Making the Most of Instagram

Instagram has been around since October 2010 and in only seven years it has increased its users to 700 million, which is more than twice the size of Twitter. They say a picture is worth a thousand words and judging from the pictures I have found on Instagram I would say that is definitely true, especially for wineries. Seeing a great bottle of wine, beautiful vineyard or a winery tasting room can increase the desire to visit. Just a quick note: when you take a picture of your tasting room, make sure there are people in it. I see many pictures of tasting rooms that are completely empty, which makes me wonder how popular the winery is.

It’s simple to add pictures to Instagram, though remember that if you can create unique or uncommon pictures and make the description of your post different from that of other companies in your industry, viewers are much more likely to pay attention to your business. There are people involved in every business and viewers are interested in the people behind the brand. Pictures of people tend to attract attention, whether they are customers or employees. A quick reminder: ask permission before using pictures of individuals.

Use different types of posts. You can go from serious to comic, depending on the situation. Use an emoji or a cartoon on occasion, if it fits in with what you want to get across to viewers. People like to laugh. It’s a serious world a lot of the time and giving people the opportunity to laugh can create a bond between them and the company.

Certainly, you can promote buying through Instagram in different ways, some subtle and some not so subtle. Continually pitching may push people away from the posts, so break up the sales pitches with interesting, personal, or funny posts.

Instagram is a great tool and used properly can be a boon to your business.

A tip of the glass from me to you!

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Engaging Customers

I have been doing research lately on how to genuinely charm and engage customers. For those of us who serve the public, being charming to our customers should be at the top of the list. Shown below are some of the ideas.

Interest in People:  During the time the customer is with you put them in the spotlight by showing an interest in what they are saying, why they came into your business, and what you can do to help them.

The first thing when dealing with a customer is to introduce yourself and ask for their names. By giving someone your name, you have shown a willingness to have a more personal relationship with these customers, even if it is only for twenty minutes. When people give you information, follow up with an open-ended question to find out more.

Authenticity:  It’s usually easy to tell when someone is not being authentic. If you have no interest in your customers they will recognize it on some level. Even if you are pretending that you do. If you love what you do it will come through to the customers. If you don’t love what you do, it may be a good idea to find something that you enjoy more.

Individual Experiences: Vary your interaction with each customer and focus on things that are most important to them. To achieve that, it’s vital that you start the engagement by finding out his/her wants and needs. You should be looking not only to make a customer but also to make a friend.

Body Language: Your body language is just as important as the words you speak. A smile makes a difference, especially if you smile at a customer s/he will usually smile back at you. That makes them feel good and should make you feel good too. Be open in your body language, arms should not be crossed and your hands should be open. Make eye contact with the person to whom you are speaking.

Belief in the Product: If you can speak with and exude confidence about the products or services that you sell, you are much more likely to make the sale. This does not necessarily mean overwhelming people with facts, but letting customers know the things that are most likely to interest and influence them.

All these things will lead to a better experience for your customers and a better experience for you.

A tip of the glass from me to you!

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New Year’s Resolutions

Another year is almost upon us. By next week it will be 2018. Hard to believe but here it’s time again for your New Year’s resolutions. This year make it a little easier on yourself by putting in at least one resolution that you absolutely know that you can accomplish.

One way to accomplish your goals is to give yourself some wiggle room. For instance, instead of saying I am going to completely stop doing something that is an ingrained habit, I plan on doing it less.

Here are a few resolutions that are on my list that you might also want to consider:

Allow 10 Minutes Each Day to Organize

My desk seems to have a mind of its own and, before I know, it the desk is full of miscellaneous pieces of paper. My resolution is to take 10 minutes each day to clean up the papers that are all over my desk from the day before.

Allow yourself the choice of when you are going to clean up your desk. I find it easier to clean up my desk first thing in the morning rather than in the evening. Choosing the time when I will do it makes it easier for me.

Cut Down on Procrastination

There are things that we have to do that we put off for days and then end up doing at the last minute. If my deadline is two weeks away, what I find helpful is to split big tasks into smaller sections.

Allow yourself the time to do one section, shelve the project until the next day then finish section two. I make sure I have a day at the end to double-check my work before the project is considered finished.

Reward Yourself

Allow yourself some small rewards when you accomplish a goal. I love to read so when I have finished something I allow myself to read an article I am interested in. Or I take a five or ten-minute walk. Both these things give me the break I need to put one thing behind me before I move on to the next.

When we are creating our New Year’s resolutions it’s important to take into consideration how likely we are to be able to keep them. Choose resolutions and structure them so you have a good chance of succeeding. This way, by March you can feel proud of what you have accomplished.

HAPPY NEW YEAR!

A tip of the glass from me to you!

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Creative Content Marketing

These days it is important to business to have new and interesting marketing content, telling customers and potential customers about the products and services they can expect. It’s not always easy to come up with the amount of type of content that consumers are looking for. We can easily get stuck in a rut of doing the same thing. I read many, many emails from wineries presenting their products and in most of the missives I receive there is a sameness to the content.

One of the ways you can make your content different is to have the people who buy your wine and love your brand contribute by creating some of the content for you. Consumers tend to be more interested in hearing what other consumers think about products. According to Bazaar Voice, which specializes in user-generated content marketing, “64% of millennials and 53% of boomers want more options to share their opinions about brands.” Additional studies show that consumers are more likely to believe user-generated content more than other media.

Ask for information and testimonials from your customers and display the information on your website, in emails or through social media. Let potential customers know how your customers feel by using their own words through your marketing avenues.

Sign up for a monitoring service so you know when and where your products, company or key personnel in the company are mentioned. Then respond to the consumers who mentioned you.

