Case Study: Espresso Cielo
Espresso Cielo is a high-end coffee boutique based in Santa Monica, CA.
They recently launched another coffee shop in Santa Monica and hired us to handle their online marketing campaigns and social media.
When we were first brought on to assist Espresso Cielo with social media marketing, it was clear that Instagram was going to be a heavy focus for us. Instagram is a major social media channel for coffee shops in Los Angeles, so we made sure to utilize this channel to really make an impact.
We knew that one of the best ways to showcase a brand with a lot of stellar visual content would be on the Instagram platform, and the company already had a decent following, so we allocated a large amount of our budget in that direction from the start.
Our client stressed in our kickoff meeting that differentiating this brand from competitors will be a challenge since there are so many coffee shops in Santa Monica.
Since there is over 350 coffee shops in Los Angeles, and over 50 coffee shops in Santa Monica, the keywords for “Best Coffee Shop” “Santa Monica Best Coffee” “Best Coffee in Santa monica..etc” are extremely competitive
Hard to track the sales from social media when not doing a promotion
Over 60% of their customers are tourists
Overall, the breakdown of our Instagram marketing goals (which ultimately informed our strategy) for Espresso Cielo looked like this:
Goal #1: Increase revenue from getting more 5 star reviews, local SEO and promotions
Goal #2: Increase local SEO, Google Insights.
Goal #3 Increase reviews for Yelp, Google, and Trip Advisor since 60% of the customers our tourists
Goal #4: Maintain High Levels of Engagement
Goal #5 Account Growth