Launched in 2008 with charismatic Lizzie at the helm, The Coffee Bean Shop is a family-run coffee roasting company in the heart of Kent. But don’t let that fool you about the size of their enterprise: they are the #1 roastery in the UK on Trustpilot and are beloved by coffee drinkers all over the country. While always popular, they had seen an increase in custom during the pandemic, when coffee shops were closed, and homemade, high-quality coffee was in short supply. To match this surge in demand, The Coffee Bean Shop were looking to grow their online presence.
“We roast enough coffee for over 10 million cups of coffee annually.”
They reached out to Gooey Digital for help.
The Challenge
The traceable sourcing, brewing, drinking and experimentation of coffee has been enjoying a resurgence over the last 15 years. Great for the industry, but it does mean that it has become highly competitive. The Coffee Bean Shop has to compete with both online and bricks-and-mortar businesses who offer similar -if not practically identical- products.
While they already had a loyal customer base, the brand wanted to attract new audiences online, with a strategy that encompassed SEO and paid media.
Given the fast-paced, competitive nature of this sector, thorough research would be needed to identify the USP that distinguishes The Coffee Bean Shop, and uncover any niche gaps that a website with a low DA could successfully rank for.
The Solution
An in-depth analysis of the current site was undertaken to locate weaknesses, and keyword research advised our blog content and on-page SEO recommendations (especially when the site underwent a rebranding, with the company focusing on sustainable packaging and beautiful hand-drawn imagery). Our strategy is one that continually adapts to the brand (and the ever-evolving world of digital marketing) to ensure nothing falls through the cracks.
We utilised a strategy for paid media that combined both Search and Shopping ads alongside social media ads to increase the awareness of The Coffee Bean Shop brand online. We also made use of the extensive positive reviews, leading to them being named the highest-rated coffee roastery on Trustpilot.
The Results
Through the dynamic combination of various SEO strategies and PPC, we were able to increase the paid media ROAS from 96.15% to 425.10%, a number which increases year on year and is reflected in direct sales for the client.
We were also able to secure a top three position in the search engine results for 95 keywords, with a large number of high-volume terms making it to the first result, increasing the likelihood of customers searching for that product and choosing Coffee Bean as their provider.
A variety of our blog posts are also featured as snippets, cementing The Coffee Bean Shop as an expert voice within the coffee industry. These blog posts are regularly linked back from organic sites, leading to more traffic to the site, and over time will continue to improve the domain authority.