I spend a lot of time on social media, much of it on behalf of APPCA. I started to notice a lot of interesting tweets coming from an APPCA member, Angela Capanna of Eat Your Heart Out Edibles. She serves South Jersey, Philadelphia and Pennsylvania, and Delaware. The tweets are engaging and fun. She clearly knows what she’s doing. So I asked her to share her strategy and approach. She generously has–and I hope she inspires you to do more and do it thoughtfully as part of your marketing strategy.

My website is the primary source of new leads for my business, Eat Your Heart Out, and social media has become a significant driver of traffic there – as well as direct inquiries, I might add. As a busy chef, I operate on the KISS principle (keep it short and simple!)…I use two main channels – Facebook and Instagram (eatyourheartoutedibles). I have Facebook set up to auto-post to Twitter (@EYHOEdibles) – two for the price of one! LOL).

I make sure to stay consistent with posting timing; I post by 10 a.m. and again between 5-7 p.m. daily. If I have time, I’ll do a third post in afternoon. That allows me to catch followers’ attention no matter what time of day they’re on social media. Another point of consistency is that I always use certain hashtags with every post. I do roughly the same posts on Facebook and Instagram, modifying if needed for format.

In terms of content, of course the majority of my posts have to do with meals that I am cooking, or recent catering events – always with at least one picture. (Here’s my Grilled Mediterranean Chicken and Quinoa Salad.)

I also try to post something “personal” a few times a week, as that really engages followers. (I have read studies on this, and I find this to be true with people I follow). Overall, with everything I post I try to represent my brand image. What I mean by “brand image” is that I like to keep my posts mostly about food/cooking/personal cheffing/catering, with a few personal posts about me – but never about politics, current events, etc. I always try to keep anything too personal off my EYHOE social media so that whatever I post ultimately points back to my business – food and cooking. I guess you could say that my brand image is one of a creative, somewhat adventurous, chef who takes food, but not herself, seriously.

One approach that I have found to generate a lot of “engagement” is my “Name that Food” game, where I post an unusual picture of a food, and ask my followers to identify it. I also suggest that they like and share the post to get their friends in on the fun – which can result in more followers for me! Then I post the answer, usually the next day, with a “normal” picture of the food, replying to/tagging the commenters to keep them involved. Here’s a close-up of a “Rambutan”, the edible fruit of a tree from Southeast Asia.

Once the prickly skin is peeled away, the fruit reveals a sweet and juicy flesh, with bitter seeds found in the center. The second picture is “the big reveal.”

I also use social media to promote my blog, “Annie’s Anecdotes.” Whenever I have a new blog post, I will post a lead-in and link to the blog on Facebook and Instagram, to generate blog readership.

While making these posts does take a certain amount of my time, I def think it is worth that investment. I love engaging/getting personal with my followers on social media. The best part of social media is the engagement with followers! After all, I am a “personal chef”! love going back and forth with them; their comments are often insightful.

Chefs, are you active on social media? What is your strategy? How’s it working?

Not an APPCA member? Now’s the perfect time to join! Go to personalchef.com to learn about all the benefits that come with membership.

And if you are a member and have a special talent to share on this blog, let us know so we can feature you!

Chefs, you probably have a personal Facebook page but perhaps you haven’t gotten around to setting up a business page. Or you have a business page but haven’t put much effort into populating it or promoting it.

Time to get off the dime.

I promote my writing business on Facebook with three pages: my personal page (hey, it’s my personal business), my Goldenwriting page, and my blog San Diego Foodstuff’s page. Plus, I have Twitter, Pinterest, Linkedin, and Instagram accounts. Am I on and posting all the time? Of course not. I work for a living. But I make sure that I have a regular presence on each. I’m probably most active on Facebook and Instagram. And on Facebook, I’m most active on my personal page and San Diego Foodstuff (not to mention APPCA’s business and group pages).

The point is that social media–and Facebook in particular–hones community and community is what I need to further my business. As personal chefs, you need community, too. You need people to be aware of you and what you do and offer. You need to whet their appetites for your offerings. You need to help them think about their culinary needs or health needs or lifestyle needs.

Despite its flaws, Facebook remains a great option for this.

Now perhaps you’re on Facebook and haven’t gotten much traction from your efforts. Have you considered how you’re approaching it? Have you asked for feedback from fellow personal chefs or friends you trust? Are you trying to engage people or just posting (mediocre) photos of food you’ve made? Are you offering them anything useful? Are you demonstrating to potential customers or partners who you are and what you’re interested in?

Now your Facebook business page isn’t going to save your business. But its got the potential to be a tremendous marketing tool. And, I’m hoping, the tips that follow can help it become just that for you.

