I believe that breweries and wineries create content on social media platforms that do stimulate the consumer, to influence their decision to buy certain products. The article 5 Ways You Can Influence Consumer Purchasing Decisions: New Research discusses interesting ideas of doing this.
Tip #1: Change social conversation
The infograph shown on the original article (shown below), says that social media has no influence at all on purchasing decision. This infograph then suggests to start using social media in other ways- make emotional connections.
The highest percentile of people using social media, is to connect with family and friends (according to the article). Then underneath that, is keeping up with trends and product information. As a business, you want your social media feeds to inspire the people you are attracting to your social media feeds in order to sway them to consider your product or service. In the article it states this is done by connecting with the people, as said before, emotionally, by engaging conversation, a positive experience and exceptional service. I believe when and how much you post online is important too. Yes, engaging people into an emotionally driven conversation is important but you need to regularly keep a conversation going online and to discuss other topics that are of interest to your target market.
Tip #2: Appealing to the millennials
So simple and brilliant. Millennials is the generation that is not easily convinced by social media, so you need to work a little harder in your content and how easily available your content is. Another fact is they use multiple platforms and devices for social media. So, what does your business need to do to win the hearts of the millennials? Make sure your content is mobile friendly and meets the needs and preferences, and lastly make sure you use a personalised message! Not generic messages. Twitter’s bio is a perfect example of this, you follow me, I follow you back.
Tip #3: Engagement with customers on and off line
To truly engage your customers, you must use offline material as well as online material. Use your customers has brand ambassadors by having a social media marketing strategies that involve the public. For example, by asking your customers to vote on a change or new product, or a photo competition and they have to use the product, and could even use something like Snap Chat as a platform for the competition.
Fun, have fun with your social media strategies.
Tip #4: Authentic conversations on facebook
Hard selling is not recommended to be used on facebook. Like how in tip 1, the discussion of how emotionally engaging your customers is important, you want to place posts or ads on facebook that are personal. It could be a little harder for the beer and wine industry to do this, but you could post messages that talk about food matching! (I found this on Pinterest. Here is the link if you are interested http://karmajello.com/lifestyle/lifehacks/pair-beer-food-guide.html).
Even though I have found this on Pinterest, it is still an example that can be used. A brewery and winery can promote a particular wine and beer that they want to sell and post a picture of a meal with a link to a recipe.
Tip #5: Always be available
Is your business available to respond to customers anytime, anywhere?
When you receive a complaint, the response and time of response is super important. It is best to have multiple platforms where you can respond to customers. This can be done by:
1. Setting up an online community
2. Having multiple people to be able to respond to multiple customers
3. Monitor
There is nothing worse than when you place a complaint and don’t get a response. If nothing happens, that is a customer gone.
If you are wanting to read more, here is further reading:
Social Media Influences Customer- Buying Habits
Are Brands Wielding More Influence In Social Media Than We Thought?
Online Marketing for Wine and Craft beer 