Three common mistakes in Facebook wine marketing

Although it has been buried many times, Facebook is still with us. And in our experience, when used properly, it can be really effective in the wine industry. But to do so, we need to skip over some common mistakes made by wineries.

 

Mistake No. 1. – A tool just for sales?

 

If you regard Facebook only as a tool for sales, you will not be using it to its full potential. The difference between pushing a post to many users and pushing it to just a few is down to algorithms. Their job is to find content that people enjoy viewing. If you publish a post that people read, share or comment on, the algorithm gets feedback that they liked it, so it gets passed on to more people.

 

On the other hand if the content is unexciting then the algorithm won’t share it with more people. Because it doesn’t want users find time spent on Facebook boring so they close the application. If your main action on the platform is direct sales people will get bored quickly, and so your message will reach fewer and fewer people because the algorithm will recognise that.

 

Mistake No. 2. – Missing out on connection building

 

So why is Facebook good for a winery? Facebook can help you to strengthen connections between you and your customers. This is what we call brand building. So next time when they are faced with a buying decision they will choose you. Your can regard this step as a pre-heating before the sales take place. (If you would like to be more scientific on this topic dive into the customer journey phase.)

 

What do you need to do to make connections stronger? Provide meaningful and interesting content. You don’t have to pretend to be a celebrity but show yourself, your work, your daily life honestly. So instead of just focusing on competition awards or presenting pictures about exhibition desks show them the real thing happening in the vineyard or the cellar. Think about what is interesting for them, not for you.

 

Mistake No. 3. – Losing focus on strategy

 

It is always important to think strategically. Where do you sell your wines? If 95% of your wines are sold by merchants, shops, restaurants and just 5% by your online webshop is it a good idea to push mainly messages about your webshop? To focus only on the 5% instead of helping the 95%?

 

If you are doing your connection building work well people will be more willing to choose your wines over others. And that will strengthen all your sales channels. So use Facebook to keep connected in an engaging way with winelovers. In our next article we’ll give you tips on how to do that.