Internet Marketing in the Cyprus Winery Sector
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- Lydia Parsons
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1 Internet Marketing in the Cyprus Winery Sector
2 1.966 bln internet users world-wide
3 58.4% European penetration rate
4 1.3 bln searches per month on Google
5 Over 800 mln mobile internet users
6 9 out of 10 internet users use social media
7 Over 650 mln Facebook members
8 1 out of every 8 minutes online is on Facebook
9 64% of Facebook users are a fan of at least 1 company
10 This is your new business card
11 In order to compete online, a winery needs: 1. A visually attractive website 2. A content management system (CMS) 3. A website optimised for search (SEO) 4. A link exchange strategy 5. Facebook company page 6. A customer database
12 Basic Website Structure About Us History Family (people / sub-pages) Technology Products Red Wines White Wines Rose Wines Zivania Commandaria Vintage Notes Terroir Varieties Location (elevation, soil, etc.) Plantings Sales Direct Sales Store Locator News & Events News Events (exhibitions, tastings, etc.) Awards Cyprus Wines History / Tradition Recent Developments EU Standards Recipes / Gastronomy Wine & Food Pairings Where to Find Us Map & Directions Schedule of Events Contact Information Links Cyprus Wine Council CTO Wine Routes Patrick Skinner, etc.
13 Visual Attraction Less text / more graphics Friendly on the eye Customised design Fast to load Easy navigation structure Immediate user interaction
14
15 FIKARDOS WINERY Winery Visits 2011 The Regional Winery of Paphos, Cyprus HOME ABOUT US WINES AWARDS VINEYARDS & GRAPES WINE HISTORY Fikardos Winery in Paphos, Cyprus, was founded in 1990 with the objective of making quality wines that fully expressed the rich culture of Cypriot grape varieties and terroir. READ MORE FIKARDOS WINERY Ι PAPHOS CYPRUS Mesoyi Industrial Area PO Box Paphos Cyprus NEWS & EVENTS Bronze Medal Chardonnay du Monde Tel ORDER Gold Medal Thessaloniki Wine Competition Fax CONTACT Gold Medal 5th Cyprus Wine Contest
16 Content Management System 1. News & Events 1.1 Title (text) 1.2 Dateline (text) 1.3 Content (text) 1.4 Photo & Gallery (image) 1.5 Link (html link) 1.6 Contact Information 2. Products 1.1 Title (text) 1.2 Content (text) 1.3 Photo & Gallery (image) 1.4 Related Products (names/links) 1.5 Drink with (text) 1.6 Technical info 1.7 Parent Category 3. Product Categories Reds Whites Rose Spirits 4. People 1.1 Name (text) 1.2 Description (text) 1.3 Photo & Gallery (image) 1.4 Parent Page (html link) 1.5 Contact Information ( ) 5. Vintage & Tasting 1.1 Year (numeric) 1.2 Content (text) 1.3 Photo (image)
17 Search Engine Optimisation Keyword searches on search engines (Google) are the most common methods of finding information. Your site must be optimised. Prominence Density Proximity Traffic Inbound Links Navigation Structure Cyprus holidays Cyprus hotels Cyprus flights Cyprus Wines Greek Wines Cypriot Wines 37,100,000 29,800,000 8,880,000 2,110, , ,000
18 Linking & Link Exchange Inbound links are a key factor for search and for gaining traffic. The easiest means of getting this is posting on directories. Directories are usually free: avoid subscriptions. Wine Directories Cyprus Directories Cyprus Wine Products Council Cyprus Chamber of Commerce & Industry Articles Blogs
19 Facebook Company Page Setting up a company page on Facebook is free: If you don t already have one, do it today. FB results are visible in search engines. Consolidate all addresses on a single application and invite as many friends as possible. 2 nd stage: FB advertising.
20 Customer Database Each winery has hundreds of business cards and contacts. Consolidate on a single application and start using them! news & events Invite to Facebook Send special offers
21 Start Today! New website with CMS: EUR 2,000 Facebook page: free Linking: free campaigns: free The main resource you have to invest is time. Just as it takes time to develop excellent wine, so will it take time to develop an excellent online marketing system
22 What to Plan Small Winery News 1 /2months Directory Listing 2 /day New Content on Site 1 /week FB Friends 2 /day Wine Tastings 1 /month Winery Visits 2 /month FB Advertisements 1 /year Sales 1000 cases/yr Target Cypriots, Expats in Cyprus and Tourists
23 You won t get it perfect the first time
24 Philip Ammerman Navigator Consulting Partners LLP Garrick House Southampton Street London WC2E 7RS United Kingdom Tel Fax GSM Greece: +(30) Skype: philipammerman
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