Episode Details

97% of people start their search for a local business online (Linkedin, 2019). When someone looks up your business, what do they find? Are your images and videos up to date? Do you show what makes your brand special? Does your imagery convince searchers to pay you a visit?

Welcome to Marketing Tip Monday with SIP Certified. We know customers are looking for wines labeled as sustainable. While our longer-form episodes help you learn about the latest science and research for the wine industry, these twice-monthly micro podcasts will help you share your dedication to sustainable winegrowing so you can show your customers that you share their values.

Now, if you are thinking that you do not love the photos that show up when you google your business, it may be time to update your imagery!

Your property is booming with interesting visuals that will entice future customers. Here are 3 categories to inspire your imagery refresh.

1. Showcase Your Values

70% of consumers want to know what the brands they support are doing to address social and environmental issues (Certus, 2019). Show them how your brand protects the people and the planet!

If you've completed your Sustainable Story worksheet, half of your work is done. Grab your worksheet and your camera to create a visual version of your story.

Electronic Worksheet | Printable Worksheet

Here's how to show your Sustainable Story:

· Focus on one value per week. Share photos and videos throughout the week or compile them into one mega-post at the end of the week. This strategy gives you nearly two months of content for your social media, blog posts, and Wine Club communications.

· People love animals. Snap pics or videos of your wildlife visitors: bees, owls, butterflies, grazing sheep, or cattle. Your audience will love to see the diversity of creatures that call your property home.

· Feature your vineyard manager or winemaker. Ask them to explain what's sustainable about the task they're doing, and why it's important. Helping consumers understand specific sustainable practices and why they're important can increase their willingness to pay more for a wine (Kathleen Kelley, The Pennsylvania State University, 2021)!

2. Show Them a Good Time

Have you ever visited your favorite business's website only to realize the photos are outdated, or don't sufficiently capture the atmosphere you know and love? Good imagery helps people to mentally put themselves in the space, and can ease anxieties they may have over entering a new environment.

Here's how to replace outdated imagery to entice visitors:

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