Podcast Summary: Episode 194 - "Meta Verified"

Podcast Information:

• Title: Baking it Down with Sugar Cookie Marketing 🍪
• Host/Authors: Heather and Corrie Miracle
• Episode: 194. Baking it Down - Meta Verified
• Release Date: January 14, 2025

1. Introduction: The TikTok Ban and Its Implications

Heather and Corrie Miracle kick off Episode 194 by addressing a significant development in the social media landscape: the potential ban of TikTok, now escalating to the Supreme Court. They discuss the deadline of January 19th for the ban to take effect and explore the ripple effects this decision may have on content creators and small businesses.

Notable Quote:

Corrie: "The millions and millions of people who access TikTok every day are looking to go somewhere else, which is probably going to push them back to Meta platforms." [01:14]

The hosts highlight the challenges of transitioning to alternative platforms like Instagram and Facebook, noting the similarities in features such as Reels versus TikTok videos. They also touch upon emerging platforms like Neptune, emphasizing the difficulties new apps face in attracting users without an existing base.

Notable Quote:

Heather: "A lot of the issue with starting a social media platform is the chicken or the egg. You need users to attract users, but how do you get the users to attract?" [01:44]

2. Main Topic: Meta Verified

The core of the episode centers around Meta Verified, a service offered by Meta (the parent company of Facebook and Instagram) that provides users with a blue check mark to signify verification. Heather and Corrie delve into the nuances of this feature, evaluating its benefits, costs, and overall value for small business owners, particularly those in the baking industry.

Understanding Meta Verified: Meta Verified allows both personal profiles and business pages to obtain a blue check mark, a feature traditionally reserved for celebrities and public figures. The transition to a paid verification system has democratized the process but also shifted its significance.

Business vs. Personal Profiles: Heather and Corrie discuss whether it's more advantageous for a business owner to apply Meta Verified to their personal profile or their business page. They consider factors such as where their lead generation primarily occurs and the visibility of their profiles within Facebook groups.

Notable Quote:

Corrie: "If your lead gen is coming through community groups that don't allow pages, then your personal profile may be a better investment to put that on your personal profile." [11:45]

Benefits of Meta Verified:

• Blue Check Mark: Serves as an attention-grabber, enhancing profile visibility and perceived authenticity.

  Notable Quote:

  Heather: "If you could click a button and turn a blue check mark on, the answer is yes, absolutely." [08:53]

• Impersonation Protection: Helps safeguard against scammers and unauthorized accounts mimicking your business.

  Notable Quote:

  Corrie: "You're fighting impersonation, which happens a lot with giveaways. The blue check mark helps verify your authenticity to your customers." [19:30]

• Enhanced Support: Meta Verified users receive prioritized customer support, including chat and email assistance.

  Notable Quote:

  Heather: "If you have an issue with your page, you get to talk to someone there, which is worlds better than talking to yourself." [22:22]

Costs and Tier Options: Meta Verified offers multiple tiers for business pages, ranging from $14.99/month to $479.99/year. Each tier provides different levels of support and additional features, such as enhanced profiles and profile linking.

Notable Quote:

Corrie: "Business standard is $14.99 a month or $143.99 a year, and business plus is $44.99 a month or $479.99 a year." [16:09]

Pros and Cons: While the blue check mark and enhanced support are valuable, the cost can be prohibitive for some small businesses. Additionally, the requirement for business documentation and the inability to frequently change profile pictures pose challenges.

Notable Quote:

Heather: "If you paid $15 for people's eyes to look at your comment first, absolutely worth it if it brings you in a hundred sales. But if it brings you nothing, it's an easy no." [18:26]

3. Broader Marketing Strategies: Diversification and Ownership

Heather and Corrie emphasize the importance of not relying solely on a single platform for marketing. They discuss the vulnerabilities associated with platform dependency, such as account bans or changes in policies, and advocate for diversifying marketing channels to ensure business continuity.

Key Points:

• Platform Reliance Risks: Highlighting the potential fallout if a primary platform like TikTok or Meta experiences disruptions.

  Notable Quote:

  Corrie: "We own nothing on these platforms. You own your website and your email list because those are the closest things to ownership in your business." [32:03]

• Email Lists and Websites: Encouraging the cultivation of owned media channels, such as email lists and personal websites, to maintain direct communication with customers.

