AI Web Maker90-day online marketing plan
Ironhill Brewing
Ironhill Brewing will fill its taproom by putting itself clearly on the map, giving adults a reason to visit each week and turning the bars and shops that stock its beer into signposts to the brewery.
More visits to your shop · Under 100 US dollars a month
Your three priorities
Make the taproom easy to find and simple to understand, with accurate opening hours, photos of the room, the current tap list and a clear note that visitors are adults, so a search on Google ends in a visit.
Give people a reason to come this week, such as a regular quiz, tasting or visiting food trader announced on a fixed day, so the taproom becomes part of the neighbourhood routine.
Use the bars and shops that stock your beer as signposts, with cards and beer mats that tell drinkers where it is brewed and when the taproom is open.
What your customers search for
| Search on Google | Searches a month | Competition |
|---|---|---|
| “craft brewery near me” | 25K-130K | High |
| “taproom near me” | 25K-130K | High |
| “beer tasting near me” | 25K-130K | High |
| “beer garden near me” | 25K-130K | High |
| “craft beer near me” | 7.5K-25K | Medium |
| “local brewery” | 750-2.5K | Medium |
| “brewery tours” | 750-2.5K | Medium |
| “brewery with food truck” | 250-750 | Low |
Searches a month in United States, from Google's own search suggestions. Competition is how hard page 1 of Google is for that search.
Your customers
Local adults who meet friends after work or at the weekend
What they need: A relaxed place to meet friends or colleagues after work or at the weekend, with beers worth trying and something without alcohol for the days they are driving.
Where they look: Google Maps, local Facebook groups, Instagram and recommendations from friends.
Visitors and groups of adults looking for something local
What they need: A brewery to see and taste, easy to find, with clear information on tours, food and seating for a group.
Where they look: Searches such as brewery tours and beer tasting near me, tourism pages and Facebook events.
Drinkers of your beer in nearby bars and shops
What they need: A reason to visit the place their favourite beer is made, and to try beers that are only poured in the taproom.
Where they look: Cards and displays in the bars and shops that stock you, and your Instagram.
Your channels, in order
Website and Google search Medium effort · Low cost
People searching for a taproom or a tour want the hours, a map, the tap list and the rules for visitors in one place.
- Show the hours, the address, a map and the current tap list on the home page.
- Make pages for tours and tastings and for food and outdoor seating, built around the searches listed in the plan.
- Say that the taproom is for adults and list what is available without alcohol.
Google Business Profile Low effort · Free
Most taproom visits begin on the map, where people check hours, photos and reviews before they set off.
- Pick brewery as the category and enter the taproom hours, including special openings for events.
- Add photos of the room, the outdoor seating and the brewhouse, and update the tap list as beers change.
- Post each weekly night and ask regulars for reviews.
Facebook Medium effort · Low cost
Events and local groups are where adults find out what is on this week and where to meet friends.
- Add an event for each weekly night and each new beer, with the time and any food on offer.
- Share events in the community groups that welcome event posts.
- Run a small advert a few days before a new beer or an event, set so that only people of legal drinking age near the taproom see it.
Instagram Medium effort · Free
Pours, brewhouse scenes and the look of the taproom are what adults who like beer follow and share.
- Post the tap list and a photo of each new beer when it is ready.
- Share clips of brew days and canning, with a line on when the taproom is open.
- Tag the food traders, musicians and shops that take part, and use the age restriction for alcohol content where the platform offers it.
Local partners and clubs Medium effort · Low cost
Bars, shops, food traders and local clubs already know adults who like local beer, and they can send them to the taproom.
- Offer the staff of the bars and shops that stock you a short tasting, so they can talk about the beer and the visit.
- Invite a food truck or a local kitchen to trade on a regular night and announce it together.
- Ask local walking, cycling and hobby clubs whether they would like to meet at the taproom on a quiet evening.
Beer mats, cards and signs Low effort · Low cost
Beer mats and cards travel with the beer, so they bring a drinker in a bar to the brewery they have heard of.
- Print beer mats or coasters with the taproom hours and a map, and leave them in the bars that stock you.
- Slip a small card into every case that goes to a shop.
What your website needs
- The home page names the craft brewery and the taproom, with the opening hours, a map and the current tap list.
- A taproom page about the room, the seating, dogs, food and drinks without alcohol, with a line stating that entry is for adults.
- A brewery tours and tastings page that says how to book a place and what to expect.
- A what's on page with the weekly nights and the food traders who visit.
- A page on food and outdoor seating that answers the searches beer garden near me and brewery with food truck.
- A page for bars and shops with the beers you supply, the formats and how to order.
- An about page with the story of the brewery and how it serves responsibly.
Your 90 days
Month 1: Make the taproom easy to find
- Build the website with the hours, the tap list, a map and a clear adults-only note.
- Refresh the Google listing with the hours, new pictures of the taproom and brewhouse, and the current tap list.
- Open the Facebook page and the Instagram account with age restrictions switched on for alcohol content.
- Print beer mats and cards with the hours and a map.
- List the bars and shops that stock your beer and plan a visit to each.
Month 2: Start a weekly night
- Choose one weekly night, such as a quiz or a food trader night, and announce it on a set day every week.
- Set up a Facebook event for every night and share it in local groups.
- Deliver the cards and beer mats to your stockists and show their staff the taproom hours.
- Post a new beer or a brew day clip on Instagram every week.
- Ask regulars for reviews on the Google listing.
Month 3: Bring in the neighbours
- Invite a local club to meet at the taproom on a quiet evening.
- Run a small advert aimed at adults near the taproom before a new beer or an event.
- Hold a short tasting for the staff of your stockists.
- Add next month's events to the website and the Google listing.
- Look at which nights and posts brought the most visitors and keep those.
Content ideas
- The tap list for the week, with a line on each beer's styleInstagram
- A brew day in one clip, from the mash to the tankInstagram
- Event page for the weekly night, with the time and the food traderFacebook
- The room on a quiet afternoon, with the seats and the outdoor spaceFacebook
- What is on offer without alcohol at the taproomWebsite
- A visitor guide: where to park, the way in and what to expect on a tourWebsite
- A new beer is ready: the style, the flavour and the day it is pouredGoogle Business Profile
- Special opening hours for holidays and event nightsGoogle Business Profile
Your budget
The numbers to watch
Visitors on weekly nights
Count the people through the door on a weekly night and on an ordinary night, and compare.
Journeys planned to the taproom from Google
Check the weekly figure for people asking for directions or phoning the taproom, as the listing shows it.
Newcomers who found you through a card
Ask first-time visitors how they heard of the taproom and tally the card and bar answers.
Tour and tasting bookings
Count the bookings made through the website each month.
New reviews
Check the new Google reviews monthly for what visitors mention most.
How AI Web Maker runs this plan
Your website is where every channel sends people. On AI Web Maker it comes with the tools that do the work of this plan every week:
AI SEO Tool. Scores every page out of 100 and fixes each problem with a click, so your pages climb on Google for the searches in this plan.
AI Blog Writer. Writes and publishes articles about your business on a schedule, so new visitors keep finding you on Google.
AI Social Media Marketer. Writes and posts to Facebook, Instagram and more on a schedule, sending people to your site.
AI Chatbot. Answers your visitors day and night from your own information, and takes the details of people who want to talk.
Contacts and leads. Every sign-up, contact form and chat lead lands in one place, so no customer slips away.
AI Marketing Outreach. Finds businesses that need what you offer and drafts a personal email to each, sent from your own domain.