December 3, 2024 • 19 mins
In this episode, we dive into a seven-step guide that could actually make or break your small food business. It's not about just surviving—it’s about thriving, growing, and standing out in a crowded market. So, we start with building a brand that’s not just "unique"—but something that feels like it’s made for your customers, like it’s speaking directly to their hearts. And social media? Yeah, it’s not just for scrolling—if you’re using it right, it can transform your entire marketing game.
But that’s just the beginning. We’ll talk about the secret weapon: reviews. When customers talk, they’re not just leaving feedback—they’re telling your future customers why they should care. Oh, and partnerships—trust me, they can be the missing ingredient you didn’t even know you needed. You might be thinking, “I’m just a small business, who’d want to partner with me?” Well, this episode might just change that mindset. It’s about getting your foot in the door—and maybe even elbowing your way in with a little charm and strategy.
And paid advertising? Don’t get me started. It’s that tricky thing—sometimes it works wonders, sometimes it feels like throwing money into a black hole. But, when used correctly, it’s like the turbo boost your business has been begging for. So yeah, I’ll break it down—what to do, what not to do, and how to avoid the common pitfalls.
But here’s the kicker: measurement. Yes, I know, it’s not the fun part. But it’s vital. If you’re not checking how things are going, you’re just... guessing. And that doesn’t win races, right? You gotta adapt, tweak, and keep refining what’s working, or what’s not. Growth doesn’t just happen—you make it happen.
Tune in, give it a listen, and—seriously—don’t forget to subscribe, because we’ve got a lot more nuggets coming your way. This one’s a game-changer if you’re ready to step up your food business game!
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
All right, get ready, because today we are really
(00:03):
gonna deep dive into what it takes to make
a small food business successful.
Yeah, thriving really.
Thriving, exactly.
We've got some amazing source material,
like advice straight from a super experienced
food entrepreneur, and it's tactical, no nonsense.
That's right.
Straight to the point, get ready for some serious insights.
(00:24):
Real talk, no sugar coating here.
Yeah, this is about results.
Results.
Okay, so first up, they really dive right into
this concept of building a brand that goes way beyond
just like having a cool logo.
Right.
You know, they're talking about crafting a story,
an emotional connection with your customers.
It's almost like each bite, you know, tells a tale.
(00:45):
What do you think about that?
I think it's such an important point,
and it's really about considering the whole experience.
You know, you think about your own experience.
Have you ever had food that like instantly
transported you back, you know, to a childhood memory?
Or maybe a dish that just felt like a warm hug.
That's the power of emotional connection in food.
It's not just fuel, it's an experience.
(01:08):
It's tied to our senses, our memories.
You know, even our cultural identity.
The source actually had this great line.
They said, home cooked comfort.
Like a hug in every bite.
I love that.
And I thought, you know, who hasn't craved that feeling?
Like at some point, we all have that.
Yeah, we all crave comfort.
And tapping into nostalgia, you know,
that warm fuzzy feeling you get from certain foods.
(01:31):
I mean, that's powerful.
The marketing tool, for sure.
Absolutely.
So the source is spot on when they say
that when you build that emotional connection,
you are building a loyalty that goes way beyond.
Just satisfying a craving.
You're offering an experience.
It's an experience.
Okay, so let's talk about social media.
Yes.
They talk a lot about social media,
but not just posting like beautiful pictures of food.
(01:53):
It's all about using platforms like Instagram and TikTok
to tell a story, evoke those feelings we talked about.
Is it really that crucial?
It is.
I mean, you know, a decade ago,
this advice wouldn't have made as much sense.
But today, social media is essential for food businesses.
It's not just about showcasing the food.
(02:15):
It's about inviting people in.
Think about all those behind the scenes videos that you see.
You know, chef in the kitchen,
the story of how a dish is made that builds trust.
Transparency.
Transparency, exactly.
Yeah, for sure.
And I think that's what I find myself drawn to
are those accounts that feel more personal.
Yeah, absolutely.
Like you're getting to know the people behind the food,
(02:37):
but how do you translate that engagement
into, you know, actual results for your business?
Well, that's where strategy comes in, right?
Great, hey.
I mean, like remember that part in your source material
where they mentioned partnering with that niche food blogger
and seeing their sales skyrocket?
I mean, that wasn't just luck.
Right.
It was a targeted approach.
Finding the right influencers.
Ones whose audience aligns with yours
(03:00):
can make a huge difference.
It's like a trusted friend recommending something.
You're more likely to go check it out.
Absolutely.
Okay, let's talk about something
that can make or break a business.
Reviews.
Reviews, yes.
This entrepreneur really emphasizes
the power of word of mouth, especially online reviews.
(03:21):
It's huge.
How vital are those these days?
Think about the last time you tried a new restaurant.
Did you check the reviews?
Of course.
Chances are, yeah, you did.
Reviews are everything.
