Your 5-step Process to Better Coffee Shop Marketing
In 2017, research published in the Daily Mail revealed that the average Brit spends more than £2,000 every year in coffee shops. On average, customers visit a coffee shop 152 times a year, with each visit costing £13.85.
If you’re a coffee shop owner there’s a huge potential market out there. So how can you make sure you get your slice of the cake?
Marketing your coffee shop can help you grow your business. And with 42 million Brits actively using social media, digital marketing is increasingly popular. Here’s your 5-step guide to successfully marketing your coffee shop.
1. Find out who your customers are
If you’re going to successfully market yourself, you need to establish who your customers are.
Don’t make any assumptions – actually speak to them! If you ask them open questions you will:
- Show that you care about them
- Create good relationships
- Find out about them and what they like.
For example, ask your customers which social media they use. You can then tailor your online marketing to the channels where they spend the most time.
You can also ask your customers why they choose your coffee shop. There could be dozens of reasons that they like coming to you that have nothing to do with the quality of your coffee! Perhaps you offer a good deal? Maybe you’re in a convenient location? Or maybe customers know that they’re going to get a consistently excellent experience?
Find out why your customers choose you, and this will help you with step 2.
2. Establish your USPs
If you’re going to market your coffee shop successfully you need to know what you’re good at. These are your ‘unique selling points’ (USPs). USPs might include:
- Offering the cheapest deals in your locality
- Providing customer service is excellent
- Having a wide choice of drinks to suit all tastes
- Sharing a range of quality food
- Innovating by offering products that customers can’t get elsewhere
- Highlighting your attractive loyalty scheme
- Hiring talented baristas that make your customers feel special.
When you have worked out what it is that you excel at, this is what you should ‘sell’ to potential customers.
3. Make sure your message is interesting to your audience
You’ve found out a little bit about what your customers want, but to be successful you have to make sure that your message is something that your customers are likely to be interested in.
For example, say that you have bought a new coffee machine. The average customer isn’t that interested about the new equipment that you have bought. However, they are interested in getting a higher quality coffee, or having a much better experience next time they are in your shop.
Similarly, if you hire a new chef, explain to your customers what this means for them. By all means share some interesting information about this person, but show how their experience and talents will mean the customer will benefit by getting a fantastic new menu and really tasty food that they won’t find anywhere else.
Establish what is valuable about your products and services. Understand what your customers want. And then focus your marketing on the overlap.
4. Establish what you want your marketing to achieve
Every marketing campaign has a slightly different goal. Sometimes it’s simply about selling more stuff. Other times it can be about brand awareness, building word-of-mouth recommendations, or positioning yourself as an expert in your field.
When you start marketing your coffee shop you need to have an idea of what exactly you want your marketing to achieve.
Do you want to increase your shop income? Do you want more Facebook likes? Or do you want more people to sign up to your loyalty scheme or newsletter?
5. Measure success
When you have decided what you’d like your marketing strategy to achieve, you need to ensure that you can measure how successful it has been. If it works well you’ll probably want to do more of it in the future. If it isn’t so successful, you might want to focus on different marketing methods next time.
Ways that you can measure the success of a marketing campaign include:
- Numbers of followers, likes and fans on social media
- Video views
- Subscribers to your newsletter or email marketing
- People signing up to loyalty schemes
- Number of shares, retweets or comments on social media
- Customers using codes you have shared online for discounts or ‘freebies’
- Website traffic.
Here’s an example. Say that you want to increase your Facebook likes from 750 to 1,000. You might publish one post every day with various content – perhaps pictures of your food or drink, a link to a blog about a hot topic in the industry, or something promoting one of your popular products.
Make sure you reply to all comments on your post and interact with everyone who engages with it. You might also decide to spend a small amount of money on some social media advertising targeted at your specific customer audience.
You can then regularly review your progress towards your goal and see what works and what doesn’t. Do more of the marketing that works, and you’ll achieve your goal in no time!
Want to read more articles like this? Sign up to our Newsletter!