August 14, 2013

VinTank Weekly: DTC wine sales checklist and how changes from Google affect search rankings

With the increasing pace of technological and social change taking place in our lives, we at VinTank strive to provide our users with the best tools to stay ahead of the curve. To maintain that goal, we come across many great articles and resources that we use to keep our bearing. Every week we will share the best from both inside and outside of our industry. We would love to hear your thoughts or questions as to how we can help put these ideas to work for you.



What is your ONLINE STRATEGY? There were 245,203,319 Internet users in the US (representing 78.1% of the population) at mid-year 2012, according to Internet World Stats, December 2012*. The amount of time spent online rose about 20% to more than 30 hours weekly. Affluent Millennials, defined here as those aged 18 to 29, spend more than 40 hours a week online, essentially a full-time job. (Ipsos Media, October 2011). $1.35 billion in wine was shipped in 2012*. Read more…

VinTank’s Twist

This is an solid list of questions to reflect on your DTC wine strategy. The important topics that Sandra breaks down include; Online Strategy, Brand Experience, Connecting with your Customers, Mobile strategy and being an Event Destination. The more of the questions you can answer the better equipped and more knowledgeable you will be about the changing face of the DTC wine industry.


Google is forcing a reinvention of PR

I’ve long warned that PR companies would be subject to similar forces of disruption that have been destroying the media sector for the past decade. As with the media companies, their helter skelter basket to hell was waiting for them. But my friends in PR weren’t entirely convinced because there was no clear cut challenge to their business. While they watched the boa constrictor technologies of the Internet squeezing the profitability out of the media sector, the new media revolution had increased their business opportunities. They were so busy that they hadn’t noticed Google’s war on SEO, or that it was heading their way. Read more…

VinTank’s Twist

“Optimize for your customers and let the search engines optimize themselves.” With the updates to their algorithm and changes to what it looks for to present search results, google is cleaning house to “find the best results for each search.” Whether or not your primary focus is where you fall in search results, optimizing for your customers is what you CAN do to ensure you are part of the new conversation influenced search rankings. Every brand is now a conversation and you have to show up to take part.


Winery SEO: Google’s New Local Winery “Carousal”

There have been some profound changes at Google lately that directly effect your tasting room traffic. Local search results are becoming more relevant and in my opinion more ‘fair.” With the new change businesses that are most valued to the community will get the most attention in Google search results – not the ones who will spend the most money on a search optimization company or ad campaign. Read more…

VinTank’s Twist

Just like the article above, this one presents yet another change in the way Google is presenting search results and in this case local results for wineries. Included are some very important considerations for how your location is presented based on user reviews. If your total reviews are low, encourage your customers to leave a review after they leave and be sure that you are considering that every customer has a voice and that voice can affect your search rankings going forward.


Why Businesses Should Listen To Customers On Social Media

While a majority of companies use social media for marketing and sales, it can be an even more effective tool for customer service. Social media gives customers an opportunity for a quick resolution of problems: Some 81 percent of Twitter users now expect a same-day response to questions and complaints, according to an Oracle survey. Social customer service can also give companies the best of both worlds: the ability to reach a wide network of customers while providing more personalized responses at the same time. Read more…

VinTank’s Twist

“Social customer service can also give companies the best of both worlds: the ability to reach a wide network of customers while providing more personalized responses at the same time.” Many companies use social media for marketing and sales, but don’t underestimate it’s effectiveness for customer service. Customers are given an opportunity for a quick resolution of problems and your company has more layers of context for each customer than ever before that can be used to help sell, enhance experiences and resolve problems.


Segmenting the wine market helps us to see more clearly

On this blog, one of my recurring themes is market segmentation. [Aside: I probably have lots of recurring themes. In fact, I probably repeat myself incessantly. Sorry.] We can’t really discuss ‘wine’, as if it were a single homogeneous entity. Instead, there are a number of different markets for wine. There is wine as a commodity, of the sort that most normal people drink. Then there is wine as a luxury good, drunk largely by people who don’t care particularly for wine (they wouldn’t count wine as a hobby), but who have lots of money to spend and want the best. This second segment overlaps significantly with a third segment, wine as an investment vehicle. And both overlap with the wine geek segment. These three segments would all fall under the banner of fine wine in its various guises. But: there’s also an element of the wine geek segment which isn’t about fine wine, but rather interesting wine (for example, from lesser known regions or grape varieties, and which may be inexpensive). Read more…

VinTank’s Twist

At VinTank we love segments and love to talk about their use for better understanding wine customers and the industry as a whole. Key information about your customers or prospects and their preferences is available to you. How often a person talks about wine, what types of wine a customer prefers and if they are influenced by or influential in the wine industry. “Wine isn’t wine” and your understanding of a wine consumer or someone who talks about your brand can be aided by understanding and using segments to your advantage.


Thanks for reading our weekly insight post. Watch this space every week for more Social Media Resources with a VinTank Twist. If you would like to learn more about how we can help you put these resources to use please contact us.

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