Sell More Wine!
Once, visitors came to your winery to get the fill experience of your wines. Now, they visit your winery digitally and what they experience when they visit your website will influence what they purchase.
If you truly want to achieve online success, you need to think of your website as a business NOT an online brochure. If results are what really matters, can prospects visiting your website take an action that starts a conversion process?
Your website should be the hub of all your marketing activity- meaning that this is where you want the revenue-producing engagement to happen.
A web business is a strategic online engine that guides users, separates prospects from suspects and invites action to be taken through a great offer ending in possible sales.
Does your website entice people to join your inner circle and incites them to take action- subscribe to your newsletter, join your Wine Club and Buy Wine online?
Wineries are starting to recognize that direct-to-consumer is the best way to retail. Profitable, recurring e-commerce isn’t simply a website or an e-commerce cart. It’s a whole new line of business.
To be successful digitally, wineries need a step-by-step digital sales and marketing strategy.
Step-by-Step Digital Strategies
We’ll work side-by-side with you to develop and execute creative, comprehensive and effective strategies that get the most out of your online marketing dollars. Our goal is to help YOU leverage the power of the internet to successfully connect with your consumers and grow your business.
- First off, we start by gaining an understanding your objectives, goals and vision.
- Once we’ve formed key insights into your business and assessed your current marketing tools, we collaboratively research new opportunities and craft practical solutions.
- Next, we develop a step-by-step digital strategy specific to your needs.
Winery Websites: Great Design drives Sales
A thoughtful website encourages users to explore and interact with your brand. Your website should be a primary marketing tool, where you collect email addresses, take orders, and post updated content about your business. It’s where you can foster a deeper understanding of your brand, and connect with customers.
Your website should effectively converts visitors to customers and tell your unique story.
We create, design and develop WordPress websites and blogs that can transform your winery into an internet marketing powerhouse. Wordpress is one of the easiest ways to integrate SEO, plus can also be paired with various e-commerce platforms to provide a full management solution. WordPress is easy to update – every website is created in WordPress, an easy to use Content Management System. That’s right, you’ll have the ability to change all text, images and add pages & posts on your website.
We can create a unique design based on your current website, or re-design your website to reflect your winery’s individual character and style.
We’ll spend the time to consider the visitors’ experience through our website development planning process. Every website we build has a built in feature for SEO, so you can change your keywords as needed. A key component for a winery website is the use of great photography.
Calls to Action: Use better Calls-to-Action on your signup forms, and to encourage visitors to offer their email to you. Email marketing is consistently the number one way to generate online sales for wineries.
We’ll show you how to create teaser text in your product descriptions that highlights member/club discounts and encourages new signups.
Customer Reviews:Customer reviews are becoming a hugely important signal for both search engines and potential consumers.Encourage customer reviews, both on and off your website. You should definitely have a Yelp, Foursquare, TripAdvisor, and Google+ page for your business. Include a brief note in your email campaigns that encourages people to leave their reviews, and include a widget on your website doing the same.
So many people use their mobile phone to look for wineries when they’re out tasting. Can customers find your winery on their phone when they search for nearby wineries? Mobile usage continues to explode, and as more people visit your site on their Android, iPad, iPhone, or Tablet PC, you’ll need to make sure they get the same quality user experience that your desktop version delivers.
The most cost-effective, web-strategy to pursue that can help you reach your mobile customers is a responsive website- it allows you to have a website that looks great across a wide array of screen sizes and resolutions.
Capture the Hearts and Minds of Viewers with Videos
Capturing motion with professional equipment that would fit under any budget and leveraging Social Media, we create videos that capture the minds and hearts of viewers and make people feel like part of your winery.
Call to Actions – Do you have action graphics on your website? For instance, what do you want your potential customers to do: Call? Sign up for your newsletter? Sign up for your Wine Club? Buy Wine Online? We can create custom graphics to fit your needs.
As your winery moves to take advantage of social media, we can help you add a new Facebook page, YouTube channel and Twitter features. We’ll also make it easy to subscribe to your newsletter and join your wine club.
If your winery’s website needs updating or you need a new site, we can update old websites or create new website designs that will fit your budget and needs.
Drive Conversions with Content and Videos
Content is King
The old saying, “Content is king” still reigns supreme, and it’s more important than ever to develop content to spread across digital channels.Content strategy elevates the game to help you organize all contact points in your digital sphere around the same messages, clear information architecture, searchable terms, and compelling words. Wineries need to better translate the experience which customers have in their tasting room to the one they have online. Winery brands can increase their overall exposure and awareness by creating compelling content at every stage of the customer journey.
We’ll make the content of your site, email campaigns, and Social Media efforts exciting and engaging.
Leverage content and videos to drive conversions. Wine transcends so many different markets, and it’s a lifestyle that appeals to so many people. A recent comScore study shows that online video viewers spend 20% more on e-commerce than the average Internet user. We’ll help you create videos to post on YouTube, or an infographic that shows the different types of wines and their flavour profiles.
