Vinbound Marketing is a digital marketing agency based in Oregon's Willamette Valley that has over 200 winery clients. They provide a full range of digital marketing services tailored for wineries, including website design and development, ecommerce integrations, SEO, social media, and photography/video. Their services help wineries connect with buyers through optimized websites and other digital channels to inspire visits, sell wine online, and grow mailing lists. They emphasize using digital tools and content marketing to achieve specific business goals for each winery client.

1. The Truth About Digital Marketing for Wineries

2. Established 2015
Based in Oregon’s Willamette Valley
200+ Winery Clients in 5 years
Full team both in-house and subcontractors
DTC Strategy
Website Design
Ecommerce Integrations
Data Migrations
Photography & Video
SEO
Social Media
Tech Support
Digital Marketing & Web Development
Tailored For Wineries
ABOUT VINBOUND
©2020 Vinbound Marketing - The contents of this document are confidential and intended solely for the recipient.
Reproduction of, or forwarding to anyone not directly sent this document is strictly forbidden.

3. A FEW OF OUR PARTNERS
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©2020 Vinbound Marketing - The contents of this document are confidential and intended solely for the recipient.
Reproduction of, or forwarding to anyone not directly sent this document is strictly forbidden.

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DIGITAL MARKETING
Leveraging technology to better connect buyers and sellers (creating a market)
=
Connecting Wine Buyers (Consumers) with Wine Sellers (Producers)
Your Website
Search Engine
Optimization
Social Media
Email Marketing
Other Marketing: Word of Mouth, PR, Print Ads, Rack Cards, Discovery Programs,
Tour Guides, Label Design/Branding, Industry Websites

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WINERY WEBSITES
The Home Base of your Brand
*Design Your Website To Achieve Your Goals*

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WINERY WEBSITES
Typical Winery Website Goals:
● Inspire People To Visit Your Tasting Room
● Provide Visiting Information (Hours, Directions)
● Sell Wine Through Online Store
● Increase Wine Club Signups
● Grow General Mailing List
● Communicate Upcoming Events
● Reinforce Brand Values & Story
● Provide Educational Resources (consumer & trade)
● Provide Social Proof of Quality

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WINERY WEBSITES: INSPIRE VISITS
● Include Highly Visual
Content (Videos) in your
website banner and
prominently throughout
the website. Make this a
priority in 2020.
● Show address, hours, map
and directions directly on
the homepage. Do Not
Bury This Content!
● Show social proof (positive
testimonials)
● Focus on intuitive over
artistic

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WINERY WEBSITES: INSPIRE VISITS
Strong Website Examples in
Walla Walla
Walla Walla Vintners
Reininger
Seven Hills Winery
Mansion Creek
Tranche
Palencia
Armstrong Family
Skylite Cellars

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WINERY WEBSITES: SELL WINE ONLINE
● Show a few key products on
the homepage (can even
have add-to-cart on home)
● Allow Add-To-Cart from a
master wines overview page.
Do not make people click
into individual product pages
to add to cart
● Use Bottle Shots over label
only. Outshinery, Vinbound.
● Add personalization
● Focus on Frictionless
Checkout Experience

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WINERY WEBSITES: OTHER INSIGHTS
● If you are trying to save
money to do it yourself, go
with Squarespace. BUT, your
online store will be a
subdomain in most cases and
normally requires outside
developer
● Ongoing edits to the website
can absolutely be done in-
house: Have your developer
provide clear documentation
● If building a new site, ask
your developers to show
you a video or demo of
what it is like to edit the
site on the backend.
● Look at portfolios and
shop around for quotes. A
strong site can be built for
$5k-10k. Some companies
will quote you 30k+
● A strong website relies on
professional photography
and video
● Don’t be so artistic that
your website is unusable -
there is a good reason a lot
of websites look similar
● Add UserWay ADA Plugin
https://userway.org/
● Add GDPR/CCPA Plugin for
Cookie Consent
● If you are a Google
Analytics geek, don’t freak
out about bounce rates

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SEARCH ENGINE OPTIMIZATION
The process of increasing the quantity and quality of traffic to your websites
through organic search engine results
©2019 Vinbound Marketing - The contents of this document are confidential and intended solely for the recipient.
Reproduction of, or forwarding to anyone not directly sent this document is strictly forbidden.

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SEO: THREE TYPES
ON-PAGE TECHNICAL
SEO
The technical
configuration of your
website that
communicates to search
engines (Google. Bing,
etc) what your website is
about
CONTENT MARKETING
The content / resources
on your website that
provide value to your
viewers.
Potential Value to
Viewers = Higher Ranking
in Google
OFF-PAGE SEO
The other websites and
other digital touchpoints
that display information
about your business

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WINERY WEBSITES: ON-PAGE
TECHNICAL
● Don’t overpay for this--- a
good developer will include
all of this in their website
build
● Keywords
● Proper Meta and Alt Tags
(Yoast SEO for Wordpress)
● Proper Headings (H1, H2, H3)
● SSL HTTPS Secure
● Submit website to Google
Search Console
● You SHOULD be ranking #1
for your own business name
with all of this in place.

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WINERY WEBSITES: CONTENT
MARKETING
● You are not going to be on
the first page for “Walla
Walla Wine Tasting”
● BUT, you can be on the first
page for highly specific
searches that you build
content around
○ Dog Friendly Walla
Walla Wineries
○ Family-Friendly Walla
Walla Winery
● In-depth content with plenty
of links out
● URL Structure critical

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WINERY WEBSITES: OFF-PAGE SEO
● Google Business Profile Is The
Most Important Here
● Claim your Google Business
Profile and upload your best
images!
● Fill out all content: HOURS,
Description, categories, posts, etc
● A large segment of your potential
visitors are using the Google &
Yelp map tools to find which
wineries to visit
● Note that map results vary by
user and tend to show sites you
have been to already
Do a Google Search for your winery. What are all the
websites you are listed on? Is the content accurate? Are
there any websites you are missing on?
--- Make a reminder to do this Quarterly
Reputation Management: Are you tracking and
responding to all of your reviews in Yelp, TripAdvisor,
Google Business?
--- Respond to and defuse critical reviews

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Walla Walla Wine Tasting Map
©2019 Vinbound Marketing

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Some Good Tools To Use For In-House Digital Marketing
Google Alerts: Free tool to monitor mentions of your brand
Mention.com: Paid tool to monitor mentions of your brand, including social media
Facebook Events
HootSuite / Buffer / Facebook: Pre-Schedule Your Social Media Posts
Google Docs / AirTable: Shared Editorial Calendar for your team
Canva: Easy graphic design for non-designers
Envato Elements: Stock photography, design templates

18. THANK YOU!
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Brian Richardson, Founder
Brian@vinboundmarketing.com
503-739-2856
©2020 Vinbound Marketing