Small Winery Marketing on a Shoestring
Summary
TLDRDieses Video skizziert Strategien für kleine Weinbaubetriebe, um ihre Marketing-Budgets effizient zu nutzen. Es betont die Wichtigkeit von E-Mail-Marketing, einer gut optimierten Website und zielgerichteter Facebook-Werbung. Lernen Sie, wie Sie Ihre Mailingliste erweitern, Ihre Website attraktiver für Abonnenten gestalten und Facebook-Werbung richtig einsetzen, um mehr Umsatz zu erzielen, ohne Geld zu verschwenden.
Takeaways
- 🍷 **Wirtschaftliches Marketing für kleine Weinbaubetriebe**: Das Video diskutiert Strategien für kleine Familienweingüter, um ihr Marketingbudget effizient zu nutzen.
- 💰 **Kapital- und Zeitmangel**: Kleine Weinbaubetriebe sind oft auf begrenzten Ressourcen angewiesen und müssen klug mit ihnen umgehen.
- ❌ **Vermeidung von kostenintensiven, niedrigen-Rendite-Optionen**: Reduzieren oder Stoppen von Aktivitäten wie Vertriebsfoörderungen oder In-Store-Vorstellungen, um Kosten für effektivere Taktiken freizusetzen.
- 🛠️ **Technologienutzung**: Die Nutzung von Technologie ist eine kostengünstige und zeitsparende Methode, um Verkäufe zu beschleunigen.
- 📈 **Skalierbarkeit**: Die im Video vorgestellten Strategien sind skalierbar und kosten wenig zu implementieren im Vergleich zu herkömmlichen Verkaufsstrategien.
- 📧 **Email-Marketing**: Die E-Mail-Liste ist entscheidend für die Umsatzgenerierung und sollte entsprechend gepflegt werden.
- 🌐 **Website-Optimierung**: Eine moderne, benutzerfreundliche Website ist entscheidend für den Verkauf von Wein online und sollte regelmäßig überprüft und aktualisiert werden.
- 📊 **Analyse-Werkzeuge**: Google Analytics und ähnliche Tools sind wichtig, um den Erfolg der Marketingstrategien zu messen und zu optimieren.
- 🎯 **Zielgruppenansprache**: Facebook-Werbung kann effektiv sein, wenn sie richtig gemacht wird und die Zielgruppe präzise anspricht.
- 📈 **Konversion statt Reichweite**: Bei der Planung von Facebook- und Instagram-Werbung sollte der Fokus auf der Konversion von Nutzern in Kunden liegen, anstatt nur auf Reichweite.
- 🚫 **Boost-Button vermeiden**: Der Boost-Button sollte vermieden werden, da er in der Regel zu geringer Konversion führt und ineffizient ist.
- 🔍 **Auswahl geeigneter Agenturen**: Bei der Entscheidung, Facebook- und Instagram-Werbung an eine Agentur zu outsourcen, sollte sorgfältig geprüft werden, ob die Agentur die richtigen Kenntnisse und Strategien besitzt.
Q & A
Was ist das Hauptthema des Video-Skripts?
-Das Hauptthema des Video-Skripts ist die Marketingstrategie für kleine Weinbaubetriebe mit begrenztem Budget.
Welche Ressourcen fehlen häufig kleinen Weinbaubetrieben?
-Kleine Weinbaubetriebe fehlen häufig Geld und Zeit für Marketingaktivitäten.
Was sind die Hauptgründe, warum kleine Weinbaubetriebe aufwändige, low-return Marketingoptionen vermeiden sollten?
-Hohe Kosten und niedrige Renditen, da solche Optionen wie Vertriebsfoörderungen oder In-Store-Vorteilstesten oft wenig effektiv sind.
Welche Rolle spielt Technologie im Marketing kleiner Weinbaubetriebe?
-Technologie ist entscheidend für die Kosteneffizienz und kann einen großen Einfluss auf die Umsatzsteigerung haben, da sie skalierbar, 24/7 aktiv ist und wenig Kosten verursacht.
Welche drei Hauptbereiche werden im Video zur Verbesserung des Marketings von Weinbaubetrieben behandelt?
-Die drei Hauptbereiche sind E-Mail-Marketing, die eigene Website und die Online-Werbung.
