Baking For Business Podcast - Episode 89 Summary

Title: How To Create Scroll Stopping Content So You Can Sell More Products with Chef Irena Aristigueta
Host: Chef Amanda Schonberg
Guest: Chef Irena Aristigueta
Release Date: October 2, 2024

Introduction

In Episode 89 of the Baking For Business Podcast, host Chef Amanda Schonberg welcomes back a special guest, Chef Irena Aristigueta, to discuss the art of creating scroll-stopping content that drives sales. This episode delves into actionable strategies for home bakery business owners to elevate their visual marketing, attract their ideal clients, and stand out in a saturated market.

Understanding Your Audience

Timestamp: 02:05

Chef Irena emphasizes the importance of knowing your audience to create content that resonates. She states:

"Know your audience. I know a lot of us want to attract luxury clients, but our brand is not portraying that in our content." [02:05]

To attract luxury clients, Irena suggests enhancing visual marketing with high-end backdrops and props, such as marble surfaces or gold cake stands. Aligning your brand's aesthetics with your target clientele ensures that your content speaks directly to the desired customer base.

Chef Amanda's Insight:
Amanda concurs, highlighting that the visual elements should reflect the lifestyle of the target audience. For instance, wooden tables might not appeal to luxury clients accustomed to elegant marble countertops.

Planning and Preparation

Timestamp: 02:56

The second tip focuses on the necessity of planning and preparing content creation schedules:

"Pick a plan and be prepared. Knowing the days that you are going to create that content." [02:56]

Irena advises setting specific days for content creation to avoid procrastination. By batching tasks—such as baking, decorating, recording, and editing—business owners can streamline their workflow. Additionally, she highlights the importance of repurposing content to maximize effort and maintain a consistent online presence.

Chef Amanda's Insight:
Amanda adds that regular content posting attracts customers and leads to more orders, countering the common misconception that lack of recent orders means there's nothing to share.

Repurposing Content Effectively

Timestamp: 05:01

Irena discusses the benefits of repurposing top-performing content:

"Look at your top performing content or your best sellers... what people are engaging with, what viewers are engaging and recreate those." [05:35]

She advises using insights and analytics to identify which content resonates most with the audience. Instead of chasing every new trend, focusing on what already works for your brand ensures better engagement and avoids diluting your brand message.

Chef Amanda's Insight:
Amanda echoes the sentiment, stressing the importance of aligning content with business goals over fleeting trends to maintain profitability and brand integrity.

Adapting Content Formats for Different Platforms

Timestamp: 07:13

The third tip addresses the necessity of adapting content to suit various platforms:

"Each platform has their own preferred format. So for example, vertical or horizontal." [07:13]

Irena explains that content should be tailored to fit the specific requirements of each platform, whether it's Instagram reels, website banners, or Facebook posts. This adaptability ensures that the content maintains its effectiveness regardless of where it's shared.

Chef Amanda's Insight:
Amanda admits to sometimes forgetting to capture the necessary formats and appreciates Irena’s reminder to consider different platform specifications during content creation.

Creating Engaging and Dynamic Content

Timestamp: 08:12

The fourth and final tip centers on making content engaging to retain viewer attention:

"Stop making boring content. You have three seconds to capture your audience attention." [08:12]

Irena advises incorporating changes in scenes, angles, or movements within videos to keep the content lively and prevent viewers from scrolling past. Dynamic content that evolves within the first few seconds is crucial to maintaining engagement and encouraging longer interaction times.

Chef Amanda's Insight:
Amanda acknowledges her own need to improve in this area and highlights how dynamic content can differentiate a business in a crowded market.

Introducing Chef Irena’s Course

Timestamp: 09:39

Chef Irena introduces her course, "Video Content Made Easy," designed to simplify the process of creating compelling content:

"I've taken all the things that I've learned to create good content that has attracted brand deals and that have landed me to be a columnist with American Cake Decorating magazine." [09:39]

The course is beginner-friendly, requiring minimal equipment such as a smartphone, tripod, and backdrop. It provides step-by-step guidance on producing high-quality visual marketing materials that can help businesses attract more clients and enhance their online presence.

Recommended Tools and Resources

Timestamp: 10:43

Irena shares her favorite apps that aid in content creation:

• Instagram: For posting and sharing content.
• Canva: For designing graphics and visuals.
• Lightroom: For photo editing to enhance images.
• Capcut: For video editing to create polished videos.

These tools are essential for both beginners and seasoned content creators to produce professional-looking content with ease.

Choosing the Right Props

Timestamp: 11:15

Addressing the earlier discussion on props, Irena offers a free guide titled "The Perfection of Props," which provides detailed instructions on selecting and using props effectively. This guide covers:

• Setting up scenes with appropriate props.
• Where to purchase high-quality props.
• Tips on integrating backdrops to enhance visual appeal.

This resource is invaluable for bakers looking to elevate their visual marketing without overspending.

Lightning Round: Getting to Know Chef Irena

Timestamp: 12:34

To add a personal touch, Chef Amanda engages in a fun lightning round with Chef Irena, covering topics like favorite 90s artists and cartoons, holiday traditions, and personal preferences. This segment humanizes the guest and strengthens the connection with listeners.

Notable Highlights:

• Favorite 90s Artist: Backstreet Boys and NSync.
• Favorite Cartoon: Rugrats.
• Holiday Tradition: Celebrating on December 24th with family, roasting pig, and sharing memories.

Conclusion and Final Thoughts

Timestamp: 14:00

Chef Amanda wraps up the episode by reiterating the importance of visual marketing in establishing perceived value and attracting customers. She emphasizes that even if the market is saturated, unique and high-quality content can make a bakery business stand out.

Key Takeaways:

• Perceived Value: Visual content is often the first interaction potential customers have with your brand, shaping their perception before tasting your products.
• Responsibility: Business owners must assess and enhance their content to ensure it aligns with their brand and attracts the right audience.
• Continuous Improvement: Regularly updating and refining visual marketing strategies is essential for sustained business growth.

Amanda encourages listeners to utilize the tips shared, engage with the provided resources, and consider Chef Irena’s course to enhance their content creation skills.

Final Quote:

"Visual marketing is such a huge form of branding, and that's really what it is all about. How will you stand out in the marketplace instead of blending in?" [14:00]

Resources and Links

• Chef Irena’s Instagram: @Iria (link provided in show notes)
• Website: learnwithiria.com
• Free Guide: "The Perfection of Props" (available in show notes)
• Chef Irena’s Course: "Video Content Made Easy" (details in show notes)

Closing Remarks

Chef Amanda encourages listeners to tag her and Chef Irena on Instagram if the episode was helpful, fostering a community of bakers striving for excellence in their visual marketing efforts. She expresses gratitude to Chef Irena for sharing her expertise and reminds listeners to access all resources through the show notes.

For more information and to access the free resources mentioned, visit https://stan.store/amandaschonberg.