Marketing and selling wine DTC can mean different things to different clients. When we engage new clients at VinMarketer, we often discuss whether the site needs a refresher.
Often the idea of “if it ain’t broke, don’t fix it” comes up. Or, “we’re having decent success – maybe our customers like our consistency?” Our advice is, leave that for the labels on the bottles. An older site visually registers like a polyester outfit worn by the tasting room staff.
While there are many online tools and marketing programs to assist DTC selling, there are two fundamental basic requirements for that visual “first impression” of the brand:
1) An updated, mobile-ready website, and 2) A minimal (at least) social media presence
Why A (New) Winery Website?
Nearly 50% of your target audience (both DTC and trade) will be viewing your site through a small screen, through a smartphone. Your site has to be able to both look good and operate easily in that format. Easy operation means the fewer clicks to most popular and useful information to a visitor viewing the site on a phone.
Visitors will also be more impressed with a site with a style that is current. Every few years, web styles evolve and a site built only a while ago can look dated fast. Your website is your brand’s first impression for many. A dated style drags down the premium lifestyle brand you are working so hard to create.
Some acid tests to see if your site is dated:
- If copyright date on bottom of page is before 2010 (or even 2012)
- If your home page still says “Welcome to our site” or similar. That is VERY dated.
- If your site looks more like A than B
|A) Older Site Style||B) Newer Site Style|
With prices so low (compared to other winery and marketing expenses), an out-of-date site quickly tells visitors that its owners “do not care.”
So Social Spells Success? *
In 2015 (and beyond), anyone considering doing business with your winery (buying wine, partnering, inviting you to tasting events) will check your website and your social media presence. And not necessarily in that order.
What stops clients from using social media is the fear that it takes too long, or that they don’t get it. See this post for a few hints on using social media to sell wine DTC. But the bar is pretty low – a winery can get away with the minimum in some cases. A minimum, which is pretty easy to handle, is a Facebook page where a photo is posted at least every two weeks.
The goal here is to not let a potential visitor see a ghost town. Of course we preach much much more, but that can come later too. Let’s first get out of 2009.
VinMarketer can refresh a basic website at a very affordable price, do don’t let something you’ve heard through the grapevine (“20K?!”) stop you from exploring your options. Contact us today.
* Maybe it’s evident from our clever titles, but we like good copywriting. We can refresh a site and populate it with great blog articles and social media posts for a year, or teach you how to do it, or both!