They're the new word of mouth,
and yeah, they can make or break you.
It's like those please leave a review card
that you used to see, remember those?
Oh, yeah.
Like that simple tactic,
(03:41):
it shows you understand how much those reviews matter.
Absolutely.
But isn't it more than just getting good reviews?
Like how do you handle the inevitable bad ones?
Oh, that's where things get interesting.
It's not just about getting praise.
It's about how you respond to criticism.
Because remember, you're not just talking
to that one person who left the review,
you're showcasing your business to everyone who reads it.
(04:03):
So responding thoughtfully, even to negative comments,
shows you care about your customers
and are always looking to improve.
So you're saying it's not about being defensive.
It's about using it as an opportunity to learn and grow.
I like that.
Before we move on, what's standing out to you so far
from what we've talked about?
What are you thinking?
(04:23):
Well, I'm curious to hear your thoughts too.
I mean, take a moment to consider
how these concepts apply to, you know,
your own experiences with food businesses.
What resonates?
Yeah, great point.
Now, this entrepreneur also really emphasizes
the power of partnerships,
like thinking beyond just your kitchen
and collaborating with other businesses and influencers.
(04:46):
They even shared a story about how they started reaching out
to local cafes and offering to, you know,
supply them with baked goods,
and that led to this huge boost in their business.
Wow.
What are your thoughts on that?
I mean, I think their story is a perfect example
of how powerful partnerships can be.
You know, it's about recognizing
that you don't have to do everything alone.
Yeah.
(05:06):
And by collaborating, you can reach a wider audience
and leverage each other's strengths, right?
So it's about being proactive,
finding those businesses that align with your values,
reaching out to explore potential collaborations.
It seems almost too simple.
Right.
Are there any downsides?
I mean, you're absolutely right about being proactive.
You know, sitting back and waiting for things to happen
(05:28):
is rarely a good strategy.
As for downsides, I mean, there could be challenges
if you don't choose your partners carefully.
Right.
You know?
So that's why it's so crucial to find businesses
that share your values in your target audience.
A mismatched partnership can do more harm than good.
That makes total sense.
So it's all about finding those win-win situations
where everyone benefits.
(05:49):
Exactly.
But let's shift gears a bit and talk about something
this entrepreneur is super passionate about.
A seamless online presence.
Yes.
They really emphasize the importance
of a user-friendly online ordering system.
Absolutely.
Especially on mobile.
I think we've all had that experience
of trying to navigate a clunky website on our phones.
Oh, it's the worst.
Right.
Like, frustrating.
(06:10):
Yeah.
And there's spot on about that.
I mean, think about it from the customer's perspective.
You're hungry.
Yeah.
On your phone, you just want to order some delicious food
quickly.
Easily.
If your website's difficult to navigate,
if the ordering process is a nightmare,
you've lost a customer.
Yeah, you've lost me.
For sure.
For sure.
(06:30):
And it's not just about ordering.
It's about the entire experience.
Yeah, exactly.
Is your website visually appealing?
Does it load quickly?
Does it actually reflect your brand?
All those things matter.
And let's not forget about SEO.
Oh, yeah.
Search engine optimization.
Yeah, so important.
People can't find you on Google.
You're missing out.
Absolutely.
So it's about making it as easy as possible for people
(06:52):
to find you, learn about your business,
and ultimately place that order.
Place that order.
Now, let's talk about something that, ooh, a hot topic.
A little bit controversial sometimes.
Paid advertising.
Our entrepreneur has some really interesting kind
of mixed feelings about it.
But they really emphasize targeted strategies
(07:12):
and careful tracking.
So I'm curious what your perspective is on this.
Well, I mean, paid advertising can be a powerful tool.
Oh, for sure.
But it's definitely not a magic bullet.
You can't just throw money at it and expect instant results.
It requires a strategic approach, careful planning,
constant monitoring.
They make a really good point about not just setting
(07:34):
and forgetting ads.
Oh, yeah, absolutely.
Absolutely.
You've got to analyze those campaigns.
Adjust them, making sure you're getting the most bang
for your buck, right?
Yeah, absolutely.
And that's where the data comes in.
The data.
You have to track your metrics, understand
what's working, what's not.
Make informed decisions based on those insights.
Absolutely.
Speaking of data, our entrepreneur
(07:55):
is a firm believer in constantly measuring and adapting
marketing strategies based on the results.
Love that.
You know, not just having a hunch,
but actually backing it up with the data.
Yes.
So important.
Right.
The food industry is constantly evolving.
And you need to be able to adapt to stay relevant.
Data gives you the insights you need
to stay ahead of the curve.
(08:16):
So it's not just about having a great product.
It's about constantly analyzing your performance,
getting feedback, and adapting your approach based
on what you learn.
Exactly.
And you know, what's really exciting
is that technology has made it easier than ever
to gather and analyze data.
