5 easy steps to get started with social media for wine companies
Updated: Jul 3
There’s no better time than now for you to get your wine brand on social media. Think about it, consumers these days turn to online reviews, blogs and social media posts for more information on wines or winery experiences. It’s time for you to be confident and adaptive using social media to communicate to your audience in order to succeed in this highly competitive market.
Below, we’ve described how to design and implement your own social media strategy in 5 easy steps.
Defining Your Goals
Have you ever invested in a piece of land without knowing what to do with it? Probably not. Social media marketing works in a similar way in that you aren’t setting yourself up for success if you just “doing” Instagram or Twitter.
You need to build your goals in order to achieve realistic results. So what are your goals? Here are some possible targets to get you started:
Providing company news and updates
If your wine brand is premium it is important to establish it through informative content
Share your brand history
To sign up to your wine subscription
To buy your wines in a supermarket
To visit your winery
To announce new product launches
Build a community
Create engaging conversations between consumers
Strengthen relationships with producers or importers
Understanding Your Target Audience
Now that you’ve defined your goals, it’s time to think about who you’ll be targeting in order to achieve your goals. Take time to understand who they really are.
There are a few ways to identify your target audience. First of all, think of your existing customer base to create demographic needs based on their spending, location and then ask yourself if you want to keep the existing customer base or if you’re looking to expand it.
If you’re just launching a new wine or service, you should identify exactly who you want to target with your message, as you’ll need this information when creating and sharing content. If your audience is people from 25 to 45 years old, you should be creating content that will appeal to them, and so on.
If you already have some followers on social media or visitors on your website, you can use the below tools to find out who’s already interested and interacting with your brand online:
Google Analytics - the perfect way to find out the basics such as location, interests and even the shopping behaviour of your website visitors. You’ll have to install a Google Analytics code on your website before being able to track these. You can visit the Google Analytics page to learn how to do this or ask your website developer.
Facebook Audience Insights - Though Google might have valuable insights, Facebook is where you’ll need to turn to get detailed analytics for your Facebook page and about your audience.
Twitter Analytics - Twitter holds a wealth of information about the overall demographics, lifestyles, household income and buying styles of your audience. If you think your target audience is on Twitter, then this is definitely the way to find them.
Instagram Analytics - Similar to Facebook, you’ll be able to see a snapshot of your current audience using Instagram Analytics.
LinkedIn Analytics - This is another great tool to understand the professional demographics of your audience who’s engaging with your content, which could lead to forming business relationships.
Creating A Realistic Content Strategy
So you’ve set your goals and have an understanding of your target audience, now it’s time to get creative and build a realistic content strategy that works for your brand.
Take the following information into consideration when creating a content strategy:
Look at the type of content your competitors are posting
Review your analytics and see if there’s a particular type of content (image or video) that your audience is looking into the most and revolve your content around that (if it’s aligned with your goals)
Are there any questions that your audience are looking for answers to?
Could you incorporate influencers within food and lifestyle field to create unique content for your brand?
Think about the uniqueness of your brand or wine business and draw your focus on that
Here, you will focus on two parts of your content strategy: your caption formatting and visual content.
In order to maximise the reach of each post, every caption should be carefully crafted to contain the perfect balance of information. You should ensure the formatting of each post is consistent and recognisable to your audience.
For this part, you need to ask yourself questions such as:
Do you want to use emojis? If so, just a little bit or a lot?
How many hashtags do you want to use? Where are you going to place them? In the caption or in the comments?
Once you have an idea of how your captions should look like, we recommend you add some examples to your strategy so you or your team can go back to them in the future.
Note: If you’re planning to write blog posts, here you can also add some information about how you’d like them to look like and what kind of information they should include, etc.
You should have a visual strategy in place in order to set your brand apart from your competitors, by using high-quality and unique imagery.
It’s important to showcase different parts of your business such as different people (vineyard, winery, sales, etc), your shop, your wines, events, partners etc. Always make sure you have imagery or videography that showcases everything you want to show and don’t make it only about your wine, as sometimes, people really like to see what's going on in the background.
Once you have decided what type of visual content you’d like to showcase, save some examples to use as a reference in the future.
Picking Your Social Channels
You’ve heard the saying, “less is more”? Well, we couldn’t agree more. It’s best to start on a few channels rather than the full monty, to make it manageable. If you haven’t a clue where to start, begin with one of the following channels:
It is a must if you’re looking into growing your brand awareness and overall brand community, as it’s the most popular medium and there is minimal effort involved in the creation of your page. It also acts as the main hub for advertising to build your online community.
The best platform for visually ‘selling’ your brand or wine business. Here you’ll be able to interact with other brands and reach out to influencers or like-minded people who could help build your Instagram presence. This is also where you’ll be able to share instant updates through stories and thus, creating a real sense of online community.
Perfect for sharing short and frequent updates, especially during events and jumping into conversations with wine industry professionals. If that’s your thing, Twitter is where you should be focusing your efforts.
Great for sharing important company news and updates. This will also allow you to build and maintain your professional relationships.
Here’s a tip, why don’t you try these social platforms out privately for a couple of days or weeks so you get a feel for the different platforms and what you like. Then, select the one that you’d deem appropriate for the brand and just go with it. You’ll enjoy social media more if you’re using a platform or platforms that you like and feel comfortable with.
Time To Get Posting!
Here’s the exciting part. After all that research and learning, you’re finally ready to start posting for your brand, but before you do here’s another checklist to make sure you’re on track:
Have you told your colleagues and friends to follow your social channels?
Have you added the relevant social media icons to your website?
Have you followed all the relevant social media accounts to your brand or winery?
Don’t forget to start adding social media handles to your email signatures and any marketing materials going forward
Have you linked a general company email address to your social media accounts for interested consumers or businesses?
If you have all the above in place, you’re ready. Be mindful of your social media goals, the type of content you’re posting and that it appeals to your target audience.
Do you need a professional social media strategy?
Although this is a very reduced version of proper social media strategy creation and implementation, it will help you get started. Remember that you will get better with time so there’s no need to have everything sorted out and perfect before starting. Get posting and enjoy the ride!
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