Warum ist die E-Mail-Liste für den Umsatz von Weinbaubetrieben so wichtig?
-Die E-Mail-Liste ist entscheidend für den Umsatz, da sie die Möglichkeit bietet, direkt und kosteneffektiv mit potenziellen Weinkäufern zu kommunizieren.
Was ist die Empfehlung für kleine Weinbaubetriebe, wenn es um die Gestaltung ihrer Website geht?
-Sie sollten eine neue, mobile optimierte, schnelle und sichere Website haben, die einfach zu navigieren und zu shoppen ist.
Was sind die Hauptfehler, die bei der Verwendung von Facebook-Werbung gemacht werden?
-Ein Hauptfehler ist das Boosten von Posts, da es ineffektiv ist, nicht zielgerichtet und von niedriger Absicht getrieben wird.
Was ist der Hauptunterschied zwischen effektiver Facebook-Werbung und dem Boosten von Posts?
-Effektive Facebook-Werbung zielt auf eine zielgerichtete und anziehende (pull) Strategie, während das Boosten von Posts eine unspezifische und ablehnende (push) Strategie ist.
Welche Fragen sollten vor der Zusammenarbeit mit einer Agentur gestellt werden, um die richtige Wahl zu treffen?
-Man sollte überprüfen, ob die Agentur Facebook Lead Ads nutzt, A/B-Tests durchführt, Custom und Lookalike Audiences verwendet und für Umsätze und Konversionen verantwortlich ist, anstatt nur für Vanity-Metriken.
Wie kann man die Qualität einer Agentur für Facebook- und Instagram-Werbung überprüfen?
-Man kann Facebooks Ads Library nutzen, um die laufenden Anzeigen der Agentur für andere Weinbaubetriebe zu überprüfen und deren Effektivität zu beurteilen.
Was ist der Hauptfokus von Facebook- und Instagram-Werbung für kleine Weinbaubetriebe?
-Der Hauptfokus sollte darauf liegen, potenzielle Kunden zu finden und sie dazu zu ermutigen, sich für die E-Mail-Liste zu eintragen, um sie dann mit E-Mail-Marketing zu verkaufen.
Welche Rolle spielen Lead Magnets in der E-Mail-Marketing-Strategie?
-Lead Magnets sind entscheidend, um die E-Mail-Liste kontinuierlich zu vergrößern und die Interaktion mit neuen Abonnenen zu fördern.
Was ist der Hauptunterschied zwischen der Verwendung von E-Mail-Marketing und Social-Media-Marketing für den Verkauf von Wein?
-E-Mail-Marketing ist nachweislich effektiver für den Kundenakquisierung als Social-Media, da es eine höhere Konversionsrate hat und direkt auf den Verkauf ausgerichtet ist.
Outlines
🍷 Marketing für kleine Weinbaubetriebe auf kleinen Budgets
Dieser Absatz behandelt die Herausforderungen und Möglichkeiten des Marketings für kleine Weinbaubetriebe mit begrenzten Ressourcen. Es wird betont, dass trotz finanzieller Einschränkungen effektives Marketing möglich ist, insbesondere durch die Vermeidung von kostenintensiven, low-return-Optionen wie Vertriebsfoörderungen oder In-Store-Vortastungen. Stattdessen wird die Nutzung von Technologie als kosteneffizientes Mittel zur Steigerung von Umsatz hervorhöht, insbesondere durch E-Mail-Marketing, die Website und gezielte Werbung.
📧 E-Mail-Marketing als Schlüssel für Umsatzsteigerung
Der zweite Absatz konzentriert sich auf die Bedeutung der E-Mail-Liste für den Umsatz und wie die Größe der E-Mail-Liste direkt mit dem Verkaufskorridor verbunden ist. Es werden 11 Fragen gestellt, um die E-Mail-Marketing-Strategie zu evaluieren, darunter die Verwendung der richtigen Software, die Öffnungsrate, die Einfachheit des Anmeldeprozesses und die Nutzung von Lead-Magnets. Zudem wird betont, dass E-Mail-Marketing eine kostengünstige und effektive Methode ist, um Kunden zu gewinnen.