There are so many tools and resources available to help.
(08:36):
It's incredible.
Yeah, it is.
But it can also feel overwhelming.
How do you know which metrics to focus on?
What actually matters?
That's a great question.
And it's something we'll definitely
dive into after a quick break.
OK, we'll be right back after this.
So before the break, we were talking about all that data.
Yeah, all that data.
So much.
How do you know which metrics you should really
(09:00):
be focusing on?
What really makes a difference?
That's a really good question.
There's no one-size-fits-all answer.
OK.
Really, it depends on your business goals.
Like, what are you trying to do?
Increase brand awareness.
Yeah.
Boost online orders.
Improve customer satisfaction.
Each of those require you to look at different metrics.
(09:21):
So let's say, if you're focusing on increasing online orders,
what kind of data would you be looking at?
Well, first, you'd want to track your website traffic.
OK.
How many people are visiting your website?
Yeah.
Where are they coming from?
Are they finding you through search engines?
Social media?
Direct links?
Understanding where your traffic's coming from
(09:42):
can really tell you a lot about which marketing efforts are
working.
So it's not just about getting people to your website.
It's about understanding how they got there.
Exactly.
What happens once they're on your site.
That's where conversion rates come in.
OK.
You know?
Out of all those visitors, how many
are actually placing those orders?
Yeah.
If you're getting a lot of traffic but very few orders,
(10:02):
that could indicate a problem with your website.
Right.
You know, the ordering process.
Maybe even your pricing.
So you're looking for bottlenecks.
Yeah, exactly.
Those places where people are like, I'm out.
I'm out of here.
Yeah, exactly.
What about social media?
Social media metrics are definitely important,
especially if you're trying to build brand awareness
and engagement.
(10:22):
So you'll want to track things like how many people are liking,
sharing, commenting on your posts.
Are you reaching your target audience?
Yeah.
Is your content actually resonating?
OK.
What about ROI?
Return on investment.
Yeah, can you actually measure that with something
like social media?
It can be tricky, but it's definitely possible.
(10:44):
OK.
There are tools out there that can help you track how much
revenue you're generating from your social media efforts.
You can also look at things like how many people are clicking
on links in your bio, visiting your website
from social media, using special discount Cummins.
So you can actually see if those likes and shares are actually
leading to sales.
Exactly.
That's the goal.
(11:04):
OK, that's pretty cool.
It sounds like a lot to keep track of.
There is.
But remember, you don't have to do it all at once.
Start by focusing on a few key metrics aligned
with your business goals.
As you get more comfortable, you can expand.
So start small.
Start small.
Build from there.
Exactly.
This entrepreneur really emphasized understanding
the story behind the data.
(11:26):
What do they mean by that?
You know, they're talking about going beyond just the surface
level numbers and really digging into the why.
OK.
Like, for example, let's say you notice a spike in traffic
after posting a certain type of content.
Don't just celebrate move on, right?
Right.
Ask yourself, why did that content resonate?
(11:46):
OK, yeah.
What was it about that specific post?
So it's like being a detective.
Exactly.
Look for those clues, the patterns.
And those clues are in the data.
You just have to be willing to look for them.
It sounds like it's this constant process
of experimenting, analyzing, refining.
It is.
And that's why our entrepreneur was so adamant
about being adaptable.
(12:07):
Right.
Because what works today might not work tomorrow.
Exactly.
You got to be flexible, agile, willing to learn.
Good reminder.
Always be learning.
Yeah.
OK, before we get into the next section,
I want to go back to something we talked about before.
Creating a brand that really resonates.
Yes.
This idea of infusing your food with a story,
a deeper meaning.
(12:29):
What are some practical ways to actually do that?
Well, I think it starts with being authentic.
OK.
What makes your food special?
What's the story behind your business?
Your values.
Just so tapping into the heart of your business.
Exactly.
And sharing those stories with your customers.
And finding ways to connect with your audience
on a deeper level.
Yeah.
(12:49):
What are their interests?
What are their pain points?
How can your food make their lives better?
So creating a relationship.
Yes.
Not just a transaction.
You got it.
Yeah.
And sometimes it's the simplest things.
A handwritten thank you note, a personalized message,
a small gesture of kindness.
Those little touches.
Yeah.
They can go a long way.
Make you feel special.
(13:10):
Absolutely.
Yeah.
And in a world where we're bombarded with choices,
those experiences are what make people come back for more.
Exactly.
It's not about the product.
It's about the experience.
Precisely.
OK.
So we've talked about building a strong brand,
leveraging social media, understanding your data,
those personal connections.
But this entrepreneur also emphasized looking
(13:32):
beyond your own business.
Partnership.
Partnerships.
What are your thoughts on that?
Partnerships can be so valuable.
OK.
Especially for small businesses.
Think about it.
You have limited resources, time, reach.
By partnering with someone else, you
can tap into their resources, their audience, their expertise.