  1. Strategize: Consider what you want to get from the time you expend on Facebook. More clients? Of course–but how? Who are your target clients? Families? People with special health needs? Those who want to get fit? Caregiving children of parents who need assistance to stay home? Men or women? Knowing who your audience is will help you better craft your messaging and engagement. It may also help you determine what time to post and how often. Working people probably log on early in the morning or in the evening, for example. One way to learn about who is visiting your page and when is to check your page’s analytics that are in the “Insights” section of the page.
  2. Offer something of value for free: These could range from cooking tips, health news, and food recall updates to recipes. Try subscribing to food site email newsletters and post intriguing news and ideas you get from them to your page. Great resources include Cooking Light, Time Health, Well Done, the Kitchn, Epicurious, and Health.com. But explore the web for others you’re interested in.
  3. Hold a quiz: Not only are they fun, but done the right way they can give you consumer information. Ask people what they’d like to see on a weekly menu, their favorite Italian-style dishes, how they use their slow cooker, their kids’ favorite meals… Maybe quiz them on safe cooking practices. You get the idea.
  4. Post beautiful food photos: We write about this here all the time, but some of you aren’t paying attention. Here’s just one of our posts, written by APPCA member and superb photographer Carol Borchardt. If you do nothing else, make sure your photos are in focus and are well lit. If they look lousy, admit it and don’t use them. Then work on ways to improve them–and you can do this even with a cell phone. Take a look at this piece and think about how you can use these tips for improving your photos. They’re your business cards.
  5. Engage in Facebook groups: One way to bring people to your business page is to participate in relevant Facebook groups so people can get to know you and want to hear from you. They could be food or chef groups (be sure to join and contribute to our APPCA group and Carol Borchardt’s new group Taste Matters). But consider other options, such as a local community group, a group dedicated to discussing health care issues you specialize in, and even totally unrelated groups that engage in topics you’re passionate about–politics, gardening, pet care. The point is you’re meeting people and they’re meeting you. Offer useful information to demonstrate your expertise, ask great questions, let them know what you do. They’ll surely subscribe to your business page–and perhaps generate referrals.
  6. Make sure all critical business info is on your business page: Is your name and geographical location listed? Your services? Your areas of specialization? Do you list your website and contact information? Don’t make people have to labor to find you. It may not be a client. It may be a newspaper reporter who wants to interview you.

Facebook business pages will only be as useful as the time you put into them–and the quality of your content. You can’t stay off for weeks or months at a time. You can’t post lousy photos. And you can’t try to promote your business with it if you don’t engage with others and draw them to it. A Facebook business page has the potential to be a great marketing tool, but only if you master best practices in running it.

Do you have a Facebook business page? What are your best practices and how useful has it been?

Not an APPCA member? Now’s the perfect time to join! Go to personalchef.com to learn about all the benefits that come with membership.

And if you are a member and have a special talent to share on this blog, let us know so we can feature you!

Spring will be here in a week–March 20th. While those of you on the East Coast may still be dealing with harsh storms, eventually the chill will give way to warmth and flowers and sunshine. It’s a time of renewal–so what better activity to engage in than a virtual spring cleaning for your personal chef business!

We have five tasks you should take on to rebirth your business:

  • Examine and update your marketing tools: How long have you had the same style of business card? When was the last time you updated your website? Does it have all the critical information necessary for a potential client to find you and be engaged by your offerings (including the basics, like the geographic area you serve, your latest menu, your name, your phone number/email address)? Is it time to replace your Facebook business page cover photo? All touch points should examined–and ask your friends for their input about their effectiveness.
  • Embrace a new social media platform: If you’re already on Facebook, add Instagram and/or Twitter and/or Pinterest. You can do fun new things on each platform that can show off your offerings. Photos are your big sales tool on social media so be sure you’re posting well-lit, appetizing dishes.
  • Sharpen your knives and do a great cleaning on your tools: You probably give your knives a honing when you use them, but how often do you actually sharpen them? If you have to think about it, it’s been too long. And take a look at your other cooking tools. Are they showing signs of wear or grime? Clean them or replace them. And, hey, that includes your chefs aprons, your towels, your knife roll, and even your footwear. Spiff yourself up.
  • Learn new skills: Spring is a time of feeling energized so take that burst of energy and direct it into something constructive. Take an online cooking course from our partner Escoffier Online International Culinary Academy–or, better yet, sign up for a certificate in culinary arts. Or take a cooking class at a local school. Learn new techniques or global cuisines. Experiment with new ingredients. Learn how to take better food photos and how to style your dishes to help with marketing. Take a writing class and start a blog on your site or write a food column for your local newspaper. Learn how to do public speaking.
  • Volunteer in your community: We talk a lot about networking. One way to network without having to “sell” yourself is to get involved in your community. Spring is the perfect time to look around and decide what group/s could use your skills and enthusiasm. Spend a weekend morning serving meals at a homeless shelter. Volunteer at the local food bank. Or do something outside of your food background with Habitat for Humanity or your local Humane Society if you love animals–whatever moves you. You’re helping your neighborhood, meeting new people, and building your resume.

These are just five ideas that should energize you and give you some momentum in building your business or moving it into a direction that excites you. If you have additional suggestions, please add your voice!

What is a “spring cleaning” task that you’ve found helps you re-energize your business? What have you been toying with doing that you’re finally going to act on?

Not an APPCA member? Now’s the perfect time to join! Go to personalchef.com to learn about all the benefits that come with membership.

And if you are a member and have a special talent to share on this blog, let us know so we can feature you!

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