Date post: | 31-Aug-2014 |
Category: |
Business |
Upload: | mike-meisner |
View: | 3,255 times |
Download: | 3 times |
Michael Meisner
Manager, Digital Marketing Services
1 1
2
1:00-1:15 Check-in & Introduction
1:15 – 2:15 Website Optimization
2:15 – 3:15 Content Marketing Strategy
3:15 Break
3:30 – 4:00 Google Analytics & Data
4:00 - 4:30 Email Marketing
4:30 – 5:00 Open Q & A
3
The opportunity for DTC wine sales continues to grow each year.
4
5
10% rise in both value and volume DTC shipments of
wine over past twelve months.
Rose, Sparkling Wine and Pinot Noir saw the greatest
increases in volume and value of shipments in 2012
CA dominates as a destination for shipments, receiving
32%. NY, TX, IL, and FL combine for another 30%.
6
7
In Thomas Friedman’s “The World is Flat,” he provides ten key events in history, such as the collapse of the Berlin wall and the IPO of Netscape, that created a level playing field in terms of commerce.
8
“We decided back in 2007 for our @1000 case Sonoma County Pinot Noir Winery to forgo distribution all together, and place our bet on direct sales, starting primarily through a prime location (Tasting Room , on the Healdsburg Plaza Square)
This allows us to build our sales base in a linear fashion (albeit from zero!) meet all of our customers in person, and of course retain 100% of the sale price.
It also allows us to spend more on our product (as necessary), that the 50% of retail (FOB) that we would get in the three tiered system, we don’t have to worry about getting paid from an out of state stranger, licensing issues are minimized,channel management is simplified and we have a way each time to reconnected with our customers, since we’ve virtually met them all!
It’s a slower pace for sure, but a steady one.”
http://www.steveheimoff.com/index.php/2011/05/26/dtc-sales-help-wineries-rebound-study-suggests/
Drive traffic. Get leads. Make sales.
But first, make sure you have a decent website.
9
10
11
12
Use keywords and phrases before brand name. Keep it
short and descriptive.
Not bad:
Much better:
13
14
Use descriptive
image name, i.e.
“carneros-pinot-
noir.jpg”
Include ALT tag
“Domaine
Carneros Pinot
Noir”
15
http://www.polariswines.com/index.cfm?method=page
s.showPage&pageid=a189049a-ab78-a3c0-2ff4-
d1f9c059f6d
VS. http://www.garyfarrellwinery.com/sonoma-winery-
tasting-room
16
Use contextual
links to guide
users to relevant
pages on your
site.
17
18
1. Quality images
2. Product title
3. Teaser
4. Call to action
5. Add to cart
1.
2.
3.
4.
5.
19
20
Focus on using keywords in titles, headings, images, and
page URLs.
Write descriptive meta descriptions for each page.
Focus on creating a clean product page that guides the
customer’s experience.
Test and revise small elements to increase conversions.
21
41% lift in revenue per visitor for wine retailer
Google webmaster tools
Free on-page SEO audit
Why customer experience optimization is the new search engine optimization.
22
23
I don’t really “do” SEO anymore.
Instead, I build brand awareness, positive perception, and
market share by shaping experiences to be found and used
by people.
24
SEO
25
26
27
28
29
30
31
32
33
34
35
36
37
Add reviews to your product
page with proper data
formatting.
Which provide users with extra
information in search results.
38
39
Crowdsourced content = minimal
effort on your part, big engagement.
Take a photo at winery, or while
drinking wine. Pretty simple.
You can do better.
40
41
42
43
44
45
46
47
http://www.quicksprout.com/case-study-techcrunch
48
49
50
51
Use local search marketing strategies to you connect with nearby visitors and drive more traffic to your tasting room.
52 52
53
53 http://robertgreiner.com/2012/11/increase-sales-by-improving-local-search-results/
54
Google delivers
search results specific
to your location, as
shown in the “local
listings” to the left. If
you type “winery” it
will show you nearby
wineries in this area.
55
56
http://www.brightlocal.com/2011/04/12/local-search-marketing-survey-results/
57
Get listed in the Big 3 (Google, Yahoo, Bing)
Each business listing needs to use a uniform name,
address and phone number.
Encourage visitors to leave reviews on sites like
Tripadvisor, Fodors, Google+, and Yelp. There’s a strong
correlation between user reviews and local search
rankings.
Fully optimize your Google+ Local business page
58
If you’re looking for a clever and easy way to help optimize your website for your local region, use these easy tactics.
Use the ALT tag
The image ALT tag gives search engines a description of the image.
