I’ve said it two years ago, repeated it last year and, at the risk of being redundant, feel compelled to say it again. Oh hold it – Alder Yarrow just said it on his wonderful Vinography blog post and why fuss with perfection. If your eyeballs have yet to stick to his ‘Social Media and the Wine Industry – A New Era’ post, it’s a must read:
My point, and his shared view, is fundamentally simple: if you’re not using social media to market and sell your wine you simply won’t market as well or sell as much as those who are. What’s not so simple however is how to do it right and, if you can’t get it right, you’re spinning your wheels.
If you don’t get social media and you don’t get how to integrate it into your strategic marketing plan and you don’t get how to leverage its power and reach, hire someone who does. There’s plenty of people out there who specialize in helping wineries figure it all out. Make sure however that they know how to repurpose the content you’ve already developed for your more traditional channels for the web so you can do more with less. The longer you wait to not only embrace it but figure out how to really do it right, the more money you’re leaving on the table for your competitors to slurp up.
The most efficient and the most cost effective way to build brand awareness, consideration and demand is to smartly execute social media in an integrated and systematic fashion. But, please do look before you jump. For optimal results, you need a rock-solid social media strategy that dovetails with and feeds into your content marketing and organic SEO strategies.
Don’t set up yet another social media profile — yes, I can hear you thinking ‘oh what’s this Pinterest thing?’ — without first putting on your thinking cap. Good news is it’s not rocket science but it does require a considerable amount of strategic thinking. If you’re more of a doer than a thinker, consider hiring someone who is left brained to work with you.
My next blog posts will explore the key building blocks in constructing a rock-solid online marketing foundation for your brand. In the interim, if you’re an impatient type, I invite you to visit our partner site, Building a Sound Foundation and lay your eyeballs on the ‘You Need a Strategy Dammit not Another Social Media Profile’ blog post.
In the words of a mighty smart fella, Abraham Lincoln, if you give me 6 hours to chop down a tree, I will spend 4 hours sharpening the axe. Let the sharpening begin.