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How to Build a Social Media Calendar for your Winery

August 26, 2019

If you're responsible for the social media of your winery, you know the stress of trying to find or create content that resonates with your audience on short notice, but did you know a social media calendar can help?

A calendar will help you stay organised and on top of finding and creating content, but it will also help you more consistently track your results and better understand the impact social media is having on your winery. 

The best part, you can get started in just five steps.

1. Create your goals

The most successful companies on social media are the ones who know what they are trying to achieve with it. Your goals will vary depending on your winery and the type of people you want to reach but the top 5 most common social media goals are

  • Driving traffic to your website
  • Increasing customer engagement or creating a sense of community
  • Running promotions and competitions
  • Educating your customers
  • Strengthening your brand

It is best to pick only 2 or 3 of these for your social media pages. This will help you stay focused and create consistent content, making sure customers know what to expect when they follow you!

2. Complete an Audit

To do this, you need to look at all of your social media channels and ask yourself the following questions

  1. Are people interacting with me on this channel? If people aren't engaging with you on a certain channel, ask yourself why. It may be a content issue that is fixable or it may be that the channel is not right for you.
  2. Do I have time and potentially money to invest in this channel? When it comes to social media, it is best to have less channels that are helping you to achieve your goals than more channels that aren't. Don't be afraid to close a channel if you know you don't have the time to make it work.
  3. Does this channel help me achieve my social media goals? This should be your primary question. Even if people are engaging with you on a channel and you do have the time for it, if it doesn't align with your goals, you may need to consider its' effectiveness.

You should also consider if there are any new channels that might align with your business more successfully.

Once you have decided the channels you want to maintain, take some time to clean them up. Make sure your bio is up to date, that your website URL and opening hours are listed and that your admins are current. 

Once you have completed this audit, you will have the information you need to start an organised social media calendar.

3. Look at your Content & Post Times

Take the time to look at your existing content and how it’s performing. We recommend going back over the past month and seeing if you can find any patterns across the type of content as well as the time of day you posted.

Make sure you take note of all different types of engagement such as likes, comments and link clicks, but do take into account the goal of the post when you do this. If you haven’t provided a link to click, a post has not underperformed by not creating clicks.

By doing this, you’ll get an understanding of the kind of content that works for you and an idea of how many posts you’ll need to create weekly. This is invaluable once you start to actually build your calendar.

4. Build your Calendar

When it comes to the actual creation of your calendar, it's best to find a format that works for you. Some people prefer hard copies while others rely on computers, but if you’re not sure want you want, Coschedule have a great template that makes it easy to get started fast.

At a minimum, you should record the following information

  • Social Media Platform
  • Date of Post
  • Time of Post
  • Type of Post
  • Image Name/File Location
  • Copy
  • URL

Having this in a consistent format will make it much easier to evaluate how successful you have been.

Use the information you discovered from looking at your past results to help you develop content that you know will resonate with your followers. It is also wise to vary your content as much as possible between videos, pictures and links to provide variety.

When you are building out your content, make sure you include any upcoming events or promotions. It can even be useful to include notes on some of your email marketing campaigns so you can cross promote where appropriate.

5. Measure your Results

Maintaining a content calendar also makes it easier to keep track of your results. What exactly you want to measure can be as simple or as complex as you’d like, however you should be wary of focusing on glamour measures. Statistics like Reach may do very little to help you understand how your page is performing.

Instead, look at signs of engagement like link clicks, comments and likes. These are the people who are interacting with your brand in a more meaningful way and will help you further refine the kind of content that is relevant for your followers.

But don’t forget to also keep track of your follower numbers as part of this! That can be a fantastic sign that your new content strategy is working.

Looking to grow your DtC wine sales?

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