Before the days of modern marketing, measuring your advertising efforts was very challenging. How many winery visits and sales did that magazine ad create? What was the ROI? You couldn't really tell.
Now, with online marketing, there are almost an overwhelming amount of platforms and tools that will give you numbers to look at. If you've ever logged into Google Analytics, you'll know what I mean. But what do all those numbers really have to do with your winery?
When it comes to understanding your sales funnel and what winery marketing analytics you actually need to be paying attention to, it doesn't have to be complicated.
Here are some entry level metrics associated with different stages of the sales funnel that you may want to pay attention to in order to increase revenue for your winery:
Website Traffic
Understanding your website traffic is probably one of the most important metrics to understand as this is how many people will find out about your winery in the first place.
How are visitors getting to your website? Look at organic search, social media, and referrals. Referral traffic is a good one to take a close look at. Are your visits coming from Yelp or Trip Advisor? From a review? Understanding what drives the most traffic will help you determine where to focus more of your efforts.
Social Media Followers
How many people are following you on social media? Usually followers will convert in the tasting room. If you're follower count isn't steadily increasing, that could be because you are not advertising your social channels enough in the tasting room. It could also be an indicator that your tasting room experience is not worthy of sharing. What can you do to change that?
Tools to use: Facebook & Twitter analytic platforms.
Social Media Mentions
In addition to followers, mentions (or tagging) done by others for your social pages is a good indicator of how people are talking about your winery. This is a great way to monitor what people are saying about you. Is it true to what your setting out to achieve? If not, maybe it's time to change some things up.
Tools to use: Facebook, Twitter & Instagram notifications.
Tasting Room Visits
Do you measure month over month, day after day, how many tasting room visits you're getting? You should try! There's really no other way to do this other than manually. However, your tasting room employees should be trying to collect email addresses from everyone who enters your tasting room. That could be a good way to measure how many daily visits you get.
Pro Tip: When collecting email addresses in the tasting room, see if you can have another question: "How did you hear about us?" This will give you some insight into how people are finding out about you.
Sales
You probably don't need to know how to measure this one or why it matters. :) $$$
Email Open, Click-Through and Conversion Rates
You can read more about email marketing metrics here. Tracking your open and click-through-rates is a good indicator of how many people are engaged with your brand and inclined to continue converting (purchasing) wine from you. These numbers can be indicative of how effective your conversion and customer retention efforts are.
Tools to use: Mailchimp (or another email marketing platform.)
We cannot stress enough how important it is to pay attention to these metrics. They will give you solid, informative insights into where you can strengthen the different aspects of your sales funnel to help increase revenue.