E Marketing Your Wine Business (WOSA)Presentation Transcript
eMarketing Your Wine Business Rob Stokes Quirk eMarketing
The 1973 Paris Tasting
The vast majority of wine is not sold because it tastes good. It sells because it has a story.
Internet and eMarketing create a unique opportunity to connect with more people with whom you can share your story
eMarketing: The process of marketing through a digital medium
It all starts with a website
A hub to drive traffic to
A medium through which you can communicate and build a relationship with your audience
But it can’t just be any old website
You MUST create an experience
The internet can help you achieve this like never before
But you need to adjust your mindset to embrace it
Websites are no longer just brochures
They should be built to attract, convert and retain customers
Tourism websites have only 11 seconds to capture the customer on their website or risk them getting bored and going elsewhere Travelmole 2008
Is your website THAT good?
Our web development priorities
1. Usability and conversion oriented design
Design sites for your users above all else
Make sure they can find what they want quickly and easily
Drive them towards YOUR desired goals
Allow the reader to get the gist of your message in a few seconds by merely scanning the page
Pyramid style writing
Break up text with bolding, bullets, highlighting, crossheads and contextual interlinking
Have consistent Calls to Action
Don’t make them think…
Tell people to take the exact action you want them to perform in order to get the best response
What not to do:
Don’t resize windows or launch your site in a pop up
No “splash” pages
Don’t build flash sites unless you have a VERY good reason to. Rather use flash elements within a page where relevant to illustrate a point
Keep navigation basic, consistent and standardised
Don’t distract users with Christmas trees
Using Personas: critical for large sites
2. Search Engine Friendliness
1 Billion searches each day
Either your business is there, or your competitors’ is –> you choose
Primary goal is for your site to be fully indexable and optimised around a set of well researched key phrases
SEO Considerations for your site
The age of the domain
Links to the domain
Key phrases in URLs
Add regular fresh content
Text navigation is better than images
Offer RSS feeds (AND RSS to email)
Be remarkable - make your site a resource!
Blend 2 or 3 carefully chosen key phrases into a minimum of 250 words on each page
3. Look and Feel
Very important, BUT the least important consideration in web development
That doesn’t mean ugly sites are OK
Sites must look professional and demonstrate your credibility...
If these two goals are met, the user will be satisfied.
Remember, they are looking to achieve a goal – not look at a piece of artwork.
Social proof: subtly show that you are a substantive organisation
Prominently display phone numbers and addresses
Make it easy for them to contact you!
Real testimonials on each page
Show the people behind the organisation
Logos of association or awards
Keep the content fresh and updated
Monitoring your website’s performance
Firstly set up Google Analytics Its really good, easy to set up and FREE
Top stats to keep an eye on
Above all else, conversion rates!
Pages per user
Time spent on site
OK, now we have a site that looks good and hopefully converts its visitors, but how do we get these visitors?
There are many options, but the most important is…
Google is by far the largest player… 67% 12% 8%
Lots of volume, but why is this important?
Searchers are looking for the wine experience you are promoting
They WANT to find you!
So how do we make sure we are found?
Search Engine Marketing
SEM = SEO + PPC Paid vs. Organic
You don’t need to be a guru to get the basics
Firstly make sure you select the right keywords
Select keywords based on the following:
Propensity to convert
Potential value per conversion
A few keyword selection tools…
SEO Bookhttp://tools.seobook.com/general/keyword/KW Discoveryhttp://www.keyworddiscovery.comDigital Pointhttp://www.digitalpoint.com/tools/suggestionWord Trackerhttp://www.wordtracker.com/Adwordshttps://adwords.google.com/select/KeywordToolExternal
Then decide where you want to be…
Search Engine Optimisation
Make sure your site is optimised around your keywords
Then build plenty of high quality, keyword rich links
And this isn’t easy
The best sites inevitably win
So grow links organically
Build a website that offers so much value that people talk about it and link to it naturally
Pay Per Click
But first: Why you can’t ignore SEO:
You choose how much you want to pay per click
And how much you want to spend per day
If you manage your campaign properly, you can’t lose money!
Don’t burn your budget early on: Test!
Look for long tail key phrases
500 000 searches for “win” 5000 for “south african wine” 500 for “robertson wine route south africa”
Geotarget your adverts
Have a solid call to action in each advert
Don’t send your traffic to your home page, use highly targeted landing pages
Test, test and test these landing pages
The process of making your website and eMarketing activities as efficient and effective as possible resulting in a direct increase to your ROI
Search marketing will bring a lot of traffic to your site, but you can’t stop there…
You should be looking to build communities around your business “Building a permission asset, one follower at a time” Simon Back
Social Media can play a big part in this
Your social media options…
Let’s look at a few specific examples…
Online Video: YouTube Second largest search engine! 60% market share 100+ million viewers a night ‘The overnight success’ thing
250+ Million active users
And many ways to communicate with them:
Groups and Pages
Above all when it comes to any social network
If your customers are there, you must engage
And do it honestly, humbly and openly
They will respect you for it
BloggingPrinciple: make friends and influence people
Not 16 year old girls Source: emarketer.com
The rewards of blogging Builds community Search Engine rankings: Search friendly design Attract links Feedback loop
in the beginning…
Hugh Macleod - “Gaping Void”
Geek Dinner London 2005
UK blogger wine giveaway…
stormhoek sent 80 bottles of wine
more than 60 posts were written
French blogger wine giveaway
100 geek dinners across the US
Stormhoek / Tesco Love Tour
Bottom line: They sold a LOT more wine (before it all went to pieces )
This would be harder to achieve with the same tactics today
But there success was because they did something remarkable and that’s no harder than it’s ever been.
There is someone Twittering about you
Be ready to make the most of it
People are talking, are you listening?
Monitoring your online reputation helps you… … avoid a reputation crisis by informing you quickly … discover quick and effective new marketing opportunities … improve customer service through engagement … understand your customers’ needs and wants better … identify powerful influencers to target with WOM campaigns
OK so you’ve got a good site with lots of traffic and a thriving online community. What’s the most effective way to build long term relationships with these people?
Use it to build relationships
Not to acquire them
Relationships are built on mutual trust and respect
It costs a HUGE amount for you to acquire a customer
You may as well make the most of them
How do your email newsletters foster this?
Firstly, get personal!
Nurture your in-house list
But make it easy to unsubscribe
Use layout to increase readability
Allow users to manage their information and subscription preferences
…and then personalise accordingly
Rather send less often with more relevant content – people will be more likely to listen
Ask yourself what YOU would want from the newsletter as a reader
Does it speak to you?
Or does it speak AT you?
A local wine eMarketing case study
Started blogging in 2007 on a free platform
Focused on building stories
Once the blog had built momentum, invested money in a web developer
Use best blog content, focus on making it interesting
Now up to 500 followers
Couple of hundred paid subscribers
Bottom line: Backsberg have created more excitement, more interaction, more relationships and… …more business!