Sell Wine or Bust: Social Media Is A Winery’s Secret Weapon to Survival

Wine cellar

Computer Shopper published this deansguide article 9-11-09

Is there empirical proof that social media sells wine? If you take my experience, as an example, it does sell wine. If you are a Chief Marketing Officer, Wine Tasting Room manager, or anyone tasked with selling wine you may say no to social media. You may have created a Facebook page. You may have registered on Twitter. You may have even established a blog. Yet all of your efforts have fallen flat with a resounding thud! No uptick in sales, no mad rush to the tasting room, no phone lines burning off the hook. What happened? You forgot to do a lot of something-here are 6 reasons nothing has happened yet:

  1. Participation: you set up your Twitter, Facebook, blog, and LinkedIn presences thinking they would run themselves with minimal participation- wrong
  2. Plan: you showed up on each network without a plan to engage, a strategy, or a purpose
  3. Call to Action: you don’t ask your audience to do anything; your messages simply make statements without a compelling reason for audience participation with you
  4. Targeting: you utilize the “more the merrier” approach where you will shotgun your messages without targeting the audience that is most interested in your products and services
  5. Twitter: you are not utlizing Twitter as a source of sales leads and list building with consumers as well as businesses
  6. Facebook: you are not utilizing Facebook as your customer relationship management tool to build and maintain customer loyalty
  7. Measurement: you are not developing a system to track and analyze which messages are working to engage with customers, which messages are eliciting a call to action. Without this information, you can NOT continually tweak your strategy and messages to improve results

Next Step Calls To Action: Ask For The Order Or Lose Your Business

PattonCourtesy George S. Patton Wiki

Business is a process of strategies that require next steps and calls to action. It is a process of moving forward. In the malady of economic conditions businesses face today, to not ask for the order or to not create a call to action for your consumers is the first step to complete collapse. Although social media is not about the hard sell in your face sales closing pitch; it does provide companies the space to ask for the order or create a call to action with the right tone and in due time.

If you do not ask your audience to take the next step, to do something you want them to do, or to invest in your company, your company will remain stagnant with little growth-and then fail.

7 Call to Action Examples

  1. Send me an invitation with a money saving incentive.
  2. Share links to valuable tips that I can use and associate with your products or services.
  3. Invite me to read spotlights or view photos of other customers experiencing your products or services.
  4. Make me aware of events associated with your products or services.
  5. Ask me for feedback on how you can make your product or service offerings more appealing.
  6. Invite me to share how your products or services are playing a role in my life.
  7. Educate me on how your products or services are helping others.

The bottom line: Message with purpose. Before you hit that magic “share” button, ask yourself if the message supports your business goals. Time is money.