Very few people know what to post on social media. It’s no wonder that most wineries farm it out. At first it goes well — things are posted without you having to do anything. But pretty soon you’re seeing posts that are…kinda boring. Or worse, your winemaker, two weeks into harvest, gets an Instagram message from the agency asking for just a few photos and a written update about the vintage. Oh, and can it happen for tomorrow?
It’s a pattern that’s all too common: in outsourcing your social media, the marketing agency gets your staff to come up with everything. Truthfully, it’s nearly impossible to make interesting posts when all you’re given is a bank of bottle shots and photos that are 6 months old. So we get why an agency is delegating their work to your staff. But we don’t agree with it.
First off, if you take your social media in-house you can post faster and be more efficient. You’re already on site or at the event.
Secondly, you know wine. A lot of marketing firms, while filled with very smart and creative people, don’t know the difference between a punchdown and a pumpover let alone the intricacies of a regional blend vs a single vineyard wine.
Thirdly, social media is meant to be social. You want your consumers deepening their relationship with your staff instead of a faceless brand.
For these reasons, we suggest having someone on your staff who runs your Instagram account.
Ideally, one person is in charge of DTC marketing (wine club, social media, e-commerce, interacting with the consumer) whereas another person is in charge of trade marketing (pricing, sales, PR, interacting with buyers and wine trade). The challenge with 1 person being in charge of all marketing is that vastly different skills are required of each. It takes an incredibly special (and rare) person to take on this very big role. If we’re being blunt about it, it’s why we see so many wineries excelling in one marketing sector and absolutely floundering in another.
However, we know what it’s like to want to do all the ideal things but you just can’t justify the cost. If you find yourself there, our suggestion is to look at your tasting room staff. Here in B.C., there’s a definite off-season that makes it tricky to keep someone on year-round.
Adding social media to their role could be a way to keep this great staff member around. We suggest looking at the tasting room because these people not only know your wine but also know who your consumer is, and, hopefully, your brand voice/ messaging.
If you’re on board but you’re stuck for ideas, here’s a list of what to post about.
We’re always looking for ways to help you make your business more sustainable. That’s why we give our retainer clients a year-long list of social media prompts and ideas for newsletters. It’s part of planning your marketing year. Although some clients prefer for us to do that. Obviously we’re biased but we think hiring us to plan your marketing is a smarter use of your budget than paying us to post.
