Without understanding how to reinforce the value of your product and the services you provide, you miss out on a major key towards success.
It’s no longer just about offering a great bottle of wine or beer; customer engagement has never been more vital than it is today. But you can’t begin engaging with your customers if you don’t know where they’re talking about you.
Getting started on Social Media
If you aren’t already active on social media, the idea of jumping in now can seem a bit daunting. These next few steps can help alleviate some pressure and guide you in the right direction:
- Create a publishing schedule and plan your content ahead of time to ensure that your posts are short, sweet, and to the point
- Create engaging content that will get customers excited (think celebrating customers and employees, and videos of special events)
- Focus on authenticity by posting real day-to-day updates to showcase your business
Good social media is authentic. What makes social media work is actually having something to say.
Steven Levitt, Economist and co-author of the best-selling book Freakonomics
Investing Time in your Responses
When customers are commenting or sending messages on social media, they are reaching out to you and giving you the chance to communicate with them directly. Customers want to feel acknowledged and like what they have to say means something. This is a perfect opportunity to demonstrate why their support matters.
Customers don’t just want to shop: they want to feel that the brand understands them.
Mickey Drexler, Chairman of Outdoor Voices, Former CEO of GAP Inc.
Embracing The Unpredictable
It’s not lost on anyone that this year has been difficult for the industry, but we’re nothing if not resilient. Wineries and breweries have always been ahead of the game by selling online and these next few steps will take your customer engagement one step further:
- Reassuring your customers by keeping them up to date on current and future goals and plans fosters a great collaboration between customer and company
- Listen to customer feedback – Are there new opportunities that they believe might add value (think webinars and online tastings)
- Overcommuniate – Don’t be afraid of that “unsubscribe” button
While businesses are working to get back on their feet, it’s important to keep in mind that consumers fear making the wrong choice and turn to you, the experts. Be the solution to their problem.
