What’s the best way to earn word-of-mouth online?

In the crowded online space, independent restaurants face a battle for attention. While national chains have seemingly endless marketing budgets, smaller establishments have a secret weapon of their own: genuine customer love. And in the digital age, that love translates to digital word-of-mouth (DWOM) – the powerful ripple effect of online recommendations and social sharing. Here are five tactics to win over customers and get them talking:

In-store

Set up a selfie station

Remember that user-generated content (UGC) is captured on-premise, within the four walls of your shop. Set up a dedicated section perfect for Instagram/TikTok, could be a colorful wall, floor or selfie station with props and backdrops. Encourage customers to capture their treats and share them online, tagging your bakery.

Realtors and car dealers do this exceptionally well. Rather than allowing clients (the customers) to take their own photos at these momentous occasions, the realty group or car dealership snaps the high-quality image. By emailing or texting these images to their clients, they significantly increase the likelihood that the customer will share the photos online.

Host an event

Give a reason for customers to stay at your bakery, beyond a grab-and-go situation. Organize cookie decorating workshops, donut and coffee pairings, or even themed brunches featuring local artists or musicians. Aim for weekdays or evenings to drive revenue during non-peak times. These interactive experiences create memories, encourage social sharing, and build a loyal community around your business.

Off-site

Drop-off custom treats

Instead of passing out business cards, surprise local businesses with custom-made treats featuring their logos. Imagine a yoga studio receiving cupcakes topped with tiny yoga mats, or a pet groomer getting cookies shaped like dog bones. These unexpected gestures spark delight, foster cross-promotion, and earn you social media shoutouts from grateful businesses. Plus, the next time the employees need dessert for their own business or personal events, your bakery will be top of mind.

Make your packaging memorable

Ditch the generic white boxes and craft packaging that’s as delicious as your treats! Use vibrant colors, playful designs, and eco-friendly materials for your boxes and coffee cups. This not only elevates your brand but also becomes a walking billboard as happy customers carry your creations throughout town.

On a budget? For boxes, try stamps and stickers instead of full custom packaging. For coffee cups, start with custom cardboard sleeves.

Online

Make it frictionless

In today’s digital age, convenience and accuracy reigns supreme. Keep your website, social media, and Google Business Profile up to date with your latest menu items. Offer online ordering so searchers can order exactly when they’re hungry and ready to dine. Email customers a digital receipt and a direct link to your review page.

Need help with your word-of-mouth efforts?

Contact me for a complimentary strategy session at info@donutdigest.com.