There are more than 43 million posts tagged #wine on Instagram alone. Posts tagged #winetasting boast more than 5 million. And the hashtag #winebar has more than 1 million posts behind it.
The evidence is clear: If you’re in the wine industry, you want to be a part of those conversations.
“In today’s environment, having a presence on social media is imperative for almost any business, especially consumer-driven ones like wine bars,” says Rachael Samuels, manager of social media at Sprout Social.
Social media is a great way for wine bars to reach their customer base and drive awareness.
In fact, according to a 2016 report from Sprout Social, 75 percent of people have purchased a product because they saw it on social media.
But how do you use social media effectively to drive customers to your wine bar?
Here are five tips:
Tip 1: Define your goals, measure and repeat
Define the goal you’re trying to achieve with your social media strategy, says Samuels.
You might want to drive traffic to your store, increase sales of a specific wine or simply gain general awareness.
“Having clear goals from the start will make it much easier to understand what is working and where you need to pivot,” says Samuels.
For example, notes Samuels, if the goal is to drive traffic to your wine bar, tracking user-generated content or how many people redeem specials from social media will provide a good picture of performance.
But if awareness is your goal, analyzing metrics such as overall impressions, comments or follower growth will provide more valuable insight, she says.
Tip 2: Choose your networks
Choosing the networks where you’ll connect with customers is a big part of your social media foundation.
“Being everywhere at once may sound like a good tactic, but when it comes to social, understanding your audience and which social platforms they gravitate toward is key to a successful social strategy,” says Samuels.
Which social networks should you choose?
Facebook still thrives as the network of choice across generations, with 43.6 percent of respondents in a 2017 survey from Sprout Social selecting it as their go-to network.
But that doesn’t mean networks like YouTube, Instagram and Snapchat should be out of the question.
“Taking a deep dive into the analytics across platforms, such as engagement, will help wine bars identify what content is performing best and on which platform, enabling them to take a more targeted approach to social,” notes Samuels.
Once you choose networks, fill out your profiles in full. Remember, it’s better to be consistent and engaging on one network than it is to be inconsistent on several.
Tip 3: Post relevant content and engage
Posting and engaging on social media is, of course, essential. But it’s important to remember that social is meant for conversations. That doesn’t mean you can’t promote your wine bar, but it does mean that you should place an emphasis on engaging with your audience.
For example, you might ask a question of your followers — such as “What wine are you sipping on this fine evening?” — or send out a poll to ask about a new wine product.
Here are a few ideas for posts:
- Post photos of your wine bar, food and wine pairings, and events on networks like Instagram and Facebook
- Use video to give customers a glimpse of what goes on behind the scenes
- Share any press you get on social media
- Send out articles from your own blog that showcase your knowledge of wine
- Use fun action photos or video to advertise promotions at your wine bar
Social media can play a major part in marketing your wine bar. Just remember to follow the guidelines of the federal Alcohol and Tobacco Tax and Trade Bureau for social media in the alcohol industry.
Tip 4: Use location-based paid social
What if you could target potential customers who are interested in wine and live within a certain radius of your wine bar? Facebook and Instagram allow you to do just that.
Facebook ads allow you to control when and how people see your advertisements, giving you a way to reach new customers and drive interest in your business.
If you’re hosting an event, featuring a new wine or promoting a deal, this can be a great way to reach people where they spend a lot of time — on social media.
Facebook and Instagram also allow you to easily target individuals who have visited your website or shown interest in your business. The Facebook Pixel can be installed on your site to track engagement with your advertisements and target users.
Tip 5: Use influencer marketing
Influencers can be great people to promote your brand to a targeted audience, notes Upserve Restaurant Insider.
In fact, according to Bon Appetit, influencers are changing the food game and, on occasion, “making” restaurants and bars.
You might use sites like Influencer.co or tools like Sprout Social to find influencers. Once you find an influencer in your location, think about offering him or her curated experiences — exclusive wine events, food and wine pairings, or simply a free meal and bottle of wine.
Social media is where people turn to research ideas and share recommendations, so being easily discoverable and engaging on social will help your brand gain exposure, notes Samuels.
“An active presence on social reassures consumers that you’re available and responsive, allowing you to focus on nurturing the relationships that will lead to greater brand loyalty and affinity,” she says.
Keep the wine flowing and your customers happy without the worry of your merchant services. For more information about partnering with Talus Pay, contact us today to discuss how we can help your business continue to grow.