1) It is a fantastic way to get people back to your website
2) It’s an amazing way to educate people, show them the vineyard, show the winemaking process, talk about the wine business, share your personal story in life and in wine, share events, etc. etc. etc.
3) You own your blog, you don’t own Facebook. Engaging with people on social media sites is fantastic and you should keep doing that but the social media sites will come and go…your blog and/or website will be there for as long as you are in business. The end goal is to get people back to your site and a blog is a good way to do that.
4) You can build trust, credibility, and relationships via a blog
5) It will increase your visibility
6) It can humanize your business and help people feel more connected
7) It helps SEO (search engine optimization)
These are just some of the basic reasons to have a blog on your website. The biggest keys to having a successful blog are:
1) post consistently for the long haul and,
2) post quality content. That’s easy to say right? Yes, but it’s also easy to do.
Regarding “post consistently for the long haul”: I would advise every winery to post at least one blog post per week, every week, all year round. Pick a day and have that be the day you post each week. At the most I would say post twice a week but I don’t think that is necessary. On this blog of ours, we post every Monday, Wednesday, and Friday. On our other blog, LittleBrowne.com, we post every Tuesday and Thursday. I also work with sipcertified.org and on their blog we only post once a week on Mondays. There are different reasons these decisions were made but they work toward our goals.
In regards to “post quality content”: I’ve been amazed when people that work at wineries say they don’t know what to blog about or that they don’t have time to blog. If you’re posting once per week that will be 52 blog posts per year, that’s not a lot if you think about some of the following ideas to blog about using video, photos, or written content:
1) What’s happening in the vineyard at different times of year
2) The winemaking process
3) Events at the winery
4) Events where you will be pouring (not at the winery)
5) New wine releases
6) Story of the winery, winemaker, vineyard workers, staff, customers
7) Do a “photo of the day”
8) Food and wine pairings
9) Promote your local area- other wineries, events in the city, county, local restaurants, etc.
10) Talk about any charitable causes the winery is involved with
11) The wine business, behind the scenes stuff
This is just a quick list but you see where I’m going with this. If I can put together 20 to 30 blog posts per month, I have faith that you can do 52 in a year. Most of these blog posts take little time to create and publish…so the issue of “time” really doesn’t fly with me. Have a few people at the winery be responsible for the blog or choose one person to run the show, either way, make the time.
The point is this, I absolutely promise you it will benefit you to start a blog, maintain the blog, and do it for as long as blogs are available to us. It’s another tool in your wine marketing toolbox and a fantastic way to put the winery out there for people to see. So go ahead, what are you waiting for?