February 7, 2020 Jerson 0 Comments

3 Underestimated ways to bring Customers from Instagram to your Specialty Coffee Shop

How to bring customers with Instagram

There are mainly four ways Instagram can help specialty coffee owners grow their businesses:

  • Build authority within the industry
  • Engage with potential customers
  • Build relationships with potential partners
  • Acquire new Customers*
How to use Instagram for Business

In this blog post, I am going to talk particularly about the customer acquisition part of it.

Now, before you start implementing any of the techniques I will teach you right below, you need to acknowledge that it is NECESSARY to work on the other three parts stated above.

Failing to do so could result in you not bringing new customers to your door from Instagram (I will talk about how to approach the other three parts in future posts).

Now that you have been warned, here is what you will learn in this post:

  • a way to use the link in bio to drive customers to your specialty coffee shop

  • How to drive action from your Instagram posts

  • a way to promote your specialty coffee business among those who already interacted with your Instagram profile.

How to use Instagram to acquire new specialty coffee customers.

There are three main marketing tricks I use to get customers from Instagram:

1. Optimising the Link in Bio

The link in bio is one of the most unused tools on Instagram, yet a powerful one to increase your customer intake.

But in case you don’t know what this is, the link in bio is the website blank you fill when you create your Instagram Account.

You can also access and modify this setting once your account has been created by clicking “Edit profile” in your Instagram profile.

Instagram Profile
Instagram Profile Serttings

Now that you have a clear idea of what the link on bio is, let’s talk about optimising it.

Most specialty coffee shop owners simply add their website URL to this blank. And, to be fair, that seems to be the most logical thing to do.

However, you can take this further and add a specific URL where you want your Instagram users to go.

For example, this URL could be leading the users to one of your webpages where you give them Google maps directions on how to get to your shop.

In this regard, It also works well if you take your users to a specific URL where they can book a table, a workshop or simply can subscribe to your newsletter.

The purpose of this technique is to provide a clear path of where your users should go once they have visited your Instagram Profile.

One specialty coffee brand that is doing this well is Department of Coffee, who is leading their Instagram users to their Coffee School Landing Page.

Department of Coffee Landing Page

In the same way, Grind is also employing this technique by sending their followers to their Nespresso Pods Product Page.

Grind Landing Page

2. State a clear Call to action in your Instagram posts Description

One of the things you should be doing when posting on Instagram is tracing the path of what your users should do next after they read your post.

And the best way to do that is by driving them to your link in bio. Because that is the next logical action for your users.

See how Terrone UK is using this to drive traffic to their coffee subscription page:

Terrone UK Istagram

In the same way, caravela coffee is driving traffic to their blog:

If your link in bio takes users to your “book a table” page or “Get Directions” Page, you can also reflect this in your posts.

That’s what is going to make your Instagram followers go to your coffee shop, book a table or buy your retail coffee online.

One important thing to keep in mind here, though, is that people don’t go to Instagram to buy coffee or see promotional content

They use this platform to see “cool photos and videos” from their friends and favourite brands and engage with them.

This is why you shouldn’t get too selly” in your call to action (CTA). For example, you don’t want to put the shop address and phone number in your Instagram posts. Or even your product prices.

Also, It’s NOT a good practice to include the opening hours on it (unless it’s relevant). 

This information has a better place in the profile description, for example.

Another thing you need to be cautious about is publishing this promotional content too often.

The problem with this struggle on the fact that people usually get bored of it and, therefore, the engagement rate will usually decrease (or even worse, they stop following you).

This is why I recommend publishing a maximum of two promotional posts per week.

3. Promote your Business among engaged Instagram users

When someone engages with some of your posts, this user is showing an interest in your content.

Now, those users are much more likely to like your business and, therefore, book a table, buy something from your online store or visit your specialty coffee shop.

This is why this technique is money efficient and an effective way to promote your business among this audience.

And the way you can put your business in from of this audience is Facebook Ads as I already mentioned in this post.

But don’t worry, It won’t cost you more than £5 per day to do so.

If you don’t know how to configure your Facebook Ad platform to create this audience, check these 9 steps help post.

(NOTE: We are growing the “to go community” for all Marketing-related questions about Specialty Coffee businesses. Join our Facebook Group here)

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Jerson is a paid social expert who helps startups (mostly in the eCommerce & Info products space) to generate hundreds of thousands online with Facebook & Instagram Ads.

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