If you’re a small charcuterie business owner, you know how important word-of-mouth and social media marketing are. But what if there was a way to combine both? A clever way to market your charcuterie boards is to join local foodie groups on Facebook and use anonymous recommendations to subtly promote your business. This strategy works well because it blends authenticity with the power of community endorsements, allowing your brand to gain traction without being overtly promotional.
Here’s a step-by-step guide on how you can leverage this method to boost your business:
1. Join Local Facebook Foodie Groups
The first step is to find and join local foodie groups on Facebook. These groups are filled with food lovers who are constantly sharing their dining experiences, favorite local spots, and recommendations. In the Denver Foodies Group, for example, there are over 71,000 members actively engaging in food-related discussions every day. Imagine having access to that many potential customers!
By being part of these groups, you’ll get a sense of what people are looking for, from grazing tables to vegan charcuterie boards, and where your products can fit in. Importantly, this allows you to engage with the community in an authentic way, making sure you’re following the group’s rules and building credibility.
2. Post Anonymously to Spark Interest
Now comes the clever part. Use the group’s anonymous posting feature to ask for recommendations for charcuterie businesses. For example, you could ask, “Any fan favorites for charcuterie delivery? Looking for boards and grazing tables for an upcoming event.”
This approach piques curiosity and starts a conversation without anyone knowing it’s you behind the post. As a business owner, you can see how locals engage and what they suggest. More importantly, this sets the stage for a low-key promotional push, without it coming off as self-promotional.
In the screenshots shown above, one anonymous user posted a request for recommendations for a vegan charcuterie board business. This kind of post invites others to comment and share their experiences, leading to authentic engagement.
3. Get a Friend or Partner to Promote Your Business
Here’s where the marketing magic happens. Have a friend or trusted partner who is also in the group respond to your post with a glowing recommendation of your charcuterie business. They can share photos of your boards, talk about their personal experience with your products, and encourage others to check out your business.
For example, in response to a post about vegan charcuterie boards, your friend might reply with something like, “I recently ordered from [Your Business Name], and they did an AMAZING vegan board for my event! They even deliver. Here’s a picture of what they made for me.” This type of comment will feel more organic and trustworthy because it’s coming from a fellow group member who has experience with your service.
In the third screenshot above, an anonymous member asked for recommendations for a vegan charcuterie board, while another member shared a stunning photo of a fruit-heavy board filled with bright colors and fresh produce. This approach helps showcase your product in a natural, engaging way—without pushing a hard sell.
4. Keep It Informational, Not Promotional
Remember, the key to making this strategy work is to keep it informational rather than promotional. It’s about subtly highlighting your business while still adding value to the group. People tend to tune out posts that are too salesy, but they appreciate helpful recommendations from locals who have had a great experience.
Encourage your friend or partner to focus on the specific qualities of your charcuterie boards. Did you use unique, locally sourced ingredients? Are your grazing tables customizable for events? Have them share these details in their response, but in a casual, conversational way.
For example, instead of saying, “Check out [Your Business], the best charcuterie in town!” a better approach would be, “I loved how customizable their boards are. I was able to get everything I wanted—local meats, cheeses, and even some vegan options! They made everything so easy and even delivered it right to my door.”
5. Use Photos to Your Advantage
A picture is worth a thousand words, and that’s especially true when it comes to food. High-quality images of your charcuterie boards can be the final push that convinces someone to place an order. Encourage your friend or partner to include a photo in their recommendation to give the post extra impact.
In the vegan charcuterie board post shown above, the photo is an eye-catching, colorful spread featuring fresh fruits, edible flowers, and artfully arranged ingredients. Anyone scrolling through the group will stop to take a closer look, and that’s exactly what you want! A stunning visual can do a lot of the selling for you.
6. Engage with Comments to Build Relationships
After your post gets some engagement, be sure to follow up in the comments. If someone mentions they’re interested in placing an order, have your friend tag your business or send them your contact info privately. This is your opportunity to make a personal connection and convert interested group members into customers.
At the same time, you can also chime in as yourself (without mentioning that you were the original anonymous poster). Commenting on others’ posts, offering recommendations, and engaging with the community will help you build trust and visibility over time.
7. Repeat as Needed, but Don’t Overdo It
You can use this strategy multiple times, especially when introducing new products or services. However, be careful not to overdo it. Posting too frequently or being too obvious can make the group’s members skeptical. The key is to space out your posts and maintain a balance between asking for advice and providing it to others.
Using Facebook groups for subtle, anonymous marketing is a clever way to spread the word about your charcuterie business. By joining local foodie groups, making anonymous posts to spark recommendations, and leveraging your network to share photos and testimonials, you can organically grow your business without spending a fortune on ads. Remember, it’s all about engaging with the community and letting others promote your brand in an authentic and trusted way.
This strategy is a low-pressure, high-impact way to build brand awareness and drive sales in the local market. So, next time you’re looking for a creative way to promote your charcuterie business, think about turning to Facebook’s local foodie groups and letting your products speak for themselves. Need some help? I'm always willing to comment if it helps you out -
elisa@charcuteriecity.com.