Simon Solis-Cohen - Optimizing Your Digital Strategy Across The Buyer’s Journey

1. @hwy29creative
Use the Sales Funnel to
Sell More Wine
Presented by Simon Solis-Cohen
Founder, Highway 29 Creative

2. @hwy29creative
About Simon
• Started career in wine working
for both large and small brands
in Napa
• Focus on DTC sales and
customer engagement
• Founded Highway 29 Creative in
2018

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Invest more in your digital marketing
than your landscaping!

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Segment Your Audience

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Mailchimp Study
email click rate when sending segmented email
100.95
%
higher

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The Wine Sales Funnel
Awareness Interest &
Consideration
Bottle
Purchase
Club MemberRepeat
Buyer
STAGE 1 STAGE 2 STAGE 3 STAGE 5STAGE 4

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Don’t expect someone
to go from hearing about your
brand to buying a case of wine

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STAGE 1: Awareness
BEST PRACTICES:
1. Google Search
2. Organic Social Media Posts
3. Community Engagement
4. Lead Generation CampaignFind consumers looking
for a brand like yours

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Search – What Does It Cost
SEARCH TERM MONTHLY VOLUME COMPETITION TOP OF PAGE COST PEAK MONTH
Wine 550,000 searches Low $1.65-$3.03 December
Wineries Near Me 301,000 searches Low $1.55-$4.94 August
Cabernet Sauvignon 74,000 searches High $0.79-$2.97 December
Pinot Noir 60,500 searches High $1.28-$1.98 December
Chardonnay 60,500 searches High $1.28-$1.98 December
Merlot 40,500 searches High $1.29-$3.00 December
Sauvignon Blanc 40,500 searches High $1.15-$1.70 July
Wine Tasting 40,500 searches Low $1.25-$3.64 July
Napa Wineries 33,100 searches Low $1.21-$2.95 August
Best Red Wine 18,100 searches High $0.75-$2.61 December
Canned Wine 12,100 searches High $1.01-5.64 July

10. @hwy29creative
16%
10%
7%
7%
6%
54%
California
New York
Texas
Pennsylvania
Florida
Other States
8,059,680
average
monthly
searches
Search Volume by State

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0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
Wineries Near Me Cabernet Sauvignon
Search Volume by Month

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Lead Generation Campaign
Use giveaways to target your ideal
customer and give them a reason to
interact with you.

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Lead Generation Campaign
10.26% click through rate
785 emails captured
$0.70 per lead

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STAGE 2: Interest & Consideration
BEST PRACTICES:
1. Blog OnYourWebsite
2. Retargeting Ads on Facebook
3. Onboarding Email Campaigns
4. Instagram StoriesEngage your audience and relay
your brand values

15. @hwy29creative
85
%
OF STORIES
Instagram Stories
62
%
OF PEOPLE
become more interested in a
brand or product after seeing
it in stories
are watched
in their entirety

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Retargeting Ads
Retarget your mailing list,
website visitors, and social
followers to ask for the sale
27 purchases
$6,065 in wine sales
3.03 return on ad spend

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STAGE 3: Bottle Purchase
BEST PRACTICES:
1. Make your online store on-brand
2. Design custom order confirmation
emails
3. Send personal follow up emailsMake purchasing your wine easy
and on brand

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Sell what your customers
want to buy, not what you
want to sell

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STAGE 4: Repeat Buyer
BEST PRACTICES:
1. Run digital ads targeted at past purchasing behavior
2. Send an automated email suggesting
a new wine they would like
3. Leverage social media to announce new releases
4. A personal phone call or hand written note goes a
long way!Follow up across all channels with
automated and personalized
content

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STAGE 5: Club Member
BEST PRACTICES:
1. Run digital ads to customers based on volume or
LTV
2. Send automated email speaking to the club benefits
with clear CTA
3. Revisit your wine club page and ask yourself if it is
compelling
4. Use social to show the lifestyle of members
Identify and target strong leads
and convert them into club
members

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Members that join your club for
discounts are the wrong type of
members for you

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Create Value
Members both locally and
nationally need to be nurtured
and shown why they should be a
member

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Key Takeaways
1. Segment your audience
2. Always think about the next phase in the funnel
3. Use specific call to actions

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Be Emotive

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ThankYou!
Simon Solis-Cohen
simon@hwy29creative.com
www.hwy29creative.com