Loyalty: The most valuable asset in your customer journey

Loyalty: The most valuable asset in your customer journey

20% of your existing customer base will equal 80% of your future income, statistically.

Not only are your current customers your most lucrative ones, but they’re also costing you the least. Yes, it costs much more to gain a new customer than it does to keep an existing one happy.

Loyalty is an incredible asset – and increasing customer loyalty should be a prime focus for every business.

After customers make their way through your customer journey, they arrive at the final stage: Loyalty. (Missed the other articles in the 4 part series? See Awareness, Consideration, and Decision)

The key to increasing customer loyalty is to seek out, take advantage of and create loyalty-building opportunities.

How do you keep wine club members? How do you get them to tell their friends? What perks will help keep members on board?

Loyalty.

Here are a few ways to increase customer loyalty:

Offer incentives to join

Everyone loves a good reward. If your customers are interested in joining your wine club or membership, why not offer them an added incentive? It could be product like a set of stainless steel wine tumblers or a discount to sign up.

This will help them decide to follow through and will make them feel more appreciated.

Loyalty: The most valuable asset in your customer journey

Clear descriptions of wine club, wines and price

Clarity makes decision-making easier. When your product descriptions and offerings are crystal clear, your customers will feel more at ease buying from you again and again.

Don’t confuse them with too many options. Research shows people feel more satisfied with their choice when they have a limited number of choices.

If you are charging for shipping, make sure you explain your rates before they get all the way to checkout.

Celebrate the customer

Who doesn’t want to feel special? Celebrate your customers for being your customers!

Your customers experience your brand and your product every time they interact with you. When you create positive, celebratory experiences, your customers remember the good feelings associated with those experiences. This encourages loyalty because they feel genuinely connected to your brand.

Feature your top customers in your social media with re-posts and your email marketing with customer’s of the month.

One of our clients has a very successful birthday program, where customers get a free lunch on their birthday. All it takes is asking your customers for their birthdays at email sign up and then sending out all September birthday emails at the same time. And the best part? People always bring a friend or more for lunch, buy bottles of wine, plus tell their friends on social media.

Loyalty: The most valuable asset in your customer journey

Request reviews

When you ask your customers for reviews, you’re signaling that you appreciate their feedback and their perspective.

The above graphic with Awareness, Consideration, Decision, and Loyalty? Think of that graphic wrapping around a globe. Asking your most loyal customers, usually wine club members, to give you reviews helps your brand receive the most 5-star reviews and raise Awareness to future customers.

Plus, being able to showcase your customers’ reviews means you’re building a community of people who love your products and your brand. This sense of community fosters loyalty.

Create a referral or reward program

Social proof has a huge impact on the way consumers make buying decisions. Even if you think a wine club is too complex for your brand, create a referral program. Referral programs allow your customers to be rewarded for telling their social circles about your brand.

One of our clients created a simple reward program where they could purchase a metal pin for $25 and then every future visit where they showed the pin they received a percent off wine. Plus, many members put the pin on their purse or hat, which led to friends asking about the winery. Free advertising for your wine brand.

This added encouragement to promote your products to their friends makes your customers feel like they’re in on something – connected. This, too, fosters loyalty by creating a strong sense of community and togetherness.

Take advantage of opportunities to build loyalty amongst your customers. Give value, build community, and grow your network by delighting loyal customers every chance you get.

Just like every other stage of the customer journey, loyalty can be worked into your marketing strategy. At Bauerhaus Design, we offer marketing strategy and monthly marketing packages to help you do just that.

Schedule a free discovery call.

Decision Time: How not to lose your potential customers at the last minute

Decision Stage

You’ve gotten your potential customer’s attention, gave them the tools to consider your brand, and now: It’s decision time.

Decision Stage

We’ve been talking a lot about the customer journey: the way your customers interact with your brand from start to finish. Everything your customer experiences from the moment they discover you to the day they become a loyal fan – that’s their customer journey.

In the Awareness Stage, a potential customer becomes aware of your brand. They discover your blog when they searched for something online, or they found you on social media.

Then they enter the Consideration Stage and think about whether or not they want to buy your product.

Now it’s time for your customer to make a decision.

You might be thinking at this point, your work is done. But that’s far from true! You still have a few opportunities to help them decide they know, love, want and need your product!

