What the heck is digital marketing?

Digital marketing is promoting your products and services to people using Internet-connected devices…computers, smartphones and tablets. Digital marketing focuses on channels such as search engines, social media, email, websites, and apps to connect with prospects and customers.

We’re a winery. We make awesome wine. Do we need digital marketing?

You do if you want to increase sales and customer loyalty. The average American spends 24 hours a week online. Without a digital marketing strategy, you do not have access to the media most consumers turn to at all hours of the day. The Internet levels the playing Field between small and large wineries if you cleverly use digital marketing strategy. You can communicate and share information. Your voice can be heard.

Can we do our own digital marketing? Our daughter is a computer whiz.

Absolutely, if you have the necessary skills and you have the time to focus on the skills and constantly changing landscape. If not, you can work with an agency that can help you scale your business so you can focus on what you do best, making great wine.

Why should we work with a Digital Marketing Agency?

Work with a digital marketing agency if you want to set yourself apart from the competition and increase sales and brand loyalty. Digital marketing is complex and multi-faceted, top agencies are staffed with expertise in technology, marketing, graphic design, social media, video, photography, SEO (Search Engine Optimization), SEM (Search Engine Marketing), content creation and marketing, data/analytics, design-based thinking & planning, and creative problem solving skills. Affairs of the Vine consults with wineries to develop effective strategies and implement programs with a clear to fuse an electrical connection between producers and consumers, distributors, retailers, and restaurateurs utilizing cutting-edge technology. We provide a help button for wineries wanting to increase sales and customer loyalty.

How often should we update our website?

Websites without updates and new content are unlikely to perform well or support useful digital marketing objectives. Though a static website technically qualifies as a website it is little more than a digital brochure that will produce few if any interest. Add new content at least once a month, the more frequent the better. There is lots to talk about and tons of visuals to share in the wine industry.

Why is social media important?

Your audience is active on one or more of the major social networks where billions of people spend time daily. Understanding the power of social media marketing and committing resources to it can boost awareness, drive traffic, interact with customers, drive sales, build loyalty, and win ambassadors.

How often should we post on social media? What should we say? How often do we need to publish blog posts or create new content?

Every time you add new content to your website, the search engines index your site. The more often the better but do be careful to add interesting and relevant content. Neither your audience nor search engines value swill. So…create content as often as you can create awesome content. Do consider the cost and ROI. Don’t invest all your dollars in what you think will be a big hit at the box office only to find it doesn’t resonate with your audience.

Which social media channels should we use?

The top social channels with the most active users are Facebook*, Instagram*, Twitter, LinkedIn, and Pinterest. Find out where your audience spends their time. Research the demographics and behavioral patterns of the users and consider the type of content you’ll share, AOTV can help you do this. *Facebook and Instagram announced on July 24, 2019 to restrict content related to alcohol, tobacco and e-cigarettes. Currently it is on clear as to how this will impact winery sales and organic content. We’ll keep you posted as this is further defined. https://www.cnn.com/2019/07/24/health/facebook-instagram-alcohol-tobacco-bn/index.html. (link article to FB & Instagram announced).

How can we control my brand on social media?

It’s tough. You can’t “control” what’s said about your wines. You can join the conversation, show you care about your customers, and add value. A very good guideline in all social media is the 80/20 rule. Share 80% of the time, sell 20% of the time. This goes for emails and blogs too!

Should social media be done exclusively by the marketing department?

No. Consider expanding your team with an employee advocacy program designed to empower employees to contribute to the conversation and amplify your brand’s voice and make it a conversation.

Do I need a blog?

A blog is the most useful way to distribute marketing content on a channel over which you have complete control. Email, social media, search and other kinds of digital marketing depend on delivering useful content to be effective. Video outlets, podcasts, and media galleries are other options.

Is email marketing still effective?

Email can be very effective. It’s private, personal and reliable. Most people rely on email and check their inbox multiple times each day. If you want to communicate directly with people who grant you permission to market to them, email is marketing is essential. Don’t abuse the privilege. Don’t bombard them with sales pitches numerous times a week. Remember the 80/20 rule. Share information that is of interest 80% of the time, sell 20% of the time.

What should I know about mobile?

