DTC, SEO and loyalty
(This post was inspired by a “Viticulture Brief” that appeared in the Santa Rosa Press Democrat yesterday.)
My blog is just over five years old now, and what a crazy five years it’s been. In 2008 the wineries-and-social media arena was like the Wild West, filled with danger, opportunity, chaos, confusion, rattlesnakes and gunslingers. It was a bold proprietor who dared to jump in. Most held back, unsure of what to do, not wanting to make blunders. Like good businessmen, they preferred to let others blaze a path into terra incognita they could then follow.
Now it’s 2013. It would be sweet to say that the formula’s been figured out, but unfortunately, it hasn’t. There still is no template for wineries to trek the social media landscape–although social media consultants claim otherwise!
So what do we know now that we didn’t know in 2008?
In a way, nothing. The only difference is that what we knew then was obscure. Today, the outlines are clearer. We know for sure that direct-to-consumer (DTC) is just as important as we thought it was, and even more so for small wineries who find it hard to get distributed post-Recession. Whether it’s through a tasting room or a wine club, DTC remains the lifeline by which the family winery avoids being cast adrift and drowning.
We know, however, that DTC doesn’t happen all by itself but must be developed. There are several elements to this. One is for the consumer who’s Googling her way through the world wide web to come across your winery’s website. And not just come across it as, for instance, being #37 on a search result, but being one of the first hits, and having a provocative headline that will prompt the searcher to click on it.
For example, I just Googled “best Napa Valley Cabernet” and two of the first three hits are from me. (Yes, I was surprised, but not entirely.) Number one is an article I wrote for Wine Enthusiast, number two is Schrader’s website, and number three is a post from my blog.
Finding myself with such high visibility on such an important search topic is gratifying, of course; but the question for wineries is how they can do it. Schrader did; so did Robert Mondavi and Napa Cellars, albeit on page 2, and by the time we come to page 3, nobody’s reading anymore. This tells me that Napa Valley wineries are not doing a good job at search engine optimization.
Let’s suppose they were, through the usual tricks: Google+, key word use, extensive hyperlinks as well as linking all of your online presences to each other, and so on. But a key to landing in a top search result is frequency of online publishing. You can’t update your blog or website once a month and expect anyone to find it. It’s got to be everyday. That’s why people come back to steveheimoff.com Monday through Friday. They know they’ll always find something new (and not just some rehashed reviews).
This raises the issue of loyalty. Ask a brand manager what’s the best thing a brand can have and she’ll tell you customer loyalty. You can’t buy it (although it often money to establish). You can’t force the consumer to be loyal or do it with some gimmick. There’s magic how it happens. Jordan and Silver Oak have earned customer loyalty; their examples stand as inspirations to other wineries. This blog has earned reader loyalty. My readers never feel pandered to, or spoken down to (I would hope). They don’t get the feeling I slap-dashed some fast food together for them. Instead, they get something that appeals to their intelligence–they feel engaged. Engagement: that’s the soul of social media. Don’t talk at me, talk with me, and let me talk with you. Together, we’ll have a conversation.
Admittedly, it’s easier for me to have a conversation with readers than for a wine company. A company has too many levels of management. Everyone gets a veto; creativity is stifled in favor of white bread. But people don’t want mush; they want something substantial. Give them something real to chew on, and they’ll come back. Withhold it, and all the social media consultants in the world can’t help you.