💻 Die Notwendigkeit einer modernen und kundenfreundlichen Website
In diesem Absatz wird die Bedeutung einer guten Website für den Online-Verkauf von Wein hervorgehoben. Es wird auf die Notwendigkeit einer mobilen Optimierung, schnellen Ladezeiten, grundlegender SEO, niedrigen Bounce-Raten und der Nutzung von Google Analytics eingegangen. Des Weiteren werden Aspekte wie die Sicherheit der Website, effektive Call-to-Action, ein einfacher Einkaufsvorgang und die Verwendung von Privacy-Richtlinien für die Nutzung von Facebook-Werbewerkzeugen diskutiert.
🎯 Facebook-Werbung als zielgerichtete Methode zur Kundengewinnung
Der vierte Absatz erklärt, wie Facebook-Werbung, einschließlich Instagram, richtig eingesetzt, einen der kostengünstigsten und am meisten ertragreichen Wege zur Kundengewinnung sein kann. Es werden jedoch drei Gründe gegen das Boosten von Posts als ineffektiv und teuer aufgeführt. Stattdessen wird die Verwendung von echten Facebook-Werbeanzeigen, die gezielt potenzielle Weintrinker und Käufer ansprechen, empfohlen.
🚀 Die Ausrichtung auf E-Mail-Marketing nach der Kundengewinnung
In diesem letzten Absatz wird erläutert, dass die Verwendung von Facebook und Instagram für die Aufbau von Markenbewusstsein wichtig ist, aber für den Verkauf von Wein die Konzentration auf der Einreichung in die E-Mail-Liste notwendig ist. Es wird betont, dass E-Mail-Marketing für den Verkauf verwendet und nicht nur für die Verbreitung von Newslettern oder Winclub-Mitteilungen. Die Salisbury Creative Group bietet Ressourcen und Schulungen an, um Facebook-Werbung besser zu nutzen.
Mindmap
Keywords
💡Winzer
💡Marketing
💡Begrenzter Budget
💡Technologie
💡E-Mail-Marketing
💡Website
💡Facebook-Werbung
💡Lead-Magnet
💡Konversionsrate
💡SEO
Highlights
Small wineries often have limited resources for marketing, making it crucial to maximize the impact of every dollar spent.
Avoid high-cost, low-return marketing strategies such as paying for new distribution incentives or in-store tasting demos.
Leveraging technology can be a cost-effective way to boost sales, offering significant returns with minimal investment.
Email marketing is a powerful tool for revenue generation, with the size of the email list directly proportional to sales potential.
McKinsey study shows email is nearly 40 times more effective at acquiring customers than social media platforms like Facebook and Twitter combined.
A series of 11 questions are provided to evaluate the effectiveness of current email marketing strategies.
A good email marketing strategy should have an open rate between 30 and 50%, indicating effective audience engagement.
The importance of having multiple subscription forms on a website to grow the email list is emphasized.
Auto response welcome emails and lead magnets are key components of an effective email marketing strategy.
Regularly purging unengaged subscribers and leveraging click segmentation can improve the quality of the email list.
The necessity of having a high-quality website that is optimized for mobile, fast loading, and secure is crucial for online wine sales.
A checklist is provided to evaluate the effectiveness of a winery's website in terms of SEO, bounce rate, and user engagement.
The importance of not boosting posts on social media due to low conversion rates and high costs is highlighted.
Real Facebook and Instagram advertising, as opposed to boosting posts, offers a scalable and cost-effective way to attract customers.
A guide on how to properly use Facebook's advertising tools, including business manager and ad account setup, is suggested.
Outsourcing Facebook and Instagram advertising to an agency should be considered carefully, with a checklist provided to evaluate agency capabilities.
Facebook's Ads Library tool is introduced as a way to view and learn from competitors' ads, ensuring they are not self-promotional.
The distinction between building brand awareness and selling wine on social media is clarified, with a focus on using ads to grow the email list for sales.
The importance of keeping up with technology and adapting to new marketing strategies for small wineries to remain profitable is stressed.
Salisbury Creative Group offers resources and courses on digital advertising and Facebook advertising for small wineries.
Transcripts
- Hi there, I'm Ben Salisbury
with the Salisbury Creative Group.
