194: The Power of Visuals: How Video and Photos Can Help Share Your Sustainable Story | Marketing Tip Monday

97% of people start their search for a local business online (Linkedin, 2019). When someone looks up your business, what do they find? Are your images and videos up to date? Do you show what makes your brand special? Does your imagery convince searchers to pay you a visit?

Welcome to Marketing Tip Monday with SIP Certified. We know customers are looking for wines labeled as sustainable. While our longer-form episodes help you learn about the latest science and research for the wine industry, these twice-monthly micro podcasts will help you share your dedication to sustainable winegrowing so you can show your customers that you share their values.

Now, if you are thinking that you do not love the photos that show up when you google your business, it may be time to update your imagery!

Your property is booming with interesting visuals that will entice future customers. Here are 3 categories to inspire your imagery refresh.

1. Showcase Your Values

70% of consumers want to know what the brands they support are doing to address social and environmental issues (Certus, 2019). Show them how your brand protects the people and the planet!

If you’ve completed your Sustainable Story worksheet, half of your work is done. Grab your worksheet and your camera to create a visual version of your story.

Electronic Worksheet | Printable Worksheet

Here's how to show your Sustainable Story:

Focus on one value per week. Share photos and videos throughout the week or compile them into one mega-post at the end of the week. This strategy gives you nearly two months of content for your social media, blog posts, and Wine Club communications.
People love animals. Snap pics or videos of your wildlife visitors: bees, owls, butterflies, grazing sheep, or cattle. Your audience will love to see the diversity of creatures that call your property home.
Feature your vineyard manager or winemaker. Ask them to explain what’s sustainable about the task they’re doing, and why it’s important. Helping consumers understand specific sustainable practices and why they’re important can increase their willingness to pay more for a wine (Kathleen Kelley, The Pennsylvania State University, 2021)!

2. Show Them a Good Time

Have you ever visited your favorite business’s website only to realize the photos are outdated, or don’t sufficiently capture the atmosphere you know and love? Good imagery helps people to mentally put themselves in the space, and can ease anxieties they may have over entering a new environment.

Here’s how to replace outdated imagery to entice visitors:

Show off your romantic fireplace, mood-lit cozy chairs, or a seating area overlooking the vineyard! Winetasting is an experience. A comfortable and inviting atmosphere makes all the difference.

Hosting an event? Guests wonder how to dress and if there will be seating. Share pictures of your guests having a good time at your next event to give valuable insights to future attendees!

3. Take Them Behind the Scenes

A day in the wine industry may feel ordinary to you, but it is absolutely fascinating to the average consumer!

“Food disconnect” is a term used to describe the average consumer’s lack of knowledge about where their food comes from. When it comes to your brand, most people only see the finished product: what’s in their glass. They don’t know about all of the time and careful consideration that went into its production.

Here’s how to show them:

Walk your audience through the block-to-bottle process with photos and videos. Create a series that spans the year, and feature each process as it happens.
Give a glimpse into a day in the life! Show topping tanks, washing barrels, scouting for pests, a busy tasting room floor, and walking through the vines. Your audience will love a behind-the-scenes look at one of their favorite wine brands.

SIP Tip!

Include the whole team in this project! Ask everyone to take pictures and videos of the things they find most interesting. You’ll have tons of fresh, unique media to feature.

SIP Tip #2 (because it's too good not to share)!

Share your customers’ photos. User-generated content is about as authentic as it gets. Sharing UGC has many benefits: it gives social proof to your audience, makes the creator feel part of your community, and gives you unique content!

We are here to help you tell your customers how your brand protects natural and human resources with the Sustainable Story program.

This simple yet powerful free tool helps you tell your own personal sustainable message. And it just got better with a new online course. Go to the show notes, click the link titled Tell Your Sustainable Story to sign up, download the worksheet, watch the videos, and you are ready to tell your Sustainable Story!

Until next time, this is Sustainable Winegrowing with the Vineyard Team.