Coffee shop owners get messages from "social media experts" every week. Most of those messages promise followers. Owners ignore them, and they're right to. Followers don't pay rent. People coming through the door do.
So we never message owners out of the blue. We put useful advice where they already look, and we let them try our work for free before we ever talk about a contract.
Show a useful fix first. Offer a free audit second. Talk about money last.
Three channels, one free audit
Owners reach us through Google, Instagram or Facebook. Whatever the channel, the next step is the same: the free social media audit on our website. Here is what we aim for between now and the end of January.
An owner searches for help
- 8,000times our article shows up in search
- ↓ 2.5%click
- 200visits to our blog
- ↓ 2%ask for an audit
- 4audit requests
An owner sees a "15-Minute Fix"
- 15,000accounts reached by our posts
- ↓ 1%tap the link in bio
- 150visits to our site
- ↓ 2%ask for an audit
- 3audit requests, plus "AUDIT" DMs
The same post, on their feed
- 5,000people reached on our page
- ↓ 1%click the link
- 50visits to our site
- ↓ 2%ask for an audit
- 1audit request
8 owners ask for a free audit
Name, café, Instagram handle, email or phone. No contract.
3 owners get on a 20-minute call
They get 3 fixes they can do this week, then we talk about their café. Independent, one location, and the person who decides.
1 new café joins Nookavi
Content calendar, photo and short-video shoot, local ads and a monthly customer report.
Targets for November 2026 to January 2027.
Why these three channels
- Google catches owners at the moment something feels wrong: sales are flat, or a new café just opened two blocks away. More and more of them also ask ChatGPT, which leans on the same kind of useful articles.
- Instagram is where owners compare their café to the others. It's also where they can see our work before they ever talk to us.
- Facebook is still where many owners run their café's page. The same posts work there with almost no extra effort.
What we leave out matters too. We don't send cold emails or DMs: owners rarely answer them, and they already get too many. And we don't run ads for Nookavi itself, because ad platforms can't reliably target "coffee shop owners". We save ads for our clients, a few miles around their door.
The lines we watch every Monday
For a small business website, turning 1 to 3 out of every 100 visitors into a request is normal. We aim for 2: realistic, not optimistic. Each step has a line. If we fall below it, we fix that step before anything else.
visits from Google, Instagram and Facebook
free audit requests
calls with café owners
new client by January 31
| Step | We aim for | If it drops below | What we change |
|---|---|---|---|
| Google: seen in search → click | 2.5% | 1% | Rewrite the article's title and first lines |
| Instagram and Facebook: reached → link tap | 1% | 0.5% | Make the call to action at the end of each post clearer |
| Site visit → audit request | 2% | 1% | Shorten the form and reword the audit offer |
| Audit request → call | ~35% | 20% | Send the audit faster and follow up once |
| Call → client | 1 in 3 | 1 in 5 | Listen more, pitch less: start from their slowest hours |
What owners see on Instagram
Every post gives one fix an owner can use the same day, and ends with the same single offer: a free audit.
The five searches we want to show up for
We didn't guess these. Each one appears in Google's own search suggestions in the US, which means real people type it.
| Search | What the owner is thinking |
|---|---|
| how to increase sales in a coffee shop | "Something's off and I don't know what." |
| coffee shop marketing ideas | "I want to try something new this month." |
| instagram post ideas for coffee shop | "I'm out of ideas for tonight's post." |
| social media marketing for coffee shops | "Maybe I should do this properly." |
| coffee shop marketing agency | "I'm ready to get help." |
The first three bring owners to our articles. The last two bring them straight to our homepage and the audit.
How we keep count
- Google Search Console tells us how often our articles show up and how often people click.
- Instagram and Facebook Insights give us reach and link taps for every post.
- Our audit form records where each request came from: Google, Instagram, Facebook or a direct visit.
- One shared sheet tracks "AUDIT" DMs, calls and new clients.
It's the same monthly report we give our clients, just pointed at ourselves.
Own a coffee shop?
Get your free social media audit.
We look at your Instagram, Facebook and Google profile and send you 3 fixes you can do this week, even if you never hire us.
Request my free audit