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.
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.
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.