Wine Business Advertising
B2B Advertising to Winemakers
We would all love to advertise in Wine Business Monthly and Wine & Vines but the budget is not always there. And with today's technology there are other options to create awareness about your brand. The coolest most "Big Brother" way to manage your media buying is with remarketing, sometimes known as retargeting. This is a truly amazing feature for online advertising and makes the browsing experience so much better and richer than the old days. By "old days" I mean when we got bombard by messages that were irrelavant to our needs and wants.
It works likes this:
1. Visitor "A" comes to your website. Because you have installed your remarketing tag on your homepage, they get a cookie installed on their browser.
2. Visitor "A" then leaves your website and as they browse the internet they are shown display ads (graphic advertisements) of your company on other websites that are in the ad network (Google Adwords is the most well known).
Want to hear the good news? You only pay if they click on your ads! Even that is a minimal cost.
Wait, it gets better! You can install a seperate remarketing tag on each of your product pages so that you can send the website visitor targeted display advertisements on the product page they were reviewing.
Now the Cons . . .
Research shows that internet users are a little creeped out by the ads following them around wherever they go. They find it intrusive. True, the other option would be display ads that are irrelevant to them and their purchasing decisions - but that is the old guard. And the old gaurd still holds the purse strings in the wine industry.
Secondly, you still have to get the user to your website. And that is not free. You still have to rely on online and offline tactics. We specialize in pay per click search engine advertising, search engine optimization and social media. Press coverage in wine trade journals, referrals and traditional advertising are other great options.
Get Leads from Remarketing Ads
Let's get real, advertising is great and all, but we want leads right? With traditional advertising they may or may not see your ad. The same is true with remarketing advertisements. But there is a way to convert a click to a lead. Instead of making your remarketing display advertisement into a branding campaign, start advertising premium content - like a free ebook on how to make a purchasing decision on a product like yours. You might provide a free webinar on a topic related to your product and the wine industry. Viewers convert into a lead after they have clicked on the advertisement and filled out the form on the landing page in order to subscribe to the premium content.
What is really cool is that the lead source and engagement with your website are all trackable and measurable when you use the Hubspot All-in-One Software. Data allows you to make intelligent marketing and sales decisions. You can track how that prospect converted into a lead - Such as whether it came from a search engine keyword, pay per click advertisement, social media, email referral or direct traffic (direct traffic could be an offline source). In this way, you can see what works and what needs to be tweaked to start working.
All within Hubspot, either you or we (as your agency) can build those landing pages and premium content to drive those leads. All engagement of the lead is measurable and viewable. You can see at what level that visitor has engaged with your website and how much they know. Pretty powerful stuff.
Don't be shy . . .