Confused about how to use Twitter to promote your winery? Here's a suggested plan of attack:
- Sign up for a free Twitter account at www.twitter.com. Choose a good name like acmewinery.
- Invite your newsletter members to follow you on Twitter (they will need to sign up for their own Twitter accounts, of course). You may want to direct them to the video below.
- Invite other people to follow you on Twitter by mentioning your new Twitter account on your blog or Web site contact page.
- In both cases (2 & 3), promise your "followers" a surprise in return for signing up.
- Once a week, tweet (that is, send) a special promotional code to your followers for free shipping, an 10% discount, a limited availability wine, a rubber chicken, whatever...
- See what happens. If you like the results, do more of it. If not, experiment a bit. You cannot fail, only learn, my young Padawan.
- Periodically remind people (e-mail, newsletter, blog, shipping inserts, ...) about your Twitter ID and the value of following you.
- In between those weekly tweets (#5), take a moment to let people know what you're up to (sweeping the tasting room, doing a mailing, tasting a barrel, whatever).
The whole point is to get people to follow you. You do that by shamelessly pandering to their self-interest (i.e. special offers only available to Twitter followers) and by making interesting tweets. Followers == fans.
Note that people you reach via Twitter are likely to be younger and more interested in the current cool technology. This is not a bad thing for the longevity of your winery, but it may require some adjustment on your part. Ideally, find a member of your winery who already uses Twitter to assist.
Want an easy introduction to the world of Twitter? Check out the free explanatory video Twitter in Plain English from CommonCraft: