144: Are you using the right message on social media? | Marketing Tip Monday
Your brand's website is an excellent hub for consumers to find your brand's core information, such as your address, hours of operation, menu, shop, history, and awards. But what can you to do connect with your loyal supporters in their daily lives? Regularly post on social media, of course!
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 help you use choose the right message for the social media platform you are using.
There are various social media platforms and each is suitable for different types of content. To wrap up our Marketing Tips social media series, let's talk about a few different social media channels and how you can tailor your content to align with what users are looking for.
According to Statista 2022, in January of this year, this social media platform ranked #1 as the most popular based on monthly users - and understandably so! Facebook is known for fostering connections (and reconnections) with people and communities. Here are two features your wine brand can use to satisfy users' quest for connection:
The Events feature of Facebook offers users an easy way to find out what's happening in their community, or plan an itinerary for their next vacation. Your brand is truly missing out if you're not utilizing this feature for your events. In addition to providing important details, a Facebook Event page has a couple of features that hone in on our social nature: potential attendees can check out who else might be there by looking at the "Attending" list, and can use the "Go With Friends" feature to easily organize a posse of friends and family.
Bonus tips: tag your food and music/entertainment services, and post photos of the venue. These details will help individuals to paint a more complete picture of what to expect - it allows them to more easily place themselves in the scene.
Who else feels overwhelmed with their personal email inbox? The neverending stream of emails can incline many of us to quickly "trash" our way through our personal email inbox just to relieve the pressure. This means there's a chance your wine club emails aren't even being opened! Now, how often do you find yourself scrolling through Facebook to pass the time? While email newsletters certainly are useful for sending informative and promotional messages to your wine club, a Facebook Group made specifically for your dedicated members might yield more views. In addition to the latest wine club news, a Group also provides members a sense of community through the opportunity to post content of their own to the group page and interact with others who belong to the group.
Statista 2022 places Instagram as the #4 most popular social media platform. Many users seek content on Instagram to explore their hobbies and interests. Successful Instagram content has high visual appeal and meets our desires for either entertainment, information, or socialization (in case you missed it, check out these 5 social media marketing tips every wine brand needs to know). Here are five content ideas for your next Instagram post:
- Share a behind-the-scenes look into what's going on at your site to help followers feel connected to your brand on a level that goes deeper than the grocery store shelf.
- Use carousel posts to showcase before-and-afters, step-by-step processes, panoramic scenery, and "photo dumps" from recent events.
- Post a teaser for upcoming events or new product releases to give your followers something to keep their eye out for.
- Share and repost the content you're tagged in to build connections with your supporters.
- Don't be afraid to toot your own horn by posting testimonials and reviews from satisfied customers. These offer invaluable social proof and can be stockpiled to provide content during times when you just don't know what to post.
Bonus tip: you only get one link on your Instagram bio, but you can use a Link in Bio tool to offer easy access to multiple web pages! Use your post caption to guide followers to visit your Link in Bio to your website's shop, a blog post, an event page, or a contest page.
According to Hootsuite Global State of Digital 2022, YouTube ranked #2 as the most-visited website for all of 2021. If you have the time to create longer videos, your brand could benefit from sharing more in-depth content with your audience.
The entire 300-page report of all things digital can be viewed by visiting the link above, but we'll just talk video content here (page 54 of the report). Of the 10 top-ranking content types, ones that you can easily create from the position of a wine brand include:
* Percentages indicate the weekly social media content type of internet users aged 16 to 64.
- Tutorial or How-To video (31.3%)
- Educational (29.8%)
- Product review (27.7%)
- Influencer videos and Vlogs (26.7%)
Bonus tip: utilize the other platforms to boost your YouTube views. Post clips or stills from your videos on your other platforms and include a link to the full video on YouTube in the caption.
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, more posts 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.