These days it is important to business to have new and interesting marketing content, telling customers and potential customers about the products and services they can expect. It’s not always easy to come up with the amount or type of content that consumers are looking for. We can easily get stuck in a rut of doing the same thing. I read many, many emails from wineries presenting their products, and in most of the missives I receive there is a sameness to the content.
One of the ways you can make your content different is to have the people who buy your wine and love your brand contribute by creating some of the content for you. Consumers tend to be more interested in hearing what other consumers think about products. According to Bazaar Voice, which specializes in user generated content marketing, “64% of millennials and 53% of boomers want more options to share their opinions about brands.” Additional, studies show that consumers are more likely to believe user generated content more than other media.
Ask for information and testimonials from your customers and display the information on your website, in emails or through social media. Let potential customers know how your customers feel, but using their own words through your marketing avenues.
Sign up for a monitoring service so you know when and where your products, company or key personnel in the company are mentioned. Then respond to the consumers who mentioned you.
Be ready to answer questions or complaints and keep track of all your social media so you know what is being said.
Use more pictures in your messaging to customers. Show pictures of your customers using your products and couple that with a blurb from the customer saying why they buy and use it. Visual content encourages consumers to purchase and brings them to the buying process much faster.
It’s important too that you are seen through different channels. According to Bazaar Voice “Consumers increasingly are moving back and forth among mobile, PC, tablet, and in-store experiences seamlessly during their shopping process. 73% used multiple channels during their shopping journey.”
Keep current and potential customers interested in your company and your products by keeping them involved in active as well as passive ways.
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.
