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Michael Meisner
Manager, Digital Marketing Services

1

1
1:00-1:15 Check-in & Introduction
1:15 – 2:15 Website Optimization
2:15 – 3:15 Content Marketing Strategy
3:15 Break
3:30 ...
3
The opportunity for DTC wine sales
continues to grow each year.

4
10% rise in both value and volume DTC shipments of
wine over past twelve months.
Rose, Sparkling Wine and Pinot Noir saw t...
6
In Thomas Friedman’s “The World is Flat,” he provides ten key events
in history, such as the collapse of the Berlin wall a...
“We decided back in 2007 for our @1000 case Sonoma County Pinot
Noir Winery to forgo distribution all together, and place ...
Drive traffic. Get leads. Make sales.
But first, make sure you have a decent
website.

9
10
11
Not bad:

Much better:



Use keywords and phrases before brand name. Keep it
short and descriptive.
12
13




14

Use descriptive
image name, i.e.
“carneros-pinotnoir.jpg”
Include ALT tag
“Domaine
Carneros Pinot
Noir”


http://www.polariswines.com/index.cfm?method=page
s.showPage&pageid=a189049a-ab78-a3c0-2ff4d1f9c059f6d

VS.


http://w...


Use contextual
links to guide
users to relevant
pages on your
site.

16
17
2.
1.

1.
2.
3.
4.
5.

3.

5.

4.

18

Quality images
Product title
Teaser
Call to action
Add to cart
19





Focus on using keywords in titles, headings, images, and
page URLs.
Write descriptive meta descriptions for each ...





41% lift in revenue per visitor for wine retailer
Google webmaster tools
Free on-page SEO audit

21
Why customer experience optimization is
the new search engine optimization.

22
I don’t really “do” SEO anymore.
Instead, I build brand awareness, positive perception, and
market share by shaping experi...
SEO

24
25
26
27
28
29
30
31
32
33
34
35
36
Add reviews to your product
page with proper data
formatting.

Which provide users with extra
information in search result...
38
Crowdsourced content = minimal
effort on your part, big engagement.
Take a photo at winery, or while
drinking wine. Pretty...
40
41
42
43
44
45
46
http://www.quicksprout.com/case-study-techcrunch
47
48
49
50
51
Use local search marketing strategies to
you connect with nearby visitors and drive
more traffic to your tasting room.

52...
http://robertgreiner.com/2012/11/increase-sales-by-improving-local-search-results/
53

53
Google delivers
search results specific
to your location, as
shown in the “local
listings” to the left. If
you type “winer...
55
http://www.brightlocal.com/2011/04/12/local-search-marketing-survey-results/
56







Get listed in the Big 3 (Google,Yahoo, Bing)
Each business listing needs to use a uniform name,
address and pho...
If you’re looking for a clever and easy way to help optimize
your website for your local region, use these easy tactics.
U...
http://www.yelp.com/
http://www.citysearch.com/guide/portlandor-metro
http://businessfinder.oregonlive.com/
http://www.sup...
Every major wine region has at least a few websites dedicated to promoting the area, and sharing
information about the loc...
Be sure to update listings beyond your website to gain
more exposure.
 http://www.oregonwines.com/calendar/
 http://www....
Google displays local search results using business Places listings as the primary
results.
62
It’s absolutely crucial to have a
Google+ Local/Places page
claimed and optimized for
your business.
1. Listing is claimed...
Suppose you notice that a certain winery always shows up when you
search for “wine tasting”. Copy their address, and then ...
It’s important to consider how your website content reflects your region. Do you have
a unique page describing the vineyar...









Include regional terms in page titles and descriptions. For example, your
homepage might use “Extraordinary ...
Be sure to include relevant
keywords and phrases in
your page titles. As you see
here, when searching for
“Oregon wine tas...
Ubersuggest.org
Type a phrase in the search box, and
Ubersuggest will scrape every single
Google autocomplete suggestion f...
Consider monitoring terms
like “wine tasting,” and “winery
recommendation.” Make a
habit of checking to see
whether you ca...
Use Adwords express to buy local traffic to your places page.
70
Notice how adwords express helps you gain visibility for nonbranded terms like “winery”. These are highly targeted visits
...
Any local business looking to increase foot traffic through their door
needs to take advantage of the increasing amount of...
73
Measure your efforts and track success.
Learn and improve.

