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Andrew Kamphuis
 
May 10, 2011 | Marketing, Vin65 Platform | Andrew Kamphuis

Your Wine Website is the Hub

This is how it should be. Your wine website should be the hub of your web marketing, and social media, email, QR Codes, etc., are spokes that should drive traffic to the hub.

Some of you might think I have a personal bias. Some of you might think the graphic is oversimplified (you might push your products to Cruvee to then push to Facebook, Snooth, etc.), but here is my point:

  • Your new products should appear on your website before they are in Cruvee (better yet, integrate the two). If I see your product on Twitter or Snooth or Hello Vino I should be able to go to your website for more information.
  • Your winery event should appear on your website before it appears on Facebook. When I read about it on Facebook, I should be able to go to your website for more information.
  • If I can make a reservation on VinoVisit for your winery, I should be able to go to your website to read about your tasting room, and make a reservation right there. 
  • Your newsletter signup should be on your website rather than being linked off somewhere else.

Your website is the one place on the web where you can control and frame your message and reinforce your brand.  It's the best place for official information on your products, events, etc.  Your website is the best place for a visitor to view your brand.  

Your wine website should be the hub of your digital marketing activity. Everything else is a spoke and should drive traffic to the hub. If it’s not, your digital marketing will spin like a lopsided wheel.

Comments

Martin Olsen's Gravatar
 
Martin Olsen
@ May 10, 2011 at 8:43 AM
This looks great and I agree, but don't forget about all the transactions from the tasting rooms that add more data to your customers buying patterns. If you can add a spoke for POS Systems, your image will be more complete.

Andrew Kamphuis's Gravatar
 
Andrew Kamphuis
@ May 10, 2011 at 8:54 AM
Excellent point Martin. POS data definately adds to your online marketing and makes it more complete.

John Carver's Gravatar
 
John Carver
@ May 11, 2011 at 10:45 AM
Can you recommend some of the top winery based websites incorporating the hub concept?

Andrew Kamphuis's Gravatar
 
Andrew Kamphuis
@ May 11, 2011 at 11:14 AM
John that's a great question. The blog came out of a few website (one in particular) I noticed that was doing it wrong - they were driving traffic to Facebook for events rather than showing events on their website, etc.

Facebook makes it so easy to post events and update content. Not all wineries have a CMS behind their website and/or it costs them to update their website, so rather than update their website they just drive traffic to Facebook.

Christian Oggenfuss's Gravatar
 
Christian Oggenfuss
@ May 11, 2011 at 3:34 PM
Sounds familiar:)

Andrew Kamphuis's Gravatar
 
Andrew Kamphuis
@ May 11, 2011 at 3:38 PM
Yes Chris - the Hub/Spoke thing is something I heard from you in the past (along with a few others, but I think you were the first person in the wine industry I head it from). It's a good metaphor and very applicable. (I'll send you an email as to what drove this blog post.)

Keith Miller's Gravatar
 
Keith Miller
@ May 12, 2011 at 9:14 AM
Great point on where the "Hub" is Andrew.

Kevin's Gravatar
 
Kevin
@ May 12, 2011 at 11:12 AM
I have NEVER see Facebook in the top 10 traffic sources as seen in Google Analytics. Direct (via email blasts) and Google are ALWAYS in the top 3, ALWAYS.

Andrew Kamphuis's Gravatar
 
Andrew Kamphuis
@ May 12, 2011 at 11:19 AM
Kevin, I know you've seen a lot of google analytics (especially during your time at IBG). I can tell you that we have clients where Facebook is in the top 10. (For ourselves at Vin65, Facebook hits our top 10 and I'll send an email to you showing it)

Rick Breslin [Hello Vino]'s Gravatar
 
Rick Breslin [Hello Vino]
@ May 13, 2011 at 7:35 PM
Great article, Andrew - very useful (nice graphic, too!).

Thanks for including Hello Vino in the diagram. We're sending a significant number of users to winery web sites through the "More About This Winery" button in our mobile apps. However...

In this age of mobility, and with the high number of consumers clicking through to winery web sites on their smartphones from apps like Hello Vino, Twitter, Facebook Mobile, etc., it is vitally important to have a mobile-formatted version of your site to avoid bounces and negative user experiences.

The Twisted Oak Winery and Cuvaison mobile sites are two great examples.

Cheers! Rick

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