The way people shop is changing, with trends consistently showing e-Commerce sales are up and in store sales down. This has encouraged many wineries to create an online store, believing that it is the perfect way grow DtC wine sales. However, all too frequently these same wineries often report being disappointed by the volume of sales they receive online.
If this is a situation you find yourself in, there is a very obvious reason for your problem. Having a website simply isn’t enough for e-Commerce success.
Take a look at your own life for a moment. How frequently do you simply decide to make a purchase online without any external forces? In contrast, consider how frequently you make a purchase after seeing a post on Instagram or after getting an email from a company you like? Or how often do you search for a product you’re looking for and click on an ad for it?
If you, like most people, rely on the last two methods to purchase online, you’re demonstrating this problem. Companies need to spend significant time and money into driving people to their site before they can expect sales.
So if you’re unhappy with your online sales, here’s our top 6 ways to drive people to your e-Commerce site.
Use Email Marketing
Email marketing is one of the most effective types of marketing , so focus on increasing the number of customer emails you collect. Even getting one more email a day will have a significant impact on your database, helping you to contact more people with every email campaign you send out.
For years, people assumed the best way to drive website traffic was to write a blog. While blogs can be effective, consider the main goal of your website. If it is to promote sales, you should focus on creating the best copy for your e-Commerce pages. Invest the time in developing a style and tone that suits your brand and make sure you include information that matters the most to your customers.
That said, don’t abandon your creative content! It can work remarkably well in a short form to drive website traffic.
Use Social Media
This is where you should be using your creative content, but don't lose the opportunity to drive traffic to your site. While your pictures of your cellar door and vines might be beautiful, when possible you should also include a link to your website.
When you post a picture of one of your wines, include some copy about how it's available for purchase on your online store. Announce that you've just made your new vintages available for sale. Examples like these are a great way to still engage with customers, but also drive traffic.
Most wineries don’t have large advertising budgets, but you can start advertising on social media for very little money and it can drive results when done right.
Simply boosting your posts is unlikely to achieve great results so instead investigate Custom Audiences. This allows you to upload things like a list of past purchasers, your mailing list or even track your website visitors. To give yourself the best chance of success, we recommend creating a promotional offer and target one of these audiences.
Check Your Site Statistics
While ensuring that your site speed and mobile functionality is up to scratch won’t necessarily help you get more traffic, it will help to keep your visitors on your site and encourage them to come back.
If you haven’t yet, link your site to Google Search Console. It’s free and will help to alert you of any issues that may impact on your site’s results.
Introduce a Referral Program
Your most important customers are the ones you already have. While looking to increase their website visits (and hopefully sales), you can also consider tapping into their networks via referral programs. Even small offers or discounts can help persuade your loyal customers to share your wine and drive traffic for you.
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