Wine Product Pages with Peer Reviews
Studies have shown that next to trial tastings, friend and peer recommendations are the second biggest driver of wine sales. We’ll help you incorporate wine product pages with peer reviews in your e-commerce solution. The future of online sales is in integrating Social Media in your website, aka social commerce. We’ll help you engage your customers right on your site so they won’t have to leave to read a review elsewhere.
Online Wine Clubs
Having an online wine club sign up is an absolute must! We’ll help you create a place for your wine club sign up form on a clearly labeled section of your website. We will create a page for the wine club explaining its details. We will help you use Google Analytics to measure your results.
Search Engine Optimization
Through editing and organizing your website, Search Engine Optimization (SEO) is an effective way to increase your winery’s website presence online through search engines. We will create an in-depth analysis of your current online marketing efforts and provide a cohesive strategy and recommendations to increase your winery website’s online presence. We’ll help you tweak your site to drive more visitors.
We’ll help you ensure that your website is optimized for those terms that you’re bidding on, so you can attract organic visits (which you don’t pay per click for). Optimize your website to drive increased sales.
It’s very easy to test the conversions that come from search traffic, which makes it a very easy to increase your ROI.
In order to get more email sign ups, you must increase the amount of people that visit your website. There are two basic ways to increase your web traffic. One, is free with things like blogging, Facebook, Twitter, etc.
The other is paying for Pay per click ads, like Google Adwords or banner ads.
We’ll help you create a professionally managed Google AdWords Campaign that will not only bring traffic to your site, it will be highly targeted traffic full of likely customers.
Build Mindshare, Publicize Your Brand and Create Interest in Your Wines. We can help you target and connect with wine bloggers for the potential of reviews, mentions and feature articles. Gain reach when your blog posts are tweeted, shared and disseminated over the internet.
Choosing an E-Commerce Solution
Choosing an inexpensive e-commerce solution means less functionality such as fewer payment gateways, limited pricing, discount and promotional features and less product catalogue functionality. Not to mention the quality of the user experience. In addition, sites that aren’t optimized for mobile and tablet devices will not be able to compete with those who are.
Finding a flexible winery e-commerce solution can be a daunting task. You want a system that is flexible and gives you room to grow and change. Wineries need an e-commerce system to manage release periods, e-commerce and offline orders, allocations, and wine club shipments — all while preserving the sophistication of the winery’s message.
- We’ll help you select an e-c0mmerce partner that’s focused on the technology-enabled business and user experience of modern DTC sales- a solution that is custom built for wineries.
- We’ll help you make sure that your e-commerce site is easy for the consumer to use and navigate.
- We’ll also make sure that every offer you send has a sense of urgency and a clear call to action.
The Customer E-Commerce Experience
We’ll walk through your holiday promotions, special offers, and gift offerings. We’ll take some time and look at these offerings through your customer’s eyes. We will review your entire checkout process and look objectively for any barriers. For example, we’ll ensure your calls to actions and buttons guide the checkout process. We will also review the order confirmation process, look at order tracking, and determine if the order shipped in time.
Action emails are a pre-written set of email messages that are sent based on an event or triggered action your customer takes, (orders for the first time, abandons a shopping cart, repeat purchase, etc).
Your customers expect to receive your recommendations based on their purchase history and web browsing profile. We’ll help you create personalized action emails that have a clear call to action. We’ll make sure your email design matches your brand – logo, color scheme, images and tone of voice.
Track your Online Sales with Google Analytics
Google Analytics can provide your winery with metrics and customer data that you can use to make educated decisions. Google Analytics:
- Helps you analyze visitor traffic and paint a complete picture of your audience and their needs, wherever they are along the path to purchase.
- Shows you the full customer picture across ads and videos, websites and social tools, tablets and smartphones. That makes it easier to serve your current customers and win new ones.
Google Analytics is a powerful tool. It’s very important to set up your goals correctly and track what really matters. Measure the success objectives that are unique to you and your website. There are hundreds of analytic measurements you can conduct on your website. Unique visitors, page views, top content, where people are visiting your site from, are all great things to look at.
The two most powerful, but often overlooked measurements are conversion rate and customer retention rate.
Conversion rate is the total number of sales divided by the total number of people visiting your site.
Customer Retention Rate refers to the percentage of customers that continue to return as customers with you after a given time period.
Google Analytics provides you with valuable data about your website visitors, including who’s buying and where they’re coming from.
- We’ll help you segment your traffic (organic, referring, etc) and identify the sources that bring the highest conversion rates.
- We’ll also help you set up goals on your website – to track newsletter signups, or stages in the buying process (add to cart, checkout, receipt pages).
We’ll help you leverage Google Analytic’s data to monitor the following numbers:
* Bounce Rate –The bounce rate shows you how many people came to your site and immediately leave.
* Traffic Source –The traffic source identifies how people found your website. Do they find you by Search, Referral or Direct? Which Search Engine drives the most traffic to your website?
* Attrition Rate – The number of members active at the beginning of the month who are still active at the end of the month, expressed as a percent.
* Conversion Rate – Sign Ups vs. Visitors
* Completed Orders– The number of web orders
Sell More Wine Online! Contact Us today for a free consultation.