It's a way to amplify your efforts.
(13:54):
Makes sense.
They shared a story about reaching out to cafes,
offering baked goods.
And that was a turning point.
That's awesome.
But how do you find those partners?
Where do you even start?
It starts with identifying businesses that
share your values, your target audience.
OK.
Look for synergies where your products or services
complement each other.
If you're a bakery, partner with a coffee shop.
(14:14):
Find those win-win situations.
Exactly.
Win-win.
Where everybody benefits.
But what about online?
That's where things get really interesting.
Ooh.
OK.
We're going to dive into that.
All right.
Welcome back.
We were talking about partnerships
and how they can expand your reach.
Yeah.
Amplify everything.
Right.
And our entrepreneur had some great tips
for finding those win-win collaborations.
(14:36):
Absolutely.
But how do you do that online?
How do you bring that into the digital world?
Well, think about all those featured in sections
you see on websites.
Yeah.
Or collaborations you see on Instagram
where people are promoting each other's stuff.
That's digital partnership in action.
So it's leveraging each other's platforms,
(14:56):
their audiences, reaching more people.
But how do you know it's actually beneficial?
Right.
It's got to be more than just getting your name out there.
Exactly.
It's about finding those partners whose audience
aligns with yours.
Right.
Whose values resonate with your brand.
Remember what we were talking about earlier?
You know, creating that emotional connection.
Yeah.
It applies here too.
(15:18):
So it's about finding businesses that really
complement your own.
Exactly.
Not just with products.
Right.
But their message, their brand identity.
You got it.
It's all about creating that synergy
where it feels natural, authentic to both audiences.
Right.
Yeah.
OK.
Let's shift gears a bit and talk about something
this entrepreneur is very passionate about.
(15:39):
A seamless online presence.
They really talk about it being just as important
as a physical storefront.
Absolutely.
And it makes sense.
Yeah.
I mean, think about it.
Yeah.
I think we can all relate.
We've all experienced trying to navigate
like a terrible website, a confusing online ordering system.
Yeah.
It's frustrating.
(16:00):
It's the worst.
It really is.
So what are some key things food businesses
should be focusing on when it comes to that online presence?
Well, first and foremost, your website
needs to be user-friendly, easy to navigate,
visually appealing, optimized for mobile, obviously.
Most people are browsing on their phones these days.
Yeah.
So your website needs to look good,
(16:20):
function perfectly on that small screen.
And they really emphasized how important
is to have a smooth online ordering process,
especially for mobile.
Absolutely.
People are busy.
They're hungry.
They want things to be quick and easy.
Yeah.
I'm one of them, for sure.
If it's too clinky, too hard, I'm going somewhere else.
Absolutely.
They will go somewhere else if it's difficult.
And it's almost like you have to anticipate their needs.
(16:42):
Right.
Make the process effortless.
Intuitive.
Intuitive, yeah.
Yeah, for sure.
And don't forget about SEO.
Search engine optimization.
So important.
So important.
If people can't find you on Google,
you're missing out on customers.
It's not enough to just have a website.
People got to be able to find it.
Exactly.
OK, let's talk about paid advertising now.
OK, yeah.
(17:03):
This is a hot topic.
It's always a hot topic.
And our entrepreneur had some mixed feelings about it.
Right.
But they emphasized targeted strategies and careful tracking.
So what's your take?
Yeah.
What do you think about paid advertising in today's world?
Well, it can be powerful.
For sure.
But it's definitely not a set it and forget it thing.
(17:23):
Right.
You know, requires a strategic approach, careful planning.
Yeah, they really made the point about not just throwing money
at ads and hoping for the best.
Absolutely.
You have to be smart about it.
It's going to be targeted, data-driven.
Right.
So understanding your target audience.
Exactly.
Know where they hang out online.
(17:44):
Craft compelling ads that speak to them.
Yeah, that really resonate.
And then, of course, tracking your results, adjusting.
Yes.
Analyzing, adjusting, it's a continuous process.
It sounds like it.
Constantly experimenting, optimizing.
It really is.
And that's why it's so important to have a really good understanding
of your goals, your budget before you even start.
(18:06):
So you've got to be strategic.
Yeah, it's strategic, not impulsive.
Right.
OK.
So as we wrap up this deep dive, I
want to touch on something that our entrepreneur really
emphasized throughout all their advice.
It's that importance of constantly measuring and adapting.
Oh, it's huge.
Yeah.
Not just setting things in motion,
but tracking, analyzing, adjusting.
(18:26):
So being flexible, agile, always willing to learn and grow.
Exactly.
Yeah.
You know, the food industry is constantly changing,
and you've got to be able to adapt to stay ahead.
Absolutely.
And one of the things I found so inspiring
about our entrepreneur today was their passion
for continuous learning.
Absolutely.
You know, they weren't afraid to experiment.
