Tag Archives: Social Media

WIMS BREWERIES & WINERIES

3 Marketing Tips for Breweries, Wineries, Cideries, & Distilleries

The brewery and winery industries have been fortunate to have experienced a major boom in public interest along with media attention over the past few years. Just opening a new location has been a major event that has typically generated a lot of buzz and received coverage by every Business Journal and local social media influencer alike. That’s not to say that marketing breweries and wineries has been easy of course, far from it.

Once the grand opening has passed, and the novelty subsides, the business must continue to attract a loyal and recurring customer base, in addition to the one-off tourists and large groups as well. While all businesses have their tried-and-true marketing methods that work, we wanted to offer up some that may appear obvious, but they truly work. And when done effectively in conjunction with a robust marketing and sales strategy, they’ll keep your brewery or winery full of customers for a long time to come.

Tastings and tours are a “must” for any brewery, winery, cidery, or distillery. However, even if you diligently open your brewery daily for happy hour, there’s much more you can do to raise product awareness. In order to broadcast your brand’s name, it helps to bridge the gap between physical and digital. While locals and tourists might stop in for some beer, wine, or cider, incorporating digital marketing into your outreach campaign will multiply your success. These digital marketing strategies help breweries and wineries attract interest and show off their new craft beer and wine releases, as well as just consistently get people through the door.

 

Blog Posts

Creating a new beer, wine, or cider is still big news. Your fans (and prospects) want to hear about it! However, people also want to know what they’re getting into before purchasing beer from a brewery. For many, that means doing some research beforehand. Introducing a new beer, wine, or cider through blogging is a fun, creative, and informal way to get word out of your newest product. Along with sharing information about the new release and the story behind your winery or brewery online, you can link to your social media pages as well. With these additional steps, you’ll effectively reach your social media followers and those who have signed up for email alerts or announcements (not to mention jack up your SEO rankings). This makes it easier for followers to share the news about your brewery or distillery on their social networks too.

 

Email Campaigns

While it often takes a back seat to social media, email marketing is still a significant part of a successful marketing strategy. Surprisingly, many breweries, wineries, and cideries use social media exclusively as their digital marketing strategy. Considering that 3.2 billion people use social media worldwide, tapping into a social network is a good start. Yet, email is even more effective in reaching a target brewery or winery audience than Facebook or the others. Studies show that 900 out of 1,000 people see a company’s message via email compared to just 20 out of 1,000 people on Facebook. Ultimately, it’s worth your time and effort to create a message that 90% of users will see. Email also has the power and convenience of automation. With social media, on the other hand, you’ll need to personally post a message every day or at least several times each week (which you should be doing ALSO).

 

Social Media Ads

Even though email campaigns are the fastest way to reach a broad audience, don’t underestimate the power of social media for your brewery or winery. About 67% of the US population uses Facebook, which translates to many potential views. Facebook advertising is simple and easy for breweries and wineries to use, and you can even try A/B testing to see which campaigns and strategies are most effective.

 

From tried-and-true email to web content and social media, there are many creative and effective avenues that breweries, wineries, distilleries, or a cideries, can use to increase brand awareness and spread news of a new wine, cider, or beer. If you’re interested in discussing how you can build upon your existing marketing and sales strategy reach out to us at WIMS Consulting and we’d be happy to help!

Marketing Sales Automation Tech Stack

The Best Marketing and Sales Automation Tech Stack for B2B Businesses

Just about every company in America would publicly emphasize that they’re committed to revenue growth (this is more important than ever now). Yet simultaneously its common to try to cut corners and get cheap when it comes time to invest in tried and true resources that help them realize that goal. Further, these resources will easily pay for themselves and more by leading to significant ROI both monetarily and via efficiencies.

In 2019 I can’t believe companies still need to be convinced that they need things like CRM programs and marketing automation but here we are.

And let’s get one thing out of the way before going any further. No, having a free HubSpot account doesn’t count as investing in a CRM program. It may be slightly better than a Google Spreadsheet (yes some solely use that as their “CRM”) but it’s still a lame attempt at best (that’s not to knock them, they have a fine platform if you’re willing to pay the fees to upgrade it).

Fortunately, there is an upside whether you have a CRM and marketing automation system or not. Regardless if you have none, a poor/dysfunctional one, or even one that’s working decently well, now is a great time to make it even better. Take the time, make the investment, and ensure it’s a priority to get dialed in and implemented now to lead to massive dividends later.

Anything worth doing is worth doing right, so I’ve put together a list of the best tech stack in the game to work synergistically and seamlessly whether you’re a solo entrepreneur or a $100 million company with hundreds of employees.

