AI Web Maker90-day online marketing plan
Frostbell Creamery
Frostbell Creamery will draw more people through its door by showing up on the map when the sun comes out and by giving every visitor a reason to return.
More visits to your shop · Under 100 US dollars a month
Your three priorities
Make your Google Business Profile the shop window, with opening hours that change with the season, fresh photos of the counter and directions one tap away, because ice cream searches are made on phones by people already out and about.
Show the flavours on the counter on every day you open, with a photo, so people choosing between your shop and the next one can see what is waiting before they walk over.
Give every visitor a reason to come back, with a stamp card, a seasonal flavour to look forward to and a quick request for a review before they leave.
What your customers search for
| Search on Google | Searches a month | Competition |
|---|---|---|
| “ice cream near me” | 25K-130K | High |
| “dairy free ice cream” | 25K-130K | High |
| “milkshakes near me” | 25K-130K | High |
| “dessert places near me” | 25K-130K | High |
| “ice cream open now” | 7.5K-25K | Medium |
| “homemade ice cream near me” | 7.5K-25K | Medium |
| “ice cream shop near me” | 2.5K-7.5K | Medium |
| “ice cream sundae” | 2.5K-7.5K | Medium |
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
Families on a day out or after school
What they need: A treat that suits children and adults, somewhere to sit and a counter that is clear about what is in each flavour.
Where they look: Google Maps on a phone, local parents' groups on Facebook and recommendations at the school gate.
Walkers, cyclists and dog owners
What they need: A cold treat on a route they already take, from a counter that is quick to serve and welcoming to dogs and muddy boots.
Where they look: Google Maps, the signs at your door and local walking and cycling groups.
Friends and couples out for the weekend
What they need: A sundae or a shake to share, in a place that looks good in a photo.
Where they look: Instagram, where they see flavours and sundaes before they decide where to go.
Your channels, in order
Google Business Profile Low effort · Free
People who search ice cream near me are usually already outside, so the map result with your hours, photos and directions decides where they walk.
- Choose ice cream shop as the main category and set seasonal opening hours, updating them for holidays and closed days.
- Add photos of the counter, the sundaes and the front of the shop, and refresh them each season.
- Ask happy customers for a review as they leave with a cone, and reply to each one within a day.
Website and Google search Medium effort · Low cost
People planning a treat look up flavours, sundaes and dairy free choices before they set out, and a page for each lets you match those searches.
- Build a flavours page with allergens marked, a sundaes and milkshakes page and a page for tubs to take home.
- Add a visit us page with opening months, seating, parking and a map.
- Show photos from your own counter and kitchen on every page.
Instagram Medium effort · Free
Colourful counters and tall sundaes are what people save and send to friends, which turns a post into a plan to visit.
- Post the flavour of the day as a photo or a short clip on each day you open.
- Film a sauce being poured over a sundae or a scoop landing in a cone, and put the street and the opening time in the caption.
- Use stories to show the queue on a sunny afternoon, with your location tagged.
Facebook Medium effort · Low cost
Local parents' groups and community pages are where people ask where to take the children for a treat.
- Set up a business page with your opening hours, the street and a link to the website.
- Share new flavours and school holiday opening dates, and answer recommendation requests in groups that allow businesses to reply.
- Create an event for a tasting day or a new flavour launch.
Local partners Medium effort · Low cost
Holiday lets, bike shops, clubs and attractions send visitors your way when they have something to hand over.
- Leave menu cards and stamp cards with nearby holiday lets, bike hire and attractions, so staff can point visitors to you.
- Offer a tub for a school fair or a club event, with your shop name on the label.
Pavement board and stamp cards Low effort · Low cost
A chalkboard catches passers by, and a stamp card turns one cone into a habit.
- Put a board outside with the flavour of the day and an arrow to the door.
- Hand out a stamp card that rewards regulars with whatever treat you can afford to give.
What your website needs
- A home page that says ice cream shop in its first line, names the street, shows today's opening hours and has a directions button.
- A flavours page listing what is on the counter, with allergens and dairy free choices marked, for searches such as dairy free ice cream.
- A sundaes and milkshakes page with photos, for people searching for an ice cream sundae or milkshakes near me.
- A homemade ice cream page showing how the ice cream is made in the shop, with photos of the kitchen.
- A tubs to take home page that explains the sizes and how far ahead to ask for a gathering.
- A visit us page with opening months, seating, parking and step-free access, for ice cream open now searches.
Your 90 days
Month 1: Get on the map
- Publish the website with the flavours, sundaes and tubs pages and a visit us page with a map.
- Complete the Google Business Profile with seasonal hours, the right category and fresh photos of the counter.
- Set up the Instagram and Facebook pages with your street, hours and a link to the website.
- Order a pavement board and a window poster that show the flavour of the day and the closing time.
Month 2: Fill the queue
- Add the dairy free ice cream and homemade ice cream pages to the website, using the search phrases in this plan.
- Post the flavour of the day on Instagram and the Google Business Profile each day you open, and film one short clip a week.
- Visit nearby holiday lets, bike shops and attractions with a menu card and a stamp card.
- Start handing out stamp cards with every sundae and tub.
- Reply to each review within a day.
Month 3: Bring them back
- Launch a seasonal flavour with a Facebook event and a window poster, and ask followers to vote on the next one.
- Run a small advert on Instagram and Facebook to people within walking distance on the warmest weekend of the month.
- Message anyone who gave you an email address or number about the new flavour.
- Count which posts, partners and cards brought people in, and repeat the best of them.
Content ideas
- The flavour of the day, photographed on the counter in good lightInstagram
- Sauce poured over a tall sundae, filmed from aboveInstagram
- The sorbet for anyone avoiding dairy, and what goes into itWebsite
- A look round the kitchen: how a tub of ice cream gets madeFacebook
- Vote for the next seasonal flavourFacebook
- How a big sundae is built, layer by layerInstagram
- Opening hours and flavours for the school holidaysGoogle Business Profile
- Meet the person behind the counterFacebook
Your budget
The numbers to watch
Visits that mention a post, a card or a partner
Ask at the till how people heard about you and tally the answers on a sheet by the machine.
Direction requests on Google Business Profile
Check the figure in your profile each week and see whether it rises on days you posted.
Stamp cards handed out and returned
Count the cards you give out and the cards that come back with stamps.
Google reviews
Note the number of reviews and the average rating at the end of each month.
Busy days against the weather
Jot down the weather beside the day's takings, then plan staff, flavours and posts around the pattern.
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.