Whether you are just starting your wine club or you have a waitlist, it is vital to your long-term success to maintain essential marketing activities. We understand that marketing can often fall to the bottom of the to-do list, and yet it’s what’s going to keep you doing what you love and ensuring people are drinking your wine for years to come. Just like making wine, creating a successful marketing approach requires some upfront nurturing and investment. Once you have your systems in place, so many marketing aspects can be automated to run without you having to get too involved.
Know your customers
In almost every one of our courses, we talk about the fundamental importance of knowing your audience. Before you can do anything, you need to know who you are talking to and why. Your audience may change over time as you develop a niche and it’s always great to check in to make sure you are still targeting the right customers. We love creating personas for our customers. It allows us to name them, talk to them, create content for them, and ultimately make them supremely happy so that they keep coming back! We suggest taking the time to define the demographics, behaviors, and interests of your customers.
Ensure your winery website is optimized for search engines
For many, SEO is another acronym with no meaning... or just sounds downright scary. Optimization doesn’t have to be a meaningless or scary conversation. We want to help make this as painless and simple as possible. SEO stands for Search Engine Optimization.
Have you set up your website in a way that a potential customer typing in a question to Google about your specific type of wine in your region will be able to see you on the first page of search results? Can your customer find you easily? This article in Entrepreneur is a great way to understand the basics of SEO and how to optimize your website.
Create a Customer Journey for Your Website
Get super clear on what you want your customers to do when they land on your website. Signing up for your wine club should be at the top of your list. Make sure that the design and functionality of your site are easy to use on any device (especially mobile) and that your wine club forms and any shopping experience are seamless throughout.
Use your website’s top navigation as guideposts that take your visitors where you want them to go. We read left to right, so make sure your navigation reads left to right in order of priority. Learn about the critical design elements of a winery website by checking out this pre-recorded webinar. Or, you can check out our course—Designing a Winery Website.
Set up an email system
There are many email systems to choose from for your winery. We recommend selecting a tool that allows you to create nurture series, segment your lists, and makes creating beautiful emails simple. You don’t have to look much further than MailChimp for this…and for most with smaller list sizes, it’s free!
Set up multiple ways to capture email
Make sure your website is engaging customers by offering ways to stay in touch with your winery. Do this through a well-placed pop up on your website and a newsletter email subscribe form in the footer or on your home page. We also recommend ensuring that your customers and wine club members are being captured into their own list so that you can nurture those relationships.
Create a nurture series
Speaking of nurturing relationships...email automation is an incredible way to improve efficiency and sell more wine. It only takes a few hours to set up, and once you hit go, you can engage with prospects, customers, and wine club members automatically. We highly recommend creating nurture series for your wine club members, new customers, marketing campaigns, and anything other types of nurturing you think would work well for your prospects or current customers.
We created a free step-by-step guide on how to set up a Welcome Series for your wine club in a recent webinar. Check out the recording to help start creating your own nurture series.
Create and nurture your social media channels
If you know your audience and have created personas for them, then choosing which social media channels to invest in should be easy. Each social media platform has a different purpose and often a different audience-type. We created a webinar to explain the Purpose of Social Media for Wineries. Once you understand which channels you want to focus on you can nurture these channels with the right type of content that will engage prospects and customers. We also have a course dedicated to the topic of developing a Social Media Strategy for Your Winery.
Consider Facebook advertising
It may seem daunting at first, but the beauty of Facebook advertising is that you can get incredibly focused on who you are advertising to at a relatively low cost. (Just a note but Facebook advertising includes advertising to Instagram, so you can create a presence on both channels offering you multiples ways to get in front of your customers.) Consider advertising a special offer for wine club membership, an exclusive new wine, or an event at your winery. Check out this case study and article on successful strategies for selling wine on social media.
Set up your winery on review sites
Lastly, make sure that you are getting feedback as often as possible! Reviews and referrals are vital to getting customers to your winery, on to your website, and into your wine club. Make sure your winery is set up on Google for Business, Yelp, and Trip Advisor.
If you can implement these pieces of the marketing puzzle, you will have an incredible foundation for creating marketing that performs for your winery. If you want to learn more about specific marketing tactics check out our courses as well as our Marketing Toolkit for free resources.
Don’t see what you need? Email us! We love creating content that helps support wineries.