Information and communication technologies have changed the way in which the wineries and customers relate. Within these technologies is especially internet, and in fact there are many wineries that develop marketing strategies in the network, either through their corporate websites or social networks. One of the main challenges facing a winery when he decides to deal with an online marketing strategy is that your website (actions of communication or sales support) do not pass unnoticed in the eyes of Internet users.To do this, a term that includes all those strategies developed a company to attract these potential consumers in a non-intrusive manner towards a website specifically has coined in recent years. Welcome to the world of inbound marketing.
In a recent post we talked about the possibilities offered by internet to the wineries for sale online. When a wine cellar develops a marketing strategy on the internet one of the major challenges facing them is not go unnoticed. Although the network opens huge opportunities for business also represents increased competition, since the popularization of ICT has increased the number of wineries and intermediaries who develop marketing activities on the internet. The inboud marketing – arising as opposed to the outbound marketing (1) – includes a set of attraction marketing techniques that seek to (potential clients) internet users to find information relating to the company in a non-intrusive manner, i.e., seeks to attract users to the winery indirectly. Logically, achieve a user to visit a winery or online is the first step for its conversion into a sale. For example, in the case of www.vidirecte.cat is estimated that only 3% of visits to the web ends fruiting in a sale. How many more visits, more potential sales. Fundamentally, the inbound marketing is based on three pillars:
- The seo consultant.
- The content (Content Marketing) marketing.
- Social networks (Social Media Marketing).
SEO (Search Engine Optimization) and SEM (Search Engine Marketing )).
The Search Engine Optimization (SEO) encompasses a set of techniques and measures to improve the position of a certain web page in search engines in relation to a series of words or keywords. Many people, when you have to search for information on something specific on the internet goes to a Web browser (for example, www.google.es) and type there what is trying to find using a series of words. For example, if we are in Alicante and want to buy wine from home, would open our browser and from the page of the search engine teclearíamos something like: “buy wine online in Alicante“. Before these four keywords (omit the preposition) the search engine generates 2.010.000 of results pages which are classified into two types of results.
First, the organic search results for SEO-related (see bottom left of the image above). Within the websites indexed by the search engine (in this case 2.010.000 pages) the search engine presents the sites containing these keywords sorted by relevance. The relevance is given from the criteria or factors that considered the search engine (currently there are about 200 factors). Logically, the idea is that as a winery or wine shop that sells online we try to appear in the top positions, since normally the user click on the links on the first page (according to some statistics, the page indexed in first position receives 60% of the clicks after a search and the second 20% of clicks). Thus the SEO involves working those parameters (those 200 factors) that Google believes in their algorithms to rank the relevance of a page. The more optimized is the web in terms of better SEO will be the position on the web in relation to these key words. If you are interested in the world of SEO and want to know some tips and tricks to improve the SEO of your website I recommend visiting the blog of Alex Navarro (www.vivirdelared.com), Alex is one of those that most knows SEO in Spain and on his blog, very enjoyable and practical way, proposes many tricks aimed at improving the SEO of a website.
Secondly, the search engine offers results from sponsored links related to SEM (see right side and top of the image above). I.e., links to websites belonging to companies that pay so that the search engine put their links on the first page when someone search for certain key words in the search box (remember, “buy wine online in Alicante”). The tool for advertisers is Google Adwords.
This strategy is included in what we know as SEM (Search Engine Marketing), and which is a form of communication based on the recruitment of such sponsored links to leave the company in the first pages of the search engines results, regardless of the popularity of the web. A variant of the SEM is the so-called Pay Per Click (PPC), which means that the company will only pay for visits actually generated to the web page.
Content marketing (Content marketing )).
Content marketing (content marketing) involves the creation and dissemination of relevant, interesting and useful content to the target to attract consumers to the company indirectly, through the trust that is the generation of content that brings added value to the consumer. The different means available to marketing content include especially the publication of blogs, which today have become the favourite tool of content marketing. However, there are other resources such as reports, free guides, newsletters, videos tutorials or webinars (free seminars on the internet) that also allow the generation of quality content to attract users. Indeed, in the wine sector there is large potential theme in this sense, as they can be contained related (tips or courses), tasting wine, varietal conservation, etc. that are interested in the consumer and allow you to generate content that is attractive. In this link you have some examples of marketing resources of content aside from blogs. To highlight the importance of the content marketing just remember that the popular Wine Enthusiast (company dedicated to the sale of wine and accessories, also published by Wine Enthusiast Magazine), it increased by 154% organic to your web traffic in 2012 through a content marketing strategy.
Let’s take as an example the Winery Murillo Viterito illustrate how content marketing. This small family wineries of Rioja has a blog, which can be accessed from their website. The idea of the content marketing is just the opposite effect, i.e., from the blog arrived to the web (and store) the winery.
If you look at the image of the blog, continually there are links to the website of the winery and the store, in fact, the blog posts are also signed with a link. The idea is to use the blog to generate an attractive content, as it can be the entry published on March 21, 2013 and that talks about the wines of marijuana (indeed, curious wine ;-)). What is is? The generation of that content to attract readers to the blog by the curiosity to see what it is that a wine with marijuana and, once there, may be tempted to click on the link and visit the website of the winery. That is marketing content, generate compelling content can generate that effect of attraction to, subsequently, try to direct such a visit to the web (and store) the winery. How many more visits to the blog, more visits to the site and more potential sales.
Social networks (Social Media Marketing).
Social networks (Facebook, Twitter, Youtube, Flickr, Pinterest, etc.) They have changed the way in which people relate. From the point of view of the Social Media Marketing marketing management encompasses the management of the activities developed by the company in social networks. Since the implementation of the presence of the winery in social media through different profiles to generating content or interaction with users and customers. Other uses of social networks among its utility to generate a brand image on the network (branding), the ability to use social networks to increase traffic and number of visits to the website or blogs of the company, improving the engagement or affective bonding customers with the brand or the use of networks as a service to the customer (for example for the resolution of questions from customers or the management of claims). In addition, from the point of view of the inbound marketing, social networks are one via more input to the winery. Following the case of Bodegas Murillo Viteri, this Winery has a profile on Twitter who used precisely to spread your post of wine with marijuana (see image below). Through its dissemination to the followers of the different networks can be reach a large number of users, which increases the possibilities of increasing the number of visits to the blog and web and the winery shop.
Despite the virtues of inbound marketing, you must not forget that the integration of the function of marketing in any cellar involves the potential use of all the tools at its disposal, and includes both offline as online tools utilities, all directed toward a common goal: generate exchanges that provide value to the consumer and to seek your satisfaction. Although digital marketing has been an important qualitative leap within the marketing discipline, to the point that numerous specialists speak of an offline (based on traditional marketing tools) and a marketing online (based on the application of marketing tools on the internet) as if both concepts were things separate and independent, the philosophy of marketing is unique : satisfy the consumer.
The Outbound marketing is to take information from the company to the consumer. In this case, the communication is one-way, from the company to the customer, and is normally used conventional media such as printed media, television or advertising banners.