Local digital marketing strategy – Cafe Black

Customer acquisition for a new restaurant

AdWords campaign – Hautarztpraxis Glattbrugg
Startup coaching – Swiss Startup Factory





Who are Cafe Black?











Cafe Black are an Italian restaurant and cafe located in Seefeld, Zurich.






The challenge

Cafe Black approached us in summer 2016, requiring support during the launch of the revamped restaurant proposition.

We identified a number of potential challenges:

  • Their current website was developed on Jimbo builder, which was allowed the owner to make website changes, but offered limited scope for customisation
  • There was no organic visibility for the Cafe Black website, meaning we were starting from scratch
  • Low levels of website traffic from other sources
  • There was limited content and a poor conversion journey on the website
  • Cafe Black only had a low budget

What we did

Our focus was on driving table bookings, regardless of the channel.

We began by updating the entire website structure, including calls to action and adding important content (such as location, chef, menu, about). The website builder was more than adequate, and we provided content recommendations that were easily implemented by the owner.

Getting traffic to the website wasn’t the only problem, we also needed to work on Cafe Black’s online credibility. This meant driving reviews on Tripadvisor and implementing an easy, online booking process (Bookatable). These type of aggregator websites achieve high rankings on Google, so play an important part in their overall visibility.

New content was optimised for SEO, and we focused on getting the basics implemented (page titles, meta data, and so on). By doing this, Cafe black immediately gained free visibility on important niche keywords (e.g. Italian restaurant in Seefeld).

We set up Google Maps and Google My Business, to help build credibility and gain more visibility on Google.

Finally, we experimented with Google ads to drive bookings but found traffic to be more expensive than expected. After one week we restructured the campaign to focus on highly defined local phases, which delivered highly targeted clicks.

Results

6651

Impressions per month and continuing to grow

2000

New prospects being reached per month with Google Ads

1

Page 1 visibility on Google, from prominent placements in local directories






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