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The Secret Weapon for Your Wine Social Media Content?
Not gonna lie. I’d never thought about it in quite that way.
But when I got to talking with a friend this week about his work building social media content at a well-known winery, I wondered why it took me so long to connect the dots.
Between a winery’s DTC data, that is, and their social media content.
Here are a few ideas we’ve been brainstorming, to describe what I mean.
- Have you ever compared your socials’ analytics with the demographics of your customer segments? People who buy through your website, for example, or who respond particularly well to outreach via text.
- Who are these customers, in terms of gender, age group and location? Your DTC data has a lot of granularity about those specific segments, and many others. Is your social media content aligned?
- Let’s say your data tells you that sales are lagging behind of the most recent release of your Sauvignon Blanc. What can your DTC data tell you about sales of previous vintages of that wine? Maybe they were popular in the Tasting Room (and you’ll add it to the offerings for a limited run, spotlighted on your socials), maybe there’s a highly active hotspot of your Sauvignon Blanc buyers in, say, Spokane, and you’ll decide to run social ads in that specific market.
The examples will be different for every winery, but you get the idea. Social media content in light of DTC data is a different (and maybe new) lens to apply. You’re bound to uncover some opportunities you hadn’t seen before.
If your winery already has this covered, good for you!
But if you don’t, and you’d like to start connecting the dots, please be in touch. We can help.
I look forward, as always, to your questions and ideas —
Thank you,
Cathy
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