Independent coffee shops often struggle to market their business because they’re usually run by small teams with a million other things to do, from sourcing beans to shop maintenance. On top of that, you’re constantly competing with bigger coffee shop chains popping up in the high street undercutting you with their cheap prices (albeit for a lower-quality coffee!) and so you end up feeling overwhelmed with no idea how to start.
You’ll often find me in my local coffee shops, whether it’s to get work done or to get an extra-tasty barista-made flat white. I’d be gutted if they suddenly disappeared due to not getting enough customers.
With that in mind, here’s a bare-bones marketing strategy I’ve put together to give independent coffee shops a place to start when it comes to building a loyal customer base.
Build that brand identity.
One of the biggest mistakes I see is coffee shops undervaluing the importance of a strong brand identity; stuff like a memorable logo, colour palette and a consistent tone of voice for your marketing materials. This will give your customers something to remember and set you apart from competitors. I often hear, “we just do good coffee, we don’t need to do the fancy stuff.” Well, that in itself can be a brand identity if that’s the sort of message you want to get across.
Don’t forget about creating an online presence.
In today's digital age, it's important to have a strong online presence to attract customers - even if you’re thinking, “how is an online presence important when I want to get people physically coming into the shop?” I hear you.
First of all, using social media and a dedicated website is a great way to talk to a wider audience; more people than those walking past the shop. If you haven’t already got one, create a website that has your location, menu, location, hours, and contact information clearly on the homepage as a minimum. Then, use platforms like TikTok, Facebook and Instagram to share photos of your drinks, interact with customers, and promote your business.
Coffee Shop Promotions and Discounts.
Consider running promotions and discounts to attract new customers and reward repeat customers. Who doesn’t love a classic, collect-ten-stamps-for-a-free-coffee card? It might be the most popular tactic, but that’s because it works. If you have the real-estate, use shop your shop windows to let everyone know you’re offering a promotion. No, need to get too carried away here. One well-executed promotional discount could be all you need to boost foot traffic.
Partner with local businesses.
Building relationships with other nearby businesses can help you expand your reach and attract new customers. Consider partnering with nearby stores or businesses to offer joint promotions or discounts that benefit both of you. Examples could include offering vouchers for customers of the local bookshop or hair salon.
Nail your customer service.
Providing excellent customer service is essential to building a loyal customer base. It builds trust with your customers and they’ll be far more likely to tell their friends that your shop is the best place for a nice cup of coffee. Train your baristas to be friendly, helpful, and knowledgeable about your menu.
Highlight what makes you different.
Whether it's a special blend of coffee, a unique pastry menu or a cosy atmosphere, make sure to shout about what makes your coffee shop unique. That’ll help you stand out from competitors and attract customers who are searching for a place like yours. Talking about your unique selling points is your chance to tell your audience exactly who you are and why they won’t find another coffee shop that does it quite like yours.
Knowing where to start marketing your coffee shop can be a challenge, but if you follow these steps, you’ll be well on your way to creating a comprehensive marketing strategy for your coffee shop. With consistency, you’ll be guaranteed to build a strong brand identity and get more customers through the door.
Struggling to get your coffee shop’s marketing strategy going? I can help.
My name’s Taylor and I’m a freelance digital marketer based in Essex. I’ve worked with everyone from gaming arenas to drag queens, so I understand what it takes to build a marketing strategy that actually works. I’ll help you with content creation, copywriting and more so that you can get on with running your business. Book a free 15-minute online consultation with me here or for more information, submit an enquiry here.