And today, we're gonna talk
about Small Winery Marketing on a Shoestring.
(gentle music)
Do you own or manage a small family winery?
If so, you most likely have a need
to make every dollar you spend on marketing
go as far as it possibly can.
If there's two things that a small winery has a shortage of,
it's money and time.
This article will show you how to do just that.
You don't need to have a lot of resources to be resourceful.
If there's one thing all small wineries have in common,
it is limited resources to spend on marketing.
In a typical winery operation,
there's so many things that you could spend money on,
it's hard to carve out the necessary funds
for sales or marketing activities.
Also common to all small wineries
is there's a wide array of ways to spend the money.
And the first step to optimizing these funds
is to avoid certain high-cost, low-return options.
Some of the biggest culprits
of these high-cost, low-return options
include paying distributors for new distribution incentives,
paying for in-store tasting demos,
wasting money on boosting posts.
Once you reduce or halt these activities,
you free up funds for tactics
that provide a much bigger bang for the buck.
And getting the most with the least
is what this video's all about.
If you want to accelerate your sales on a shoestring budget,
there's no better, more cost-effective way
than by leveraging technology.
In fact, of all of those things
you could spend your money on,
tech holds the biggest bang for the buck.
It also will save you a lot of time.
The strategies in this video are infinitely scalable,
work 24/7, and cost very little to implement,
especially when you compare it
to some of the more common strategies for selling wine.
In this video, I'm gonna cover three main areas
and I'm gonna be covering a lot of ground,
so stick with me.
The three main areas I'm gonna be covering
are your email marketing, your website,
and your advertising.
Tech and wine-making are often perceived
as being very far apart from each other.
It's easy to be passionate about growing grapes,
making wine, and watching customers' faces light up
when they taste your offerings.
Technology is far less sexy.
Here's the reality though.
There are tens of thousands of wine brands
competing for the same customer.
And if you wanna rise above the crowd,
you'll need to unleash the awesome power of tech.
This video will show you how to sort through this
and put together a solid game plan.
So let's talk about email marketing.
Your email list is the point of the spear
for revenue generation.
First of all, you must accept,
small wineries everywhere must accept
that their ability to sell more wine
is in direct proportion to the size of their email list.
Finding and attracting potential wine consumers
and then enrolling them onto your email list
is not only the best way to sell more wine,
but it's also the most cost effective.
According to a McKinsey study,
and I'll put a link to this study
in the description of this video,
email remains a significantly more effective way
to acquire customers than social media,
nearly 40 times that of Facebook and Twitter combined.
Now, I want to help you
evaluate your current email marketing strategy.
And the way we're gonna do this
is I'm gonna ask you 11 questions.
I'm gonna go really fast, but you can pause this video.
And also, if you want these 11 questions in writing,
the content in this video
is also in one of my latest blog posts.
So I'll put a link in the description,
and you could always access the written version,
the transcript, if you will, of this video.
So here are the 11 questions.
One, am I using the right software?
Can it do all the things I need it to do?
We're talking about automations, integrations,
segmentation, and engagement reports.
Number two, what is my open rate?
A healthy email marketing strategy
should be between 30 and 50%.
Most people settle for far less than that.
This is a sign that I'm sending the right content
to the right audience.
Number three, are there multiple places,
forms on my website for people to join my list?
Number four, do my email signup forms
require only first name and email address?
This has a dramatic effect on your conversion rates.
Number five,
am I providing compelling reasons to join my email list?
Number six, do I have an auto response welcome email
set up correctly that fires off automatically
each time a new subscriber joins my list?
Number seven, am I making effective use of lead magnets
to continually and consistently grow my email list?
Number eight, am I making use of automated nurture sequences
for new subscribers,
especially those that enrolled from my lead magnets?
Number nine, do I regularly purge cold subscribers,
unengaged subscribers from my email list?
Number 10, am I fully leveraging click segmentation
in order to segment my list according to interests?
number 11, do I have an effective strategy
for sending out drip and email broadcast?
Now, if you cannot answer yes to all the questions above,
the good news is it's not inexpensive to fix these things
and will have a significant impact on your revenue
once you do.
If you're a small winery in a shoestring budget,
you must move email marketing
to the top of your strategy list
because it's so effective and it's so inexpensive.
