Baking it Down with Sugar Cookie Marketing 🍪 - Episode 217: Video Marketing for Local Small Bakeries

Release Date: June 24, 2025

In Episode 217 of the Baking it Down with Sugar Cookie Marketing podcast, hosts Heather and Corey Miracle delve into the realm of video marketing tailored specifically for local small bakeries. This comprehensive discussion provides actionable insights, practical tips, and strategic approaches to help bakers leverage video content to boost their local business presence and sales.

Introduction to the Importance of Video Marketing

Heather kicks off the episode by addressing a common pain point among bakers: the reluctance and challenges of creating videos.

Heather [00:00]: "I've gotten pummeled with asking, how do you make videos? I need to know how to make videos. I hate making videos."

Corey emphasizes the dominance of video content in today's social media landscape.

Corey [00:27]: "But I realized we're photo people living in a video."

Establishing the Necessity of Video Content

The hosts discuss the sustained importance of video over the next five to ten years, highlighting the continuous consumption of video content on-the-go and the pervasive presence of social media.

Heather [00:22]: "Right now, what's really big on social media is video content."
Corey [00:27]: "It's the only thing."

Setting Up Your Video Environment

Lighting

Heather shares her preferred lighting setup, advocating for natural light over artificial sources to enhance video engagement.

Heather [02:58]: "I get more reach, more engagement when I'm using natural lighting versus artificial lighting."

Corey explains the technical aspects of lighting, including the impact of inadequate lighting on video quality, such as graininess and noise.

Corey [05:35]: "When there's not enough light... creates something called noise. And it's very distracting."

Equipment

The discussion transitions to essential equipment, with a focus on the Canvas Lamp and the Inshot app. Heather prefers using natural light and manages lighting effectively using the Canvas Lamp for flexibility.

Heather [08:44]: "It's got so many spring systems, so it's easy to move up and down."
Corey [03:55]: "Inshot is the app I use... I probably produce 10 videos a week."

Corey also introduces the concept of using a secondary 'dummy' iPhone to manage recording without overloading the primary device.

Corey [10:44]: "What you guys don't realize is Corey is actually using an extra iPhone... it only connects to Wi-Fi."

Content Strategies for Local Engagement

Customer Testimonials

Heather and Corey advocate for transforming traditional text-based reviews into engaging video testimonials that tell a story.

Corey [14:37]: "What you want to produce is content telling people social proof... ask the client to share their experience in a narrative form."

Heather suggests adding context to testimonials by detailing the specifics of the order and the customer's experience.

Heather [15:22]: "Tell them like what the order was for, what the colors they wanted, how it ended up turning out..."

Local Event Coverage

The hosts encourage covering local events such as farmers' markets or new restaurant openings to connect with the community.

Heather [18:19]: "Real estate agents show the surrounding areas, but bakers can tell people about local happenings."

Corey shares examples of how covering local events can build relationships and enhance community presence.

Corey [19:00]: "I can only read so many reviews. Let me tell you about things to do in our area."

Storytelling in Series

Heather and Corey discuss the power of storytelling through episodic content, making viewers feel part of the baker’s journey.

Corey [20:58]: "Creating a series where people can connect with you on a deeper level more local based to you."

They highlight the importance of maintaining authenticity and relevance in storytelling to resonate with the local audience.

Heather [22:07]: "If you want to do a series about your breakup, that's very broad... connect it to your bakery business if relevant."

Behind the Scenes

Offering a glimpse into daily operations or large orders helps build transparency and trust with the audience.

Heather [24:48]: "Show them that the icing mixing each and every color took you an hour and a half."

Pre-sale QVC-style Videos

Adopting a dynamic, high-energy selling style inspired by QVC can effectively promote upcoming events or sales.

Corey [27:18]: "Pre-sale QVC style videos... high energy is what you have to maintain."

ASMR and Decorative Content

While acknowledging the appeal of ASMR and decorative videos, Heather and Corey caution against over-reliance on such content, emphasizing the need to balance with promotional material.

Corey [32:45]: "Baked decorating videos are easy but don't make them the primary content to avoid influencer territory."

Best Practices for Effective Video Marketing

Authenticity

Staying genuine in all video content is crucial for building a loyal, local audience.

Corey [37:09]: "Be authentic. Don’t lie or borrow drama from others."

Heather reinforces the importance of providing valuable, authentic content to convert views into sales.

Heather [38:01]: "Your post has to be concise and answer a question... capture that attention, I can turn those local views into local sales."

Captions and Call to Action

Effective use of captions can enhance video engagement by providing essential information and reinforcing messages.

Corey [38:04]: "Make sure your caption has the date, time, how to sign up... optimize for it."

Both hosts stress the importance of including clear calls to action to guide viewers towards desired outcomes, such as attending classes or visiting events.

Heather [40:27]: "Hey, my pop up is tomorrow at 10am... Save this video so you can come back to it later."

Vertical Video Optimization

Prioritizing vertical video formats ensures better visibility and engagement on mobile-centric platforms like Instagram, TikTok, and Facebook.

Corey [40:57]: "Optimize for vertical video... Instagram, TikTok, and Facebook."
Heather [41:10]: "Take up more of the screen when it's vertical... make sure you are a distance away from your camera."

Overcoming Common Challenges

Heather and Corey address common hurdles such as camera shyness, the learning curve of video production, and maintaining consistency. They advocate for practice and gradual improvement.

Corey [45:25]: "Find the objective, stay the course. Practice makes perfect. You're going to hate it, but find."

They also discuss the balance between creating engaging content and avoiding burnout from constant video production.

Heather [47:27]: "Stay the course and practice... incremental growth is solid."

Conclusion and Key Takeaways

The episode wraps up with a reinforcement of the strategies discussed, emphasizing the importance of authenticity, strategic content creation, and leveraging local connections through video marketing. Heather and Corey encourage bakers to experiment, stay consistent, and continuously refine their video marketing approaches to effectively engage their local audiences.

Notable Quotes

• Heather [00:22]: "Right now, what's really big on social media is video content."
• Corey [05:35]: "When there's not enough light... creates something called noise. And it's very distracting."
• Corey [14:37]: "What you want to produce is content telling people social proof..."
• Heather [38:01]: "Your post has to be concise and answer a question... capture that attention, I can turn those local views into local sales."
• Corey [45:04]: "Hook development help, you can use AI or find these."

Final Thoughts

Episode 217 serves as a valuable guide for local small bakery owners looking to harness the power of video marketing. By focusing on authentic storytelling, effective use of technology, and strategic content creation, Heather and Corey provide a roadmap for bakers to enhance their online presence, connect with their community, and drive sales through engaging video content.