The other day I was talking to a friend of mine. Rebecca, who owns Maximum Value Marketing. We have known each other for years and enjoy a good chat about all things marketing. We can talk about marketing the way winemakers can talk about their wines…that is in more detail than most people really want or need to know.
This time we were talking about websites, one of Rebecca’s specialties. What works, what doesn’t and not so much of what we see in company website (especially small companies), but what we don’t see. This led us back to the age-old questions that are pertinent throughout all marketing channels. “Does your website provide information for all the different people who may need it? And if not, how does that affect the profitability and success of your business?”
The gist of the conversation was that all different types of people, consumers, trade, press visit your website. It’s where they go to gather information about you for a number of different purposes. Here are just a few examples of who may be accessing your website and what they may want to know.
Consumers
- A customer of yours may have served a friend your wine during a visit. The friend then wants to know more.
- Customers in stores or supermarkets, may see your wine and use your website to find out more about it before they decide to buy.
- People planning their next holiday may be looking for wineries they want to visit in the region. What is on your website that will make your business stand out from those around you?
Retailers & Distributors
- Sales people who work for a retailer or distributor that carries your wine may need information to promote your products. Make sure that information is easily available on your website
- Retailers or distributors who are interested in carrying your products would use your website first to find out if you would be a good fit.
Press
- Bloggers and media outlets (usually at 10 p.m. or later on the night before their blog or story is due) may be looking for facts on the company and the wines. If they can’t find the facts or your site, they will use another brand in their story.
Your website is available 24 hours each day, so interested people can access it whenever they need or want to. Make sure yours has everything they need to answer their questions.
A tip of the glass from me to you
E Column
by Elizabeth “E” Slater, In Short Direct Marketing
A recognized expert in the fields of direct marketing and sales in the wine marketplace. Slater has taught more wineries and winery associations how to create and improve the effectiveness of their direct marketing programs and to make the most of each customer’s potential than anyone in the wine industry today.
Follow E on twitter @esavant and facebook.