Now let's talk about your website.
I can't tell you how many bad websites I see out there
where people are trying to sell wine online
from these horrible websites.
Look, this is the truth,
you can no longer afford to have a mediocre website.
The competition is just way too fierce.
These buyers are not gonna put up
with your clunky, old school websites.
So if you haven't built a new website recently,
and I know this video is about a small winery marketing
on a shoestring, I'm here to tell you,
you don't need to spend a lot of money redoing your website.
I can guarantee you this though,
if you keep operating with a crappy website,
you're never gonna reach your sales goals.
So get a pen and paper out and figure out,
if I spend X to get a brand new website
that does everything I need it to do to sell more wine,
how long is it gonna take me to recover the cost?
You'll never get there if you keep using the site you have.
So to help you along
and help you evaluate whether or not your site
is doing the job or not,
I've got a checklist of things to consider
as you evaluate your current website.
I'm gonna put the checklist up here
and I'm not gonna talk about each of these things
very briefly.
So here's the checklist to evaluate your website.
If you want a written copy of this checklist,
just click on the link below, go to the blog post
called "Small Winery Marketing on a Shoestring",
and you can get all of this stuff in writing.
For now, I just wanna rip through this list fairly quickly.
So the first on that checklist is,
is your website optimized for mobile devices?
Something like 60% of your visitors
are gonna be doing it on their phone.
Is your content fresh?
Does it take more than three seconds to load the pages?
Site speed is so important.
Are you leveraging basic SEO
in order to rank well on Google?
How high is your bounce rate?
You should be aiming for 40 to 50%,
ideally, no more than 70.
Are you using Google Analytics
to track your bounce rate, your traffic, your engagement,
and of course your content?
Who visits what content on your site?
Is your website optimized for new subscribers,
or is it nothing more than an electronic brochure?
Is your website secure?
Visitors must feel safe visiting your website.
Are you leveraging effective calls to action?
You need to make it as easy as possible
for your visitors to know what the next step is
they should take on your website.
Is making a purchase on your website frictionless
and easy to execute?
And lastly, do you have a privacy policy on your website?
Because you're gonna need one
in order to execute powerful lead generation tools
from Facebook advertising.
This is a reality check,
the environment for selling wine online
has become increasingly competitive since the pandemic.
You've got about 10 seconds
from the time of visitor hits your website
to decide whether or not they're gonna stay.
The margin of error is unbelievably slim.
You can not afford to operate in today's environment
with a mediocre website.
The good news is, as I said,
this is much easier and much more affordable
than it used to be.
And while we're talking about marketing on a shoestring,
this is essential, you can't do it.
You cannot sell wine 24/7 online
to an unlimited number of people around the country
unless your website's set up properly.
And avoid the temptation to do it yourself.
I know there's a lot of out of the box tools
and you can get online and build your website.
The problem is you're gonna run into complications.
Spend just a little bit more
and build a proper WordPress website.
Now, you can hire WordPress developers,
they're not very expensive.
We could do it for you if you wanna talk to us about it.
This is gonna allow you to build a beautiful website
that's secure, easy to update,
and a dream for consumers to shop.
Once you have your email strategy in place
and working properly,
once you have a great website that's easy to shop
and loads fast and is mobile friendly,
it's time to turn your attention to driving more traffic
so that you can get more website visitors
and get more email subscribers.
So let's talk about Facebook advertising,
and Facebook advertising done right.
The amount of information and lack of knowledge
about how to use social media to drive sales is staggering.
And there's three main reasons for this.
One is Facebook makes it very easy for you to do it wrong.
Number two, what happens on your feed,
the place where you put your posts all the time,
what happens on the feed is way different
than what happens in your advertising,
and you need to know how to optimize both.
And number three,
wineries tend to overestimate their ability
to convert those social media fans and followers
into paying customers.
And so you must be able to make that distinction.
Executed correctly, Facebook advertising,
which includes Instagram,
is one of the lowest cost, highest return ways
to spend your sales or marketing dollars,
but you've got to do it right there.
One of the reasons it's so effective
is it's infinitely scalable
and it's incredibly powerful when you do it right,
so your money goes a long way.
