Assuming that the bussiness is a pastry shop and your target audience are millennials who seek personalized cakes for their friends and family, my ideas for each stage of the buyer’s journey would be:
1. Awareness: Stunning images of personalized cakes with call to action, these images must show your variety of cakes or an specific trend (like lunchbox cakes) with popular designs (memes, popular series, music, creative quotes or phrases, etc).
2. Consideration: Infographics could be useful to show your catalogue of cakes, sizes, types of flavors, decorations, designs available, etc. Also infographics of your prices or showing how to quote a cake depending of the design you want, this can help the buyers evaluate your solution, the pros and cons.
3. Decision: An automated quiz or automatic response by a chatbot (whatsapp) to help the costumers in getting a calculation for their request cake.