Zest Specialty Coffee Roasters
SEO
Paid Social Media
Paid Search
Industry
Services
Hospitality
Web: zestcoffee.com.au
Problem
Having been established in 2009, Zest Specialty Coffee Roasters was an experienced brand in the Melbourne coffee space but they lacked the same brand awareness and reputation that many of their competitors had. Zest required a sophisticated, multi-channel digital marketing strategy that would make them known to consumers and reputed amongst industry professionals.
Melbourne’s coffee industry is incredibly cluttered and littered with many high quality brands, making the process of improving Zest’s brand reach and awareness a significant challenge. For the cafe and coffee market, where consumers are almost certain to have their favourites, building a brand’s reputation from unknown to forefront meant finding gaps and targeting these key areas.
Solution
We developed a robust strategy that focused on awareness and brand recognition, delivered through a targeted search engine optimisation (SEO) strategy, Google advertising and paid social media advertising. Our strategy balanced long-term reputation building with immediate growth in name recognition.
Our marketing strategy also focused on building Zest’s reputation as a wholesale coffee supplier and partner for cafes, working on their brand from a Business to Business perspective. The awareness campaigns delivered positive leads and growth in the number of potential partners
Paid Social Media
Zest are very committed to their work and to their brand identity, and our Paid Social strategy needed to be built around presenting the brand positively without cheapening their image for the sake of a sale.
We made use of static and carousel ads on Facebook and Instagram to highlight Zest’s popular products. These ads often came with product deals, particularly for different holidays and gift-giving opportunities. We also created a variety of awareness ads to generate wholesale enquiries and market Zest as a worthwhile industry partner for cafe owners. These ads not only promoted Zest’s wholesale coffee services, but also highlighted their barista training and equipment supply services. For all ads, creative content was changed monthly to stay fresh and noticeable.
Process
Our Paid Social Ad campaigns ran from November ‘21 to February ‘22, and these ads led to growth in website traffic, sales and leads. We made use of A/B split testing to ensure we were promoting the copy and content that led to the most conversions, thereby ensuring the highest possible rate of sales. The total impressions and actions highlight the campaign’s success in creating brand awareness and prompting sales, while the reduction in Cost Per Action (CPA) also indicates the effectiveness of our creative content in capturing attention.
Results
NOVEMBER ‘21 TO FEBRUARY ‘22:
1.34K
landing page views
(avg. 335/month)
52%
reduction in CPA
(Cost Per Action)
SEO
One of the struggles Zest were facing was not appearing high in Google organic search results, even when they were highly relevant for those searches. Due to the immense clutter of brands and businesses, competitors were appearing higher and we needed to improve indexability and content for Zest to help them achieve better search rankings.
Our first focus was fixing any technical problems on the website, including the removal of orphan pages and the creation of optimised page titles and meta descriptions. From this, we moved onto providing on-site optimisations to content, as well as adding relevant content, both on the existing category pages and in the form of blogs. We did keyword research to identify appropriate keywords and content writing opportunities that could be used to help Zest appear in more specific searches, with optimised blog posts built around these keywords to build the brand’s reputation as knowledge leaders.
Process
Through a detailed SEO strategy, we were able to deliver increased brand awareness and organic traffic to Zest’s website. Zest’s brand began appearing in a number of search results, for desired keywords like ‘specialty coffee roaster’ and ‘wholesale coffee roasters’. Our focus on developing branded keywords continues to grow their reputation and credibility in the coffee industry.
Our content writing strategy has also delivered continued growth of Zest’s brand, with our keyword optimised blog posts emerging as some of Zest’s most popular pages for organic traffic. Content writing has enhanced Zest’s reputation as passionate experts in the field and creates trust in the audience that they can rely on Zest as a partner, particularly for potential wholesale coffee clients.
Results
MARCH ‘22 TO AUGUST ‘22:
202%
increase in
organic traffic.
253%
increase in
keywords ranking
in top 10 positions.
Paid Search
As mentioned, Zest lacked the same name recognition and brand awareness of their competitors, and we adopted paid search as part of their marketing strategy to give them an immediate boost in search visibility. This would build their presence and generate more trust in their brand as traffic increased. We utilised both Search and Shopping ads to highlight the brand name and keep Zest’s products top of mind.
Our main focus was on generating wholesale leads and subscription retail sales, and we targeted location-specific keywords that would give our ads the best chance of appearing at the top of the Search Engine Results Page (SERP) and appealing to the most relevant consumers. Our strategy also included competitor keywords to ensure Zest remained visible at all times.
Process
Paid search advertising delivered significant growth in monthly unique visitors to the Zest website, as well as many new customers who went through to purchase a product or enquired about wholesale coffee supply. Our strategy involved targeting keywords that balanced a high traffic volume with accessible ranking. The campaign progressively increased the click-through rate (CTR) while the cost per action (CPA) dropped alongside it, highlighting the effectiveness of the campaign in igniting a purchase impulse in customers.
Results
NOVEMBER ‘21 TO MARCH ‘22:
112%
increase in
actions
48%
decrease in CPA
(Cost Per Action)