Learning how to do Facebook advertising right
is one of the best things you can do
with your time and money
when it comes to marketing your small winery.
Yes, there is a learning curve,
but it's so worth taking the time
to learn the do's and don'ts.
And once you learn it, you're gonna be paid back
for all that time you spent learning it
because this is gonna transform your business
from a revenue standpoint.
Now, we can't go any further
on the topic of Facebook and Instagram advertising
without covering this, don't touch that Boost button.
There's three main reasons
why you should not waste money boosting posts.
You know how this works.
You create a nice post, you're proud of it,
you want more people to see it,
so you hit the Boost Post button, bad idea, very bad idea.
And here's the three reasons.
One, almost every use of a push strategy
is guaranteed to be a waste of money.
Pushing things out to people is not going to help you.
People don't like brands that are pushy.
And this is reasonable loan not to do it.
What's the alternative?
The alternative is to use a pull strategy
with real Facebook advertising and Instagram ads
that draws people towards you.
They want to learn more.
Your Facebook advertising or Instagram advertising
has to be able to do this.
It's the exact opposite of boosting a post
and pushing things out.
Number two reason not to boost post
is your content is just not targeted.
Just pushing out a post to more people,
which is typically friends of people who like your page,
it assumes your friends drink wine and buy wine.
And the statistics are against you on this.
Something like 43% of adults drink wine,
so right away, you're cutting your potential in half
by trying to boost post
to people who don't even care about wine.
And the numbers drop significantly
when you factor in the frequency or lack thereof,
the number of people who drink wine daily
is a very, very small compared to the general population,
which is what you're doing with your boosted post.
The third reason you shouldn't boost a post
is the level of intention is extremely low
when people click on a boosted post.
They might click on it,
but they're never gonna buy anything, they're just curious.
So it's a little deceptive to see all these clicks
and likes and shares on your boosted posts
because their level of intention is really low.
So this is just not a good idea.
When you get into real Facebook advertising,
which we'll talk about in a second,
you can be very selective,
highly targeted in who you attract,
and so the actions that people are gonna take
are actions like purchasing the wine.
So if the reason you wanna boost a post
is to reach more people,
there's a much better way to reach more people
and one that converts those clicks into customers.
Now, let's briefly talk on the topic
of how real Facebook advertising works.
Now, I won't have time in this video
to teach you how to do it,
but I'm gonna put links in this post
to some resources that you can take advantage of.
Some are free, some are paid, but very inexpensive.
So if you want more training on how to do this right,
we've got you covered,
check out the links in the description of this video.
So here's how real Facebook and Instagram advertising works.
When a winery creates a business manager and an ad account
for their business page on Facebook,
they open up an entirely different world,
powerful advertising tools,
as opposed to simply boosting post, which any idiot can do
and you don't need an ad account to do it,
thank you, Facebook.
If your goal is to reach more qualified buyers
and get them to take action,
utilizing Facebook's full suite of tools
is the only way to spend your hard earned marketing dollars.
The most powerful tools Facebook has
for finding and attracting potential wine drinking,
wine buying customers, those tools are reserved
for those who go beyond simply boosting posts.
And I'm gonna give you, as I said, some links below
that is a great place to start,
a couple of great resources to get you started on this path.
So number one, commit to not boosting posts anymore.
Number two, commit to learning how to do this right.
Hundreds of wineries,
your competitors are doing it right now,
and you can do it too.
And with a little more instruction,
you can do it way better than them.
The reason learning to use
real Facebook and Instagram advertising is so important
is because you get a much bigger bang for your buck.
So I know what you're thinking right now,
"Isn't this something I should outsource to an agency
since they are the professionals?"
So I wanna talk just a minute
about whether or not outsourcing
your Facebook and Instagram advertising is right for you.
Look, no matter how you slice it,
planning and executing real Facebook and Instagram ads
is a complex endeavor.
This is probably why so many small wineries outsource it
to an agency.
But what I wanna cover for you today
is how to tell if an agency
is the right agency to do this with.
And this checklist, yet another checklist,
this checklist is gonna save you a lot of time,
money and aggravation.
So before you sign up with an agency,
ask the following questions.
First, does the agency know
how to leverage Facebook lead ads?
They either do or they don't.
