Potentially the biggest thing I’ve had to learn since taking on this new venture is, not as you would expect anything to do with vines or wine but online marketing. Until recently using an iphone was the limit of my skills but I’ve been on a steep learning curve and have had to learn a lot more!
If you’d asked me a few months ago what SEO, copywriting and ‘big data’ were I would probably have replied they were things from sci-fi shows, but it turns out they’re something quite important - although I’m still not convinced anyone truly knows what they mean…! I expected to have to do the odd Facebook post or Instagram photo (although to be honest they are the same thing as far as I’m concerned) but it turns out that even these have to be carefully timed and sculpted into perfectly capturing customers' attention. So without further ado, I present a beginners guide to marketing - what these words really mean!
SEO
In the marketing profession, SEO means ‘search engine optimisation’ - the process of refining content so it shows up in google searches and to the right customers. Or, as I like to refer to it: removing the waffle and getting to the point. There isn’t really anything technical here. You just write what people want you to say. Now in my case this is quite easy, because everyone wants wine. Putting the key points in my posts such as ‘Vineyard’, ‘wine’, ‘Suffolk’ etc. means that when people search for these words Valley Farm Vineyards hopefully appears. As far as I can figure that’s about it!
Copywriting
My instant reaction was that this is a legal term, right? I assumed it was something to do with protecting my online content. But apparently not… Apparently it’s just fancy language for what you write in adverts and about your business. ‘Copy’, or text, which is designed to sell basically! It is about being persuasive, convincing consumers they NEED your product. Tell them how amazing it is and use your keywords. Done!
Big Data
Now this was the scariest sounding one… What on earth is this and why would I need it. It turns out I don’t… really. Everyone uses it without realising but it’s done automatically. Big data just refers to the ‘cloud’ of data on the internet which stores everything about your online movements. This is then used when you use hashtags, key words or target adverts (more words I’d never heard of) by showing them to people who have been searching for products like yours. So, while I don’t directly use it, it turns out it is quite important! Basically, the internet is watching you and the Vineyard will be coming for you. Targeting is just when the the internet directs adverts relevant to what users are searching - you know that creepy coincidence when you’ve mentioned you want pizza and then you get an advert for a pizza or how you’ve been researching swimming pools then get a youtube ad about a pool - not such a coincidence! Hopefully when anyone looks for that lovely little vineyard in Wissett - up pops Valley Vinyards 😉.
Social Media
Now we all know the feeling of watching our kids or other ‘young’n’ wave over their phones and in two seconds they’ve done something which would have taken you days. This is how I felt at the thought of having to run social media pages for a business. However, it turns out that people really like pretty pictures! By posting as if I’m talking to my friends (because I like to think we all get on) then posting some photos of the very photogenic Vineyard then it seems much simpler and everyone is happy!
Outsourcing
Now I know you’ve got this far and are thinking that I sound like an expert and know exactly what i’m talking about. Right? Well if I’m honest I still don’t understand any of it! The number one thing I’ve learnt is to be yourself. People like to feel like they know you and like to feel they’re having a conversation with you. Ultimately, the best trick I’ve found is to ask a ‘young’n’ to help you!! They know what they’re doing and actually enjoy doing it. You do have to trust them of course and obviously check what they’re up to! However, it’s great having the privilege of working with the younger generation and being able to exchange ideas and help each other.