Chocolate Marketing 101: Social Media Fundamentals for Small Company Growth

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This is something we’ve all gone through. You discover a delectable product and consume it completely, but when you go seeking for more, you come up empty-handed. You went to Google, and ah ha! The company’s name appears in a few of evaluations, but the trail quickly disappears. This is the point at which you give up.

The similar procedure occurred to me just last week, which is a travesty. When a firm has no discernable internet presence, not only do prospective sales suffer, but the organization’s credibility suffers greatly (Do they even exist anymore? Was it exclusively sold at the farmers’ market? Who doesn’t have an Instagram account nowadays?). To avoid this occurring to your own chocolate company, apply the guidelines below to learn how to properly use social media as free advertisement for your company. A word of caution: it does not have to be expensive, but it will take time.

The digital era is here, and it is time to join the ranks of Instagram, Pinterest, Twitter, and Facebook.

5 Social Sharing Strategies for Everyone

Let’s start today’s session with some basic dos and don’ts for all social media platforms. Although if each has its own set of charms, strengths, and drawbacks, there are certain similar threads that run through them all.

Contribute high-quality information, particularly your own. Your brand’s reputation is on the line, and you want to be trustworthy and dependable to your consumers. Don’t simply upload and re-post your own information, but also share the work of others. Take pride in their successes. People want to follow other individuals on social channels, not a bunch of sharing robots, so keep the human part of your company at the forefront.

Post on a regular basis. Your fans want to know when you’ll be publishing the day’s promotions, seasonal merchandise, or weekly blog updates. Understand when they are online. Make sure they can reliably predict when they’ll see a new post, pin, or tweet, and that you always meet their expectations.

Understand your target audience’s preferences and dislikes. Take notice of which posts get the most response and continue to share similar material while trying with new things that may interest them. Don’t simply publish anything you want, since the platforms aren’t only meant to entertain you. You’re a creative, therefore consider your audience.

Create a compelling bio for each network. Add your location, product emphasis, and a link to your website or other social media platforms. I despise discovering an account with wonderful content but then having no clue where the things are made or how to purchase them.

It is tiring and pointless to attempt to be the best at every social network. Discover how to leverage each one and keep your brand visible there. But first, pick which one or two networks would be the most enjoyable and beneficial for getting your message out there. Make a point of being quite active on them. Stick to the above principles by posting once or twice a week on the other networks, but don’t be too concerned about them. For example, although I have a Twitter account, it is not the most active, and I plan most of my Pinterest and Facebook posts in advance. Instagram is my preferred network, and I spend many hours every day on it.

Instagram

What is the Purpose of Instagram?

Above all, Instagram is a visual tool for displaying a history of your or your business’s life. Nevertheless, it is also becoming into a search engine and purchasing site, as well as a platform for sharing videos and connecting with people in your industry. When I’m looking for chocolate producers or chocolatiers in a new city, I search for them using certain hashtags. Whenever I’m seeking for new cuisines to try or activities to do, even in my own town, I consult my actual friends and Instagram followers. The demographics are younger, yet with around 2 billion users, this is a global and local reach app. Consider it an online portfolio of your offers rather than a path to selling your stuff.

What Do Instagram Users Want?

In a nutshell, nice images with personality in the captions and behind the camera. Photographs that are aesthetically attractive and relevant will cause visitors to pause or slow down. Individuals follow people who post about things they are interested in, such as golf, craft beer, make-up, and so on. But, if a profile has a human aspect, people are more likely to interact. My pals, who are mostly in their early twenties, frequently use the app when they are bored or seeking for things to do in a certain location. Aesthetics are crucial in this case. People will read intriguing captions, advice, anecdotes, and jokes linked to what’s portrayed in the image once you’ve captured their attention with a good snapshot.

Recommended Practices for Instagram

  • Use hashtags. You’re allowed up to 30 of them, but you certainly don’t have to use them all. Hashtags are like a topic marker, and some have bigger followings than others, but they’re a major way in which people discover your profile and brand.
  • Use locations on your photos, especially the location of any brick and mortar stores you sell at.
  • Write engaging captions on your photos. Try asking relevant questions at the end, if it feels natural. Be an interesting place or person, and people will be interested in your brand.
  • Post on Instagram stories. This keeps you near the top of people’s feed and minds, and you can now highlight your best stories at the top of your profile.
  • Make use of Reels. Now is the time to add video content if you haven’t already started. From the huge incentives Instagram is offering to creators making their first Reel, they are investing big in video posts. For you this translates into them automatically showing any of your video posts to more people than they would show a simple image post, giving you a small boost just for changing mediums.
  • Go with the flow of the algorithm. Instagram is notorious for changing its algorithm every month or so without explaining anything. Play around with any new features and figure out how to use them while everyone else is complaining. Go with the flow, because eventually the current will bring you along anyway.
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Chocolate Adventures (@damecacao) Max Gandy shared this post.

Facebook

What is the Purpose of Facebook?

