Social Networking Strategy – Love of Coffee

The Client

Coffee Shrine is a Perth based reseller of coffee related equipment, services and supplies. It markets its products and services nationally across a number of distinct coffee related markets.

The Problem

Coffee Shrine wanted to expose its business to a much broader audience than existing customers and customers searching for specific products that it sold. Believing that it could significantly expand its business if it could create engage with a wider audience of coffee lovers, the company needed a solution for expanding its reach.

The Solution

Outsmart developed a strategy for Coffee Shrine which involved the creation of a new “independent” industry brand. Love of Coffee, which was Coffee Shrine’s tag line, was a coffee news blog & website which positioned itself as on of Australia’s most important coffee resources.
The blog uses a magazine format, and includes industry news, café reviews, product reviews and information on coffee machines.
The Love of Coffee website also publishes aggregates feeds from a range of other trusted coffee sites and is very tightly integrates with Twitter and Facebook

Coffee Shrine places subtle banner ads on the site to promote its related products and where relevant has some keyword linking back to its ecommerce website.

The Results

The Love of Coffee website is a top ranking Australian coffee blog.
It is generating a significant volume of new traffic for the Coffee Shrine website as well as third part endorsement for many of its products.

Importantly, the Love of Coffee website has had a significant impact on Coffee Shrine’s search engine rankings for its primary ecommerce website, with new products launched simultaneously on the ecommerce site also being featured in the Love of Coffee blog.

Keywords

Internet marketing strategy, blog, social media, Twitter, Facebook, SEO