Unlike wine, marketing strategies don’t necessarily get finer with age. There’s an enormous market of wine-enthused consumers out there craving new, well-crafted wine experiences. But there’s no shortage of wine brands, vineyards, or wineries. The catch is to reach these audiences in the right way with the right approach because, truth be told, the old tricks of the trade simply won’t suffice.
How do you market wine online? The best wine websites aim to inform, engage, and entice readers every step of the way. So, here are the 6 secrets to creating a highly converting winery website.
1. A Site for the Senses
The first thing your website should do is captivate your consumer. Nothing quite replaces the experience of visiting a vineyard or wine club, but the personal connection between visitors and the vine can be replicated. For one, you’ll need a visually appealing website that draws visitors in and prompts them to stay just a little bit longer.
Nail the first impression by crafting an alluring brand identity and understanding what your audience is looking for.
2. Engaging Content
Besides enriching the visual flavor of your website, you’ll want to educate your visitors on your winery and its offerings. Consumers appreciate several aspects of the winemaking process, including:
- Quality and variety
- History of the vineyard
- The vintner’s innovations, philosophies, and techniques
- Your winemaking process
Remember, consumers are looking for a novel experience. Since they can’t smell or taste the wine for themselves, you have to vividly describe the flavors and aromas for them.
3. Social Prospecting
It’s no surprise that every company needs a social media presence. It adds up to an enormous audience with massive potential. With millions of people talking about wine at any given moment, it’s important to use social media as a converting tool.
Utilize social listening practices to discover what customers are saying about your brand and use this information to elevate your marketing strategies. By engaging with your audience on social media, you create a community of loyal followers and get to generate organic traffic all at the same time.
4. Maintain a Consistent Brand Voice
A brand identity needs to be two things: authentic and consistent. Brand voice is more than just tone or personality; it’s presence too. A consistent brand voice instills confidence in your winery and its offerings. More importantly, it influences purchasing decisions.
Your wine brand should be instantly recognizable, whether on social media, on your website, or in person. Doing so distinguishes you from your competitors, allowing you to carve out a niche audience for yourself.
5. Make Use of Reviews and Testimonials
Nothing beats the power of word-of-mouth marketing, especially in the winery business. Reading and learning about another person’s exciting experience with a winery will drive more prospects to experience it for themselves.
Encourage customers to leave reviews online and include testimonials on your website to create social proof and enhance your credibility.
6. Prioritize Customer Experiences
You want to make your customers’ experiences on your website as seamless as possible, no matter the device they’re using.
Maintain fast and amicable communication. A winery website provides multiple touchpoints to engage and entice your audience. The key is to maintain fast and amicable communication. Be sure to provide a responsive winery website design, and make the journey to purchase as painless as possible.
What’s more, use a clear and concise call-to-action to prompt visitors to take a specific action. For instance, they could sign up for your monthly newsletter to stay abreast of the happenings in the wine industry.
The Low Down on Responsive Winery Website Design
Wine creates an opportunity for people to connect over something they love. And that’s the ambiance you should strive to create online. The best wine websites are crafted from the point of view of the consumer while still keeping your brand voice in consideration.
At NextGen Wine Marketing, we bridge technology and beauty to help you grow your winery business. Contact us to create a brand your customers can’t help but gravitate to