Facebook has primarily evolved into a source of company information as well as a marketplace for product sales. Businesses have shaped Facebook into a platform where a company’s fundamental information, including evaluations, is recorded for everyone to see. Even if a firm does not desire a Facebook account, one is established for them after enough people contribute data about a certain location. You may either take it over or let it die; either way, it is one of your company’s many faces. Since user demographics are so diverse, almost any market may be catered to for Facebook click-throughs.

What Do Facebook Users Want?

This is dependent on your demography, but most people simply want to be amused. Videos do particularly well, but photographs, articles, and visitor postings are all effective methods to maintain a great website and resource. People spend time going through their feed and clicking on photos or phrases that attract their attention. Provide information that is relevant to your specialty as a chocolate company, and you will have satisfied customers.

Best Practices on Facebook

  • Share videos and pictures of everyday life at work, accomplishments, your creative process, and more. Experiment with what content people find the most interesting, and post more of that.
  • Keep a consistent aesthetic on your page and in the various sections. Maintain a relevant About section, cover photo, profile picture, and photo section. People truly judge a book by its cover, whether they realize it or not.
  • Ask followers for their opinions, especially on big changes. These can be to your packaging, location, new products, ingredient sourcing, or even just trends. Keep it fresh, and keep people engaged. When they pass by your shop, you want them to stop in and want to support your business because they feel like they know you.
  • Experiment with ads on Facebook. Since I don’t sell anything, I’ve only ever used ads on Facebook in experiments I do for other websites I run, and they’ve only ever been use to try to grow traffic. But when I worked in a chocolate shop in Guatemala a few years back, the owner used Facebook ads every day and it drove online sales like crazy. I know fellow writers & business owners who have done the same and been able to attract a decent following because of it.
  • Utilize Facebook live & stories. Just like with Instagram, embrace the changes in the algorithm, because there’s no going back. At first, just try to post once a week and see how followers react. Social media is all just one big experiment in the end, and each one of us is a guinea pig.

Twitter

What is the Purpose of Twitter?

Twitter is all about interaction and personality. People exchange photographs and articles, but they mostly express their views and achievements. If you mainly utilize Twitter, you must have a strong voice and awareness of current events. Twitter, like Facebook, has a diverse user base, and each demographic views the network differently.

What Do Twitter Users Want?

Older folks use it to network and stay up to current on politics, but younger ones use it to voice complaints with brands and friends alike, as well as stay up to date on trends and politics. People will follow you on Twitter because they know you or enjoy the personality you display in your tweets, retweets, and profile. Follow significant figures in the chocolate industry, both internationally and locally, if you’re in the company. Retweet interesting articles and quotations and share photographs from your operations. Make an effort to be amusing.

Best Practices for Twitter

  • Don’t follow/unfollow users just to gain a higher number of followers. This is dishonest and hurts your brand, because people do notice. There’s an app for that.
  • Don’t just re-tweet others, and try not to remain inactive for more than a week or so (hands up if you’ve done this, but will never again after reading this article). There are tools nowadays which can schedule relevant tweets and follow people as your account. Just don’t abuse them.
  • Respond to others’ tweets. Be engaging and social while you’re online, and maintain a positive personality. It really does shine through on your profile and in your aesthetic.
  • Use but don’t over-use hashtags. Limit it to 1-4 hashtags per post, paying special attention to what is trending in your region & globally.
  • Take advantage of the multimedia aspect of Twitter by posting short videos, pictures, and articles. Only putting your words up there tells people what you’re doing, but users also want you to show them.

Pinterest

What is the Purpose of Pinterest?

Pinterest functions as a visual search engine. People pin images (with connected links) to various boards. This implies that visually-oriented companies searching for a strategy to drive traffic to their website or other social media platforms might benefit from investing in a Pinterest marketing course or virtual assistant. Pinterest allows you to pay to promote pins and attract a wider audience, as well as sell things.

What Do Pinterest Users Want?

Pins that are visually appealing and connect to relevant material. People preserve these pins, which are often made up of numerous linked photographs sewed together into one lengthy mosaic. Pictures of gorgeous chocolate or how-tos that connect to a website or other network will be well-received since many people use Pinterest to hunt for recipes, plan vacations, and acquire lifestyle improvement suggestions.

Best Practices on Pinterest

  • Create longer pins. These take up the most space on the site and will therefore be seen better.
  • Cross-share with other networks. Yes, you can pin your Instagram posts and pictures from your own website. This can increase your visibility across social media and engage more people.
  • Re-pin from others. About 4/5 of Pinterest is actually re-pins, like exact copes of others’ content (still attributed & linked to their source material). This means that not only does pinning from other chocolate and business boards fluff up your account, but others could share your content if it’s beautiful enough.
  • Make group boards. Or join group boards, if you decide that Pinterest is the social tool for you. A group board allows you to crowd-source content for your Pinterest profile without you actually having to post on them. The more contributors, the more potential followers, and the more people who could see the content you pinned to the board.
  • Use hashtags in your description. Yes, Pinterest also uses hashtags. Users have gotten used to them, so the search engine integrated them in the fall of 2017, and they act as a way to search for the newest content pinned with that hashtag attached. Simply add the hashtag in the description box of your pin, and users will find it while it’s still new.

