With the world market facing severe blows and businesses going into closures, the new normal in our society has gotten harder each day since the beginning of the coronavirus pandemic. And with the decline of alcohol consumption due to political policies, questions arise about how businesses can adapt to the new setting, especially the wine industry.
The typical answer you would find is to transition your brand into the digital market. To remain visible on social media is to keep your brand stable until society normalizes. Shifting your business tactic into digital wine marketing introduces several challenges you have to deal with. Fortunately, we have gathered ways to maximize digital wine marketing for your business to stay afloat.
The Digital Footprint
Since we are transitioning to digital marketing, to sell your wine collection properly, we have to set a strategic play before promoting your brand. This strategy should centralize in understanding your online audience.
Understanding your online audience means establishing communications by setting up multiple accounts on social media platforms. You can also create surveys to collect data on how you should present your brand.
As businesses face severe financial constraints, setting up a budget for a digital campaign needs to be worth it, especially since wines are under strict regulations and facing temporary prohibitions in some locations. The best approach to setting up a digital presence is to test the water before jumping in.
Knowing the consumers’ consensus through surveys, collecting data, and determining the best course of action and trying them out on a smaller scale is a smart move to weigh business choices. Once you have obtained favourable results from these courses, you can decide as to where to put your money for digital marketing purposes.
The next mindset is communication being a critical point in digital marketing. To sell your wine collection means creating a business channel and giving quality online customer experience. It is essential to have a simple buying interface that won’t confuse the clients and would have little to no errors. A straightforward and uncomplicated service creates an excellent digital presence for your brand.
Multimedia Tools
Since you are on the digital market, video advertisements and photos are the preferable ways to promote your brand. No matter how known your brand is, it wouldn’t sell as much if there are no audio-visual presentations for customers to look at.
Part of your digital footprint is being seen and heard by the online consumers, so it’s better to incorporate your website with some videos and photos of your products. Make sure that such content is attractive and remarkable for your target audience.
Maximize Your Digital Wine Marketing
Once we have an established channel and can create a genuine online experience, it’s time to reach out and expand your brand further to the digital world. Here are marketing tips you can follow in your campaign for your brand.
Personalized Approach
Having educational content on your online channel is an effective way to attract potential customers. Instead of just placing your products to the public, earn more customers by providing guides and tips for first-time buyers and for those who are not wine enthusiasts.
Brand Storytelling
One way to attract customers is to create an impact on them through advertisements. Brand storytelling is a strategy in which we can advertise our brand through in-depth, meaningful stories.
People love stories, and your wine brand should be more than just a product. Creating authentic storytelling as well as advertising it on social media sites like Instagram, Facebook, and Twitter, your brand will be recognized, and you can yield positive results.
Podcasting
Beyond the paid media advertisements, there is another mode of branding that bears a significant power on digital marketing: the podcasting platforms.
This platform is less utilized because it attracts lesser audiences than advertisements. However, most competitors ignore their capacity to create a network of enthusiasts and industry experts.
The best way to get your products into podcasting is to introduce it to winery networks and secure wine content makers and known sommeliers for exclusive interviews. If your podcasting goes well, you can gain a following of experienced wine consumers and influential sommeliers, which they can share with their followers. Thus, broadening your audience.
Must-Have Customer Reviews
Media advertisements could only yield profits so much. For this reason, it is essential to find another source of marketing, one of which is the review-driven sites. Customer reviews are composed of personal experiences and critical feedback from consumers. It is a good avenue for online wineries to encourage customers to write up a review of your products.
What review platforms all share is that they hold authentic customer conversations, especially with wines where people would always ask for recommendations, and most of the time, they rely on reviews set by customers.
Takeaway
The pandemic has forced the wine industry to take measures to survive, and as more owners invest in digital marketing, make sure you understand its fundamentals, the environment, and what it means to have an efficient tactic for digital wine marketing.
