Let’s be honest—marketing a cake business can feel awkward, yet marketing is how to get customers for a cake business. You didn’t start baking because you love shouting about yourself. You started because people loved what you made, and you thought, “Maybe I could do this for real.”
But now you’re knee-deep in buttercream and wondering:
“How to get customers for my cake business?”
Don’t worry. You’re not alone. And the good news? You don’t need to become a marketing guru. You just need a few simple (and strategic) steps.
This is the Business of Cake way: make it simple, make it smart, and above all, make it work.
Step One: Don’t Market to Everyone
Imagine standing in the middle of Piccadilly Circus holding a cake and shouting, “ANYONE WANT A CAKE?”
Most people will rush by, confused or annoyed.
Now imagine popping into a local Facebook group for mums and saying,
“Hey, I make bespoke rainbow unicorn birthday cakes—perfect for your kid’s party?”
Boom. Now we’re talking. When it comes to how to get customers for a cake business, it all starts with knowing who you’re talking to. That’s your ideal client—whether that’s brides, busy parents, or local businesses.
Know the Problem You’re Solving
People don’t just buy cakes. They buy solutions.
(Click here to read my blog on what problem your business is solving)
- A bride isn’t buying a cake—she’s buying her dream wedding aesthetic.
- A parent isn’t buying sugar—they’re buying party magic and less stress.
- A company ordering cupcakes for a staff event? They’re buying smiles, photos, and goodwill.
If you want to master marketing a cake business, stop shouting “I make cakes!” and start telling people how you solve their specific problem.
Pick the Right Platforms (Not All of Them)
One of the biggest mistakes in cake business marketing? Trying to be on every social media platform.
Here’s the smarter route:
- Targeting mums? Facebook and Instagram are your jam.
- Chasing weddings? Pinterest, Instagram, and wedding directories.
- Serving older clients? Local directories and email newsletters.
Don’t waste energy on platforms your customers don’t use. Focus your time where they actually hang out. This is core to the Business of Cake mindset: work smarter, not harder.
Stop Posting Only Cake Photos
Yes, your cakes are stunning. Yes, we love to see them.
But your feed needs more than “Loved making this one!” captions under pretty photos.
Why? Because it’s a bit like someone showing you 87 photos of their cat in a Santa outfit. It’s cute… but it gets old.
Want to actually get customers for your cake business from social media? Mix it up:
- Behind-the-scenes of your process
- Cake design tips or flavour polls
- Party planning tips for parents
- Reviews and testimonials
- Your story as a baker
People buy from people. Show them who you are.
Be Consistent, Not Constant
You don’t need to post 5 times a day. But you do need to be consistent.
Decide how many posts you can manage a week—maybe 2, maybe 4—and stick to it. Think slow drip, not fire hose. You’re building trust over time. The Business of Cake way is to stay visible without burning out.
Don’t Ignore Offline Marketing
Not everything happens online. In fact, if you’re wondering how to get customers for your cake business locally, this part is gold.
Try this:
- Drop a box of sample cupcakes (with a flyer) to a local school staffroom
- Send a treat box to a friend who works in a big office
- Network at local fairs, bridal events, or kids’ playgroups
Just make sure it’s targeted. No point giving free cake to people who’d never order from you. Be strategic. Think: fewer people, higher impact.
The Business of Cake Philosophy: Tell the Right People, In the Right Way
Marketing a cake business doesn’t mean shouting louder. It means speaking clearly, with purpose, to the right people.
- Know your ideal client
- Understand the problem your cake solves
- Choose the right channels
- Mix up your content
- Show up consistently
- Think online and offline
That’s how you get customers for your cake business—and build something that lasts.
So stop whispering. It’s time to start sharing your sweet business with the world.
The right people are waiting. You just have to tell them.
To help over come the fear of marketing, I have written a series of 14 marketing ideas to help you come up with a strategy that works for you.
