So where do you start when launching a winery website? The list is long and the process can often be intimidating. There’s new technology to navigate, creative considerations to agree on, messages to craft, not to mention a significant financial and resource investment.
Website technology is changing rapidly – it’s a media landscape that’s as vibrant as the audience that consumes the content. The role of your brand website has never been more important. It no longer performs the perfunctory duty of being an online brochure. Your website is now the core hub of your online activities and needs to be accessible from multiple devices.
You may have heard the buzz around “responsive website design” or RWD. This is a way of automatically adapting the way your website appears according to the device or screen on which it is viewed. So the content on a desktop screen looks different when viewed from a smartphone or a tablet – and this is all to improve the user experience.
Ready to start work on your new website? Before you embark on the journey, answer a few questions:
Software solutions can make it easy
It’s worth exploring the specialised wine website solutions on the market – they provide great value and allow you to simplify the process so you can focus on your content, and connect with your customers in a way that is meaningful.
For inspiration, why not have a look at the websites Mastermind has helped launch on the Vin65 platform – Best’s Great Western and Scarborough Wine Co. Don’t forget to visit these sites from a mobile device, too.
If you’re feeling overwhelmed or confused about how to approach your website redesign, give us a call. The Mastermind team has extensive experience working with wine brands to re-launch their digital presence. We can help you navigate this space to make it easy and effective, in the short term and the long term.
Let’s face it, everyone likes to be popular. But if the number of likes and fans on your facebook page is your core metric of your facebook marketing, it’s time to rethink your strategy.
Don’t get me wrong – having a reasonable number of fans on your page is important in getting your message seen and building a community is important particularly when you are starting out or late to the game. The facebook edgerank algorithm means that only a proportion of your posts will be seen by the fans on your page so if there’s only 1,000 fans of your page and 85% of people are not seeing the content on your wall, then there’s lots of effort for little returns.
Like anything it’s quality over quantity that really matters. You’re better to have a smaller number of fans that you are engaging with than a big audience that is disengaged and not interacting. Think about ways that you can engage visitors to your cellar door or restaurant with your facebook page and ensure that you have the proper facebook integration on your website to encourage those who really want to follow your content can do so easily.
Before you post content, think about whether it really adds value to your brand messages or that you’re just doing it because you’re playing the edgerank game and doing it to be popular? Sure a cute photo or funny meme might get a laugh, but if it’s not aligned with your brand it’s doing more harm than good!
True results in your facebook strategy are driven by offering value to your community – thinking through your target customer and delivering content that is relevant in their eyes. It’s not just about talking about your own products, it’s about being able to educate, inform, entertain or give your fans on the page information that they find of value.
Spend the time to analyse what people like about your content, how they have interacted and what they have responded best and let that drive your page activity. If you’ve not yet discovered the facebook insights, it’s a free tool on your page that can give you invaluable information.
Simply look at the top of your administrator panel and you’ll see the insights graph and you’ll then be able to click and explore how many people interacted with your post, what the reach was as well as what negative feedback you might have had.
It’s worth taking the time to think through your plan and question what you want to get out of your facebook strategy, as the number of likes on the page is just one metric and there’s much richer analytics to consider in analysing your return on time invested.
Do you find it challenging to find the time to post on your brand facebook page? It’s even more of a task when you are travelling or heading on vacation.
If you are responsible for posting content to your Facebook fan page, this may be the most useful facebook tool you’ll ever discover... the ability to preschedule your posts. This is a feature that is incredibly useful as it allows you to think about the content that you are posting to make sure there’s a diverse range of types of posts, as well as making sure that you can still have content posted if you are away from the office.
You can schedule posts up to 6 months in advance in 15-minute intervals. This means you can actually sit down and plan the content for the week/ month, work out the most optimal time for the content to be shared and upload it in one sitting to be displayed at an appropriate time. Remember that many of your customers won’t be on facebook from 9-5pm so this feature will allow you to have the greatest opportunity of your content being seen at a time that your customers are online.
HOW DO YOU SCHEDULE POSTS FOR A FUTURE DATE?
In the status bar of your facebook post you’ll notice a small clock feature below the post.
Simply click on this clock and fill in the year, date and time that you want the post to appear and hit “schedule”
You’ll receive notification that the post will appear at a certain date and then the content will also appear on your activity log on the page so you can see what other content has been posted.
To view your activity log you need to be an administrator of the page, then go to the Edit Page section at the top of the page and click on “Use activity log”
You’ll then see the stream of posts that have been posted for a future date and time. If you need to edit these posts, simply go into the activity log and click on the button on the right hand part of the post and you can change the date/ time that this post will now appear, delete it or post it immediately.
Hope that this helps information helps you manage your content and your community more effectively.
I constantly see examples of brands that have merely set up social media channels and have not thought through the reasons why they are there or how they are going to provide content that’s interesting to their audience. The result is that engagement on their pages remain low, the community does not grow and the brand owners often walk away deeming their time on social media not worthwhile.
We’ve moved beyond the days of just having a presence on social media platforms. To be truly relevant we need to be actively engaging our consumers. Good content creation is your most valuable asset as it is the currency of social media. Branded or created, it’s your content that captures the attention of your consumers and customers, engages them and shapes their ultimate perception of your brand.
Like all marketing efforts, the goal of good content is to turn prospects into loyal brand advocates but without a content strategy, your time spent on social media can be a waste of time.
To make your content more compelling, here are some simple steps to consider:
Continue to ask yourself whether you’d be interested and engaged with the content if you were your consumer. Don’t just post for the sake of it if the content does not reinforce your messages or provide any value back to your audience.
Hootsuite have created a great reminder of what things you need to consider when you are planning content.
Join me at the Wine Communicators of Australia Webinar ‘Content to Connect’ on 2 May
Time: 1 – 1.45pm
Would love to hear your thoughts on your thoughts on what brands you feel are providing good content in the comments below.
(As published in July 2012 Edition of WBM Magazine)
There’s often discussion about the role of LinkedIn as part of your social media presence. Is it just an online Rolodex and a haven for recruitment professionals? Should you be spending the time to actually use the network and why would you bother?
LinkedIn is the world’s largest professional network and has recently surpassed three million Australian members. Globally, the site attracts more than two new members every second and grew to more than 150 million members worldwide in February 2012. There’s an active community using it and according to Cliff Rosenberg, Managing Director for LinkedIn in Australia, “over 60 percent of Australia’s professional population is now on LinkedIn.”
So how do you use LinkedIn most effectively and get the most out of it? Here’s a few pointers:
Marketers have also seen the benefits of using LinkedIn to reach out to influential, affluent and highly educated audiences in Australia. There’s some great examples of Tourism Australia and Microsoft using the platform to connect their business to a target audience in a relevant way.
Like any social media platform, what you get out of your LinkedIn experience will depend on your objectives. It does take time to contribute to the community and build relationships but given how targeted it can be, there’s plenty of reasons to explore it further.
So next time you hear of LinkedIn or get a request to connect, think about how you can use this platform for your own professional development and career aspirations before dismissing it.
Connect with me on LinkedIn au.linkedin.com/in/trishbarry