Swiss Association of Master Bakers and Confectioners [Günstiger, messbarer und effektiver]

Nowadays social media have become indispensable. Regular posting not only promotes customer loyalty, but also sales. Martina Krienbühl, Head of Social Media and Marketing at Confiseur Bachmann AG in Lucerne, reveals what to look out for.

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Facebook has around 4.6 million and Instagram 2.7 million active Swiss users. “For us, these are potential customers. It is therefore essential to collect them via social media, ”explains Martina Krienbühl, Head of Social Media and Marketing at Confiseur Bachmann AG. In addition, problems can be reacted to in a more targeted and faster manner, the target group can be understood and stronger customer loyalty can be achieved, adds the specialist.

Important units of measurement
«We want to be close to our customers and interact with our community. That is why it is important to us to receive requests, suggestions and direct feedback. Because this is the only way we can get better, develop further and respond more specifically to our customers ”, says Krienbühl. «By creating targeted posts and being able to react immediately to interactions, we generate a high level of reach. We also benefit from the authenticity of the community and can act much more flexibly, ”she continues.

«Dead or inactive profiles are counterproductive. Therefore, careful consideration should be given to what the channel wants to achieve and whether the support is also feasible.

Social media is cheaper, more measurable and more effective than other marketing instruments and brings with it less wastage. «The reactions in the form of likes, shares, comments and
Private messages are also important measurement units in order to be able to check how the contributions are received by the community and what demands they place on the company, ”says the social media
Head out.

Encourage followers to buy
Posts on social media also have a positive effect on online shop purchases. “Social media marketing is an important means of promoting sales,” confirms Krienbühl. There are various measures to encourage the user to buy:

• Instagram Shopping is a relatively new tool. This allows products in the post to be linked directly to the web shop. “Users can see at a glance what the product costs, and with a click they can go to the web shop, where they can simply buy it,” explains Martina Krienbühl.
• With the note “Link in the bio” In the story or under a post, the community is informed that the direct link to a new product or to the web shop is stored in the profile, for example.
• With 10,000 followers or more, the Instagram story can contain so-called Swipe-Up-Links be linked directly to the webshop or to a product.

Insights behind the scenes
Martina Krienbühl suggests a further marketing tool to provide interesting insights behind the scenes into the bakery or confectionery. “This works particularly well, because the community is made ‘fun’ and it gives the feeling of seeing more than on the usual advertising channels.”
In addition, the community should be included and engagement encouraged. «With regular competitions, voting
or surveys, ”says the specialist, citing a few examples. Above all, it is important to only use social media if there is regular posting and the necessary resources are available. Because: «Dead or inactive profiles are counterproductive. Therefore, careful consideration should be given to what should be achieved with the channel and whether the support is also feasible, ”she emphasizes.
By the way: editorial plans – for example in an Excel file – help to plan the content per month, create structure and facilitate content preparation.

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