Small Winery Marketing on a Shoestring

Summary

Dieses 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

00:00

🍷 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.

05:01

📧 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.

10:01

💻 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.

15:02

🎯 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.

20:04

🚀 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.

Keywords

💡Winzer

Ein Winzer ist jemand, der Wein herstellt, normalerweise in einer Familie oder kleinen Unternehmen. Im Video geht es darum, wie kleine Winzer ihre Marketingstrategie auf ein Minimum reduzieren und trotzdem erfolgreich sein können. Ein Beispiel aus dem Skript: 'Do you own or manage a small family winery?'

💡Marketing

Marketing bezieht sich auf die Aktivitäten, die Unternehmen durchführen, um ihre Produkte oder Dienstleistungen bekannter zu machen und zu verkaufen. Im Kontext des Videos bedeutet dies, wie Winzer ihre Weine effizient vermarkten können, insbesondere mit begrenzten Ressourcen. Ein Zitat aus dem Skript: '...how to make every dollar you spend on marketing, go as far as it possibly can.'

💡Begrenzter Budget

Ein begrenzter Budget bedeutet, dass die verfügbaren finanziellen Mittel begrenzt sind. Im Video wird dies hervorgehoben, um zu zeigen, dass es möglich ist, effektives Marketing durchzuführen, auch wenn es wenig Geld für Marketingaktivitäten gibt. Ein Beispiel aus dem Skript: '...Small Winery Marketing on a Shoestring.'

💡Technologie

Technologie wird im Video als ein Mittel präsentiert, um den Marketing-Budget effizienter zu nutzen und gleichzeitig Zeit zu sparen. Es wird betont, dass Technologie eine große Rolle bei der Verbesserung der Verkaufsstrategie spielt. Ein Zitat: '...than by leveraging technology.'

💡E-Mail-Marketing

E-Mail-Marketing ist eine Methode des Direktmarketings, bei der E-Mails verwendet werden, um potenzielle Kunden zu erreichen. Im Video wird betont, dass die Größe der E-Mail-Liste direkt proportional zur Fähigkeit steht, mehr Wein zu verkaufen. Ein Beispiel: 'Your email list is the point of the spear, for revenue generation.'

💡Website

Eine Website ist eine Sammlung von Webseiten, die im Internet gehostet werden und Informationen oder Dienstleistungen anbieten. Im Video wird die Wichtigkeit einer gut gemachten, mobilen optimierten Website für den Verkauf von Wein online betont. Ein Zitat: '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.'

💡Facebook-Werbung

Facebook-Werbung bezieht sich auf die Anzeigen, die auf der sozialen Netzwerkplattform Facebook erscheinen. Im Video wird erläutert, wie Facebook-Werbung richtig gemacht werden kann, um die Verkaufschancen zu erhöhen, und warum das Boosten von Posts nicht empfehlenswert ist. Ein Beispiel: '...let's talk about Facebook advertising, and Facebook advertising done right.'

💡Lead-Magnet

Ein Lead-Magnet ist ein Anreiz, wie zum Beispiel ein kostenloser Download oder eine Sonderangebote, der dazu dient, potenzielle Kunden dazu zu bringen, ihre Kontaktinformationen preiszugeben. Im Video wird dies als eine Methode erwähnt, um die E-Mail-Liste zu erweitern. Ein Zitat: 'Am I making effective use of lead magnets, to continually and consistently grow my email list?'

💡Konversionsrate

Die Konversionsrate misst, wie oft Besucher einer Website einen bestimmten Zielakt – wie das Kaufen eines Produkts – ausführen. Im Video wird die Bedeutung einer hohen Konversionsrate für den Erfolg des Online-Verkaufs hervorgehoben. Ein Beispiel: 'This has a dramatic effect on your conversion rates.'

💡SEO

SEO (Search Engine Optimization) ist der Prozess, Websites so zu optimieren, dass sie in den Suchergebnissen von Suchmaschinen besser platziert werden. Im Video wird SEO als wichtiger Faktor für die Sichtbarkeit einer Wein-Website im Internet betrachtet. Ein Zitat: 'Are you leveraging basic SEO, in order to rank well on Google?'

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.