Anyone with a smartphone and Internet connection can post to social media.
We’re not the first to say that, and it’s technically true. In fact, you’ve probably heard it said time and time again. That’s because it’s true. Anyone with those two things can physically post to Facebook and Instagram.
But if you want to use your social media platforms to increase brand awareness for your brewery and bring more customers to your tasting room, you need more than a smartphone and Internet connection. You also need to have a purpose.
You could post at the best times every day, but if you’re not posting with a purpose, you’re not going to connect with your audience the same way you could if you had a strategy.
POSTING *WITH* A PURPOSE
Don’t worry, posting with a purpose doesn’t have to be complicated. It just means that you have something specific to say. It could be that you want to give a shout-out to a staff member, or that a new beer came on tap. Either way, there is a reason why you’re posting, and that’s key.
When you post with a purpose, you’re giving your followers a reason to follow you. It could be because they like seeing behind-the-scenes pictures of your business, or that they love to learn about food and beer pairings. It’ll be different depending on your brewery’s brand and goals. But whatever it is, it’ll keep your followers engaged and coming back for more.
POSTING *FOR* A PURPOSE
This might seem the same as posting with a purpose, but there’s a difference. Posting for a purpose means that you have a certain target that you’re hoping to achieve with your post. Your target could be to increase reach, get engagement, or drive sales.
When you decide the targets that you’re trying to hit before you post, you can format your content in the best way to hit those targets. How? Look at the data you’ve collected from your past posts in order to see what has done well for posts with similar targets.
If you’re starting from scratch, don’t worry. Start with your best guess at what will work, collect data and go from there.
Here’s an example. Let’s say you want to generate more engagement on your profile. Start by creating a call to action on your posts that asks for people to comment with a response. Then, keep track of how many comments you get on posts to see what works best.
POSTING WITH A STRATEGY
No post is an island. Each piece of content on your Facebook andInstagram should be a building block in your overall strategy. For example, if your main goal is to get more sales in your tasting room, you shouldn’t only post content asking people to stop by your tasting room.
If you do that, people will see your profile as a stream of ads and will start to tune you out. Instead, you want to create posts with a variety of targets from expanding your reach so you can increase your brewery’s brand awareness to increasing engagement so people are interested in interacting with your brand.
Doing this helps to build a solid foundation that will allow you to grow your audience and generate interest and, ultimately, have a group of dedicated fans who will purchase from you.
Building a social media strategy can feel overwhelming, especially if you’ve never done it before. Our advice? Don’t start from scratch. We use our proven Crafted Conversions System™ to build bespoke strategies for breweries, and we can help you too. Send us an email if you want to know more.