funnel is purposely design to get your marketing persona to purchase. You don't have to be afraid to be sales-y or about talking about your product directly.
Content ideas:
Case study blog post: 'How Our Organic Ingredients Transform Home Baking for Local Bloggers'
Video testimonial: 'What Our Customers Are Saying About Their Experience with Our Bakery'
Interactive quiz: 'Find Your Perfect Pastry - Personalized Creations Based on Your Taste!'
Email campaign: 'Exclusive Limited-Time Offer on Custom Cakes for Events'
Live Q&A session: 'Ask Our Baker: How We Ensure Freshness and Quality in Every Bite'
Infographic: 'The Journey of our Ingredients: From Local Farms to Your Table'
What to measure:
Conversion rates from case studies and testimonials
Engagement and completion rates of interactive quizzes
Click-through rates on promotional emails
🔎
SEO
At the bottom of the funnel, your marketing persona will be searching Google for information about your product (for example: reviews, pricing, features, etc), which is why you'll be optimizing for a lot of "branded" searches — these are searches that include your brand/product name.
Keyword ideas:
Custom cake design services near me
Organic bakery reviews
Local bakery prices and offerings
Best organic ingredients for baking
Satisfied customer testimonials for bakeries
High-quality pastries for events
Fresh baked goods delivery options
Unique cake flavors available locally
Traditional baking methods benefits
How to order custom cakes online
What to measure:
Number of clicks on targeted conversion keywords
Lead-to-customer conversion rate from organic search traffic
Bounce rate on key landing pages
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Paid Advertising
At this stage of the funnel, you'll be running conversion campaigns to get purchases. These will be your highest revenue campaigns, where you will be keeping a close eye on your return on ad spend (ROAS.)
Target audience ideas:
[Remarketing] Facebook Ads: Visitors who engaged with landing pages about custom cakes and organic ingredients
[Remarketing] Google Ads: Users who previously searched for organic bakery reviews or pricing
[Prospecting] YouTube Ads: Parents who are interested in special event catering and organic products
[Remarketing] Instagram Ads: Followers of our social media who viewed specific product posts but didn't make a purchase
[Prospecting] Facebook Ads: Food enthusiasts and event planners looking for high-quality baked goods for celebrations
What to measure:
Cost per acquired customer (CAC)
Return on Ad Spend (ROAS)
Conversion rates from remarketing ads
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Social Media
The bottom of the funnel campaigns will usually only make up a small minority of your social media content.
Social media campaign ideas:
Instagram stories showcasing recent custom cake designs and customer reviews
Facebook post highlighting monthly specials to entice final purchases
Live demo of the baking process, emphasizing quality and freshness to engage viewers
Customer spotlight posts sharing homemade dishes featuring our bakery products
Engagement posts inviting users to share their experiences with our baked goods
What to measure:
Engagement rates on promotional posts
Reach of customer testimonial stories
Traffic generated from social media to the website
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Email Marketing
Email is perfectly tailored to run bottom of the funnel campaigns. After you've provided value to customers via your other email campaigns, you can run sales and promotional campaigns to get conversions.
Email marketing campaign ideas:
Limited-time promotional email for first-time customers offering a discount on their first order
Follow-up email to past customers encouraging repeat visits with tailored recommendations based on previous purchases
Post-purchase thank you email with coupon codes for future purchases and links to customer feedback surveys
Monthly newsletter featuring seasonal items and special event catering options
Email sequence addressing common objections darted towards organic products with compelling success stories
What to measure:
Redemption rates of promotional offers
Repeat purchase rates among subscribers
Engagement rates for customer feedback surveys
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Marketing Experiments
Your bottom-of-the-funnel experiments will have the objective of maximizing your profits. That could be by getting more first-time customers or increasing the amount of money you get from each customer on their first purchase.
Experiment ideas:
A/B testing different layouts for promotional emails to increase conversions
Testing placement and style of customer testimonials on the checkout page
Experimenting with urgency tactics, such as countdown timers for promotions, on landing pages
Optimizing product descriptions to alleviate specific purchasing objections highlighted by feedback
Creating a split test for a simplified vs. detailed checkout process to identify barriers to conversion
What to measure:
Conversion rate improvements from A/B tests
Average time taken to complete a purchase
Drop-off rates at various stages of the checkout process

