The Ultimate Question. The Ultimate Answer?
Engaging in social media is like having your own PR department. I like to call it Consumer PR. You are initiating a conversation about your winery and presenting your brand to the public. For small wineries this can be a little scary due to perceived loss of control. Traditional media approaches like press releases, media outreach, advertising, and submitting wines for review are very important, but for small wineries the potential new audience reach and the economics around social media are compelling.
One of my long time clients recently said “Social Media is a waste of time.” This is puzzling to me because this is one way many people like to communicate. Interestingly, this specific winery has more social followers and gets more engagement than most other wineries. I believe that proving social media helps sell wine is the real issue. Before social media, could a winery prove that advertising, media coverage, events and festivals, or printed materials helped sell wine? Does anything other than hand selling wine help sell wine? The answer is yes and no, and proof requires vision, commitment, patience and an earnest effort to track and analyze the results of your marketing efforts. The reality is that the path to purchase is more complicated than ever and interconnected with other marketing efforts.
Brand image is incremental. Marketing professionals have long said that it takes between 7 – 13 touches to get a new customer commitment to purchase. With social media, wineries can achieve those touches and targeted impressions much faster than with traditional media approaches. Remember that the nature of social media is social, and that winery promotions typically should be a mix of informational (80%) and promotional (20%). In other words, establish your credibility before “The Ask.” Writing educational articles for your website about relevant wine topics and responding to all queries and comments is a great way to do this.
Your DTC strategy is predicated on having a unique message – See my article What is your Voice? With social media, it’s easy to take an image based approach. Use Instagram and Facebook. Tag people, other wineries, wine industry businesses and associations to spread your message. Use photo captions and hashtags to focus on those customers who engage with brands online to expand the conversation. These customers spend more on average and have identified wine as an “Interest.” This makes targeting the conversation much easier. Twitter now allows images without character count, and using category hashtags like #wine #pinotnoir #winery #tastingroom help Twitter users search and find your posts.
Amplifying your message
Most people won’t act unless you ask them to. Include one (no more than two) call-to-action in every post, and include a link to your website or shopping cart, or dedicated landing page. You should always ask for likes, follows, comments, shares, tags, or check-ins to prompt readers to engage and help extend the reach of your message and ultimately build your base. Additionally, and unfortunately, most of your social media posts won’t be seen unless you advertise on social media, so having a modest monthly budget for this is imperative.
Wineries understand the 3-Tier system. Here’s an analogy. “Social Influencers” are the distributors of impressions and a channel to new followers and potential buyers. Influencers can be print or online writers with a strong social presence and lots of followers – photo journalists; wine, food or travel bloggers; videographers or podcasters. They can also be consumers or brand ambassadors with strong wine interests and lots of followers. You can develop and nurture relationships with these influencers on a casual organic or paid basis, but it is certainly another way to amplify your message and indirectly sell wine by using social media.
The Ultimate Excuse
The ultimate excuse I hear from small wineries is – We’re just a small winery. We don’t have the staff or capacity to spend lots of time on social media, tracking and analytics, or marketing in general.
The Ultimate Response
The ultimate response is that you really don’t have any choice, and we already know the reasons – too many wineries, too few viable distribution options, limited access to on-premise and off premise outlets, and too much big money moving into your market with the wherewithal to promote their brands. And trust me; social media is just one of the tools in their arsenal. Does Social Media really help sell wine? Probably not directly, but if you stay top of mind, you will sell wine when people are ready to buy, otherwise you may easily be forgotten.