Try new things.
(18:47):
Make mistakes.
Yes.
That's the growth mindset.
That's what sets successful businesses apart.
They see those challenges as opportunities
for growth and innovation.
I love that.
And I think that's such a powerful message for everyone,
you know, no matter what you do, embrace the messiness.
Yeah.
Stay curious.
Never stop learning.
(19:07):
So well said.
And to our listeners out there, we
encourage you to take these insights.
Yeah.
Apply them to your own endeavors.
Don't be afraid to experiment.
Push those boundaries.
Yes.
And remember, in the food industry,
you're not just selling a product.
You're selling an experience, a story, a connection.
Absolutely.
Thanks for joining us on this delicious deep dive.
(19:30):
It's been fun.
Until next time.
Keep those taste buds tandalized
and those entrepreneurial spirits burning.
All right, get ready, because today we are really
(00:03):
gonna deep dive into what it takes to make
a small food business successful.
Yeah, thriving really.
Thriving, exactly.
We've got some amazing source material,
like advice straight from a super experienced
food entrepreneur, and it's tactical, no nonsense.
That's right.
Straight to the point, get ready for some serious insights.
(00:24):
Real talk, no sugar coating here.
Yeah, this is about results.
Results.
Okay, so first up, they really dive right into
this concept of building a brand that goes way beyond
just like having a cool logo.
Right.
You know, they're talking about crafting a story,
an emotional connection with your customers.
It's almost like each bite, you know, tells a tale.
(00:45):
What do you think about that?
I think it's such an important point,
and it's really about considering the whole experience.
You know, you think about your own experience.
Have you ever had food that like instantly
transported you back, you know, to a childhood memory?
Or maybe a dish that just felt like a warm hug.
That's the power of emotional connection in food.
It's not just fuel, it's an experience.
(01:08):
It's tied to our senses, our memories.
You know, even our cultural identity.
The source actually had this great line.
They said, home cooked comfort.
Like a hug in every bite.
I love that.
And I thought, you know, who hasn't craved that feeling?
Like at some point, we all have that.
Yeah, we all crave comfort.
And tapping into nostalgia, you know,
that warm fuzzy feeling you get from certain foods.
(01:31):
I mean, that's powerful.
The marketing tool, for sure.
Absolutely.
So the source is spot on when they say
that when you build that emotional connection,
you are building a loyalty that goes way beyond.
Just satisfying a craving.
You're offering an experience.
It's an experience.
Okay, so let's talk about social media.
Yes.
They talk a lot about social media,
but not just posting like beautiful pictures of food.
(01:53):
It's all about using platforms like Instagram and TikTok
to tell a story, evoke those feelings we talked about.
Is it really that crucial?
It is.
I mean, you know, a decade ago,
this advice wouldn't have made as much sense.
But today, social media is essential for food businesses.
It's not just about showcasing the food.
(02:15):
It's about inviting people in.
Think about all those behind the scenes videos that you see.
You know, chef in the kitchen,
the story of how a dish is made that builds trust.
Transparency.
Transparency, exactly.
Yeah, for sure.
And I think that's what I find myself drawn to
are those accounts that feel more personal.
Yeah, absolutely.
Like you're getting to know the people behind the food,
(02:37):
but how do you translate that engagement
into, you know, actual results for your business?
Well, that's where strategy comes in, right?
Great, hey.
I mean, like remember that part in your source material
where they mentioned partnering with that niche food blogger
and seeing their sales skyrocket?
I mean, that wasn't just luck.
Right.
It was a targeted approach.
Finding the right influencers.
Ones whose audience aligns with yours
(03:00):
can make a huge difference.
It's like a trusted friend recommending something.
You're more likely to go check it out.
Absolutely.
Okay, let's talk about something
that can make or break a business.
Reviews.
Reviews, yes.
This entrepreneur really emphasizes
the power of word of mouth, especially online reviews.
(03:21):
It's huge.
How vital are those these days?
Think about the last time you tried a new restaurant.
Did you check the reviews?
Of course.
Chances are, yeah, you did.
Reviews are everything.
They're the new word of mouth,
and yeah, they can make or break you.
It's like those please leave a review card
that you used to see, remember those?
Oh, yeah.
Like that simple tactic,
(03:41):
it shows you understand how much those reviews matter.
Absolutely.
But isn't it more than just getting good reviews?
Like how do you handle the inevitable bad ones?
Oh, that's where things get interesting.
It's not just about getting praise.
It's about how you respond to criticism.
Because remember, you're not just talking
to that one person who left the review,
you're showcasing your business to everyone who reads it.
(04:03):
So responding thoughtfully, even to negative comments,
shows you care about your customers
and are always looking to improve.
So you're saying it's not about being defensive.
It's about using it as an opportunity to learn and grow.
I like that.
Before we move on, what's standing out to you so far
from what we've talked about?
What are you thinking?
