baker mistakes

5 Mistakes Made by Bakers In Marketing Their Business


So here goes:


Mistake 1- Not following up with customers and potential clients

Following up with customers after they have ordered from you will guarantee you repeat orders and perhaps recommendations. Remember, getting repeat business from customers is important to growing and staying in business.

Try and always keep in touch with your customers and try and contact them at least once a month or more if you want. You could do this through monthly email newsletters or by SMS. This way, they are more likely to remember you and tell their friends about you.

So to do this, you need to maintain a data base of your customers such as their email address, birthdays, the type of cake they ordered,  phone number, etc. With this information, you will know how to communicate effectively with your customers.


Mistake 2- Ignoring customers around you

Prospective customers are all around you; in your compound, your kids school, the salon you go to. So get involved and familarise yourself with your local area and network your cake business to them.

To succeed in your cake business, you need to expose yourself and network. People need to know about you so that they can remember you when they need to order a cake.

Many bakers are introverts and would rather be in the background decorating their cakes while someone else sells their cakes. That will be great if you are a big company and can hire staff to do your marketing for you. But most likely you are a one woman business, so you need to expose yourself enough to generate a sustained flow of customers and cake orders.

Don’t be shy, make sure you get out there and tell everybody you meet about your business.



Mistake 3- Failing to monitor the success or failure of your marketing strategy

Whatever marketing strategy you do, you must monitor it from time to time. If you are not seeing any results, that is, you are not getting any additional orders then you must try another strategy. 

Your marketing efforts should bring you a reasonable return on your investment. You cannot be spending money on marketing s strategy if it doesn’t lead to sales.

So every few months, reflect on your marketing strategies and find out what works and what doesn’t and think of new ways to attract new customers to your business.


Mistake 4- Misuse of your Social Media 

Social media marketing is a must-have for your cake business. However, starting a Facebook page and posting a few posts are not enough.

Social media is a marketing tool and should be used with a strategy in mind, if not it can actually harm your business.

First, understand how to use social media effectively, and then, create a social media marketing plan. Use your market research to know where your customers are online and create a presence there and communicate relevant, helpful information to them.

Another big mistake that Bakers make is join all the Facebook Bakery groups and be gisting with other bakers. 

Yes this may be all well and good, but being in those groups will not attract any customers.

So instead of joining various cake groups, join groups whose members are your target customers such as groups where mothers are gathered, wedding planners groups etc and build relationships with the admins in the groups so they can give positive recommendations, answer their questions, tell them about your cakes which could lead to more customers.

Mistake 5- Not having a Website 

A website is an absolute must for your cake business. I cannot stress it enough. Your website doesn’t have to be complicated. A website will enable people to view your cakes and also get the information needed to make an order or to contact you. 

Finally, I hope the knowledge of these common mistakes will help you to review your marketing strategy for your cake business and help you make the necessary changes to guarantee your success and more cake orders.

Please leave a comment below if you found this article useful or have any questions. I am here to help.

Till next week.


Need help in avoiding these marketing mistakes or do you have a challenge in marketing your business.

Need a step to step guide and helping hand on how you should market your business?

You might then want to have a look at this awesome Course calledThe Ultimate Guide to Marketing your Cake Business’ – This Course is ideal and will give you a boost forward to get your business back on track if you have been having low sales.

So are you ready to finally start making serious money in your cake business, so that you can get more orders!

                             THEN REGISTER HERE


(Just fill in your details below and  we shall email you with details of the Course or just click on this Link)

me 6Rotimicakelady is your personal cake fairy. She is a cake business consultant and Coach.

She runs the Cake Business Owners Club where she helps bakers through Online courses have super profitable and successful cake businesses.

She has a passion for helping women who have a passion for baking, transition from hobby cake makers to successful and profitable cake business owners.

She also help cake business owners who have struggling in their cake business with strategies to enable them get more customers, so you make more money. Rotimicakelady is passionate about Cakes, business and making money.