Mobile phones are the most used technology in the world. Almost all your customers and prospective customers spend most of their media time—and lots of hours—using a smartphone. Mobile marketing focuses on mobile strategies like messaging, mobile applications, and mobile websites. Ignore mobile marketing at the peril of your brand. AOTV can optimize your website for mobile phones.

Content marketing? What’s that?

Content marketing is the creation and distribution of educational and/or entertaining information for the purpose of generating brand awareness, traffic, leads and sales. Marketing content is a method of sharing information and does not explicitly promote your brand as an ad does. You might speak in generalities about Pinot Noir from the Russian River, shared characteristics, and food pairings. You might have a beautiful image of dinner plates with grilled salmon, roasted potatoes, and glazed carrots. Burgundy glasses with Pinot Noir already poured and there just happens to be a bottle of your RRV Pinot noir on the table.

How do we get people to read the content we so carefully wrote?

Great headlines and visuals are key to getting people to read, watch or listen to your content. Over time, your reputation precedes you, so you need to build and honor it. The goal of your content at first is to get people to visit your website and then to subscribe to it.

What content should we create

There is no one answer. Create content buyers will find relevant and useful. Blog posts, articles, eBooks, infographics, videos, newsletters, visuals and various forms of interactive content are all excellent choices.

Do we need video?

The reason marketers love video is online consumers love it. More than a billion hours of video are consumed on YouTube each day. Video is a flexible and engaging content format. It’s easy to share across multiple platforms. Smartphones and digital editing have made it far easier to create video, so the potential for a high ROI is great. Affairs of the Vine can help you create amazing videos.

What is a buyer persona?

A buyer persona is a representation of your ideal customer based on market research and data. Personas usually include customer demographics, behavior patterns, motivations, and goals. If the research and data are analyzed correctly, they reveal insights about the buyers’ decisions, attitudes, concerns, and criteria that drive buying decisions. Once this is established, we can create a look-alike audience that may be very receptive to your wines. This is where outreach and advertising come in.

Advertise? How? What does it cost?

Ads! We all know about ads because they’re everywhere! On billboards, benches, buses, all over your computer screen, and on your phone. The world of ads is massive, and even small businesses can get in on the action. Small businesses with small or very small marketing budgets can go toe-to-toe with big companies with very deep pockets. Small companies have the same significant voice opportunity as large corporations. Anybody willing to create good and meaningful content has a receptive audience waiting for them. It’s no longer the old-school model of interrupting people so that you could gain their attention that works here. It’s about sharing good content that is of value to other people. It’s about helping businesses and other people solve problems. It’s about approaching other humans with a human voice and sharing insights that empower them. To succeed in this new world, marketers and content providers alike need to be able to reach the hearts and minds of other people. You need to offer value and address needs. You need to step away from always thinking about what you can get from the marketplace and instead think about what you can give. By sharing a human voice with the world, you will reach other humans. By inspiring ideas with other people, you will become a person or company worth noticing. By caring and sharing, you can make a connection more real than anything imagined by advertising campaigns of the past. You can invest as little as $10 a week at first and then scale up as you see results. Affairs of the Vine can advise you on where and how to best spend your advertising dollars. “Nobody counts the number of ads you run; they just remember the impression you make”. -William Bernbach, Advertising Icon

How long does it take to see results from advertising online?

Paid digital marketing programs should create results immediately. On the other hand, programs such as content marketing, email list building, and search engine optimization require persistence and patience. You might see some results in a matter of months; however, it’s likely to be six months to a year before you realize some of your traffic and conversion objectives.

What is SEO? Why do we care?

Search engine optimization (SEO) is the process of using onsite and offsite tactics to help get content presented by a search engine. Done well, the practice increases the quantity and quality of your traffic. Most web traffic is generated by search and those that come by way of search have a greater degree of commercial intent than most other channels. Think “Siri, I want to visit a winery in Kenwood.” The ones Siri suggests are the ones ranked highest in Google, the result of careful and conscious attention to SEO.

What are keywords?

Keywords are the words and phrases searchers use—usually with search engines—to find relevant pages, images, videos, or any kind of information when looking for answers, knowledge, products, or services. SEO professionals consider keywords and the topics they suggest when optimizing content for search.


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