(04:23):
Well, I'm curious to hear your thoughts too.
I mean, take a moment to consider
how these concepts apply to, you know,
your own experiences with food businesses.
What resonates?
Yeah, great point.
Now, this entrepreneur also really emphasizes
the power of partnerships,
like thinking beyond just your kitchen
and collaborating with other businesses and influencers.
(04:46):
They even shared a story about how they started reaching out
to local cafes and offering to, you know,
supply them with baked goods,
and that led to this huge boost in their business.
Wow.
What are your thoughts on that?
I mean, I think their story is a perfect example
of how powerful partnerships can be.
You know, it's about recognizing
that you don't have to do everything alone.
Yeah.
(05:06):
And by collaborating, you can reach a wider audience
and leverage each other's strengths, right?
So it's about being proactive,
finding those businesses that align with your values,
reaching out to explore potential collaborations.
It seems almost too simple.
Right.
Are there any downsides?
I mean, you're absolutely right about being proactive.
You know, sitting back and waiting for things to happen
(05:28):
is rarely a good strategy.
As for downsides, I mean, there could be challenges
if you don't choose your partners carefully.
Right.
You know?
So that's why it's so crucial to find businesses
that share your values in your target audience.
A mismatched partnership can do more harm than good.
That makes total sense.
So it's all about finding those win-win situations
where everyone benefits.
(05:49):
Exactly.
But let's shift gears a bit and talk about something
this entrepreneur is super passionate about.
A seamless online presence.
Yes.
They really emphasize the importance
of a user-friendly online ordering system.
Absolutely.
Especially on mobile.
I think we've all had that experience
of trying to navigate a clunky website on our phones.
Oh, it's the worst.
Right.
Like, frustrating.
(06:10):
Yeah.
And there's spot on about that.
I mean, think about it from the customer's perspective.
You're hungry.
Yeah.
On your phone, you just want to order some delicious food
quickly.
Easily.
If your website's difficult to navigate,
if the ordering process is a nightmare,
you've lost a customer.
Yeah, you've lost me.
For sure.
For sure.
(06:30):
And it's not just about ordering.
It's about the entire experience.
Yeah, exactly.
Is your website visually appealing?
Does it load quickly?
Does it actually reflect your brand?
All those things matter.
And let's not forget about SEO.
Oh, yeah.
Search engine optimization.
Yeah, so important.
People can't find you on Google.
You're missing out.
Absolutely.
So it's about making it as easy as possible for people
(06:52):
to find you, learn about your business,
and ultimately place that order.
Place that order.
Now, let's talk about something that, ooh, a hot topic.
A little bit controversial sometimes.
Paid advertising.
Our entrepreneur has some really interesting kind
of mixed feelings about it.
But they really emphasize targeted strategies
(07:12):
and careful tracking.
So I'm curious what your perspective is on this.
Well, I mean, paid advertising can be a powerful tool.
Oh, for sure.
But it's definitely not a magic bullet.
You can't just throw money at it and expect instant results.
It requires a strategic approach, careful planning,
constant monitoring.
They make a really good point about not just setting
(07:34):
and forgetting ads.
Oh, yeah, absolutely.
Absolutely.
You've got to analyze those campaigns.
Adjust them, making sure you're getting the most bang
for your buck, right?
Yeah, absolutely.
And that's where the data comes in.
The data.
You have to track your metrics, understand
what's working, what's not.
Make informed decisions based on those insights.
Absolutely.
Speaking of data, our entrepreneur
(07:55):
is a firm believer in constantly measuring and adapting
marketing strategies based on the results.
Love that.
You know, not just having a hunch,
but actually backing it up with the data.
Yes.
So important.
Right.
The food industry is constantly evolving.
And you need to be able to adapt to stay relevant.
Data gives you the insights you need
to stay ahead of the curve.
(08:16):
So it's not just about having a great product.
It's about constantly analyzing your performance,
getting feedback, and adapting your approach based
on what you learn.
Exactly.
And you know, what's really exciting
is that technology has made it easier than ever
to gather and analyze data.
There are so many tools and resources available to help.
(08:36):
It's incredible.
Yeah, it is.
But it can also feel overwhelming.
How do you know which metrics to focus on?
What actually matters?
That's a great question.
And it's something we'll definitely
dive into after a quick break.
OK, we'll be right back after this.
So before the break, we were talking about all that data.
Yeah, all that data.
So much.
How do you know which metrics you should really
(09:00):
be focusing on?
What really makes a difference?
That's a really good question.
There's no one-size-fits-all answer.
OK.
Really, it depends on your business goals.
Like, what are you trying to do?
Increase brand awareness.
Yeah.
Boost online orders.
Improve customer satisfaction.
Each of those require you to look at different metrics.
(09:21):
So let's say, if you're focusing on increasing online orders,
what kind of data would you be looking at?