Be ready to answer questions or complaints and keep track of all your social media so you know what is being said.

Use more pictures in your messaging to customers. Show pictures of your customers using your products and couple that with a blurb from the customer saying why they buy and use it. Visual content encourages consumers to purchase and brings them to the buying process much faster.

It’s important, too, that you are seen through different channels. According to Bazaar Voice “Consumers increasingly are moving back and forth among mobile, PC, tablet, and in-store experiences seamlessly during their shopping process. 73% used multiple channels during their shopping journey.”

Keep current and potential customers interested in your company and your products by keeping them involved in active as well as passive ways.

A tip of the glass from me to you!

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The Importance of Soft Skills

I am hearing more talk these days about the importance of soft skills in the workplace, especially for those in supervisory capacities or those employees who deal with customers.

Hard skills are those that we are trained to perform. An example of a hard skill would be an accountant or a winemaker.

Soft sills tend to be harder to quantify. These are the skills that make individuals good at jobs in customer service, sales or in staff supervision. While it is important that owners and managers have soft skills it isn’t always the case.

Employees and managers with well-developed soft skills are adaptable and able to relate to different employees or customers with ease. These people will also be good communicators. They can vary their style of speech and tone of voice to suit the person to whom they are speaking. They are also intuitive, being able to understand people and being aware of facial expressions, tone of voice and stance that allows them to understand what the people they are speaking to may be thinking or feeling.

These types of personal qualities are a must for anyone who is dealing with the public or managing a staff. Being able to understand how the other person may be feeling or see a problem from the other side is a great help to those who work with customers, are part of a team or just want to get ahead in their chosen profession.

According to an article from Realityworks,

  • 77% of employers think personality skills are just as important as hard skills.
  • 44% think that Americans lack soft skills (500 executives surveyed)
  • 46% of manager said young workers would do well to home their communication skills
  • 35% reported lower-than-needed interpersonal and teamwork skills

In today’s world with the emphasis on customer service, the competition for sales and customer expectations honing our soft skills will make us more effective, efficient and more valuable in the workplace.

A tip of the glass from me to you!

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Keeping Up With Research

Research is an important part of any business, marketing or customer relations plan. Even when a plan has been completed for a while, it doesn’t hurt to do more research to find out what has changed and how to update your plans. Marketing, for instance, has changed dramatically over the last few years with the advent of email, social media and the like. Who knows what is coming next.

Know What You Want To Know

Before you start your research into a business, marketing strategy or customer wants and needs, make a list of questions that you want to find answers to. For example:

The knowledge you gain from marketing research could be:

  • To attract more customers
  • To increase sales to Millennials (or Gen X or Boomers)
  • To present products to a broader audience
  • To discover what my customers want
  • Who are my competitors (and how are they attracting customers)
  • There are many reasons and these are just a few.

Know What You Want to Achieve

Again, make a list of how you want to use this information in your business. Will it drive:

  • The sales direction for the next year or two
  • How you go about attracting new customers
  • How it will influence your product mix
  • Whether you are focused on the right target market(s).

It’s important to focus on the market segment that would be most interested in your products. I speak to many companies who answer the question of, “Who are your customers?” with the answer, “Everyone.”  Try to be more specific by looking at the mix of customer you have now and discovering how you can increase the numbers. Focus particularly on your best customers and see if what the similarities are possibly in age, location, buying habits, etc.

Different Avenues of Research

Primary market research:

  • Observation of customers, yours and your competitors
  • Focus groups: Ask current customers why they do business with you
  • Surveys:  Keep surveys fairly short  (3-20 questions) and offer an incentive for completing and returning the survey

Secondary market research.

  • If you belong to a trade association, ask for any research they may have on the subject you are researching.
  • Trade publications can be a big help to your research.

Analyze Results

When analyzing results objectivity is key. Accept what people have to say whether you like it or not. Also, consider how the responses apply to your marketing and what you can use from the data to bring in more customers.

Research can be time-consuming but it also is well worth the time you spend.

A tip of the glass from me to you!

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Making the Most of Email Marketing

Ah, the ubiquitous email.  Let me ask you a question: How many of you don’t get enough email? Okay, I know the answer, none of you. Everyone gets more emails than they know what to do with. Well, we do really know what to do and we do it, we send many of them directly to the trash without ever opening them.

It’s important for your business that the emails that you send do not head straight for the trash, so today’s blog includes some tips on how to get people to look at your emails.

Even in emails, one size does not fit all. The first step is to segment your customer list. Break down the list into your best customers (those who are emotionally connected to you and will always open your emails), those who like to purchase when there is a special offer, customers who buy at the holidays and new customers who may not have received many of your emails. These are just a few of the ways to segment your list, I am sure you can think of others. The more you can meet the needs of the individual groups, the larger your open, click through and transaction rates will be. Here are a few ideas.

Of course, personalization makes customers feel like you have a stake in making them happy, so using first names in the emails is always a good idea.

Consider sending the same email more than once. You don’t know who is overwhelmed with emails that day, or who is ignoring their email and ending up with a boxful of emails. By sending it twice you have a better chance of a customer or prospect seeing it. Alter the subject line and resend to those who didn’t open the email the first time.

Make the content relevant to the audience you are targeting. For example, don’t send information about red wine to people who only drink white. The segmentation will help with that as you can further delve into which of your customers is opening which of your emails.

If customers trust that what you have to say is something they will want to hear, they will open your emails to see what you have for them this time. You are looking to build relationships with these people and two of the main building blocks are trust and the knowledge that you are interested in what they want and need.

A tip of the glass from me to you!

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