Do they know how to integrate opt-ins to your email software
in order to trigger email nurture sequences?
Do they understand and regularly practice testing
for audiences, image, headlines, and ad copy?
Do they know how to use custom audiences
and lookalike audiences?
Do they know how to leverage lead magnets?
I'm gonna put some links below
for you to check out more information about lead magnets,
spend a few minutes studying up on this
so that you'll know how to address this
with a potential agency.
Do they know how to set up pixels
to track and optimize for various events
like initiate checkout or abandoned cart?
Does this agency typically try to drive cold traffic
to your website and use tactics like Shop Now, Buy Now?
That's a sure sign
you're gonna be wasting a lot of money with them.
Are they willing to be held accountable
for sales and conversions
and not just vanity metrics like likes, clicks,
comments, shares, reach, and impressions?
It's also very important to find out what other wineries
they're advertising for, so you can check out those ads
and see if they look like ads.
Because ads that look like ads are pretty much worthless.
You're just adding to the noise (duck quacks)
and you're wasting a lot of money.
Now, I'm gonna share a very cool tool with you
that most people don't know about,
it's called Facebook's Ads Library tool.
I'll put a link to how to access it in the description.
This handy tool allows you to view any ads
that are currently running on Facebook.
This is like spying on your competitors.
It's served up to you by Facebook.
And ads that are too self promoting
and look like, as I said, are a waste of money.
So find out what other wineries
the agency is doing advertising for,
go look at the ads
and make sure that they don't look like ads
or that they're not trying to sell people
right out of the shoot from the ad.
Remember, as I said earlier,
you use your advertising to draw people to your email list
and you use email marketing to do the selling.
So to close out this section
on Facebook advertising, Instagram advertising,
I wanna talk just a little bit about the difference
between trying to build brand awareness
and trying to sell wine.
Building brand awareness is important, no doubt.
But in order to move the needle on sales,
wineries have to recognize
that you use Facebook and Instagram
to find people and attract them to you,
get them to sign up to your email list,
and then you use email marketing to sell to them.
I know this is a big shift
in the way a lot of people are doing it.
And for those of you that use your email
to send out newsletters and wine club pickups notices,
you're not really leveraging email marketing
the way you should.
I have other resources
that will help you get your head straight on that topic.
So this is really counter
to what most wineries use Facebook and Instagram for.
But it's absolutely the difference
between engagement and sales, and sales is what we're after.
If you're gonna spend money and time
marketing your small winery, you wanna get sales.
Now remember, people don't go to Facebook and Instagram
to shop or to conduct research,
they go to these platforms to be entertained, to engage,
connect with family and friends.
While they're there,
you can take advantage of this traffic
by putting compelling ads, pull ads that draw them to you,
something offering something of value.
With these type of ads put in front of customers,
you can draw them to you,
and the goal is to get them to join your email list.
That's why your website needs to be optimized
for enrolling new email subscribers.
And your advertising needs to be optimized
to get them there
so that they can sign up for your email list.
So let's wrap things up here.
Small wineries can ill afford to waste money,
that's for certain.
So by not spending money on low-return items
and redirecting the limited funds
where they can do the most good,
which is revenue generation,
you can stretch your marketing budget much farther.
Small winery marketing can be complex,
but it doesn't have to be.
Focus on these big three things,
your email marketing, your website, and your advertising,
and you're going to do a lot better
in terms of growing sales.
Now, a lot of the conventional wisdom out there
is just plain wrong, so be careful who you're listening to
because what used to work no longer works,
and it's evolving every week.
In order for a small winery to be a profitable business,
you must keep up with the times and technology
as a big part of that.
Now, if you wanna go deeper on this subject
and you're not sure how to get started,
we have you covered at Salisbury Creative Group.
I'm gonna put a link in the description
that will take you to our digital advertising page
on our website where you can get more resources,
learn more about how all this works.
You can also use it to schedule an appointment
to talk to me or someone on my team.
You may also want to take a look
at our online course catalog which has several great courses
on how to get started with Facebook advertising,
how to leverage lead ads
and all kinds of other great resources
around tech for wine sales, so be sure to check that out.
If you got value from this video,
please give it a thumbs up,
and we would love it if you subscribe,
I'll see you in the next video.
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