Episode 214: Pivot Pivot Pivot Release Date: June 3, 2025 Podcast: Baking it Down with Sugar Cookie Marketing 🍪 Hosts: Heather and Corrie Miracle

Introduction: Embracing Change with Double Episodes

In this vibrant episode, Heather and Corrie Miracle dive deep into the essential marketing strategy of pivoting. Filmed as two back-to-back episodes before their beach getaway, they maintain their signature upbeat tone despite the busy schedule. Corrie quips, "We are your host, Heather and Corey Miracle. Corey is your favorite. Heather is your B team." (00:25)

When Your Current Strategies Aren't Working

The primary focus of this episode revolves around recognizing when existing marketing efforts fail to yield results and the importance of pivoting strategies. Corrie highlights the frustration many face: "Nothing is more frustrating than... I've done this stuff, and I'm still not seeing traction." (02:09)

1. Changing Your Posting Time

Heather and Corrie emphasize the significance of timing in social media engagement. Heather advises, "Knowing your audience... you need to know my audience and not just posting." (06:05) They suggest experimenting with different posting times based on when your audience is most active, such as evening hours for busy parents.

2. Utilizing Different Copy Formulas

Diversifying the style and structure of your post captions can reignite engagement. Corrie explains various copy formulas like AIDA (Attention, Interest, Desire, Action) and PAS (Problem, Agitate, Solution), encouraging bakers to mix these into their content to keep it fresh and engaging. She notes, "Maybe it'll make our copy more interesting." (10:23)

3. Transitioning from Static Photos to Reels

While static photos, especially ASMR decorating videos, can garner high reach, they may not translate into actual sales. The hosts recommend creating more locally-focused reels to attract an audience that is more likely to convert into customers. Heather mentions, "You're inflating your page growth number, but they're not interested in your products." (13:07)

4. Mixing Up Content Buckets

To maintain audience interest, Heather and Corrie advocate for a diverse range of content types. They suggest establishing multiple content buckets such as behind-the-scenes looks, throwback posts, featured sets, and calls-to-action for events or classes. Corrie shares their group’s strategy: "On Monday, I do the calendar countdown. Tuesday I do a baker poll... on Friday, I do a water cooler question." (19:27)

5. Diversifying Your Reach

Relying solely on one platform can limit your audience. The hosts encourage leveraging multiple channels such as newsletters, YouTube, and podcasts to broaden your reach. Heather advises, "Grab your cell phone, go to your Facebook page... like the most recent post." (25:04) This multi-channel approach ensures that you stay visible even as platform algorithms change.

Listener Spotlight: Addressing Real Challenges

A listener from Bel Air, Maryland shares her struggles with dwindling sales despite increased online activity. Heather and Corrie dissect her situation, emphasizing the need to align content with sales goals and possibly shifting focus from high-engagement content like sourdough to promoting less popular products. Corrie suggests, "If you're focusing on something that's selling so well, you are going to focus on that." (51:00)

Practical Takeaways: Implementing the Pivot

Heather and Corrie summarize actionable steps for listeners feeling stuck:

1. Change Your Posting Time: Experiment with different days and times to find what resonates best with your audience.
2. Use Different Copy Formulas: Incorporate various storytelling techniques to keep your captions engaging.
3. Transition to Reels: Utilize video content to create a more engaged and relevant audience.
4. Mix Up Content Buckets: Diversify your content topics to cater to different interests within your audience.
5. Diversify Your Reach: Expand your presence across multiple platforms to ensure consistent visibility.

Corrie emphasizes, "Focus on one, get one dialed in versus getting six not dialed in." (47:43)

Closing: Upcoming Initiatives and Community Engagement

The episode concludes with exciting announcements about their sponsors and upcoming Facebook Lives, providing listeners with opportunities to engage further and access additional resources like the Cookie College membership.

Notable Quotes:

• Corrie Miracle (02:09):

  "Nothing is more frustrating than... I've done this stuff, and I'm still not seeing traction."

• Heather (06:05):

  "Knowing your audience... you need to know my audience and not just posting."

• Corrie Miracle (10:23):

  "Maybe it'll make our copy more interesting."

• Corrie Miracle (19:27):

  "On Monday, I do the calendar countdown. Tuesday I do a baker poll... on Friday, I do a water cooler question."

• Heather (25:04):

  "Grab your cell phone, go to your Facebook page... like the most recent post."

• Heather (51:00):

  "If you're focusing on something that's selling so well, you are going to focus on that."

• Corrie Miracle (47:43):

  "Focus on one, get one dialed in versus getting six not dialed in."

Conclusion:

Episode 214 of Baking it Down with Sugar Cookie Marketing offers a comprehensive guide to recognizing when it's time to pivot your marketing strategies. Through practical advice, real-life examples, and listener interactions, Heather and Corrie provide valuable insights to help bakers navigate the ever-changing landscape of online marketing. Whether it's tweaking post times, diversifying content, or expanding your reach across platforms, this episode equips listeners with the tools needed to adapt and thrive in their baking businesses.