To set the ground rules this piece is predominantly focused on marketing and sales automation. There are plenty of additional angles to take to assist with ERP, HR/recruiting, etc. (if there’s interest I’ll gladly do a follow up post). Also, there are a variety of effective approaches and platforms to pull this off so in some cases I’ll include secondary and tertiary options. If your favorite tool is omitted it doesn’t mean I’m not a fan, just trying to make this easier in a world with a vast amount of options to avoid analysis paralysis. I’m not going to let that be your excuse not to take action and execute.

Ok here we go.

Communication

This is obvious, but your base starts with communication, so email, mobile device, etc. Personally, my preference is overwhelmingly an Outlook and iOS base. However, Gmail/Google Suite or Android are just fine. I use both Outlook/Gmail and both accounts are connected/integrated with my CRM. If you’re working in teams, adding Slack to the mix is worthwhile as well. Price: $5-$10 per user per month.

CRM

This is really the major component that ties everything together and is the key to making everything else in your business work. If you’ve read anything I’ve written about CRM’s you know my #1 preference right now is Zoho One. It does so freaking much for your company for the price that it’s absurd. Their tagline is: “The Operating System for Your Business” and it’s 100% true. There are literally 40 applications that go along with it that could easily eliminate much of what you’re using right now. But if you love your other platforms and want to keep them it also integrates with them all.

A few steps allows you to sync and keep track of all your communication with clients and prospects, ensure you follow up with leads who fill out contact forms or simply visit your website (yes it includes a heat map and website analytics) and so much more. I also use it for project management.

Almost on equal footing (albeit it comes with a much higher price tag) is Salesforce, followed by HubSpot. These are both great platforms, they just cost a whole lot more to license and don’t come with the extra bells and whistles that Zoho One does. Price: $30-$40 per user per month.

Social Media

This section will be brief, your company has got to have at least the following accounts: LinkedIn, Instagram, Facebook, and Twitter. If you want to add others to the mix more power to you, but this is the base. I use Zoho to manage, automate, and track my posting (which is included) but you could easily use Hootsuite too. Price: Free (Zoho) – $30 per user per month for Hootsuite.

Email Marketing

Another quick section: you need to be incorporating email campaigns into your marketing activities. Email isn’t dead, that’s a lie (neither is direct mail, but that’s for another time). This is one where you could get away with Zoho to manage it, yet I stubbornly have stuck with MailChimp. I love the platform, the company, and what it stands for and have remained loyal. You can start with a free account for under 2,000 contacts, I have more in my list, so I pay a monthly fee (the fee staggers based on your amount of contacts). Constant Contact is a fine option too. Both integrate with Zoho. Price: Free (Zoho) – $30 per month and up for MailChimp.

Contract/Proposal Management

If your company is like mine, you crank out a lot of proposals and contracts on a regular basis. While we customize each one there is still plenty of overlap and recurring content that we leverage often. Standardizing as much as possible with templates creates a HUGE advantage. It allows us to crank out much more in less time. Business is a numbers game, i.e. more activity leads to more volume, which leads to more sales and revenue. So being able to get more proposals and contracts out in a timelier fashion is going to make a tangible impact on your business alone. For this I use/recommend IntellyDoc. Adding this to your tech stack is going to make a major impact on your business. Price: Free (Freemium Model) – $150+ per month depending on your company’s situation.

Payment Processing

Not that your company is closing all this new business you’ve got to collect, right? I have an account set up with PayPal, Square, Stripe, Venmo, Zelle, Coinbase, and Gold Money to collect fees from clients. I recommend having them all nothing else in your business matters if you don’t collect the fees you charge. They all connect to your bank, which should connect to your bookkeeping platform, which then connects back to the CRM to tie in deal flow tracking and to assist with financial forecasting, etc. Price: Free aside from a percentage per transaction.

Bookkeeping

QuickBooks gets all the love, but I’ve been using Wave and it’s really great too (you’re probably sick of hearing this by now but Zoho has an application that comes with your Zoho One account too). QB integrates with Zoho, Wave doesn’t which is a minor annoyance, but I created a work flow to work around that.

Other recommendations:

Scheduling: Acuity is awesome to assist with scheduling meetings, demos, calls, etc. by allowing folks to see open times on your calendar and book appointments. They have a freemium model.

Ecommerce: Shopify.

The Potential ROI of Social Media

By now I shouldn’t have to articulate the value or justify the need for a social media strategy for your business. There are literally thousands of articles, white papers, and studies that have been written and distributed highlighting facts, figures, and metrics galore. Rather, I wanted to share a couple recent social media success stories and provide some tangible action steps for you to implement because that’s what this blog is for. As I’ve mentioned publicly, the new mantra is: Add Value.