Tools to help guide your potential customers through the Decision Stage of the customer journey

Tool #1: Email

By now, you’ve likely captured your lead’s email address through a sign-up form on your site or an opt-in offer of some sort.

Email grants you continued dialogue with your potential customers.

With this tool, you can answer commonly asked questions (questions they might be wondering themselves at this point in their customer journey), remind them of the benefits and unique features of your product, and relate to them in a way that strengthens the relationship you’ve already continued to form.

Your email subscribers have chosen to receive your emails, and there are no algorithms getting in the way of your content reaching your email subscribers.

If you are still relying on only social media, like Facebook, your organic reach could be less than 2%. For these reasons, email has a higher conversion rate than social media.

Email converts

Here are a couple of ways you can use email in the Decision Stage:

  • Create an automatic email series targeted to your ideal customer that helps them answer the question, “Why should I choose this winery over every other?”
  • Send out a monthly email newsletter to keep in touch with those who linger in the Decision Stage.
  • Segment your list to create more targeted campaigns, so you can use language that resonates with customers and potential customers who are at different points in their customer journeys.

Need help setting up your email automation? Schedule a free discovery call!

Tool #2: In-person experience

Even as a digital marketing fanatic, I can agree: Nothing beats real life interaction.

Anytime you have the opportunity to meet your potential customers in person, do everything you can to create a memorable experience for them.

Stay on brand by using the same language and aesthetics you use in your online and printed branding materials.

Decision stage

Measuring Decision Stage success

By following your potential customers through the customer journey, you can more easily pinpoint which areas are effective, and where you’re losing potential customers.

You measure Decision success by measuring actual sales: online and in-store sales.

Since it’s at the point-of-sale that customers move through the Decision Stage, you can observe your sales and see what elements are in place, and which are lacking, to help your leads decide to choose your product.

Guiding your prospective customers through the decision stage takes time and effort. Tools like email automation can take some of the workload for you, leaving you with more time and energy to focus on leads physically walking through your door.

Next up the final stage: Loyalty: The most valuable asset in your customer journey.

If email seems time-consuming or confusing to you, you’re not the only one.

Hop on a call with us. We’d love to brainstorm with you and strategize ways we can help successfully move your leads through the Decision Stage so that they become Loyal Customers.

Schedule a free discovery call with Rebecca Ritz!

Is your website ready for an upgrade?

Technology is changing so fast that websites get outdated in 2-5 years. And the Bauerhaus website? It turned 5 years old!

Our old website was mobile responsive, which means it still looked fine on smart phones and iPads. But technology changes fast and as we often tell our clients, keeping current with the latest web trends is essential in getting new business.

We know in the consideration phase, prospects are often comparing your website to your 5 closest competitors. How does your site stack up?

Bauerhaus updates

Besides beautiful design, we also updated these features:

  • Transfer of 243 blog posts on branding and marketing
  • Newly custom designed WordPress theme
  • Latest best practices in coding a child theme
  • New Bauerhaus Design logo
  • Streamlined  navigation
  • Call to Action to sign up for the Free Sell More Wine email series.
  • Our portfolio better shows off the range of marketing, design and website development projects we currently do.
  • Case studies that show off  what it’s like to work with Bauerhaus. Check out the case study on Bingham Family Vineyards and KC Wineworks.
  • Better highlight owner Rebecca Ritz’s speaking experience.

Website, packaging, and collateral for food companyHow do you know if your site is ready for an upgrade?

Here are the top five questions to ask:

  • Is your website responsive? Does the website easy move between desktop, ipad and mobile?
  • Does it have clear call to actions? Each website we create we focus on your customer’s journey and what information we can provide them to help. Make sure you are directing visitors to a lead magnet, fill out a form, or to buy.
  • Does your current site appeal to your ideal customer? Or are you trying to appeal to everyone? Be as specific as possible with your design, photos, and messaging.
  • Does it use current technology? Research shows humans often make assumptions. For instance, poor web design = cheap company.
  • Does it tell your brand story? Remember a website is often your first impression with customers, so you want it to immediately tell the story of your brand and how you are different.

If you’re not sure about the state of your website, let’s talk about it! Your site is the face of your business, and it makes a big impression on your customers and potential customers.

Consideration: The make-or-break-it stage of a customer journey

Consideration Stage Customer Journey
Last month, we introduced the customer journey: the way your customers interact with your brand from start to finish.

The customer journey is everything your customer experiences from the moment they discover you to the day they become your biggest fan.

