Love it or loathe it, social media can be an essential component of any business’ marketing strategy. Both organic and paid social media can be used to increase brand awareness and expand your customer base; in fact 52% of all online brand discovery still happens in public social feeds. This tool can be especially useful for small wineries, or wineries in the beginning stages. Social media is free, accessible and easy to use. If you want to be more targeted and specific, you can use paid social media to ensure your messaging is getting to your ideal audience. Here are some tips, tricks and data on organic and paid social media to help grow your winery’s brand awareness.
Social media best practices
Social media platforms are a great way to make your brand visible to a variety of people your business might otherwise never be able to reach. When it comes to wineries, the platforms that tend to be the most fruitful are Instagram, Twitter, and Facebook. Here are some things to keep in mind with setting up your accounts:
- Brand image. The look and feel of your brand should remain consistent across platforms. Use the same colors, fonts and design elements as your website to help create a strong brand identity that is easily identifiable to consumers across all platforms.
- Network. Consider having a variety of account types in your network; consumers, other wineries, wine-focused publications, partners, and others within the beverage alcohol industry.This diversification can help broaden your reach and brand awareness.
- Content. Though this will evolve, decide the tone and type of messaging you consistently want to use. The most popular types of content shared on social media are videos and images. Having a good balance of informative text content mixed with custom images and videos can create an engaging and dynamic profile for your network to interact with.
When posting, it’s important to maintain a singular tone throughout. In the wine and beverage alcohol industries there is more room for a casual and playful tone of voice than what you’d expect in other industries, like banking or health care. Another thing to consider when starting up your social media is to decide if you will only share your company’s news and be self-promoting, or if you will also incorporate industry news and reshare other content that could benefit your followers. There are positives to both approaches, depending on your goals.
When reaching out to your audience and shaping your message on social media it’s important to consider the platform as well. For example, LinkedIn is the most formal and professional social media site, so using a friendly, casual tone to highlight a giveaway might not be the best strategy. Something along those lines might be better on Instagram or Facebook. LinkedIn is usually used least by wineries but Twitter, Facebook and Instagram are popular platforms for you to reach your consumer audience. These are more casual and informal sites that allow and promote sharing of almost any topic, using any method, to almost anyone.
Paid social media strategy and benefits
When planning paid social media you should consider the same things, like brand imagery, type of content, and tone of voice. But, paid social posting is also different from organic. Paid social advertising can help you narrow in on your target audience so the “right” people are seeing your posts. Paid social ads and the fourth most common way people find new products, with 27% of internet users saying they find new products and brands through paid social ads. When it comes to the content of these paid posts, they should be consistent and similar to your regular organic posts on each platform. They should have a call to action, or CTA, with a link to bring the user to your website, promotion page, or anything else you are trying to drive traffic to.
When using paid social media you may want to start with the platform where you have the most followers or largest network. Before activating, have a clear goal and reason for the post—Do you want more followers? Do you want to increase sales by X%? Do you want people to sign up for your newsletter? Having a clear purpose for the post can help you shape your message and activation strategy.
Create a plan specific to your winery
Whether you’re a seasoned social media pro, or you’re just getting started, creating and executing a social media strategy for your business can have a huge positive impact. Creating specific and measurable goals in the beginning can help you stay on track and prioritize your posting. Harness the power of organic and paid social media, and see your brand awareness and customer base grow.
See how Sovos ShipCompliant can help your winery’s compliance today.