Wine Social Media Marketing: How to Share with Your Fans
By Courtney Holmes
What to Share with your Facebook Fans: Product, Process, People, Place
Your Facebook page is up. You have a nice cover photo of the vineyards. Your logo fits neatly into the profile picture box. Hours, location, website – check! Now what? Many companies hesitate at this point, not knowing what to share with their Facebook fans. What will they relate to and how do you get them to be interested in what you have to say? Coming up with
creative content for your wine social media marketing is the biggest challenge I see for companies. You want to not only inform your Facebook fans about your product, but also engage with them to build a relationship. Here I have focused on four subject matters that directly relate to the wine industry that will help you get the ball rolling on coming up with creative social media content. I always suggest a visual with your Facebook posts to help quickly engage your Facebook fans.
Product might be the most obvious subject matter of this bunch. Your business objective is to make money by selling your product: Wine! So share your product with your customers often. If you are like most wineries, you have a variety of different types of wine, each offering the customer something unique. This fact alone gives you numerous starting points for informing your fans about your product. Tell your customers about your wines, but also engage them with your product.
What makes your Pino Noir different? Why should your fans want to buy your wine instead of another?
Average Post: Our 2011 Pino Noir is ready! Come try today!
Better Post: For our 2011 Pino Noir, we chose coastal vineyards that ripen grapes to vibrant black cherry character. Aging in both French and American oak contributed subtle notes of vanilla, and a dose of Syrah added an accent of pepper. Pouring for the first time in our tasting room today!
When your product is on sale or discounted, give your customers relative information or useful tips with the post. This makes the post read less sales-y to your fans.
Average Post: Our Chardonnay is on sale this week for $10/bottle.
Better Post: Our Chardonnay is on sale this week for $10/bottle. It complements this Grilled Salmon perfectly. (LINK TO RECIPE) What do you like to pair with your Chardonnay?
At each winery, the journey from vineyard to bottle is a similar process. But there are definitely aspects of your process that make your winery and your wine unique. I’m not talking trade secrets here, but do share some of the process with your Facebook fans. Clue them in on the behind-the-scenes toils at your winery and they will feel like they are part of your journey. Tell them about how the harvest went today. Show them the wine being transferred from the stainless steel tanks to the oak barrels. Update them on how the Cabernet Sauvignon is aging. By educating your Facebook fans about your wine making process, they will connect with your wines on a deeper level.
People connect with people. Your Facebook fans want to know who is behind your brand. From the tasting room host to the vineyard manager, share with them who is behind your fabulous wines. Introduce them to who will be in the tasting room this weekend. Let them know your winemaker just got back from a trip researching varietals for your next vineyard. Show them how you celebrated an employee’s birthday today. Your employees are the living representatives of your brand. When your Facebook fans connect to them, they connect to your brand.
Your winery is a unique place. From the vineyards to the tasting room, there is nowhere else quite like your winery. Bring your Facebook fans into your world by sharing the qualities that make it so exceptional. Show them how the tasting room was designed with influences from a small Italian town. Tell them why the area you are located is so perfect for growing pinot gris. Share the story about how the main gate was custom built for your winery’s grand entrance. The place you have chosen for your winery is as special as the wine you produce. Let your Facebook fans discover your world by sharing the heart of your place.
The truth is, it’s not always about what you share with your fans, but how you share the information. Provide them with a combination of facts, interesting information, intriguing content, and unique stories and you’ll be well on your way to building quality relationships with your Facebook fans.
Authors Note: Kelsey Follett
Follett is the President at Twelve Anchors. Dedicated to providing the full scale of marketing services, Twelve Anchors provides companies with the expertise they need, on a scale that is right for them. From branding and advertising to social media and event coordination, Twelve Anchors helps businesses advance themselves with the right combination of professional marketing services.