Breweries have a lot of questions about social media marketing. And when it comes down to it, a lot of the questions are similar.
So we thought we’d save you the time asking. Here’s some of the most frequently asked questions we hear and our answers.
1. WHICH SOCIAL MEDIA PLATFORMS SHOULD WE BE ON?
First things first, your brewery should absolutely be active on social media, but signing up for any and every platform won’t give you the best results. Focus on quality over quantity.
If your ideal customers are between the ages of 25 and 44, we recommend posting consistently to Facebook and Instagram. And yes, that includes sharing Stories too.
People between the ages of 45 to 54 are also active on Facebook and Instagram, based on audits we have completed for craft breweries. So if they are a part of your demographic these two platforms are important for you too.
When it comes to Twitter, TikTok, and the rest of them, it’s not that they can’t work for craft breweries. But we recommend mastering Facebook and Instagram first because that’s where most breweries see a bigger (and quicker) return on their investment.
2. HOW DO WE START CONVERSATIONS AND GET SALES?
Finding the balance between being a conversation starter and salesperson can be challenging. As a business, you’re using social media to make money, but Facebook and Instagram are social platforms and their algorithms favor posts that encourage people to socialize.
One of the biggest mistakes we see breweries making on social media is posting too many sales-focused posts and not enough community-based posts.
Some breweries think they are posting in favor of community-based posts, but when we audit their accounts, their ratio is off. If you want to convert your social media followers into loyal customers, building community has to be a priority too.
3. IS IT OKAY TO RESHARE CONTENT DIRECTLY FROM OUR INSTAGRAM TO FACEBOOK OR VICE VERSA?
Different people follow your brewery on different platforms for different reasons. Unless you have the same exact audience on Facebook and Instagram, you should be creating separate posts..
Here’s why. For starters, you want people to have a reason to follow you on both platforms. Second, these two platforms have different optimal posting times, caption lengths, image sizes, etc. If you want to optimize your posts, start with focusing on the platform you’re posting for.
That being said, you don’t have to start from scratch with each post, and you shouldn’t. You can take some of the elements from an Instagram post and repurpose them to create a Facebook post.
4. HOW DO WE GET MORE FOLLOWERS?
Remember having a large following doesn’t always equal a profitable following. Growing your Facebook and Instagram followings are good goals, but you should grow them purposefully. As you create a growth strategy, really think about the people you’re looking to attract.
The content you create should speak to those people. Because having an engaged audience of your ideal customers is much more valuable than a bunch of random followers who don’t plan to buy your beer.
Instead of focusing on your follower count, take a look at your engagement rate. Then, see how you measure up to the global averages. It’s 3.22% on Facebook, and 4.6% on Instagram. If you need help calculating your rates, email us and we will send you our spreadsheet.
5. WE’RE NOT BUSY RIGHT NOW. SHOULDN’T WE WAIT TO HIRE A SOCIAL MEDIA COMPANY?
Waiting around until you have extra money in the bank before you invest seems like a safe option, but it isn’t always your best bet. Most companies need good marketing to make that money in the first place.
This summer is going to be an important one for breweries. Social media is going to play an essential role in which breweries survive and which ones thrive.
Making the right investments now can set you up to succeed. And remember, investing in marketing isn’t just about investing in someone’s time, it’s about investing in someone’s expertise.
HERE’S THE BOTTOM LINE.
You know your taproom better than anyone else, right? You and your employees are there every day. That makes you and your employees highly qualified to do the day-to-day posting. But if you want to make sure those posts are as effective as possible, you need a proven strategy.
That’s where we come in. Our area of expertise is social media. We do it every day, and we have proven strategies that can help you reach your goals.
So if you’re looking to convert your social media followers into taproom customers, you need an expert. That’s where we come in.