How to Market Your Coffee Shop Online (Without Burning Out)

Use Instagram Like a Local Journal — Not a Magazine

Don’t just post perfectly staged flat-lays. Instead, focus on storytelling.

• Feature your regulars (with permission)

• Show behind-the-scenes moments: brewing, baking, or slow mornings

• Share handwritten messages from your team or scripture on your takeaway cups

• Post a reel explaining the “why” behind your shop or the name

Faith-forward tip:
Let your content serve. You never know who needs a moment of calm or connection on their scroll.

2. Tap into Google My Business (But Actually Use It)

You might already have a Google My Business listing — but are you leveraging it?

• Upload new photos weekly (Google favors recent images)

• Reply to every review (kindness converts)

• Add your opening hours, holiday notes, and even menu links

• Use keywords in your business description: e.g. “Sydney-based faith-led coffee shop with quiet workspaces”

TL Reminder: Small shifts lead to big traction — especially when paired with consistency.

3. Use TikTok Search Before You Use TikTok Trends

Before filming your 5th “latte art fail,” try this:

• Go to TikTok Search and type: “best coffee in [your area]”

• Look at the videos that rank high. What’s the tone? What comments are people leaving?

• Create a response video that genuinely answers a local’s question or curiosity

Instead of copying trends, create to connect.

4. Partner with Small Local Creators (Not Just Big Influencers)

Find a handful of local micro-influencers or creatives in your area with 1–10k followers. Invite them in for a free drink or lunch in exchange for a post or story. Better yet, ask them to create a User-Generated Content (UGC) style video you can use on your page or website.

Even better? Feature them in your content — make them feel known and valued.

People don’t just follow brands. They follow people who love brands.

5. Turn Your Menu Into a Lead Magnet

This one’s powerful — and often missed.

Create a simple freebie like:

• “Download our seasonal menu + get a secret off-menu drink only insiders know about.”

• Or: “Sign up to get first access to pop-ups, Sunday slow mornings, or in-store events.”

Use a free email collection tool like ConvertKit or MailerLite and set it up with a basic landing page. Now you’re turning foot traffic into an online community.

6. Use Your Wi-Fi as a Marketing Tool

Change your Wi-Fi name to your Instagram handle.

💡 Example: @thehouseoftl_cafe

It’s subtle, genius, and makes your name memorable to anyone looking to log in.

7. Don’t Just Post. Educate.

If you’re making house-roasted beans or have a barista with wild coffee knowledge — make it content.

• A simple video series like: “3 Things That Ruin Your Brew at Home”

• Or: “How We Source Our Beans (And Why That Matters)”

This builds trust, positions you as thoughtful — not just trendy — and helps customers see your values, not just your pricing.

Want to Go Deeper?

Marketing a small business can feel overwhelming. But it doesn’t have to.

If you want real, actionable strategies for growing online and building trust with your audience — without feeling like you're always chasing the next trend — download our digital guide:

It’s perfect for small business owners (just like you) who want to:

• Learn how to target the right audience

• Leverage trends without losing your voice

• Run affordable ads that actually convert

• Tap into TikTok’s local reach to grow foot traffic and brand awareness

Final Thought from House of TL

You don’t need to do everything.
You just need to do the right things — consistently, with intention, and a whole lot of grace.

Your coffee shop doesn’t just sell coffee. It serves people.
And that’s the kind of brand that lasts.