5 Ways Our Approach to Marketing Wine Has Evolved

In the dynamic world of wine marketing, adapting and evolving is crucial for success. Over the years, I’ve shifted my approach in several key areas. Here’s a look at five significant changes that have yielded better results.

1. From Styled Photos to Authentic Content

I used to believe that highly professional (and expensive) photos and videos were essential for social media success. While they look stunning, they often lack the authenticity that resonates with audiences.

What I’ve Learned: Authentic, real-time content has a significant impact. Shifting to genuine, behind-the-scenes content improved a client's sales by 24% year over year. People connect more with real moments than with polished perfection.

2. From Audience Testing to Creative Testing

Initially, I focused heavily on testing different audiences for Facebook ads, thinking that finding the right demographic was key. However, as the platform has evolved and audience targeting has become more automated, it’s become clear creative elements of the ads themselves are far more critical.

What I’ve Learned: Creative testing is paramount. Using tools like Advantage+ Audiences and dynamic creative options can dramatically improve ad performance. It's the message and visuals that capture attention, not just the targeting parameters.

3. Embracing Influencers

I was a bit late to recognize the power of partnering with influencers. They offer a credible and relatable way to reach new audiences and significantly boost visibility on social media.

What I’ve Learned: Influencers are one of the best and most cost-effective ways to increase social media visibility. I wish I had embraced this strategy sooner for my clients.

4. Shifting to an Approachable Brand Voice

In an attempt to sound knowledgeable and sophisticated, I initially crafted brand voices that were too heavy on wine lingo. This approach can inadvertently push away potential customers who aren’t well-versed in wine terminology.

What I’ve Learned: An approachable and friendly brand voice is more effective. Simplifying the language and making it more relatable can help in engaging a broader audience. Remember, not everyone is a wine expert!

5. Investing in Ecommerce Basics

Another critical oversight was not advocating strongly enough for investments in ecommerce fundamentals. A great online presence is essential for driving sales and building brand loyalty.

What I’ve Learned: Investing in ecommerce basics is crucial. Ensure your winery has a stellar website, professional email marketing services, and a well-planned budget for digital advertising. These elements form the foundation of a successful online marketing strategy.

Final Thoughts

Marketing wine effectively requires a delicate balance of creativity, authenticity, and strategic planning. By embracing these shifts in my approach, I’ve been able to drive better results for my clients. Staying flexible and open to change is key in the ever-evolving landscape of wine marketing.