74
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Practical Strategies to Increase Wine eCommerce Sales

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The "Practical strategies to increase wine ecommerce sales" class includes tips and strategies that you can use to increase your website traffic and sell more wine direct to consumers. We'll cover a variety of topics, including basic website search engine optimization (SEO), content marketing strategy, email marketing, and Google Analytics. You'll learn how other wineries use these strategies to effectively drive online sales, increase brand visibility, and make smarter choices using data and experiments.

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  • Where are the restrooms?
  • Want to begin by exploring some of the trends behind ecommerce wine sales. Explore the opportunity.
  • I think in many ways, being small and agile is better, and provides more flexibility. Competing with big multi-brands is not hard.
  • A website is one of the most important elements of a business, and central to online strategy. It’s your brand’s face, personality. Whether you’re looking to build a new one, or improve an existing one, these tips will help.
  • Longtail keywords = less competition, more demand, conversions
  • Body content – aim for at least 400 words per page, more is always better
  • Use keywords and phrases before brand name. Keep it short and descriptive.Write for your audience, not search engines
  • People routinely search in Google images, and it’s quite easy to rank using a few basic strategies.
  • Link to pages within your site using contextual keywords. Helps users and search engines find more relevant information.
  • First impressions are important. Far too many winery websites look like they were built ten years ago and do a poor job of representing the brand.
  • When I visit the “Our Wines” page, there were descriptions about the “Reserve” wines but no links to the product page. We added links to product pages to help guide visitors, but it’s still a complicated mess.
  • Schema markup includes HTML code that tells search engines a little extra about your content. In the context of products, it can show things like current price, sale price, product thumbnails, star ratings/reviews, and availability.
  • Test simple elements of your website. Does a bigger call to action for the discount/sale help, or does it maybe distract visitors from reading about the wine and viewing the video?
  • Search queries section of Webmaster tools provides great insight into keyword rankings, impressions, clicks, and overall SEO health.
  • At the broadest level, we create content to drive brand awareness within our target market. Your videos, blog content, social media presence represent most trustworthy outlets in customer’s eyes.
  • TIP: use social media to track discussions on your subject
  • Prospects want content that relates to their interests. Think beyond your wine, and connect with a broader lifestyle.
  • High engagement rates, people eat it upDirect appeal with fans through humor and clever interactionI had a Rusty growing up – some of you might too. Wouldn’t it be cool to see your dog with Rusty on the label?
  • There are huge amounts of opportunity for creative approaches to adwords, which you can leverage to gain awareness for your brand at a low cost.
  • Probably the single best thing you can do to improve your website content and market your brand. Use WordPress for a SEO friendly platform.
  • Use services like textbroker to hire writers for cheap to create content.
  • Use a tool like this plugin for Firefox, or LastPass to quickly fill out forms for your business.
  • It’s important to consider how your website content reflects your region. Do you have a unique page describing the vineyards where you source fruit? What about a useful map of the area? People often search for things like “Willamette Valley map” and it’s pretty easy to rank for phrases like that if you use them in your website.
  • Be sure to include relevant keywords and phrases in your page titles. As you see here, when searching for “Sonoma wine tours” the Benziger website ranks high in organic search results.