Baking Bad: Common Cake Faults and their Cause

Being a cakepreneur, where baking cakes is our livelihood, it can be costly, time wasting and most of all frustrating where your cake does not turn out the way it is supposed to, especially where you are pressed for time.

Imagine trying to bake a last minute order and your cake refuses to come out of the tin, or there is a big hole in the middle. You almost feel like crying.

I remember I had an order for a 2 tier cake- Vanilla and Red Velvet. I was running late and even after baking, I had to wait for the cakes to cool, then carve, then crumb coat, cool in fridge, cover in fondant and then decorate. Talk about leaving it to the last minute to get all these done.

I guess I was too much in a hurry because when I got out my Red velvet cakes out of the oven, both had sunken so bad, that it was unusable. I had to start all over again. Let’s say I didn’t go to bed that night.

Anyway, I learnt from my mistake. So it is important to be able to identify what went wrong in order that you do not make the same mistake again.

I have identified some of your most common pitfalls when it comes to cake making, so you should get the perfect rise every time. Enjoy.


Problem: My cake has sunk in the middle

Causes: There are a number of reasons why this might have happened. Too much of a certain ingredient can cause the cake to rise quickly but then collapse. The most common causes are as follows:

  • The oven door was opened before the cake had time to set;
  • the cake didn’t go in the oven as soon as the mixture was ready;
  • Too much raising agent was used.


Problem: My cake is burnt on top but still isn’t cooked in the centre

Cause: The cake tin was too small or the oven is too high when you placed the cake mixture in the oven.


apple cake

Problem: Cake falls during Baking

Cause: Excessive jarring or moving of the cake during baking.

  • Oven temperature too low.
  • Excessive mixing


Problem: The sides of my cake are crunchy or burnt.

Cause: There are quite a few reasons you could end up with this result. It could be that:

  • too much fat has been used to grease the tin;
  • the cake tin wasn’t lined sufficiently;
  • the oven was too hot;
  • the cake was left in the oven for too long or
  • a fat that is not suitable for baking has been used


Problem: Fruit sinking in the cake

Cause: This is a very common problem. The most common causes are:

  • Pieces of fruit were too large and too heavy.
  • Sugary syrup on the outside of the fruit was not washed off- causing the pieces of fruit to slide through the mixture as it heated.
  • Washed and dried fruit was not dusted with flour before being added to the mixture.
  • Cake mixture was over beaten or was too wet so it could not hold the fruit in place.
  • Oven temperature was too low, causing the mixture to melt before it set to hold the fruit in place.


Problem: Top of cake peaks and cracks

Cause: Oven temperature was too hot (the outside of the cake baked to form a crust too quickly. As mixture in center of the cake continued to cook and rise, it burst up through the top of the cake.)

  • Cake wasn’t baked on the center rack of the oven.



Problem: I can’t get my cake out of the tin.

Cause: You need to ensure your tin has been well lined. Baking parchment is ideal for this.



Problem: My cake is very dense.

Cause: This could be because the cake mixture didn’t have enough air beaten into it or perhaps eggs were added too quickly and curdled. Another reason could be that there wasn’t enough raising agent.


Problem: My cake is flat and has large air bubbles on the top.

Cause: This could either be because the cake didn’t go into the oven as soon as the mixture was finished or because the oven wasn’t hot enough when the cake went in.


Problem: Cake rose unevenly

Cause: Flour was not blended sufficiently into the main mixture.

  • Temperature inside the oven was uneven.
  • Oven temperature too high.


Problem: Cake staling quickly

Cause: This has a number of causes

  • Oven too cold so the cakes are in the oven too long, and the crumb dries out
  • Too much baking powder
  • Not enough liquid in the batter to keep the cake moist

Please leave a comment below if you found this article useful or have any questions. I am here to help.

Happy Caking!

Till next week.