After the essential first stage, Awareness, potential customers enter Phase 2: Consideration.

(If you missed the previous post, click here to learn how to bring potential customers into the Awareness stage.)

Consideration is the experience your potential customers have as they think about whether they want to buy your product. Walking your potential customers through this stage is key to making sales and building lasting relationships with your customers.

Consideration Stage Customer Journey

Your primary tool for being successful in this stage is your website.

The goal is to have a website that converts visitors into paying customers.

Consider your customer’s perspective. As they visit your site, they’re consciously or subconsciously comparing it to your competitors’ sites. They’re considering the pros and cons of each winery, interpreting what you have to offer as it relates to their life and their preferences.

Here’s how to create a website that converts:

1. Look at the 5 closest wineries to your location and compare.

If you were a consumer trying to decide which winery to visit, what would draw you in? Chances are, you’d be considering factors like these:

  • Location
  • Experience: What’s it like to visit your winery?
  • Wine varietals
  • Price

Consider what your potential customers are looking for, and make sure that comes across on your website.

2. Have a clear brand differentiation on your homepage.

Does the uniqueness of your brand – your winery and your wine – come across right away? Is it obvious what makes you special?

3. Capture emails.

Every website we create has a single focus = conversions. Think about this: what good does it do to drive Google or Facebook ads to your website if you don’t have a way to capture a potential’s information?

We know consumers are overwhelmed with how many images they see online and offline each day. On average it takes 7 or more touchpoints for a consumer to buy. By getting someone’s email address you are able to continue the conversation with your potential consumer.

How can you capture emails?

Present a special offer as a way to entice visitors to join your email list. When visitors subscribe to your list, you open up the opportunity for a lasting relationship. The offer can be a coupon for a free tasting, a discount on food or product in your gift shop, or a downloadable wine pairing freebie.

Once you have a clear, engaging message on your website, apply it to your social media pages. All your digital marketing elements should feel consistent, because they all work together to convey your message about your brand.

As potential customers enter the Consideration stage, they’re looking for clues about whether or not your brand will solve their problem, delight them, make them feel a certain way or accomplish a goal.

When you know what your potential customers are looking for, and you’re clear about what you have to offer and why it’s unique, your value becomes clear to your customers.

When you make it easy for potential customers to enjoy the Consideration stage, you set a foundation for lasting customer relationships.

Next up: How not to lose your potential customer at the last minute in the Decision stage.

Which social media platform do luxury consumers prefer?

Marketing for Luxury brands

Marketing for Luxury brands

Digimind, the global leader in social listening and market intelligence, released a report at the end of 2018, stating “Branded content on Instagram consistently earned the most engagement across social media. 40% of luxury purchases are influenced by what consumers see online, and their interactions with a brand.”

93% of consumer engagement with luxury brands happens on Instagram.

Why Instagram?

Today’s luxury consumers are getting younger and younger and guess which platform Millennials prefer? Instagram.

In the “Future of Luxury: A Look into Tomorrow to Understand Today,” they stated “Generations Y and Z accounted for 47% of luxury consumers and 33% of luxury purchases in 2018. However, they contributed virtually all of the market’s growth, compared with 85% in 2017.”

How can your luxury brand compete?

  • Focus on younger consumers
  • Design a customer journey to better discover opportunities on how they want to be engaged with.
  • Be a leader in digital media
  • Tell your unique brand story

Awareness is Step 1: Increase wine sales with a clear customer journey

Every winery wants to increase sales. At the end of the day, increased wine sales comes down to your customer journey.

A customer journey is the way your customers interact with your brand from start to finish: It’s everything your customer experiences from the moment they discover you to the day they become your biggest fan, and beyond.

We can understand this journey in four stages: Awareness, Consideration, Decision and Loyalty.

First, a potential customer becomes aware of your brand. They see you on Instagram, notice an ad in the local paper, tagged along on a wine tasting excursion and stumbled upon your tasting room, searched for something on Google and found a blog post you published the month before.

Getting a customer to the Awareness stage is hard work! Marketing and traditional advertising take time, effort and money. And yet, the Awareness stage is only the beginning of the relationship.

In this blog post, we’re diving into this essential first stage of the customer journey, so you can create a wine marketing blueprint around your customer journey – one that turns leads into raving fans.

