140: Does social media impact wine sales? | Marketing Tip Monday
Thach and Lease asked the managers of 375 United States wineries, "How much impact do you believe your social media efforts have on wine sales?" 87% of respondents said they believe that their social media presence increases sales.
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. Today we are asking the question, Does social media impact wine sales?
Social media has changed the way consumers and businesses interact. It not only provides convenient two-way communication between consumers and the products and services they support, but it has opened the door for consumers to participate in the marketing and messaging of brands by creating their own content about the products they love and sharing it with their friends, family, and communities.
A 2018 study looking at the social media adoption and activities of 1173 wineries in Germany, the USA, New Zealand and Australia, suggests that "wineries need to develop a clear purpose for using social media and then adapt to the needs of the consumers in their respective markets." To do so, it is important to understand how consumers interact with wine brands on social media and what kind of content they are looking for.
Provide Value by Offering Guidance
Wine is complex. Many consumers who are new to drinking wine don't know what they're looking for, and could easily find themselves overwhelmed and intimated by the numerous varieties, tasting notes, and wine brands on the market. Creating educational and informative wine content can help to create trust between consumers and your brand.
Here are a few ideas to get you started:
- How to choose your next bottle by working with existing preferences
- How to pair wine with a meal to plan a special dinner
- How to line up an at-home tasting
- Bonus tip: Ask your followers what they want to learn more about! When you deliver on their requests, they'll continue to look out for your valuable posts.
Interact With Consumers
Word of mouth is one of the most common ways we hear about new brands and products to try. We are social creatures and feel more secure taking a chance on a product that has been vetted by a friend or colleague. How often have you seen your friends and family post a picture of a meal at their favorite restaurant, a picnic spread with a bottle of wine set up in the yard, or simply posing with a new item they fell in love with? Next time you see one of these, check the caption - a lot of people will tag the brands and companies included in their photos!
If you receive a notification that your brand has been tagged in someone's content, take the opportunity to make a connection with a loyal customer by leaving a response in the comments. Social media offers a low-cost way for you to build relationships with consumers and your brand community, and being a brand that engages with its customers sets you up to receive continued support.
There is an easy way to catch up on posts you're tagged in on Instagram that you may have missed! Go to your profile, and above the grid displaying your posts to the far right is an icon you can tap on to see posts from other users that you've been tagged in. Check it out, and get to interacting!
Collaborate with an Influencer
Social media "lifestyle influencers" are people who use their social media channels to promote products and services of companies whose products are used by everyday people in their daily lives. They connect their niche audiences to brands that share common values and interests - a phenomenon that is changing the way consumers find and connect with brands. Specifically, "wine influencers" are often educated and even certified in wine education.
Teaming up with a social media influencer is a fun way to reach groups of people who may be unaware of your brand. Collaboration with a wine influencer is a way to ensure that your brand is being shared with consumers who are passionate about wine and wine culture.
Psst ... we are helping spread the word about sustainability and our members' brands! Keep an eye out for the next Marketing Tip, where we will show our recent social media influencer collaborations that have helped spread the news about our members' good work protecting the people and the planet.
Tag us, and use the SIP Certified GIPHYs!
If you are SIP Certified, we love seeing and sharing your content! Tag us @SIPCertified in your upcoming Instagram and Facebook posts.
And make sure you use our GIPHYs on your next Instagram story or Snapchat content. Just search for "SIP Certified" in the stickers, or check out the link to this article to save the files so you can use them in your emails or on your website.
Check out the show notes for links to this article, another post filled with the latest social media tips to grow your following, and to sign up for our biweekly Marketing Tips newsletter. Until next time, this is Sustainable Winegrowing with the Vineyard Team.