  • Search and monitor twitter for certain phrases, like “winery recommendation” or “visiting (yourtown)”
  • Segments give you deeper insight into your data. For example, you might look for traffic sources that sent visitors who spent more than $400 on a purchase. Or, you may want to segment visitors from New York because you just ran an ad campaign there.
  • Quick breakdown of traffic sources, with acquisition, behavior and ecommerce data
  • Note the “not provided” which has risen to about 75% of keywords since Google encrypted searches for logged in users.
  • Bounce Rate is an excellent diagnostic tool. It tells you the percentage of traffic in which the person left your site or app after viewing only a single page. Normally, a high bounce rate is a sign that the offsite information that caused people to click through to your site doesn’t match what they find on the landing page. If you can make the landing page more relevant, you’ll keep more users and gain more value from your traffic. Sort by bounce rate, and then choose “Weighted” sort.
  • You can use the Page Value metric to see which pages drive revenue. Page Value is calculated by adding up all revenue from the sessions in which that page was viewed prior to a purchase or goal conversion. Locate good pages with high values, which you can use to drive visitors for landing pages.
  • Choose “Page title” as primary dimension to make it easier to understand. Alternatively, look at the bounce rate and % exit metrics to find unpopular content.
  • Identify major goals:Sales (transactions,avg order value, top sources/channels)Engagement (time on site, pages/visit)Newsletter signupsWatching a video
  • Easy way to see which traffic sources contribute to sales.
  • Example: You send an email campaign, and it drives 10k revenue (last click conversion). Later that night, people visit your site directly, and make a purchase, after first visiting via the email. A “Direct” visit gets the last click conversion, but your email is credited with an assisted conversion.
  • Group key data for things like:General site usage (visits, time on site, bounce rate, top pages, time on site)Ecommerce (high converting keywords (branded/non), top selling products, source/avg order value)Local search (cities, local traffic sources, google places)Email marketing Social mediaCheckout health (cart>checkout>order funnel, abandonment rates)
  • Very cool new tool that lets you find all sorts of great dashboards, segments, custom reports and more. One click add them to your GA profile.
  • Oldest and most effective form of marketing. Opt in = permission based (i.e. something the consumer wants). Studied data from wineries and proves to be top performer. At best, 50+ open rates and 40-50% conversion rates. But those are exceptions…far and few between.
  • Very cheap to do. Easy to test. Easy to measure.
  • Comparison A/B campaign, with one winning.
  • Which one do you think converts better?
  • Avg 5000 new emails/year from websiteMost not nearly that.Give customer a nudge, offer, “call to action”
  • What we will cover
  • Effective at driving sales. Create promo.Mix with personal message.Limit a special product avail for 2 weeks for them, create urgency
  • Mix informative with soft sells
  • Don’t do this. Anything would be better.
  • Those lost people on your list…How to reach them?
  • Segment lists, deliver catered message to audience
  • From the story you tell in your email, to the landing page you send them to, you should be gently nudging them through to the checkout. Minimal distractionsAbove the fold
  • Subject lines are easy to A/B test, huge differences
  • 4x more clicks1/3 more total opensHigher open rateSubject is short, easy to
  • Email design can be trickyRendering across lots of browsers and email clientsUse premailer and a prof service
  • Lots of questions about buying listsThose people don’t opt inHOWEVER, consider trading lists/promos with friendly wineries.
  • Profiled 200+ newsletters/mailingsLots of mistakes, low quality.
  • Free shipping key for a sale, don’t tease
  • Transcript of "Practical Strategies to Increase Wine eCommerce Sales"

