Digital Strategy for
Joeanna Caffrey Flowers
Prepared by Tilt Digital | March 2026
Where You Are Now
Strong Foundation
20K Instagram followers
4.7K Facebook likes
Shopify store established
Google Ads actively running
4 Avoca store locations
Strong foundation with significant room to grow
What We Found
Opportunities for Growth
- Homepage contains placeholder text - looks unfinished
- No blog or content marketing strategy
- Missing LocalBusiness schema for 4 store locations
- No review/testimonial structured data
- Basic meta descriptions, same across all pages
- Collections page shows only phone numbers
- No visible content strategy
- Google Ads running without ROAS optimisation
Our Digital Strategy
Website Optimisation
Fix placeholders, improve product pages, enhance collections
SEO Strategy
Local SEO for 4 locations, product SEO, wedding keywords
Content Marketing
Blog strategy, seasonal content calendar
Social Media
Content pillars, engagement growth strategy
AI-Enhanced Google Ads
Smart optimisation and budget management
Email Marketing
Automated flows and seasonal campaigns
Website & SEO
Technical Fixes
• Fix homepage placeholder content
• Unique product page descriptions
• Optimised collection pages
Local SEO
• LocalBusiness schema for all 4 Avoca locations
• Location-specific landing pages
• Google Business Profile optimisation
Target Keywords
• "Luxury flowers Dublin"
• "Wedding florist Dublin"
• "Flower delivery Dublin"
• "Avoca flowers"
Content Strategy
• Blog for long-tail keywords
• "Mother's Day flowers Dublin"
• "Wedding flower ideas Ireland"
• Seasonal content calendar
Content & Social Strategy
Content Pillars
• Behind the scenes
• Seasonal arrangements
• Wedding showcases
• Flower care tips
• Avoca lifestyle
Growth Targets
• Instagram: 20K → 30K in 12 months
• Improved Facebook engagement
• Pinterest for wedding traffic
Content Calendar
• Monthly strategic planning
• Seasonal campaign coordination
• Cross-platform consistency
AI-Enhanced Google Ads Management
Real-time Performance Monitoring
Continuous campaign analysis across all ad groups
Smart Bid Adjustments
AI-powered optimisation beyond Google's automated bidding
Audience Signal Processing
Find and target highest-value customers
Creative Fatigue Detection
Know exactly when ads need refreshing
Dynamic Budget Allocation
Real-time budget shifts based on conversion data
Seasonal Demand Forecasting
Prepare for Mother's Day, Valentine's, Christmas, wedding season
Expected Results
15-30% better ROAS within 90 days
Your conversion tracking is already set up - excellent foundation to build on
Email Marketing
Platform Integration
Shopify Email or Klaviyo setup for seamless customer communication
Automated Flows
• Welcome series for new customers
• Abandoned cart recovery
• Post-purchase follow-up
• Win-back campaigns
Seasonal Campaigns
• Valentine's Day promotions
• Mother's Day campaigns
• Christmas collections
• Wedding season outreach
List Growth
Strategic newsletter signup placement and incentives to grow from website traffic
Measurement & Reporting
Monthly Reports
Comprehensive performance analysis with actionable insights
Key Performance Indicators
• ROAS (Return on Ad Spend)
• CAC (Customer Acquisition Cost)
• Organic traffic growth
• Social engagement rates
• Email revenue attribution
Quarterly Strategy Reviews
Strategic planning sessions to refine and evolve the approach
AI-Powered Insights
Data-driven recommendations for continuous improvement