<img src="http://example.com/images/logo.gif" alt=“Your Winery, Willamette Valley Oregon">
Image filename
Nobody searches for “logo” so instead, name your image something relevant like, “oregon-winery.jpg” and it will show up in image search results for those terms.
1. http://www.yelp.com/
2. http://www.citysearch.com/guide/portland-or-metro
3. http://businessfinder.oregonlive.com/
4. http://www.superpages.com/
5. http://www.yellowpages.com/
Source:
http://getlisted.org/resources/local-citations-by-city.aspx
59
Every major wine region has at least a few websites dedicated to promoting the area, and sharing information about the local wineries. Tourists often use these sites to learn about the different wineries and plan their visit.
Consider building a presence on these sites:
http://www.oregonwine.org/
http://www.sorwa.org/
http://willamettewines.com
http://www.travelportland.com/directory/
http://www.localwineevents.com
http://www.wallawallawine.com/
http://www.oregonwinecountry.org/cities/
http://www.oregonwines.com/
http://sipwithme.blogspot.com/2012/01/latest-list-of-top-10-favorite-oregon.html
http://www.eugenechamber.com
60
61
Be sure to update listings beyond your website to gain
more exposure.
http://www.oregonwines.com/calendar/
http://www.localwineevents.com
http://www.winesnw.com/CalendarOR.htm
http://oregonwinepress.com/event
http://www.oregon.winecountry.com/events.html
https://plus.google.com/events/create
62
Google displays local search results using business Places listings as the primary
results.
It’s absolutely crucial to have a
Google+ Local/Places page
claimed and optimized for
your business.
1. Listing is claimed and 100%
complete.
2. Use Adwords Express to
show your listing to local
searchers.
3. Create an offer, such as a
“2-for-1 tasting” to attract
visitors.
For a great overview of
Google+ Local, check out
“Google+ Local Bible for
SMBs”.
63
Suppose you notice that a certain winery always shows up when you search for “wine tasting”. Copy their address, and then search for it in Google. King Estate ranks well for a lot of regional searches and if you search for "80854 Territorial Hwy. Eugene, OR 97405" (with quotes) you will find all the websites that list their business. Canvas these sites to create your own business listings.
64
It’s important to consider how your website content reflects your region. Do you have a unique page describing the vineyards where you source fruit? What about a useful map of the area? People often search for things like “Willamette Valley map” and it’s pretty easy to rank for phrases like that if you use them in your website.
65
Include regional terms in page titles and descriptions. For example, your homepage might use “Extraordinary Willamette Valley Pinot Noir ”. The description should include one or two short sentences about your winery while also mentioning the region.
Create a unique page on your website for each vineyard.
Use descriptive image names, for example “willamette_valley_winery.jpg” is much better than “39848_DCP.jpg”. Also be sure to include a descriptive ALT tag when using images on your website.
Format your business address with local schema markup. Schema markup provides search engines with extra data about your website content. You can use this free tool to get the proper HTML code that you can paste on your site: http://www.microdatagenerator.com/local-business-schema/
Use internal site links that point to relevant regional pages or products. For example, if you have a map of the area, you should link to that page anytime you use a phrase like “map of Willamette Valley”. The same applies to product, where any mention of “Willamette Pinot Noir” should be linked to the relevant product page.
66
Be sure to include relevant
keywords and phrases in
your page titles. As you see
here, when searching for
“Oregon wine tasting” the
Pyrenees Vineyard website
ranks high in organic search
results.
67
Ubersuggest.org
Type a phrase in the search box, and
Ubersuggest will scrape every single
Google autocomplete suggestion for
the phrase. This is a great way to get
ideas for content, and understand what
people search for.
68
69
Consider monitoring terms
like “wine tasting,” and “winery
recommendation.” Make a
habit of checking to see
whether you can lend some
advice to any relevant
conversations that pop up.
70
Use Adwords express to buy local traffic to your places page.
71
Notice how adwords express helps you gain visibility for non-branded terms like “winery”. These are highly targeted visits from likely wine tourists.
Any local business looking to increase foot traffic through their door needs to take advantage of the increasing amount of local-oriented searches.
Claim your Google+ Local page, and add as much content to it, bringing it to 100% completion. Do the same at sites like Yelp, Citysearch, and Yellowpages to name a few.
Build a presence on regional websites, which often provide a directory of businesses.
If you notice a competitor ranking for a lot of search terms, try searching for their business address to explore where they’re getting listings.
Use Hootsuite to search for real-time discussions taking place near your location. Monitor phrases like “wine tasting” and “winery recommendation” to find ways to engage with interested tourists.
Use advertising, like Adwords Express, to gain visibility for search terms that you would otherwise not rank for organically.
72
73
Measure your efforts and track success.
Learn and improve.
74