    1. 1. Michael Meisner Manager, Digital Marketing Services 1 1
    2. 2. 1:00-1:15 Check-in & Introduction 1:15 – 2:15 Website Optimization 2:15 – 3:15 Content Marketing Strategy 3:15 Break 3:30 – 4:00 Google Analytics & Data 4:00 - 4:30 Email Marketing 4:30 – 5:00 Open Q & A 2
    3. 3. 3
    4. 4. The opportunity for DTC wine sales continues to grow each year. 4
    5. 5. 10% rise in both value and volume DTC shipments of wine over past twelve months. Rose, Sparkling Wine and Pinot Noir saw the greatest increases in volume and value of shipments in 2012 CA dominates as a destination for shipments, receiving 32%. NY, TX, IL, and FL combine for another 30%.    5
    6. 6. 6
    7. 7. In Thomas Friedman’s “The World is Flat,” he provides ten key events in history, such as the collapse of the Berlin wall and the IPO of Netscape, that created a level playing field in terms of commerce. 7
    8. 8. “We decided back in 2007 for our @1000 case Sonoma County Pinot Noir Winery to forgo distribution all together, and place our bet on direct sales, starting primarily through a prime location (Tasting Room , on the Healdsburg Plaza Square) This allows us to build our sales base in a linear fashion (albeit from zero!) meet all of our customers in person, and of course retain 100% of the sale price. It also allows us to spend more on our product (as necessary), that the 50% of retail (FOB) that we would get in the three tiered system, we don’t have to worry about getting paid from an out of state stranger, licensing issues are minimized,channel management is simplified and we have a way each time to reconnected with our customers, since we’ve virtually met them all! It’s a slower pace for sure, but a steady one.”  http://www.steveheimoff.com/index.php/2011/05/26/dtc-sales-helpwineries-rebound-study-suggests/ 8
    9. 9. Drive traffic. Get leads. Make sales. But first, make sure you have a decent website. 9
    10. 10. 10
    11. 11. 11
    12. 12. Not bad: Much better:  Use keywords and phrases before brand name. Keep it short and descriptive. 12
    13. 13. 13
    14. 14.   14 Use descriptive image name, i.e. “carneros-pinotnoir.jpg” Include ALT tag “Domaine Carneros Pinot Noir”
    15. 15.  http://www.polariswines.com/index.cfm?method=page s.showPage&pageid=a189049a-ab78-a3c0-2ff4d1f9c059f6d VS.  http://www.garyfarrellwinery.com/sonoma-winerytasting-room 15
    16. 16.  Use contextual links to guide users to relevant pages on your site. 16
    17. 17. 17
    18. 18. 2. 1. 1. 2. 3. 4. 5. 3. 5. 4. 18 Quality images Product title Teaser Call to action Add to cart
    19. 19. 19
    20. 20.     Focus on using keywords in titles, headings, images, and page URLs. Write descriptive meta descriptions for each page. Focus on creating a clean product page that guides the customer’s experience. Test and revise small elements to increase conversions. 20
    21. 21.    41% lift in revenue per visitor for wine retailer Google webmaster tools Free on-page SEO audit 21
    22. 22. Why customer experience optimization is the new search engine optimization. 22
    23. 23. I don’t really “do” SEO anymore. Instead, I build brand awareness, positive perception, and market share by shaping experiences to be found and used by people. 23
    24. 24. SEO 24
    25. 25. 25
    26. 26. 26
    27. 27. 27
    28. 28. 28
    29. 29. 29
    30. 30. 30
    31. 31. 31
    32. 32. 32
    33. 33. 33
    34. 34. 34
    35. 35. 35
    36. 36. 36
    37. 37. Add reviews to your product page with proper data formatting. Which provide users with extra information in search results. 37
    38. 38. 38
    39. 39. Crowdsourced content = minimal effort on your part, big engagement. Take a photo at winery, or while drinking wine. Pretty simple. You can do better. 39
    40. 40. 40
    41. 41. 41
    42. 42. 42
    43. 43. 43
    44. 44. 44
    45. 45. 45
    46. 46. 46
    47. 47. http://www.quicksprout.com/case-study-techcrunch 47
    48. 48. 48
    49. 49. 49
    50. 50. 50
    51. 51. 51
    52. 52. Use local search marketing strategies to you connect with nearby visitors and drive more traffic to your tasting room. 52 52
    53. 53. http://robertgreiner.com/2012/11/increase-sales-by-improving-local-search-results/ 53 53
    54. 54. Google delivers search results specific to your location, as shown in the “local listings” to the left. If you type “winery” it will show you nearby wineries in this area. 54
    55. 55. 55
    56. 56. http://www.brightlocal.com/2011/04/12/local-search-marketing-survey-results/ 56
    57. 57.     Get listed in the Big 3 (Google,Yahoo, Bing) Each business listing needs to use a uniform name, address and phone number. Encourage visitors to leave reviews on sites like Tripadvisor, Fodors, Google+, and Yelp. There’s a strong correlation between user reviews and local search rankings. Fully optimize your Google+ Local business page 57
    58. 58. If you’re looking for a clever and easy way to help optimize your website for your local region, use these easy tactics. Use the ALT tag  The image ALT tag gives search engines a description of the image.  <img src="http://example.com/images/logo.gif" alt=“Your Winery, Willamette Valley Oregon"> Image filename  Nobody searches for “logo” so instead, name your image something relevant like, “oregon-winery.jpg” and it will show up in image search results for those terms. 58