• Holistic Marketing Approach: Integrating multiple marketing strategies and platforms to build a resilient business model.

4. Cookie College: Empowering Bakers with Comprehensive Courses

Throughout the episode, Heather and Corrie promote their Cookie College, a membership-based platform offering a variety of courses designed to help bakers enhance their business operations and marketing strategies. The Cookie College provides:

• Courses on Marketing Essentials: Including copywriting formulas and social media strategies.

  Notable Quote:

  Corrie: "Copy formula walks you through different formulas like AIDA—Attention, Interest, Desire, Action—that we use in our marketing." [42:46]

• Technical Skills Training: Covering topics such as photography, password management, and email inbox organization.

  Notable Quote:

  Heather: "Photography is very important in our industry. It's one of the most popular courses because great photos can significantly boost your marketing efforts." [45:50]

• Community Support: Access to a private Facebook group where members can interact, share experiences, and seek advice without customer bashing.

  Notable Quote:

  Corrie: "In the Cookie College, we can dive deeper into business topics, share mistakes, and collaboratively find solutions." [47:11]

Special Features:

• Monthly Challenges: Designed to keep members engaged and continuously improving their business practices.
• Digital Downloads: Providing practical tools like cookie cutters and icing designs to enhance product offerings.

5. Listener Questions and Interactive Segment

Heather and Corrie engage with their audience by addressing listener questions submitted via text. Topics range from technical baking inquiries to personal preferences.

Example Question:

Listener [00:00:00]: "How would I make it a softer bite?"

Corrie: "You can add more corn syrup to your icing to achieve a softer bite. It balances out the hardness from the baking process." [53:56]

Notable Quote:

Corrie: "Corporate clients are marketing to their clients, not marketing for you. It's crucial to prioritize their needs over unsolicited marketing efforts." [56:51]

6. Sponsors and Product Endorsements

While adhering to the podcast’s content guidelines, Heather and Corrie briefly mention their sponsors, highlighting products that assist in baking and business operations.

Notable Mentions:

• Royal Batch Meringue Powder: Praised for its quality and versatility in creating consistent icing.

  Notable Quote:

  Heather: "Royal Batch is the best meringue powder I've ever used. It’s perfect for achieving that sweet, vanilla taste and soft bite." [63:36]

• Eddie the Edible Printer: An innovative tool for decorating cookies with precision, beneficial for high-volume bakers.

  Notable Quote:

  Corrie: "Freddie, the automated icing machine, works seamlessly with Eddie, the edible printer. Together, they streamline the decoration process." [65:15]

• Backers Co Backdrops: Essential for enhancing photography setups, enabling bakers to create aesthetically pleasing product images.

  Notable Quote:

  Corrie: "Backers Co backdrops make our photography look professional, even in a less-than-ideal kitchen setting." [67:15]

7. Personal Stories and Community Building

The episode concludes with Heather and Corrie sharing personal anecdotes, fostering a sense of community and relatability among listeners. They discuss their own birthday celebrations, highlighting the importance of planning and maintaining business focus amidst personal events.

Notable Quote:

Corrie: "If you’re feeling overwhelmed, remember that life is a series of mundane, repetitive tasks that create moments of happiness." [78:59]

8. Key Takeaways and Conclusions

• Meta Verified offers measurable benefits for small business owners, including enhanced visibility and protection against impersonation. However, the cost and platform dependency risks must be carefully weighed.

• Diversification in marketing channels is essential to mitigate risks associated with reliance on a single platform.

• Cookie College serves as a comprehensive resource for bakers aiming to refine their business and marketing strategies, fostering a supportive community.

• Engagement with Audience: Addressing listener questions strengthens community ties and provides practical solutions to common challenges.

• Sponsors play a role in enhancing the podcast’s value proposition by introducing tools and products that streamline baking and business operations.

Final Thought: Heather and Corrie emphasize the importance of adaptability and continuous learning in the ever-evolving landscape of online marketing. By leveraging resources like Meta Verified and engaging with educational platforms like Cookie College, bakers can sustain and grow their businesses despite external changes.

End of Summary