Ryan Bros Coffee: When a Digital Marketing Strategy Leads to Sales
“Life is too short to be bitter.” That’s the motto of San Diego’s legendary coffee empire, Ryan Bros Coffee. Ryan Bros not only wanted to introduce new customers to the eCommerce side of their business but also re-engage current customers and get them to purchase coffee online over and over again.
Services We Provided
Website and Competitor Analysis
Brand Messaging
Full Digital Marketing Strategy
Email Marketing
Meta Ads
The Results
With the launch of our new campaign outlined in our digital marketing strategy we achieved:
Our Strategy
Over a 6 week period, we developed a 40+ page strategy outlining the specific tactics we planned to execute for Ryan Bros Coffee. This strategy hinged on two key components – building a sustainable marketing funnel and lowering the barrier of entry for interested buyers.
Meta Ads
We first took a look at past ads run on the account, as well as how their core KPIs ranked so that we could establish a baseline. For our new campaigns, we chose to split our audience into multiple levels in the marketing funnel, based on their familiarity with the Ryan Bros brand.
Instead of putting all of our eggs into one basket with a single conversion-optimized campaign, we emphasized reinforcement of messaging via multiple ads that acted as touchpoints for our audience. Throughout these touchpoints, we were better able to gauge brand sentiment and were able to create a better connection with our audience members.
For example, at the top of the marketing funnel, we utilized ads with interesting videos, optimized for video views. If a user watched a certain percentage of our video, they would then be retargeted with ads that encourage engagement and site traffic.
Those users would be given the opportunity within this next round of ads to learn more about Ryan Bros Coffee, via engaging with the brand online, or clicking directly to peruse the site.
At the bottom of the funnel, for a limited time, we’d pull in customers who have shown the most interest in the brand, and target them one last time using ads that let them see the top products at Ryan Bros. We also ran those same creatives to the client’s existing customer list, which built a nice amount of social proof in the form of likes and positive comments on the ads. As a result, when new potential customers see those same ads, they’re also getting primed by the sentiment they see from brand advocates.
Email Marketing
Once we had a good understanding of historical data, we opted to take a closer look at the customer journey – what were people seeing at each stage of the funnel? And could we tweak it to better generate revenue for our client?
That’s why for this client, we focused on guiding potential customers through a new buyer journey, tailor-made to build trust and reinforce the Ryan Bros brand every step of the way.
We mapped out every ad, every step of the marketing funnel, and every subsequent piece of creative users would see from the point of introduction to the point of purchase.
We knew our ads would drive more website traffic, and wanted to capitalize on that traffic as efficiently as possible. So to begin, we implemented gamification on the homepage.
Once non-subscribing users enter the site, they are exposed to a slider that offers them a chance to win a percentage off of their first purchase. The catch: they have to sign up for the Ryan Bros newsletter if they want to “Spin the Wheel.”
When they spin that wheel, in addition to getting a discount code, users are pulled into a multi-step drip campaign and also receive weekly eBlasts.
Following their entrance into our newsletter, subscribers get pulled into the following drip campaigns, based on the actions they take on the site:
- Welcome Drip Campaign
This is a three-step email campaign that welcomes new subscribers, and teaches them a little more about the brand. - Abandoned Cart Drip Campaign
This is for subscribers who have added something to their cart, but ended up not finishing the purchase. As part of this flow, users receive emails customized with the products they abandoned, with the idea being that we can close the sale. - Post Purchase Campaign
After a subscriber makes a purchase, they are pulled into our Post Purchase campaign, which aims to get them to make future purchases, and further connects them to the Ryan Bros brand.
It is these three flows, plus our weekly eBlasts that make up the final touchpoints in the Ryan Bros strategy.
