Why should wineries use social media?
April 12, 2021 3:15 pm
Social media has dominated every industry, and the wine industry is no exception.
There are over 3.8 billion social media users globally, with nearly 60% of the world’s population already online.
Everyone knows now that social media provides a direct link between businesses and their customers.
From picking wine at a restaurant, having a wedding at a winery estate, and selecting a special celebration bottle, people are passionate about wine. They have emotional and personal connections to the wine and wineries they taste and visit.
The passion is evident with an entire online culture built around wine, from blogs, podcasts, social media accounts that showcase people sharing their experiences.
However, it’s hard for wineries to cut through the competition and stand out on social media. Many lack a focus or a strategy and are posting on social media because their competition is. But once you have the “why”, you’re bound to field successful results.
Let’s take a look at why wineries need to be active on social media.
To increase brand awareness
The first step in the marketing funnel sounds simple enough. Social media can increase brand awareness simply because it is a place where many people are active, meaning you’re very likely to reach potential new customers.
Consumers like to purchase from wine brands they recognise and enjoy. Social media allows for easy and effective brand building. From posting about the vineyard flowering to new vintage releases, social media will enable your winery to stay top-of-mind every time a follower scrolls their feeds.
The importance is evident with Sprout Social’s annual Index finding that 75% of consumers say they’ll increase their spending with brands they follow on social.
To create and grow an engaged community of brand advocates
Gone are the days where professional wine connoisseurs could spell the end of a winery’s reputation. Thanks to social media, the power is now in the consumer’s hands.
Did you know that 57% of consumers will stay loyal to a brand if there is more human interaction? It is essential for every customer interaction, whether it be a comment on a Facebook post, an Instagram story or direct message, to feel like an actual human being is on the other end and personally responding.
Once businesses engage in a two-way conversation, other followers see this and want the same interaction. It is then more likely they will begin posting about your business on social media or leave a comment on a post. This turns them into advocates helping spread the word about your winery.
To provide excellent customer service
Good social media serves as an effective customer service tool for wineries. Followers are just a few clicks away from speaking directly to you. Whether it be about opening hours, cost of tastings, wedding enquiries, solid customer service helps build a good reputation.
On the flip side, customer service can also serve as a focus group; if people are continually asking the same questions, it can inform content ideas.
To tell compelling stories
A winery’s social media is an extension of the company itself and thus should be an experience.
Utilise all the features of social media such as Reels, IGTV, Facebook Live to make your followers feel like they are there, on the grounds at the winery.
You can share many key moments as a winery, from the vineyard sprouting, award wins, handpicking the cabernet to the wine plunging process. Highlighting this will make your followers feel connected to your brand, similar to visiting in person.
To connect with influencers
Thanks to social media, it is easy to build relationships with influencers. Talking to them is just a click away! Once you have a relationship, you can send them wine to review, ask them to collaborate on a new release, or invite them to visit your winery. If an influencer posts about you, it can expose you to a new audience.
To support paid social media
Organic social media campaigns are a great way to establish your wineries personality and voice, build relationships and engage customers. Paid social media is the best way to target new audiences to your winery and convert them to customers.
Organic and paid social media strategies need to be synced together as they don’t work well without the other.
If users are served a paid ad and click on your profile and see a minimal organic social presence, they’re unlikely to engage further.
All in all, social media is the ultimate marketing resource for wineries that can help increase awareness and grow an engaged community of fans.