Updated: Jul 3
You can produce the best wines in the world, have the coolest story and be the greatest producer of your area, but if no one knows about you, you won't sell any wine. The same concept applies if you are not using Social Media correctly or if you are not using it at all. Lots of people won't know about you, meaning you will lose sales every day.
Even if you are already selling a lot of wine but you are not using Social Media to reach out and contact the people that are actually buying and drinking your wine, you are missing out on lots of extra sales.
Whatever the case is, you need to master social media in 2018 and you need to start now!
Understand something: Being present in Social Media is free, and if you know what you are doing, it only takes little time to do a lot.
Don't underestimate the power of word of mouth and social media. People love to share stories and them knowing your story will definitely increase your sales in the mid-long term.
This is what your objective should be when using Social Media. Below you will find 5 points to be followed if you want to be ahead of the competition this year.
1 - TELL A STORY (EVEN IF YOU DON’T HAVE HISTORY).
For some producers this is easy: They have 30, 50, or 100 years of history, so the story is there, they don’t have to come up with a marketing made-up strategy. But if your brand is new, you have to start from scratch and here is where a lot of producers fail.
Even when you have the history, you need to find a way to put it all together and show it to the world, and this is the hard part.
It's not only about showing your labels, bottles or how many points your wine received from Robert Parker or Tim Atkin - Don't get me wrong, this is very important as well - but people want to see behind the scenes, they want to know who you are and what’s your story.
Get your story straight and share it with the world!
Fun Fact: A few months ago I represented a new wine brand in an event. This was a “marketing-created” brand, so of course, they didn’t have years of history and the name of the wine didn't mean anything. Their story was: It means what you want it to mean, and they told you a couple of possible meanings. Sounds crazy, but this is a great example - They made up a story about not having a story!
2 – BE EVERYWHERE.
In 2018 you have to connect with people through several channels. If possible, you need to be on Facebook, Twitter, Instagram and LinkedIn.
This does not mean that you have to post the same content on every channel. Every platform is different and your audiences have to be reached in different ways. For instance, long videos (More than 2 minutes) do very well on Facebook, while on Instagram the best is to post highlights of the same video, 10 seconds long.
Other very important point to keep in mind about being everywhere: Make sure you are easy to contact. Your email and website must to be all over the place. And of course, make sure you are replying to every message you receive.
I will write more articles about how to use every platform, but you will have to read more articles, see videos, and understand how every platform works if you want to win.
3 - DOCUMENT, DON'T CREATE.
I read a great article by Gary Vaynerchuk (If you don’t know him, you need to check out his content) about documenting instead of creating. Creating new content every day is very difficult, so in order to be active in Social Media you need to start documenting everything you do.
What I mean with this is that you need to record and take pictures of everything, even those things you think are not important. Every visit to the vineyards, the people working in the winery, the tasting with your prospect customer or the event you attended. Document everything. This will give you content to post in every platform. It's better to have the content and choose not to post it than not having it at all.
If you would like to know more about this, you can read Gary’s post.
4 – SHOW THE REAL YOU.
You need to show your people, Social Media is about people, they are interested on seeing what you and the people on your winery/vineyard/offices are doing.
If you have a big company, you probably have a Marketing team. They can take care of your Social Media and document everything for you. Don’t be afraid of showing you are big, but keep it personal and warm. Don’t be afraid to show the 15 million bottles you produce and the technology you use.
On the other hand, if you are a small producer, working with 3 people in your offices and no Marketing team or budget, it doesn’t matter, you still have a chance (And I must say, a big one) because you can show how handmade everything is and this will be much more likeable than a big faceless brand.
Personalise your content according to who you are and what your objectives are.
5 – INTERACT, INTERACT, INTERACT.
This is the most important of all. First of all, you need to understand that the quantity of followers you have doesn't mean anything if you don’t interact with them or they don’t interact with you. 500 good followers are better than 3000 that don’t care about you.
You need to be active and interact with your current and prospect customers, as this is the way to retain them and create a valuable relationship between them and your brand.
This means replying to every comment and message you receive, liking and sharing other people’s content, commenting and more. Interact. Give. Give. Ask. Repeat.
The continuous interaction will give you insights about who your customers are and what they want. If you use that information correctly, you can definitely increase your sales by targeting the right customers, the right way.
Follow these 5 steps and you will be closer to Social Media domination!
If you have any questions or need extra help with building up your social media strategy, you can also contact me via email on firstname.lastname@example.org or on Instagram, Twitter and LinkedIn @leacabrini.
Have a great day and enjoy social media!
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