Well, first, you'd want to track your website traffic.
OK.
How many people are visiting your website?
Yeah.
Where are they coming from?
Are they finding you through search engines?
Social media?
Direct links?
Understanding where your traffic's coming from
(09:42):
can really tell you a lot about which marketing efforts are
working.
So it's not just about getting people to your website.
It's about understanding how they got there.
Exactly.
What happens once they're on your site.
That's where conversion rates come in.
OK.
You know?
Out of all those visitors, how many
are actually placing those orders?
Yeah.
If you're getting a lot of traffic but very few orders,
(10:02):
that could indicate a problem with your website.
Right.
You know, the ordering process.
Maybe even your pricing.
So you're looking for bottlenecks.
Yeah, exactly.
Those places where people are like, I'm out.
I'm out of here.
Yeah, exactly.
What about social media?
Social media metrics are definitely important,
especially if you're trying to build brand awareness
and engagement.
(10:22):
So you'll want to track things like how many people are liking,
sharing, commenting on your posts.
Are you reaching your target audience?
Yeah.
Is your content actually resonating?
OK.
What about ROI?
Return on investment.
Yeah, can you actually measure that with something
like social media?
It can be tricky, but it's definitely possible.
(10:44):
OK.
There are tools out there that can help you track how much
revenue you're generating from your social media efforts.
You can also look at things like how many people are clicking
on links in your bio, visiting your website
from social media, using special discount Cummins.
So you can actually see if those likes and shares are actually
leading to sales.
Exactly.
That's the goal.
(11:04):
OK, that's pretty cool.
It sounds like a lot to keep track of.
There is.
But remember, you don't have to do it all at once.
Start by focusing on a few key metrics aligned
with your business goals.
As you get more comfortable, you can expand.
So start small.
Start small.
Build from there.
Exactly.
This entrepreneur really emphasized understanding
the story behind the data.
(11:26):
What do they mean by that?
You know, they're talking about going beyond just the surface
level numbers and really digging into the why.
OK.
Like, for example, let's say you notice a spike in traffic
after posting a certain type of content.
Don't just celebrate move on, right?
Right.
Ask yourself, why did that content resonate?
(11:46):
OK, yeah.
What was it about that specific post?
So it's like being a detective.
Exactly.
Look for those clues, the patterns.
And those clues are in the data.
You just have to be willing to look for them.
It sounds like it's this constant process
of experimenting, analyzing, refining.
It is.
And that's why our entrepreneur was so adamant
about being adaptable.
(12:07):
Right.
Because what works today might not work tomorrow.
Exactly.
You got to be flexible, agile, willing to learn.
Good reminder.
Always be learning.
Yeah.
OK, before we get into the next section,
I want to go back to something we talked about before.
Creating a brand that really resonates.
Yes.
This idea of infusing your food with a story,
a deeper meaning.
(12:29):
What are some practical ways to actually do that?
Well, I think it starts with being authentic.
OK.
What makes your food special?
What's the story behind your business?
Your values.
Just so tapping into the heart of your business.
Exactly.
And sharing those stories with your customers.
And finding ways to connect with your audience
on a deeper level.
Yeah.
(12:49):
What are their interests?
What are their pain points?
How can your food make their lives better?
So creating a relationship.
Yes.
Not just a transaction.
You got it.
Yeah.
And sometimes it's the simplest things.
A handwritten thank you note, a personalized message,
a small gesture of kindness.
Those little touches.
Yeah.
They can go a long way.
Make you feel special.
(13:10):
Absolutely.
Yeah.
And in a world where we're bombarded with choices,
those experiences are what make people come back for more.
Exactly.
It's not about the product.
It's about the experience.
Precisely.
OK.
So we've talked about building a strong brand,
leveraging social media, understanding your data,
those personal connections.
But this entrepreneur also emphasized looking
(13:32):
beyond your own business.
Partnership.
Partnerships.
What are your thoughts on that?
Partnerships can be so valuable.
OK.
Especially for small businesses.
Think about it.
You have limited resources, time, reach.
By partnering with someone else, you
can tap into their resources, their audience, their expertise.
It's a way to amplify your efforts.
(13:54):
Makes sense.
They shared a story about reaching out to cafes,
offering baked goods.
And that was a turning point.
That's awesome.
But how do you find those partners?
Where do you even start?
It starts with identifying businesses that
share your values, your target audience.
OK.
Look for synergies where your products or services
complement each other.
If you're a bakery, partner with a coffee shop.
(14:14):
Find those win-win situations.
Exactly.
Win-win.
Where everybody benefits.
But what about online?
That's where things get really interesting.
Ooh.
OK.
We're going to dive into that.
All right.
Welcome back.
We were talking about partnerships
and how they can expand your reach.
Yeah.
Amplify everything.
Right.
And our entrepreneur had some great tips
for finding those win-win collaborations.
(14:36):
Absolutely.