Retention

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Your Goal at the Retention Stage: Increase Lifetime Value
In the retention stage, your marketing persona is already a customer of your product. Your objective is to increase the value you can extract from them directly by generating repeat purchases, upsells, or reducing churn; or indirectly by improving brand image or promoting referrals.
Customer lifetime value
Churn rate
Net promoter score (NPS)
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Content Marketing
The objective of the content you'll create at the retention stage is to keep your existing customers happy by providing ongoing value (even after purchasing.)
Content ideas:
Blog series: 'Creative Ways to Use Our Bakery Products in Everyday Recipes' aimed at keeping customers engaged and inspired
Video tutorial: 'Behind the Scenes: How We Source Fresh Organic Ingredients' to build trust in product quality
Customer story feature on social media highlighting unique recipes created with our pastries and breads
Monthly cooking challenge for customers to share their homemade dishes using our products for a chance to win a gift card
Interactive survey sent to customers asking for feedback and suggestions for new products or improvements
What to measure:
Engagement rates on customer stories and challenges
Traffic on blog posts related to recipes and inspiration
Participation rates in monthly cooking challenges
🔎
SEO
At the bottom of the funnel, you'll want to make sure your marketing persona can find all the information she needs to get the most of your product (e.g. knowledge base articles), or to solve any problems that may arise (e.g. support/contact page.)
Keyword ideas:
Ways to incorporate bakery products into family meals
Healthy recipe adaptations with pastries and breads
Feedback and review history of bakery customers
Continued benefits of organic ingredients in baking
Creativity in using leftover bakery products
What to measure:
User retention metrics from returning visitors
Growth of organic traffic to retention-related content
Keyword ranking for long-tail queries about using bakery products
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Paid Advertising
At this stage of the funnel, you might choose to be run campaigns promoting of new features, upgrades, or promotions.
Target audience ideas:
[Remarketing] Facebook Ads: Past purchasers targeting those who might need reminders for upcoming special occasions or events
[Remarketing] Google Ads: Users who have purchased but haven't been back in a while, promoting loyalty offers
[Prospecting] Instagram Ads: Parents looking for healthy snack options for kids with a focus on our bakery items
[Remarketing] YouTube Ads: Customers who have engaged with our content previously, showcasing seasonal offerings
[Prospecting] Facebook Ads: Cooking enthusiasts searching for high-quality baking ingredients and local organic farms
What to measure:
Retention rates from remarketing efforts
Cost per retained customer (CPC)
Engagement levels on retargeting campaigns
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Social Media
Retention campaigns on social media revolve around building a sense of community with your existing customers. You'll do a lot of monitoring of brand mentions on social media.
Social media campaign ideas:
Instagram story highlights showcasing customer-generated content featuring our bakery products
Facebook community posts encouraging sharing of recipes and experiences with our bakery items
Regular engagement with customer comments and questions to foster a supportive online community
User polls on social media to gather ideas for new products or flavors that customers would like to see
Monthly recap posts celebrating the best cooking challenges from our community
What to measure:
Increased interactions and shares of user-generated content
Growth in community engagement over time
Customer feedback responsiveness rates
📧
Email Marketing
Retention email campaigns will be a mix of educational emails (onboarding, activation, etc), transactional emails (reports, receipts, reminders, etc), and promotional emails (upgrades, upsells, etc.)
Email marketing campaign ideas:
Post-purchase follow-up email with tailored recipe suggestions based on previous orders
Exclusive invites to customer appreciation events or baking classes offered by the bakery
Monthly newsletter highlighting new products, customer success stories, and seasonal recipes
Special birthday email with a discount code for birthday month purchases
Feedback request email to gather insights on customer experience and suggestions
What to measure:
Open rates on follow-up emails
Participation rates in customer events and classes
Response rates on feedback requests
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Marketing Experiments
Your retention experiments will have the objective of maximizing lifetime value of existing customers.
Experiment ideas:
A/B test email formats for better user engagement post-purchase
Optimize follow-up sequences based on recipient behaviors and preferences
Test different loyalty program structures to see which encourages referrals and repeat purchases
Experiment with personalized offers based on previous purchasing behavior
Monitor the effectiveness of surveys sent out after customer interaction to refine the product experience
What to measure:
Improvement in customer engagement metrics post-retention campaigns
Conversion rates of optimized loyalty programs
Feedback submission rates for customer satisfaction surveys

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