    59. 59. http://www.yelp.com/ http://www.citysearch.com/guide/portlandor-metro http://businessfinder.oregonlive.com/ http://www.superpages.com/ http://www.yellowpages.com/ 1. 2. 3. 4. 5. Source: http://getlisted.org/resources/local-citations-bycity.aspx 59
    60. 60. Every major wine region has at least a few websites dedicated to promoting the area, and sharing information about the local wineries. Tourists often use these sites to learn about the different wineries and plan their visit. Consider building a presence on these sites:  http://www.oregonwine.org/  http://www.sorwa.org/  http://willamettewines.com  http://www.travelportland.com/directory/  http://www.localwineevents.com  http://www.wallawallawine.com/  http://www.oregonwinecountry.org/cities/  http://www.oregonwines.com/  http://sipwithme.blogspot.com/2012/01/latest-list-of-top-10-favorite-oregon.html  http://www.eugenechamber.com 60
    61. 61. Be sure to update listings beyond your website to gain more exposure.  http://www.oregonwines.com/calendar/  http://www.localwineevents.com  http://www.winesnw.com/CalendarOR.htm  http://oregonwinepress.com/event  http://www.oregon.winecountry.com/events.html  https://plus.google.com/events/create 61
    62. 62. Google displays local search results using business Places listings as the primary results. 62
    63. 63. It’s absolutely crucial to have a Google+ Local/Places page claimed and optimized for your business. 1. Listing is claimed and 100% complete. 2. Use Adwords Express to show your listing to local searchers. 3. Create an offer, such as a “2-for-1 tasting” to attract visitors. For a great overview of Google+ Local, check out “Google+ Local Bible for SMBs”. 63
    64. 64. Suppose you notice that a certain winery always shows up when you search for “wine tasting”. Copy their address, and then search for it in Google. King Estate ranks well for a lot of regional searches and if you search for "80854 Territorial Hwy. Eugene, OR 97405" (with quotes) you will find all the websites that list their business. Canvas these sites to create your own business listings. 64
    65. 65. It’s important to consider how your website content reflects your region. Do you have a unique page describing the vineyards where you source fruit? What about a useful map of the area? People often search for things like “Willamette Valley map” and it’s pretty easy to rank for phrases like that if you use them in your website. 65
    66. 66.      Include regional terms in page titles and descriptions. For example, your homepage might use “Extraordinary Willamette Valley Pinot Noir ”. The description should include one or two short sentences about your winery while also mentioning the region. Create a unique page on your website for each vineyard. Use descriptive image names, for example “willamette_valley_winery.jpg” is much better than “39848_DCP.jpg”. Also be sure to include a descriptive ALT tag when using images on your website. Format your business address with local schema markup. Schema markup provides search engines with extra data about your website content.You can use this free tool to get the proper HTML code that you can paste on your site: http://www.microdatagenerator.com/local-business-schema/ Use internal site links that point to relevant regional pages or products. For example, if you have a map of the area, you should link to that page anytime you use a phrase like “map of Willamette Valley”. The same applies to product, where any mention of “Willamette Pinot Noir” should be linked to the relevant product page. 66
    67. 67. Be sure to include relevant keywords and phrases in your page titles. As you see here, when searching for “Oregon wine tasting” the Pyrenees Vineyard website ranks high in organic search results. 67
    68. 68. Ubersuggest.org Type a phrase in the search box, and Ubersuggest will scrape every single Google autocomplete suggestion for the phrase. This is a great way to get ideas for content, and understand what people search for. 68
    69. 69. Consider monitoring terms like “wine tasting,” and “winery recommendation.” Make a habit of checking to see whether you can lend some advice to any relevant conversations that pop up. 69
    70. 70. Use Adwords express to buy local traffic to your places page. 70
    71. 71. Notice how adwords express helps you gain visibility for nonbranded terms like “winery”. These are highly targeted visits from likely wine tourists. 71
    72. 72. Any local business looking to increase foot traffic through their door needs to take advantage of the increasing amount of local-oriented searches.  Claim your Google+ Local page, and add as much content to it, bringing it to 100% completion. Do the same at sites like Yelp, Citysearch, and Yellowpages to name a few.  Build a presence on regional websites, which often provide a directory of businesses.  If you notice a competitor ranking for a lot of search terms, try searching for their business address to explore where they’re getting listings.  Use Hootsuite to search for real-time discussions taking place near your location. Monitor phrases like “wine tasting” and “winery recommendation” to find ways to engage with interested tourists.  Use advertising, like Adwords Express, to gain visibility for search terms that you would otherwise not rank for organically. 72
    73. 73. 73
    74. 74. Measure your efforts and track success. Learn and improve. 74
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