Hi Doug, I think you are on the right track, but there are two main factors to online success for selling direct. 1.) Drive plenty of traffic to your site 2.) Convert the traffic from passive viewers to active buyers of your wine. From a high level perspective, here are some tips for doing this:
For driving traffic to your site, there are a multitude of ways to do this both through paid online advertising, e-mail campaigns, and organic methods such as search engine optimization (SEO) and social media. There are even ways to submit your wines for inclusion on Google’s shopping site that are completely free. (Lots of online wine retailers use this service.) In addition, Google now offers the capability to display images with Adwords text ads, giving you basically a banner ad for the price of a text ad which is an excellent value. We have also found that this is giving our clients a very significant competitive advantage for ads in highly-competitive keyword categories.
Converting traffic from passive viewers to active wine buyers is a very complex topic that entails looking at your demographic, psychographic profile (i.e., trigger points in the decision-making process) and other factors. Ideally, your website should be structured to guide the viewer to the point of purchase using calls to action, anticipating areas of resistance such as entering information (i.e., abandoned shopping carts), and using rich graphics to create an emotional connection. It is here that the points that you mentioned in your original post can be integrated into the process for creating a very positive shopping experience to convert prospects into customers.
Katherine: Thanks for you input. I Think we are in similar businesses. -- I’ve been in marketing and PR in Silicon Valley for Apple, Cisco, Intel and maybe a dozen start-ups, now shifting gears to the wine industry. I liked the five guidelines as the socialnet has changed my world. -- doug
Looks good. I would suggest taking Encourage Feedback to Encourage Interaction. By creating an ongoing emotional involvement with people, you will be more prone to a long lasting relationship. Just a thought.
John: It’s all semantics, for example what to “relationship” mean.
As a marketing guy, I love user feedback. The customer usually has great insight into the product. But maybe you are right and wine is about the interaction between the wine and the palate. As I am moving from technology to wine, I must learn the nuances of the wine marketing vocabulary. -- doug
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Our company is opening channels into China for exporting wine. We are able to tap an unique market for distribution but also delving into the regular market. High volume is mandatory, but we have an order for a smaller exploratory shipment. If you have a slate of bottles that you think would work well, please contact me if your wineries want to take part. Looking for low end and high end bottles. State-side or abroad. I would be happy to answer any questions via…