Marketing wine on the internet is a process that is best described using the purchase funnel analogy. In this video I give an overview of each internet marketing tactic and its place in the funnel. The next video will be about SEO, followed by Social Media.
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Hi WineMarketingPros, I’m Bruce McGechan, and this is Whiteboard Winesday. Today, in this first of a long series of videos we’re going to do on wine Internet marketing, we are going to look at the overview. The overview, the marketing selling wine online overview. And we’re going to use the analogy of the purchase funnel.
If you’ve ever done marketing 101, you’ve probably seen the old sales funnel or purchase funnel, where customers go through a journey. They start off being aware of you, they become more familiar with you, they build up trust and likability, they end up purchasing from you, and eventually become loyal customers. It’s a customer journey, and a funnel is often used as a kind of an analogy to show that journey. It’s a really good way to simplify the complexity of marketing, and internet marketing, for us in the wine industry. That’s what we’re going to use to show the process, because it is a process, when we talk about wine marketing online.
If you look at the journey, the first stage they are building up awareness. In terms of Internet marketing we think of Google, and search engine optimization, as the tool that comes to mind first and that we use first. We’ll have lots of videos on search engine optimization.
The next stage is going to be Internet advertising, where we think about Google AdWords, we think about Facebook paid ads, and other advertising networks including mobile. We’ll have videos going through that part of it as well. So that’s all about generating awareness, the discovery of customers understanding, or finding out about your wine brand, and your store.
The next stage in that customer journey is that trust and likability, that building an element of being familiar about your brand. If you think of building up a consideration set of brands or stores that that customer will shop at, then it’s that part of the journey we are talking about.
This is where social media comes in. It’s a great help to us in the Internet marketing industry, that social media really took off in mid 2000’s. Because it really helps us, with building up that likability, and familiarity with our brands. Of course Facebook and Twitter are big ones, as is blogging, as is Pinterest nowadays, Google+, YouTube, and other social networks as well. So now we’ve pushed them, helped them through that customer journey and little bit more, we’re going to think about how to convert them into being paid customers. How to really build up that strong element of preference about our wine store, or about a winery.
This is where we want to make sure that our website is doing its job really well. So when a customer looks at our website on a mobile phone, it is readable, it’s called a mobile optimized website. When they go and use Location Based Services, that we’ve made sure that we’ve set up well on Yelp, that we are thinking about Foursquare, that we’ve made sure that Google+ Local, and Facebook Nearby, is working well for us. Finally, they are going to buy wine from us. We want to make sure that our wine eCommerce website is doing its job properly. We’ll look at eCommerce in future videos as well.
Now, part of all of these tools is something called Conversion Rate Optimization. This is where we test different things, where something works well we double down on it, where something doesn’t work well we try something else. We’ll have a video on that. Now, we’ve finally got wine drinkers becoming customers, they’re on our email list, we want to make sure that we do our Email Marketing really well. It’s professionally done, perhaps by using an email marketing service. The content is really good, it’s not just spam, and there are a few tricks that we’ll go through there as well.
Measurement, think Google Analytics and other social media monitoring tools that we are measuring how well we’re doing on each of these things, so that we can track our progress and see how our ROI, our Return on Investment, is doing for each of our marketing campaigns.
If we want to get particularly sophisticated, we can look at Customer Relationship Management software. There are new types of CRM systems coming out called Social CRM’s which build in the social element as well. They can help us with all of these things as well. So it’s a process, it’s a customer journey, and there are tools that we can use to help those customers follow our journey rather than others’.
That’s it for today, I’ll see you on the next Whiteboard Winesday. Ciao!