But how do you do that online?
How do you bring that into the digital world?
Well, think about all those featured in sections
you see on websites.
Yeah.
Or collaborations you see on Instagram
where people are promoting each other's stuff.
That's digital partnership in action.
So it's leveraging each other's platforms,
(14:56):
their audiences, reaching more people.
But how do you know it's actually beneficial?
Right.
It's got to be more than just getting your name out there.
Exactly.
It's about finding those partners whose audience
aligns with yours.
Right.
Whose values resonate with your brand.
Remember what we were talking about earlier?
You know, creating that emotional connection.
Yeah.
It applies here too.
(15:18):
So it's about finding businesses that really
complement your own.
Exactly.
Not just with products.
Right.
But their message, their brand identity.
You got it.
It's all about creating that synergy
where it feels natural, authentic to both audiences.
Right.
Yeah.
OK.
Let's shift gears a bit and talk about something
this entrepreneur is very passionate about.
(15:39):
A seamless online presence.
They really talk about it being just as important
as a physical storefront.
Absolutely.
And it makes sense.
Yeah.
I mean, think about it.
Yeah.
I think we can all relate.
We've all experienced trying to navigate
like a terrible website, a confusing online ordering system.
Yeah.
It's frustrating.
(16:00):
It's the worst.
It really is.
So what are some key things food businesses
should be focusing on when it comes to that online presence?
Well, first and foremost, your website
needs to be user-friendly, easy to navigate,
visually appealing, optimized for mobile, obviously.
Most people are browsing on their phones these days.
Yeah.
So your website needs to look good,
(16:20):
function perfectly on that small screen.
And they really emphasized how important
is to have a smooth online ordering process,
especially for mobile.
Absolutely.
People are busy.
They're hungry.
They want things to be quick and easy.
Yeah.
I'm one of them, for sure.
If it's too clinky, too hard, I'm going somewhere else.
Absolutely.
They will go somewhere else if it's difficult.
And it's almost like you have to anticipate their needs.
(16:42):
Right.
Make the process effortless.
Intuitive.
Intuitive, yeah.
Yeah, for sure.
And don't forget about SEO.
Search engine optimization.
So important.
So important.
If people can't find you on Google,
you're missing out on customers.
It's not enough to just have a website.
People got to be able to find it.
Exactly.
OK, let's talk about paid advertising now.
OK, yeah.
(17:03):
This is a hot topic.
It's always a hot topic.
And our entrepreneur had some mixed feelings about it.
Right.
But they emphasized targeted strategies and careful tracking.
So what's your take?
Yeah.
What do you think about paid advertising in today's world?
Well, it can be powerful.
For sure.
But it's definitely not a set it and forget it thing.
(17:23):
Right.
You know, requires a strategic approach, careful planning.
Yeah, they really made the point about not just throwing money
at ads and hoping for the best.
Absolutely.
You have to be smart about it.
It's going to be targeted, data-driven.
Right.
So understanding your target audience.
Exactly.
Know where they hang out online.
(17:44):
Craft compelling ads that speak to them.
Yeah, that really resonate.
And then, of course, tracking your results, adjusting.
Yes.
Analyzing, adjusting, it's a continuous process.
It sounds like it.
Constantly experimenting, optimizing.
It really is.
And that's why it's so important to have a really good understanding
of your goals, your budget before you even start.
(18:06):
So you've got to be strategic.
Yeah, it's strategic, not impulsive.
Right.
OK.
So as we wrap up this deep dive, I
want to touch on something that our entrepreneur really
emphasized throughout all their advice.
It's that importance of constantly measuring and adapting.
Oh, it's huge.
Yeah.
Not just setting things in motion,
but tracking, analyzing, adjusting.
(18:26):
So being flexible, agile, always willing to learn and grow.
Exactly.
Yeah.
You know, the food industry is constantly changing,
and you've got to be able to adapt to stay ahead.
Absolutely.
And one of the things I found so inspiring
about our entrepreneur today was their passion
for continuous learning.
Absolutely.
You know, they weren't afraid to experiment.
Try new things.
(18:47):
Make mistakes.
Yes.
That's the growth mindset.
That's what sets successful businesses apart.
They see those challenges as opportunities
for growth and innovation.
I love that.
And I think that's such a powerful message for everyone,
you know, no matter what you do, embrace the messiness.
Yeah.
Stay curious.
Never stop learning.
(19:07):
So well said.
And to our listeners out there, we
encourage you to take these insights.
Yeah.
Apply them to your own endeavors.
Don't be afraid to experiment.
Push those boundaries.
Yes.
And remember, in the food industry,
you're not just selling a product.
You're selling an experience, a story, a connection.
Absolutely.
Thanks for joining us on this delicious deep dive.
(19:30):
It's been fun.
Until next time.
Keep those taste buds tandalized
and those entrepreneurial spirits burning.
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