Running a local coffee shop doesn’t mean that you can only attract customers in your local area. With the rise of the internet, you can now market to an audience on a much larger scale and can easily grow your client base with the click of a button.
Why is this so important? Well, digital content rakes in conversion rates six times higher than any other marketing method. Using only a fraction of the traditional marketing budget, you can generate more fresh leads and earn new clients rather quickly.
But in order to do so, you need to ensure you optimize your content and provide it to as many people as possible. In this post we highlight five key content marketing tactics that will help make your café much more popular and profitable.
1. Design a content marketing strategy
Designing a content creation strategy is the first step in this process. Think about your audience: who is a typical customer that visits your place regularly? Is it a 20-something IT specialist or a 40-something accountant?
The way you answer this question will determine the tone and style of your content. For instance, if you are running a dynamic coffee shop where business people like to spend their 15-minute break, you ought to publish upbeat and data-driven posts with lots of actionable suggestions.
At the same time, make sure to create a publishing calendar. That way, you can never forget to publish content on the most important dates such as holidays, big events, and weekends.
It's also a good idea to consider up-to-date marketing statistics! There's no point working in the dark when there's so much useful information available. Use statistics to help guide your strategy and you can move forward with confidence.
2. Use more than one channel
There are many ways to disseminate your content online, so don’t hesitate to use them all. Content creation efforts usually start with a website blog, where you can share recipe news, diet advice, and other gastronomy tips and tricks.
There is also an email newsletter, a medium which serves to keep your audience updated regularly about your café updates. You can also use it to engage with your subscribers by inviting them to ask you questions that you can answer in the next newsletter.
But, social media - with over two billion daily active users - still remains the true gem of content creation. By using this channel, you can do tons of things with your content, including:
- Publishing posts, images, and videos
- Inviting followers to make their own brand-related content
- Organizing contests
- Offering discounts and other incentives
- Creating event announcements
3. Repurpose content
Café business offers you incredible opportunities to exercise creativity, but no one can keep crafting brand new posts week after week. According to content creators at EssayWritingLand, this is where repurposing steps in to save the day: “You can breathe new life into older posts by converting them into different formats. This is why we often use interview materials to write blog posts or article ideas to shoot videos.”
4. Search engine optimization
Visibility is the basic precondition for making your posts effective. After all, no one will read your blog if Google puts it on the fifth page of search results. Therefore, you need to optimize each piece of content using the most relevant keywords.
For instance, a post could revolve around cafe customer service or food service training. In this case, you need to find all keywords related to these topics. Think about keywords people use in the industry or try out a tool like Google Keyword Planner to come up with the most accurate terms and expressions.
5. Measure results
This is the last, but certainly not the least important tip on our list. Measuring the results of your content creation efforts is critical to the long-term success of your marketing strategy, but reports reveal that almost 70% of marketers are not able to measure their return on interest (ROI).
You need to have a certain goal in mind before joining the content creation game. It could be lead generation, raising awareness, driving conversions, etc. Once you define the goal, you can compare the results with the expected outcome and determine the ROI.
This will help you to detect the weak spots in your content marketing strategy, so you can change or eliminate those details. At the same time, you can see which formats work the best and publish more of the same content in the future.
Content marketing may seem irrelevant to many coffee shop owners, but it’s actually a perfect way to win over new clients with minimum investment. You just need a good strategy to make a huge impact on your target audience.
Mark Delarika is a full-time entrepreneur and a part-time blogger at WritingLand. He studied in several countries across the globe and participated in over a dozen successful hospitality projects. Mark’s professional experience gives him plenty of materials to write about practical tips on how to become a prosperous restaurant owner. Don’t hesitate to DM him via Twitter.
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