Further Reading

There is a social network for everyone, even chocolate lovers who are less aesthetically inclined. Hence, whether you spend an hour per week or a few hours per day establishing an online following, the time to start is now. This is the first in a series of chocolate social media suggestions, so keep tuned for the next episode, which will focus on Instagram. For the time being, grab a cup of coffee or cocoa and settle down for a few more sessions. These are some of my favorite books about entrepreneurship, chocolate, and business, some of which are combined!

Books for All Skill Levels

Instagram For DummiesInstagram For Dummies

(no offense) is the in-depth Instagram introduction you were searching for. No more Instagram photos of your cat shot under fluorescent lights. Oh, no. Discover how to attract new consumers, run successful promotions, and develop eye-catching Instagram advertisements.

The Complete Facebook Advertising GuideFor Facebook

provides a detailed look at how to set up your brand’s Facebook page, from aesthetics to when to publish and when to run advertisements. It pays to play (or does it pay to pay while playing?) on the biggest social network, which has over a billion subscribers.

Mr. Mark Schaefers Twitter’s TaoFor Twitter

provides information about how to create relationships and connections on Twitter. Being a personal voice-centric platform, having a style that people relate to and want to engage with is becoming more vital. Connect with prospective consumers and others interested in the chocolate industry by using a high-quality Twitter strategy.

Dr. Jason McDonald has it all figured out in his Pinterest Marketing Workbook.

. With so many people using Pinterest as a search engine, it’s critical to be noticed and sought on the network. Delectable desserts and restaurant-quality recipes are pinned and saved for later, and your chocolate bars and bonbons might be a part of that if Pinterest is your platform of choice.

Likeable Social MediaFor the Fundamentals

by Dave Kerpen is an in-depth examination of how each social networking site we’ve explored works and how it may be utilized to enhance your business’s earnings without breaking the bank.

Gary Vaynerchuck is a social media specialist whom I have always admired. His book, Jab, Jab, Jab, Right Hook, is on how to craft your approach.

altered the way I viewed social media sharing and is one of the reasons you found this post.

Dale Carnegie’s timeless classic How to Gain Friends and Influence People for Mindset Development

Although its pre-internet publishing, is still relevant today. This is a revised version broken into four parts, with the whole first half focusing on how to approach people and get their approval. This is the secret to social media, since individuals seldom (if ever) follow someone they dislike.

Although not directly related to social media, in Meaningful WorkFor Remembering Why You Began

Shawn Askinosie leads readers through the steps he took to create his company and discover his calling. If you ever feel like you’re drowning in all of the things you need to accomplish, read Shawn’s masterwork and remember why you got into the chocolate business in the first place. The book is also available in e-book format, which is how I read it.

Video Courses or Series that Help You Improve Your Game

We all learn in unique ways. I’ve been taking numerous classes on Creative Live, a video-based education platform oriented at entrepreneurs like yourself, for the past year or so. Some of the courses they provide have given me the push and knowledge I needed to take the next step and better my company strategy. You can see the commencement of each course as well as the chapter and resource names. I’ve included some of the most reasonable and informative courses below, and if you use my link to visit the site, you and I will both get a $15 discount! If you gained some insight from my essay, I’ve done my job, and I’d love it if you could help both of us by utilizing my code.

This is your first step if you’re just starting your chocolate company and want to get it into the thoughts and hearts of clients. Create a distinctive brand, and your admirers will become your customers; however, keep in mind that none of this is simple. You have a long road ahead of you, but it may be paved with good counsel and encouragement from others who believe in you. Creating a Remarkable Brand Carolina Rogoll’s

Erica, who has over 30 years of graphic design expertise, delivers excellent premium and free programs, extensive explanations, and samples of what professional graphics look like. This is the ideal course for improving your social media game and diving into the more Pinteresting aspects of social media. Social Media & Web Design by Erica Gamet is a model.

An Italian man from New York explains how he become one of the world’s most famous food photographers, and what you can do to follow in his footsteps. Even if you don’t want to be a professional food photographer, you may learn how to pick a camera, frame your photos, and utilize props efficiently. Andrew Scrivani’s Studying Food Photography

Here is the lowdown on operating a successful crowd-funded campaign, straight from the notes of a professional inventor and crowd funder to your eyes and ears. It’s more complex than it seems, and Chris explains it everything from assembling your team and creating your website to reaching out to prospective investors after the page is online. And, truly, has anybody heard of a more fitting surname for an inventor than Hawker? Christopher Hawker’s Crowdfunding Success

This is not a class for everyone. Ryan Holiday is known for his viral and unorthodox marketing methods, and he dives right in. This course will teach you how to tell stories, interact with bloggers, create captivating human-centered commercials, and much more. Ryan Holiday’s Viral Marketing and Public Relations

This concludes the story for today at slightly over 3000 words. Please add me at any or all of the above connections, and leave a remark (or compliment) below about your 2022 social media #goals. Which network will you concentrate your efforts on?

Part 2 may be found HERE.

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