The Customer Journey Map (above) helps you visualize all the interactions a customer has with your product. This way, you can identify the strongest opportunities for you to engage that customer and move them along the customer journey, towards becoming loyal customers.

To bring potential customers into the Awareness stage means raising brand awareness and making it easy for your ideal customers to find you.

Here are a few ways to do just that:

Location first

How do people find out about brands? They start with location. They ask friends, either in person or on social media. 81% of shoppers research online before setting foot in a store. If someone is looking for a winery, they’ll likely start with something like this:

Customer journey winery

And then what happens? They’ll probably end up here:

Customer journey winery

Will your winery show up on a Google search?

What about reviews – Are there any? Are they good or bad?

Make sure all your online listings are up to date so that when someone looks for you, they’ll find you. Add photos and videos to invite potential customers to take a look at your brand and become aware of what you offer.

Invest in online ads around your specialty (tours, etc.). Create unique wine experiences that you can feature online such as hiking, chocolate pairings or dinner.

Attract a local audience by making it easy for potential customers to enter the Awareness stage.

Add value

Of course, it’s not all about location. Maybe you’re trying to expand your audience with a wine club, or make loyal customers out of tourists who return just once a year.

Value creates awareness by attracting customers and engaging them in a way that resonates.

The #1 secret to creating awareness through social media: Add value.

As a rule, the content you post on social media should be 80% value, 20% promotion. This increases engagement, which increases your brand’s reach. That’s because valuable content is what social media users prefer.

Inform, inspire, entertain, engage: These are all ways you can offer value to your audience on social media and throughout your marketing.

Getting potential customers into the awareness stage brings them into your customer journey. Success here comes from consistent digital marketing and unforgettable branding.

In my next post, I’ll talk about the second stage of the customer journey: Consideration.

 

Looking for help maintaining consistent branding and marketing?

We offer a monthly digital marketing service just for that. Contact me, Rebecca, for more details.

WHAT’S THE BIGGEST MISTAKE WINERIES MAKE?

If your customers don’t know who you are and what you’re all about, it doesn’t matter how good your wine is. The biggest mistake we see wineries make is not having a consistent marketing plan. Truly!

Communicating with your biggest fans is really important. They’re the ones who’ll stay loyal and spread the word about your wine. The communication channel will change based on who you’re targeting and the type of winery you own. But regardless of the specifics, you’ve got to talk to your customers. If you don’t know how your customers like to receive info, ask!

Think of marketing as a way to communicate with your customers how they like to be reached and giving them information they want to know.

WHAT PIECE OF MARKETING ARE MANY WINERIES MISSING?

Across all age demographics, do you know the favorite way customers prefer to receive promotional content from brands? 60% of consumers prefer receiving emails about your brand over social media.

Many wineries I talk to say:

“I don’t want to annoy people.” “It’s so corporate!” “Too pushy.”

Sound like something you’ve said about why you’re not emailing your customers? Push these myths out of your mind, because they’re just not true.

When visitors come into your tasting room, you get to have a personal conversation with each guest.
How can you keep having a conversation after they leave? Email marketing.

Ready to keep learning? Read the 3 golden rules to grow your email list here.

Want to set up a free Discovery call to discuss your marketing? Set it up here.

How to market wine to Generation Z (without hosting a miserable dinner party)

As new generations of wine drinkers come of age, our wine marketing strategies need to evolve with the times.

Remember the dinner party analogy?

You’re at a dinner party, and the person next to you is yackin’ your ear off – talking at you, not to you. As you know from our recent blog post, this is how Millennials feel when they encounter traditional advertising.

The generation that follows, Generation Z, is the same way.

Generation Z (born in the mid-1990’s to mid-2000’s) grew up in the digital age, period. Not only were they were born into a world of cell phones – they were born into a world of texting and social media. It’s not far-fetched to say Generation Z grew up knowing how to swipe a smartphone before they could walk.

It shouldn’t be a surprise that Gen Z’ers expect nearly everything to be instant, interactive and fast.

At this miserable dinner party, Gen Z’ers would be right beside Millennials, feeling bored and ignored.

Before you know it, it’ll be your time to create a dinner party that makes members of Generation Z (who are at and nearing the wine-drinking age!) feel understood at dinner.

Make your brand experience resonate with this youngest wine-drinking generation, online and beyond.

Who is Generation Z?

This generation, around 86 million in size, is known for liking privacy and finds more value creating things instead of watching or sharing. They prefer to communicate with images over text.

