These days, winery marketing takes more than customers hearing about wineries ‘through the grapevine.’
You need to market your wines.
Your winery is successful, so it makes sense that you’re wondering why you should even consider investing in winery branding and marketing.
Or perhaps you’re curious about how much more successful your winery business could become with the right strategy.
You’re an entrepreneur and as such, you understand that there’s always room to grow.
And with other wineries putting their products in front of your customers, you want to get the word out about your business too.
But how do you market a winery? And how do you promote wine?
Whether you own or manage a winery or vineyard, raise a glass of your favorite ferment to these strategies sure to get more customers in your tasting room.
Let’s explore how the following winery marketing methods will contribute to wine sales.
1. Content Marketing for Wineries
The world of wine has popped its cork and gone digital. Whether we like it or not, the digital world is where wineries need to create and share content.
But is traditional digital marketing enough?
Content marketing is now more important than ever before. This involves strategically creating and publishing content for a segmented audience.
For example, let’s say you’re trying to appeal to millennial travelers with your winery.
You might want to begin publishing posts describing what’s in the local area around your winery, as well as post scenic photos of the region via Instagram and other social media platforms.
Blog articles maintain engagement and keep your business relevant.
If your content has value, your web traffic will subscribe to receive more value.
This allows you to continue engaging with web traffic long after they’ve left your site.
Content creation will also transform your winery into an authoritative figure in the industry.
So when it comes time to purchase wine, your business is the first to come to mind.
You can also use this content for SEO purposes.
By using SEO best practices, you’re actively working to satisfy Google.
Once Google notices your winery, your website could climb higher onto the first page and get seen by more people.
But how can you plan, schedule, and publish more content to expand and engage with your customers?
Well, the option to create and publish high-quality content on your own is always available.
However, content creation takes time and skill. You can be an expert in wine without knowing how to create share-worthy content.
There’s also the option to find freelancers willing to create wine content on your behalf.
While freelance content creators can be a bit flakey at times, they can make content ready to publish to your website and social media profiles.
The other option is to go with a content marketing service. But we’ll get to that a bit later on.
2. Email Marketing for Wineries
Email marketing is a totally digital method to get in front of your customers. However, if you’re sending something to someone’s inbox, you’ll need to make sure it’s valuable.
Newsletters are a great method of distributing your content to your subscribers.
You’ll post content to your winery’s blog, and every time you post, you’ll send out an email notifying every customer of the new piece of content.
With nearly everyone owning a smartphone, the open rate for emails has recently skyrocketed.
This is because most people are receiving their emails directly to their phone.
So you should expect plenty of opens if the emails are enticing.
Through email marketing, it’s possible to reach specific demographics and advertise to people who are already interested in your wines.
With your audience already expressing interest, they’re more likely to respond to your emails.
Usually, the best way to create an email marketing list is to have something to offer.
We generally suggest having an ebook offering in a pop-up to gather email addresses from web traffic.
The good thing about an ebook is that it’s a one-time fee to create and easy to clone as an offering.
Thus, it’s a lead generation tool you can use for as long as the content remains relevant.
Regardless of whether you need wine marketing or want to market your wine tasting event, emails will reach your audience.
If you need to reach customers with a discount, promotion, or just to touch base, emails including wines and wine discounts are always appreciated.
3. Wine Club Wine Sales
Wineries are finding a lot of success with wine club sales.
While digital marketing is essential, wine clubs still have a lot to offer.
Your competitors are probably already using their wine clubs to promote their wines. So shouldn’t you do the same?
Here’s what you can do to set your club apart from the rest:
- Have plenty of different wines for tasting
- Highlight tasting notes
- Show awards, ratings, and reviews of all wines
- Encourage customer reviews
- Use expert tasting panel recommendations
- Promote the club with expert photos and videos
- Include the club and promotions in your newsletter and email subscription
You’ll need to create content with a clear focus on the value of becoming a club member.
What makes being part of your club awesome? Create content highlighting those ideas.
Keep in mind that the people in your club will want to feel like family. Make sure they’re comfortable and service to their needs.
Each time you come out with new wine, you’ll have a loyal fan club to share your products with. These people will help you get the word out, as well.
The sales that come directly from the wine club are nice. But think about all the other people who might hear about your winery ‘through the grapevine.’
Each customer you have can spread the word via social platforms.
And if you really want to motivate those shares, you can offer a loyalty rewards program to encourage more sales from new customers.
Other wineries are successfully using these strategies to stand out amongst the competition. Are you?
Ready to dominate other wineries and increase your wine sales? Let’s speak strategy.
At No Strings Content, we create and implement content strategies on behalf of our clients every month, and we’ll do the same for you.
Whether you need help with social media, your blog, a lead generation ebook, video content, or something else, we’ll manage your content marketing while you focus on what’s important to your winery.
Create your free account to get a free content marketing strategy for your winery – no strings attached.