LinkedIn Is Still King (depending on your target market)

I get referrals on LinkedIn all day long, but then again, I’m fairly active and present on the network. It’s my obvious preference with regard to the long game of business development. Every time I meet a new person at a networking event, or get introduced to a prospect or potential COI (center of influence/referral source) via email my first follow up step is to connect with them here. It just works and compounds.

Another tip: if someone asks you to introduce them to someone you’re connected to: do it. What do you have to lose? Sure, there are exceptions to this, but if you’re not comfortable with that then why are you connected to them in the first place? Even if I don’t know them all that well, I just disclose that fact in the intro and let that person make the call to follow up or not. This simple act often leads them to reciprocate when needed, and is a good reason to reach out to the other person too. Try this: “Hey I know it’s been a while, but so and so reached out to me and asked if I’d make an introduction, figured was a great reason for me to follow up with you too.” The answer is always no if you never ask.

However, you can’t neglect the others such as Facebook, Instagram, and Twitter

Sometimes you spend days and weeks shouting into an empty vacuum of time and space. The social media vortex swallows your content and garners little more than a like or two, and maybe a share or a re-tweet. You have great content but no one is really seeing it, so you get discouraged and post less frequently or stop altogether. BAD MOVE.

Now these results aren’t typical, but in addition to managing my company’s social media accounts along with a few clients, I also do it for some of my joint ventures. Recently, a life-altering event occurred when we received an inbound lead worth well into the high six/low seven figures. And this deal came in from a single TWITTER post. No joke, you read that right. Even if I never get another lead from Twitter again, that one tweet will pay for a life time of tweeting. The point is keep sharing, and sharing, and sharing.

Ask and Ye Shall Receive

Make sure to be very specific about what you’re looking for. When asking for a general referral, it’s often answered with crickets. It’s not that people don’t WANT to help, rather they just don’t know exactly how, or even what you have to offer. If they have to think too hard about it, you’ve lost them. Therefore, its best to keep things simple and specific.

For example, I recently posted that I was looking for a referral to accounting firms with annual revenue over $5 million. I have an abundance of experience in that space and currently have a gap in my client portfolio. Literally within 3(!) minutes of posting it on Facebook I was introduced to a dream prospect that would be a perfect fit for my business. And 10 minutes after that I was introduced to another one equally as good.

Action Keeps You Top of Mind

Even if you do nothing but share existing content from sources such as Entrepreneur Magazine, Inc. Magazine, and others that regularly post timely business-oriented content online you could still see ROI. Take it a step further and curate it with a nugget of commentary and context and over time that’s enough to garner goodwill and establish yourself as a thought leader and resource. This really adds up and pays dividends over the long-haul. People in your network will appreciate your contribution to enhancing their education along the journey.

As always, if there’s anything I can ever do to assist you along your social media journey, please don’t hesitate to reach out! And don’t forget to check out the WIMS Blast Off Bundle: 10Kto10X if you haven’t yet.

10Kto10X The WIMS Blast Off Bundle

10Kto10X: The WIMS Blast Off Bundle

Whether you’re launching a completely new business, legitimizing a side hustle, or going back to the drawing board with an existing entrepreneurial endeavor, The WIMS Blast Off Bundle is the perfect solution to help you get started and hit the ground sprinting. Whether you’re a first-time entrepreneur or of the serial variety you know that getting your brand and marketing on point is crucial. So, while you focus on building your business and doing what you do best, leave that part to us.

The WIMS Blast Off Bundle includes the following:

  • Website (Created w/ Wix)
    • 5 pages: landing page, contact, about, product/service, bonus (client’s choice).
    • Mobile Friendly.
    • Standard SEO optimized.
  • Video
    • Corporate landing page video (up to 3 minutes).
    • Half day, onsite shoot.
    • Up to 4 interviews with partners, employees, clients, and/or testimonials.
    • Includes music/GFX, B-roll, editing, and post production.
    • Condensed version for social media (30 seconds).
  • Social Media Activation
  • Content
    • Press Release.
    • Launch blog post.
  • Creative
    • Logo
    • Branding Kit.
    • Stationary (Business Card, Letterhead, etc.)
  • 4-hour one-on-one strategy session to get launched. Time allocated for feedback, editing, etc. as well.
  • $250 cash commission for referrals (upon completion of project).

*Restrictions

The following options are considered upgrades and not included in the 10Kto10X package. However, we would be thrilled to accommodate you for an additional fee on an ad-hoc basis.

  • Website – e-commerce functionality.
  • Video – access to Drone and 360 videos.
    • Travel across the country is possible and negotiable on a case by case basis.
    • The specific package will be discussed prior to launch, and additional options are available on an appropriate basis.

**10X does not imply a 100% guaranteed 10X return on revenue.

Visit https://www.wims-consulting.com/10kto10x if you’re interested in registering.