I have a sweet tooth the size of Texas. From a young age, I’ve always found my way to the dessert table (and then found a reason to stay there). Now, I find myself experimenting in the kitchen, trying to whip up new, tasty treats for my husband and myself. As it turns out, I also realized how much baking and marketing have in common.
- They’re both part science. Have you ever tried making soft, fluffy cookies, only to end up with thin, mediocre discs? Chances are you forgot baking powder, or a rising agent, and without it, your cookies fell a little… flat. The same goes for your marketing. It takes a little science to get the best results. Determine your goal, and then figure out which marketing ‘ingredients’ are best suited to get you there.
- Timing is important. Once, I ambitiously wanted to serve my guests straight-from-the-oven brownies for dessert. As it turns out, I had misread the directions, and they took longer to bake than expected, leaving me frustrated, and my guests waiting. Timing in marketing is incredibly important. Whether it’s timing email campaigns or social media posts, it can make all the difference in your audience’s actions.
- Use complementary ingredients. Sometimes, certain ingredients just go hand-in-hand. Chocolate and caramel. Pumpkin, cinnamon, and clove. Cookies and cream. For marketing, you may find that email marketing and Google Adwords’ remarketing ads complement each other nicely. Or perhaps you discover the beauty of combining excellent photo and video with social media marketing.
- Sometimes you need to find an alternative. There are times when you’re restricted from following a recommended recipe. It could be that you’re baking for someone with a food allergy, or it could be that you realize you’ve forgotten to pick up more butter. If you can’t use the ideal ingredient due to lack of resources or budget, you still might be able to find a suitable alternative. (Keep in mind, sometimes this means combining two ‘ingredients’ to replace one single ‘ingredient).
- Don’t be afraid to modify. Did your dessert not turn out as planned? Learn from your mistakes. Keep track of what you did, and what the outcome was. Then take a closer look at what went wrong. Did you miss an ingredient? Was it undercooked or overcooked? Analyzing your outcome will help you adjust your plan for next time. Oh—and modifying mid-plan isn’t bad either. If something isn’t looking right, figure out what else needs to go into it (or be removed) to get things on track.
Overall, once you know what works in the kitchen, baking can be enjoyable and leave you feeling satisfied. Marketing is much the same. If you don’t have the time or budget to learn the ins-and-outs of it yourself, you can always find an agency that specializes in the services you need. Now excuse me, my cookies are ready.