Digital Marketing Plan for Coffee Roasters

Digital Marketing Plan for Cedar Coffee Roasters

Coffee continues to be the most sipped beverage in the world, and with the challenges by covid-19, getting your favorite brew has become a big challenge! This was of course a big opportunity for coffee roasters to get to know their customers through social media and see the best way to reach and serve them. 

We all know the satisfaction of getting to sit in your coffee shop while sipping on your favorite latte, followed by posting your beautiful latte art on Instagram…just makes starting your morning or enjoying your lunch more fun!

This digital marketing strategy plan seeks to how both customers at home and those that still enjoy coffee shops could be reached successfully. 

Current Success:

Social Media:

• Instagram followers: 797
• Facebook followers: 239

Goals:

• Short term goals (1-5 years)
  • Expand on other relevant social media platforms like YouTube
  • Join or Create local and international coffee community for branding expansion purposes
  • Reach 500 followers each year on all platforms
  • Create a podcast
• Long term goals (6-15)
  • Create an active vlog on all things coffee
  • Have a visual community, e.g. coffee videos with other roasteries
  • Generate 100 new podcast listeners per year

Create an online presence

• Modify Website:

Generate new content, like blogs, suggestions on making the coffee journey easier for customers. Display content for all different coffee users, and how their journey could be fun in the world of all the different opinions on coffee.

• Get Google My business

The best way to track and keep track on the data of customers and the analytics regarding the business. This allows the business to see who their customers are, where they come from, how old they are, etc. It helps them see the coffee most purchased and how convenient the experience could be for the furthest customer.

Value Proposition

• What makes cedar roasters different?

Coffee should be seen as a necessity instead of this niche product. The aim is to bridge the gap from commodity to specialty coffee consumers through sustainable coffee sourcing and education. 

Coffee is a journey we would like to take you on regardless of your expertise in the field. We all started our journey drinking instant coffee, let us show you how deep the rabbit hole goes. At the height of this is ensuring that we play our part in supporting producers and building a sustainable supply chain by sourcing coffees of high quality. This ensures that we remain quality-focused and sustainable throughout. We pride ourselves on our African and Capetonian heritage and strive to become the best coffee roastery in Africa and are recognized for our quality and expertise.

Competitors:

• Local:

There’s lots of local competitors, in roasteries specifically. Cedar is only a roastery and not a coffee shop, but some roasteries are both. The aim is to turn competitors into partners, to make the aim of making coffee accessible at a decent price to regular people a reality.

• International:

There are not much internal competitors yet, but with expanding it, we are looking at mostly social media. Getting our videos watched, content read, and engage from the local and international community.

SEO

Because of the big connection between social media, pleasure, food, SEO continues to be vital for business and especially coffee shops. 

• The benefits of SEO
  • It will help generate lots of traffic on the website
  • It improves the credibility of the business
  • Because of its visibility, there’s always opportunity for promotion among searchers.
  • You will be able to reach the entire target audience
  • It provides high search visibility.

Trends:

Keeping up with the trends in the coffee industry is important as so much is happening all the time. There are several ways to keep your customers on their toes regarding equipment and information:

1. Weekly newsletter
2. Weekly coffee facts
3. Competitions
4. Information on latest coffee species
5. Coffee recipes
6. The best and latest equipment

Conclusion:

The aim of the Marketing Strategy is to accomplish the following:

1. High visibility for the business
2. Customer engagement
3. Online presence, local and international
4. Establishing a lasting brand
5. Building bridges and communities.

Steps:

1. Create short and long-term goals
2. Build online and offline brand
3. Build online local and international community
4. Improve visibility
5. Create online traffic
6. Stay trendy

Written by

Marlin Erasmus-Licensed Content Marketing Master

Digital Marketing Plan for Cedar Coffee Roasters Coffee continues to be the most sipped beverage in the world, and with the challenges by covid-19, getting your favorite brew has become a big challenge! This was of course a big opportunity for coffee roasters to get to know their customers through social media and see the…

Digital Marketing Plan for Cedar Coffee Roasters Coffee continues to be the most sipped beverage in the world, and with the challenges by covid-19, getting your favorite brew has become a big challenge! This was of course a big opportunity for coffee roasters to get to know their customers through social media and see the…