Baking it Down with Sugar Cookie Marketing 🍪
Episode 195: The TikTok Ban
Release Date: January 21, 2025

Hosts: Heather and Corrie Miracle
Podcast Description:
A resource-rich podcast dedicated to helping bakers effectively market online, generate more sales, and better manage their businesses through insightful discussions, free Facebook Live classes, and a supportive community of like-minded bakers.

1. Introduction: Embracing New Formats

In Episode 195, Heather and Corrie Miracle mark a significant milestone by recording their podcast with both visual and audio elements for the first time. This episode delves into the pressing topic of the potential TikTok ban and its ramifications for bakers and marketers alike.

"We decided that we would do this this time and see if we could keep this doing. And then cross-post these to YouTube shorts like the good little marketers we are."
— Heather [01:03]

2. The TikTok Ban: Background and Implications

The primary focus of the episode is the ongoing discussion about TikTok's potential ban. Heather provides a concise history of TikTok's evolution from its origins as Musical.ly, acquired by ByteDance, to its dominance during the COVID-19 lockdowns.

"TikTok was called ByteDance long ago. It started off with a bunch of dance trends, and that's what it was known for."
— Corrie [03:34]

3. TikTok's Unique Marketing Strengths

Heather and Corrie highlight TikTok's unique algorithm and its emphasis on unpolished, authentic content, which differentiates it from more curated platforms like Instagram and Facebook Reels. This authenticity fosters a direct connection with the audience, making it an invaluable tool for bakers to share tutorials and engage followers.

"Here's the thing I love about TikTok is it's not polished... it's more like down and dirty. Here's the recipe you can have at home."
— Heather [04:22]

4. The Risks of Platform Dependency

A significant portion of the discussion revolves around the dangers of relying too heavily on a single platform for marketing. The sudden ban of TikTok serves as a cautionary tale about the vulnerability of businesses that place all their marketing eggs in one basket.

"The lesson here is the diversification of marketing, but the realization that none of it is truly owned."
— Corrie [08:26]

5. Diversifying Marketing Channels

To mitigate risks, Heather and Corrie advocate for a diversified marketing strategy. They emphasize the importance of not only maintaining a strong presence on multiple platforms but also developing owned channels like websites and email lists that offer greater control and reliability.

"If Facebook pulled this same stunt, what would we do? We need to get into the cookie college funds and then run the group."
— Corrie [09:40]

6. Email Marketing: Importance and Best Practices

Email marketing emerges as a cornerstone of their recommended strategy. Heather underscores its reliability and chronological nature, which remains largely unaffected by platform algorithms. Corrie highlights the challenges of building and nurturing an email list but reaffirms its value in sustained customer engagement.

"Emails still appear chronological. That's one of the few places where that still exists."
— Corrie [15:31]

7. Content Strategy: Cross-Posting and Hiring Help

The hosts discuss practical strategies for managing content across various platforms without overextending resources. Cross-posting content to YouTube Shorts, Instagram, and TikTok, while considering hiring assistance or utilizing automation tools like Zapier, are suggested to maintain a consistent online presence.

"One piece of content... can be used on both Instagram and TikTok."
— Heather [14:28]

8. Pre-Sales Strategies and FOMO

Heather and Corrie explore the nuances of pre-sales and the creation of FOMO (Fear of Missing Out) as an effective marketing tactic. They discuss balancing the timing of pre-sales to maximize engagement without alienating potential customers who may forget their commitments over extended periods.

"If I say, here’s a drop, people are hiding in bushes. They truly missed out."
— Corrie [40:31]

9. The Cookie College: Educational Initiatives

Introducing their educational platform, Cookie College, Heather and Corrie explain how it serves as an extension of their podcast and Facebook group. The platform offers hands-on, "done with you" courses that guide bakers through various aspects of online marketing, emphasizing personalized support and practical application.

"If you say in 2025, I want to be a better business baker, then consider the college."
— Corrie [44:58]

10. Audience Engagement and Listener Q&A

The episode features an interactive segment where Heather and Corrie address listener questions. Topics range from managing pre-sales for DIY kits to optimizing marketing strategies amidst platform uncertainties. Their responses offer actionable advice tailored to the unique challenges faced by bakery business owners.

"Pre-sales are tough, but it's a work in progress. Consistency in some regard is better than not at all."
— Heather [36:35]

11. Conclusion: Moving Forward with Resilience

Wrapping up the episode, Heather and Corrie reinforce the importance of adaptability and proactive planning in marketing strategies. They encourage bakers to embrace multiple channels, remain consistent in their efforts, and leverage community support through initiatives like Cookie College to navigate the dynamic landscape of online marketing.

"You just have to power through. Add incentives, and keep going."
— Corrie [24:58]

Notable Quotes:

• "TikTok rewards that type of content which perpetuates more of it."
  — Corrie [05:20]

• "The value of our content is not owned by us, but we are slaves to these constant uploads, these algorithms."
  — Corrie [08:04]

• "Consistency in some regard is better than... never doing it."
  — Heather [24:27]

• "Pre-sales are delectable because you know how much to bake before you even lift the finger."
  — Corrie [40:42]

• "Health is free. The water inside."
  — Corrie [52:46]

Key Takeaways:

1. Diversification is Crucial: Relying solely on platforms like TikTok or Facebook can jeopardize your marketing efforts in the event of sudden bans or algorithm changes. Diversifying across multiple channels, including email and owned websites, provides stability.

2. Email Marketing Remains Reliable: Despite the fluctuating popularity of social media platforms, email marketing offers a consistent and chronological way to engage with your audience without being at the mercy of algorithms.

3. Leverage Educational Platforms: Initiatives like Cookie College can provide structured learning and support, enabling bakers to effectively navigate online marketing complexities.

4. Create and Utilize FOMO: Strategically timed pre-sales and limited-time offers can drive engagement and sales by instilling a sense of urgency and exclusivity.

5. Adapt Content Strategies: Cross-posting and employing automation tools can help maintain a presence across multiple platforms without overwhelming your resources.

6. Community Support: Engaging with supportive communities, whether through Facebook groups or educational platforms, can offer invaluable insights and assistance in navigating marketing challenges.

Final Thoughts:

Episode 195 of Baking it Down with Sugar Cookie Marketing 🍪 serves as a comprehensive guide for bakers navigating the volatile landscape of online marketing. Heather and Corrie Miracle provide practical strategies, backed by personal experiences and listener interactions, to help bakers build resilient and diversified marketing strategies. By emphasizing the importance of email marketing, content diversification, and community engagement, they equip their audience with the tools needed to thrive despite platform uncertainties like the TikTok ban.

Stay tuned for more insightful episodes every Tuesday, and remember to join the Sugar Cookie Marketing Facebook group for additional resources and support!