Since this generation is so young, their buying power is estimated at $176 billion per year, but research has shown they have influence over their family’s purchases.

This generation grew up during the recession and are known for their love to save and looking for deals.

marketing generation z

Marketing to Generation Z

While Millennials are all about texting, Generation Z prefers to communicate with each other through images, videos and emoji. Social media channels that appeal to this generation include Snapchat, Instagram and YouTube.

75% of Generation Z rely on their smartphone for their entire web experience, including purchases. So make sure your website is mobile-friendly and offers an enjoyable mobile experience.

If you’re targeting Generation Z with a digital ad, use an image and 5 words or less of text. Or, opt for a short video ad on YouTube.

They love the process of creating images and content, and they love to show others how to do something. This is why YouTube is their platform of choice. 95% of Generation Z uses YouTube and are particularly attracted to how-to content, like applying beauty products or gaming.

Real people, like YouTube stars (not just celebrities or brands) can create and distribute content, which lets Gen Z’ers feel like they’re getting a real, authentic experience. With Gen Z being all about authenticity, they prefer things that look less produced and more real.

marketing to generation z

If and when you want to start marketing to Generation Z wine-drinkers, here are a few key points to remember:

  • Generation Z’ers have only an 8-second attention span.
  • They don’t like major celebrities or promoted content, preferring real, relatable influencers any day.
  • Generation Z does not want to be tracked and prefers to remain anonymous.

Generation Z is known as the hardest generation to engage, because they tend to look past messages that say promoted or sponsored. They instead want personalized messages and experiences that are unique only to them.

Yes, this can be scary. But it can also be a huge opportunity for wineries willing to listen.
Along with being receptive to engaging marketing strategies, both Generation Z and Millennials are also open to different forms of packaging, like cans. Gone are the days when young wine consumers only want bottles. Gen Z’ers want to be able to have a glass of wine at a party or at an outdoor concert.

Trust your brand and your product – Let it be an experience for your customer. Let your brand experience seep into social media platforms. When you try to understand Gen Z’ers and how they’ll likely interpret your messaging based on their worldview, you open up the possibility to grab their attention, connect and resonate.

 

Does the thought of marketing to Gen Z’ers scare you?

Schedule a One-on-One

What wine marketing metrics matter the most?

Wine Marketing metrics

Do all the different types of marketing metrics out there confuse you? Are you frustrated and not sure what matters? Ultimately, the most important metric in marketing is revenue per customer (RPC). This will tell you which customers are your VIPs and will help define who you should target in the future.

For example, if you find that 50% of your revenue comes from wine club members, you’d focus your marketing on wine club members, and on how to build wine club retention and grow your membership to that same audience.

How do you determine RPC?

To figure out your average revenue per customer, first figure out the amount of revenue coming from different areas of your business (tasting room sales, wine club, online sales, etc.) in a given amount of time (a month or a year).

Then, divide the total revenue by the number of customers in that area.

For example, if last month you made $7,900 in revenue from your wine club, which has 100 members, your RPC from wine club members would be $79. You could compare that number to other types of revenue to make decisions about how to allocate your marketing budget.

Now that you have your RPC, how do you divvy up a digital marketing budget?

Your digital marketing strategy will depend on lots of different factors such as where your customers are spending their time and how they prefer to interact with your brand (are they visiting your tasting room weekly or following you on Instagram from a separate state?).

With all the different types of digital marketing out there, where you do start? If you have to pick one, email marketing is hands-down the most cost-effective marketing tool. Email grants you complete control over the content you share with your audience, whereas your social media reach is at the mercy of algorithms and competition for users’ attention.

An article about Kendall-Jackson explains, “As of now, Kendall-Jackson sees 60 percent of its revenue from KJ.com from its email offers, 20 percent from organic search and social posts, 10 percent from paid social posts and 10 percent from referrals from other websites, according to Maggie Curry, director of marketing of Jackson Family Wines.”

Need help crafting your digital marketing strategy? Email Me at [email protected] to Set Up a Free Discovery Call or contact us here.

Rebecca Ritz is the owner of Bauerhaus Design and has worked with wineries across the country for over 10 years to create unforgettable brands. My gift to wineries —> Take our free 7 week wine marketing class to learn how to sell more wine with a powerful brand, email marketing, social media, online ads and more: www.bauerhaus.com/sell-more-wine/