Selling wine DTC or specifically online is more than setting up a wine ecommerce cart, or work on the winery website, or to get some help with a Google adwords campaigns or SEO.
There is more to the Internet than meets the eye. As we move into Internet everywhere (Google Glass, Internet of Things, the ubiquity of mobile), e-commerce
When talking to a new client about selling wine DTC, we like to zoom out to 30,000 feet and consider the goals and the possible paths to those goals. Sure, at the end of the day, we want to sell more wine, or sell more direct to consumer. Will we do that with more tasting room visitors? Or more top scores that will cause our email list to turn into a waiting list? Or
How do you currently sell wine DTC, or how do you want to grow your DTC channel for selling wine?
Sure the functionality of your website and mobile shopping experience are more important than ever. But certainly we’re beyond the point where we believe “build it and they will come.” All the bells & whistles don’t pour our wines if the right buyers don’t find their way to our online shops.
Sell wine DTC through the Tasting room?
You will want to be on maps and all local search opportunities. Using adwords for extra publicity, above and beyond what you’re doing with the offline marketing.
Sell wine DTC through local tasting events?
You NEED to collect email addresses to followup. There is no other way to use the Internet to connect with these prospects before or after they visit you at a tasting event. For followup, send them something specific to the event, not a generic newsletter, and send it within three days. Hopefully you have your DTC wine ecommerce cart set up so these new fans can buy your wine direct.
Sell wine DTC through primarily wine club (so want more club signups)
As above, work the email lists. Gather more emails at every opportunity, and offer a limited time special or other incentive to join the club. VinMarketer has a new and unique method for converting more wine club sales. Talk to us to customize it for your winery.
Sell wine DTC through email list & waiting list?
What if you are a limited production, popular wine right now, and you sell out? Great! At least push the brand through twitter hashtags & email followups after shipments. When the fickle public wants to move on to another hot wine, or you want to extend the offerings or production levels, marketing will be again needed. In the meantime, focus on social media, rave reviews and discussion forums such as CellarTracker, Wine Berserkers, Delectible, Snooth, et al.
Sell wine DTC through recommendations?
We rely on friends, mentions in blog posts, and recommendations from ratings and other media to ferret out new wines. This is the broadest and most general way to sell online, and many simply call it “going viral.” Of course there is no recipe for ‘viral’, but keep all eyes open for whenever your wine’s name is mentioned online and in social media, and try to push it further, even if it’s a simple “thanks for being a fan.”
Sell wine DTC via a combination of these tactics? Usually, that’s the case. So Online can help in all the steps and overall in a combined way.
Yes we can set up your wine ecommerce cart, but we don’t stop there. We show you how to use it and market it and make it work for you, so talk to us today to see what you need to be doing more of.