222. Baking it Down - Return of the Twith

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👀 Reach Ain’t Errythang - Focus on metrics that make money.

In this week's Baking it Down Podcast - Episode 222 - Return of the Twith, the twin is BACK in business, and she means business with this week's topic: reach isn't everything.

We played a clip from marketer David Glu, who lists how your audience's interactions might signal what your content isn't doing for them.

• 📈 Low Likes = Your content isn't relatable
• 📉 Low Comments = Your content isn't thought-provoking 
• 📈 Low Saves = Your content doesn't add enough value
• 📉 Low Shares = Your content is not engaging 
• 📈 Low Views = Your content is missing a good hook 

I like this approach to diagnosing a reach problem because it doesn't allow you to say, "Well, nothing's working, I'm going to quit making content." Instead, it forces you to look at the reach problem as a symptom (🤔 "What do I need to tweak here?" versus a profile problem (😓 "Facebook is limiting my page reach.").

🔨 One of those is in your power to fix, and one of those is not.

But also consider how many people you're reaching. 30 per post? 100 per post? 1,000 per post? Seeing other bakers reach hundreds of thousands of people every time they twiddle their fingers across a keyboard can be disheartening. 

But imagine you were asked to speak to a room of 30 people. Would you be nervous? Of course. 

How about a room full of 100 people? Talk about a lil' perspiration station under them armpits, right? 

How about an auditorium of 1,000 people? That'd be a MASSIVE audience. Yet when we see the reach of "30 people" in our Facebook metrics, out the window goes the thought that those people ARE potential buyers.

If 30 people placed an order with you tomorrow, would you be booked out for a month or two? Then remember which metrics are guiding your content focus. 

Your hyper-local followers are your target audience as a local baker, so no - you were never supposed to expect to reach 100,000 people with that post, because if 95% of those people aren't able to place a local order with you, it wasn't the metric to score your content by. 

Yes, focus on metrics. No, don't let the wrong metric trip you up. Reach isn't as important as conversions (aka people opening their wallets). Yes, they're related, but they're more like second cousins, not twins. When one does well, it's not always indicative of the other doing well. 

🎟️ My class kit social media posts get max 3 - 4 likes. My cookie classes? Already booking out in December at $85/ticket with a waitlist. My conversion metric outperformed my engagement metric, and I'm fine with that because, to my business model, conversions are more important than likes.

Join the Main Street Cookie Collab on Thursday (ahem), August 28, 2025, at 11:00 AM EST. It's a great way to produce hyper-local content. But then take that content in a few directions. That's what a good marketer would do. 

• 📸 Make the single-image Instagram Main Street Collab post.
• 📸 Make a carousel post featuring the cookie, the menu, the restaurant's facade, the lunch you ordered there, etc.
• 📸 Make a Reel outta your trip to turn the business into a cookie.
• 📸 Post your photo roll-up to a local FB group and write a restaurant review. 
• 📸  Have your FB page audience vote on which business they want you to cookie-fy next.