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Honoree Guest Post: Fancypants Baking Co. Talks Online Influence

Posted by Allison Chase on October 02, 2016

This post was written by Maura Duggan, President of Fancypants Baking Co., a 2016 Small Business of the Year honoree. Hear more from Fancypants Baking Co. at Nailed It: A Conversation with Successful Business Leaders this Thursday, October 6.

My morning starts early. I run, bike or swim before the sun comes up. Once that’s done, my work day starts. I go online – and stay connected in some form or another all day. My colleagues tease that I’m online at work on my desktop and my phone, simultaneously! There are so many different ways to be engaged via the internet and social media – and they all play a critical role in how we do business. I both love and hate the endless opportunities and possibilities that the internet and social media offer. But since they are here to stay, I’ve chosen to dive in, get involved, learn all I can, and excel wherever possible.

Because we run a manufacturing company, it’s easy for us to get consumed by the processes involved in baking our products and moving them out the door. Getting online is a fast and direct way to interact with the rest of the world. So, for starters, there is email. I communicate with everyone I work with via email. Each time I glance at my inbox, it is full of new emails that have trickled in since I last hit refresh. There are questions related to artwork and packaging design; tradeshow planning; sales meeting, cookie donations, and facility tours. No two emails are alike! These are the nuts and bolts that I attend to much of the time. I tend to do business with people who are very responsive to emails – I love quick response times!

But beyond email, I am always working on improving our content for our website, blog, and social media platforms that include Twitter, Instagram, Snapchat, and Facebook. The interactions we have online have enormous impact on our business growth. Without the large marketing budget that large, national companies have, we have to rely on our own creativity, word of mouth, and content created by our cookies fans to tell our story, share news about the company, and engage with our customers. For example, I recently designed custom Snapchat cookies for a large group of social media bloggers in the Boston area. They got to see our work and see our social media handles, all while eating a delicious cookie! It was a lot of fun to see people talking live about the cookies.

Overall, for just about every decision we make at Fancypants, we consider the impact of online and social media marketing. Whether it’s packaging design or copy on our website, everything today is related to online presence and how it will translate to our fans and customers on the internet and social media.

This post is a part of a series of posts written by the 2016 Small Business of the Year honorees. Stay tuned for more insights from our honorees leading up to Thursday's event.