Here’s the normal brand proposition, “Such and Such Family Vineyards is a family-owned and operated boutique winery making estate grown wines, located in this Appellation, [following organic / biodynamic / sustainable farming practices].” I absolutely understand why winegrowers use this phrase. It’s heart-felt, it’s authentic, it’s got the basis of terroir that is so important to premium wines, and family is the core of their life(style). I’ve been a cellar hand so I also understand how much people loath having to use chemicals and choose organics, they’re just nasty and cause all sorts of concern about your own and family health and safety. The issue with the normal wine brand proposition is that everyone else is using it. If there are 60,000 wine brands in the market, or 1000 wine brands on a retail store shelf, how is that proposition going to stand out?
You’ve built up your Fan base, you’ve been posting great photo rich content, posts that encourage interaction and you are posting at least twice a day? Time to think conversion. This post shows you how to create a Facebook Conversion Ad Campaign including conversion pixels and the ad type.
I had this great idea. I’d create a website that appealed to all those wine connoisseurs who loved niche wines. I’d work with wine retailers around the world, to offer niches, to wine lovers around the world. Here’s the key part of the wine marketing plan that was aimed at a particular group of wine drinkers called Experimenters and their particular needs.
Wine and Facebook, 17 embed posts from our Facebook page from 1-17 December 2013 on: case studies, ad insights, wine social media analysis, wine marketing math, Xmas promos and more.
Time to amplify all those great posts to friends of Fans. We’re going promote our posts to friends of fans who have interests we identified when doing our Graph Search: a carefully targeted ad audience.
How to use Facebook interests like wine tasting, food and wine, or restaurants and bars, to find new fans for a wine business using the Page Like ad.
What will your target market find interesting? What interests, brands and places do they like? If we know these things then we can build more engagement on Facebook posts, and do some very effective Facebook ad targeting. One powerful way to know what your target audience likes it to use Facebook Graph Search, this blog post shows how an example winery could use the different search terms to find wine drinker insights.
The whole point of social media is to engage with your Fans. However if your message can’t reach enough of them, then your engagement numbers are going to be low regardless of your efforts. This post gives you step by step instructions on how to use Facebook ads to give your posts the best chance of boosting your Page’s engagement. The ad type is called Promoted Post.
…is a Facebook Sponsored Story Page Like Ad. In a perfect world Facebook would organically share our posts with Friends of Friends (“viral reach”), along with our website Like box and Facebook address on packaging. But I’ll let someone else sell you that dream, in the real world to get a Fan Base that is large enough to make a difference to your revenue line you need to use the Sponsored Story Page Like Ad.
A good internet marketer starts with the business and marketing objectives and ensures Facebook Marketing helps to achieve them. In this post I give a specific example of tying Facebook tactics and budget back to business objectives.