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WineDirect Blog

Your Source for All Things DTC

February 29, 2016 | Joanne Grantz

Creating content to encourage wine sales

Teaser Text

Even the most well-crafted wine won't draw sales if no one knows where to buy it. Wineries should create engaging content to draw in wine enthusiasts shopping online.

Online wine stores need a way to stand out from the millions of other websites on the Internet. Even the most well-crafted wine won't draw sales if no one knows where to buy it. Wineries should create engaging content to draw in wine enthusiasts shopping online.

Content for every step
Business2Community recommended creating something for each part of a shopper's journey. The website identified three main stages a person goes through when contemplating a purchase. The first one, awareness, begins when a shopper has a general idea of what they want and experiences your online store for the first time. 

Landing pages, basic blog posts, introductory videos and social media content are perfect for this initial stage, Business2Community wrote. Social media posts and landing pages are short, immediate and instantly capture attention.

Blog posts and videos, on the other hand, provide more in-depth information. Keeping these forms of content light prevents new visitors from feeling overwhelmed. Entrepreneur suggested using YouTube so your videos are available to a wider audience. Hosting clips on a separate platform also keeps your site's loading times to a minimum.

The second step in the process is consideration. This is when shoppers look through your website to get a little more information. At this point, they compare and contrast different wines available, look at your "About" page and dig deep into what they experienced during the awareness stage.

This is where your content should be a little stronger. Blog posts get longer and more in-depth, detailing different processes or news in the wine industry. Infographics are also a good idea, as they present a lot of information in a quick, easily digestible manner. Businesses can also write white papers or organize webinars if they have the resources.

Finally, shoppers arrive at the decision portion. They're ready to place an order and just need a little bit more to pull out that debit card. This is when wine sellers present their most informative content. Keep the webinars and white papers from the previous stage and add data sheets, case studies and detailed guides.

How does good content help your business?
As Shopify noted, great content gets found and shared among friends. The more people enjoying your posts and sending them to friends, the higher your page ranks on Google. This, in turn, increases the number of people who see your online wine store when they search online. 

Good content also lets consumers know they can trust your business. Stores like Nordstrom and online retailers like Zappos can charge more for their product, Shopify mentioned, because consumers trust the brands' customer service and company practices. Taking the time to create excellent content shows you're engaged with your audience. Plus, the more information you provide - and the better you write it - the more your audience recognizes you as a source of knowledge.

By structuring content based on consumers in various stages of the buying process, marketers and retailers capture audiences at any point of their purchasing journey. The more online wine stores show they know their product and are engaged with shoppers, the more sales they'll see.

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