Brewers Coffee – Case study social media marketing

Brewers Coffee focuses on roasting speciality coffee, providing coffee machines and equipment, and offering white-label services.  Brewers Coffee also offered coffee equipment, equipment service, coffee accessories, to their customers.

Challenge

South Africa's coffee market was becoming increasingly competitive, and saturated with national and international brands. Brewers Coffee needed a comprehensive digital strategy to:

• • Boost Brand Awareness: Reach new audiences of South African home coffee enthusiasts passionate about brewing methods and quality coffee.
  • Drive Sales: Promote coffee beans, equipment, and services to both B2C (home consumers) and B2B (hospitality businesses) segments.
  • Cultivate a Loyal Community: Foster a sense of connection and engagement with coffee lovers across South Africa.
  • Increase Website Traffic: Improve online visibility and attract potential customers searching for South African coffee roasters.

Solution

Social Media Strategy

• Target Audience:
  • Home coffee enthusiasts in South Africa (25-55 years old) interested in coffee, cooking, baking, and entertaining (B2C).
  • Hospitality businesses (hotels, restaurants) looking for high-quality coffee suppliers (B2B).
• Content Pillars:
  • Coffee education (brewing tips, origin stories, methods) (B2C & B2B)
  • Product Showcase (new beans, equipment, reviews) (B2C & B2B)
  • Lifestyle content (user-generated content featuring Brewers Coffee at home and businesses) (B2C & B2B)
  • Behind the scenes (roasting process, Brewers Coffee team) (B2C & B2B)
• Platform Selection: Focused on Instagram and Facebook (visuals & community) for B2C, utilise Twitter (updates, news, customer service) for both B2C & B2B. Consider LinkedIn for B2B outreach.
• Content Calendar: Regularely posted with a mix of content types (photos, videos, stories) tailored to each audience.
• Onsite SEO: Optimised Brewers Coffee's website for relevant search terms used by South African coffee enthusiasts. This included keyword research, content optimization, title tag and meta description creation, and internal linking structure improvement.
• Paid SEO (Search Engine Optimization): Launched targeted pay-per-click (PPC) advertising campaigns to drive qualified traffic to the Brewers Coffee website. These campaigns focused on relevant keywords and targeted South African audiences.

We target South African coffee lovers and businesses, creating engaging content across different platforms.  A well-planned content calendar ensures consistency and audience reach.

Social Media Engagement

• Utilised relevant hashtags (e.g., #southafricancoffee, #coffeelover, #homebrewing for B2C, #wholesalecoffee, #hospitalitycoffee for B2B).
• Ran contests and giveaways to generate excitement (B2C).
• Partnered with local coffee influencers for reviews and promotions (B2C).
• Hosted interactive live tasting events to connect with followers in real-time and showcase brewing techniques or answer business questions (B2C & B2B).

Engagement is key!  Hashtags helped Brewers coffee get discovered, contests created a buzz, influencer partnerships built trust, and live events fostered a sense of community.

Social Media Advertising

• Utilised targeted Facebook and Instagram ads to reach new audiences (B2C).
• Utilised targeted LinkedIn ads to reach hospitality businesses (B2B).
• Targeted ads based on demographics and interests for B2C, and industry keywords for B2B.
• Promoted special offers and new product launches (B2C & B2B).

Results

Within a 6-month timeframe, the comprehensive digital strategy delivered significant results for Brewers Coffee:

B2C (Direct to Consumer):

• 20% Follower Growth: Increased brand awareness among potential South African coffee enthusiasts.
• 5% Engagement Rate: Demonstrated active audience participation on B2C posts.
• 15% Website Traffic Increase from Social Media: Effectively drove website visits from South African users.
• Increase in Website Traffic from Organic Search (SEO): Onsite SEO optimization contributed to a significant rise in organic website traffic, showcasing the effectiveness of SEO efforts.
• Revenue and Traffic Increase: Social media and SEO efforts directly contributed to sales, with a €10,000 monthly revenue increase and a combined traffic increase (social media + organic search) exceeding 15%. Notably, a 2.5% conversion rate on new traffic translates to an additional €375 in monthly revenue.

B2B (Hospitality Businesses):

• 10% Growth in B2B Followers (e.g., LinkedIn): Increased reach within the targeted South African hospitality market.
• 2% Engagement Rate: Positive interaction from potential South African business partners on B2B-focused content.
• Increased Website Traffic from Hospitality Businesses: Successfully attracted potential B2B leads within South Africa.
• Lead Generation: Social media and SEO efforts contributed to lead generation for B2B sales, with an estimated 0.5 new qualified leads generated per month.

Conclusion: JOMA Agency's comprehensive digital strategy demonstrably propelled Brewers Coffee's brand awareness, audience engagement, revenue growth, and website traffic within South Africa. By continuously monitoring results and adapting the approach based on data insights, Brewers Coffee can maximize its return on investment and solidify its position as a leading light within the South African coffee landscape.

We were especially pleased with the growth in both B2C and B2C segments. Social media has become a powerful driver for sales, attracting new customers and generating qualified leads from hospitality businesses. JOMA Agency's data-driven approach allows us to continuously refine our strategy and optimize results.