As an alcohol business, you understand that it is always 5 o’clock somewhere. This statement holds true when you are promoting your alcohol brand on social media. Social media marketing is a great way to interact with fans of your brand, find new customers and engage with your audience. By using social media to market your business, you will find that your business will grow exponentially (and we can all drink to that).
Social Media Marketing Tips for Alcohol Brands
Follow these few tips when you market your brand on social media:
Know your audience.
By using social media, your brand will reach current and potential customers 24/7. Everything you post on your social media accounts will be accessed by the millions of people who visit social media platforms each day. With this great marketing tool, comes great responsibility.
It is important to build a relationship with your audience. You can do this by engaging with them daily. For instance, if they tag your business in a post, interact with the customer by responding, re-posting or liking the post. By doing this, your brand will build a positive relationship with the customer.
Another way to get to know your audience is to monitor their posts. For instance, search your brand in the tool bar and see what people are saying about it. If the online conversation about your brand is positive, like and comment on the posts. This is another opportunity for you to engage with your customer and build relationships. If the search shows you negative comments about your brand or your product, you can work to control the conversation about your brand. Although the person may have a negative feeling towards your product, you can use this as an opportunity to create a relationship with the customer by addressing their concerns.
Keep up with current trends by using relevant hashtags.
Social media platforms allow your brand to get in on trends in innovative ways. By taking part in trends, your brand will create relevant content while simultaneously reaching a larger audience. You can check trending topics on both Twitter and Facebook. If the trending topics are relevant to your brands, use them to your advantage. For instance, if the trending hashtag is #MyWeekIn4Words, you can post a picture of your product along with “time for a drink”.
Another way you can keep up with trends is to recognize important events that are taking place. An example of this could be: Tonight is the first night of the NBA Finals. By knowing this, you can create a Twitter poll asking your followers which team they want to win. You could also create team-specific drinks based on the teams involved or areas where the game is being played. Once you’ve created these drink recipes, you can post the instructions and pictures of the drinks on Twitter, Instagram or Facebook. You could also come up with a brand-specific drinking game and post the instructions on your social media pages. This invites your audience to watch the big game while also consuming your alcoholic beverage. As always, it’s important to remind your audience to drink responsibly.
Respect the code of your trade association.
The three major trade associations for alcohol businesses are the Beer Institute, Distilled Spirits Council of the United States and Wine Institute. Each of these associations have put together an ethical list of dos and don’ts. It’s important that you familiarize yourself with the code of your specific industry and follow it closely.
While each code varies, each of the three associations agree that social media and digital marketing for alcoholic beverages should be marketed towards adults who are above the legal drinking age in the United States. They have put restrictions on digital marketing on certain social media platforms. For instance, digital marketing for alcohol companies can only promote their brand in media in which 71.6 or more percent of the audience is of the legal drinking age. If there is ever direct interaction with a potential customer, the customer needs to affirm that their age is at or over the legal alcohol purchasing age. Twitter and Facebook have age-screening features that allows the user to input their birthdate before following an alcoholic brand’s page. Instagram does not have an age-screening feature yet so it is important to be extra careful when interacting with customers on this social media platform.
If you are still unsure of how to follow the association’s codes for digital marketing, read more about them here:
Whether you brew beer, distill spirits or craft your own fine wine, if you follow these steps you will be successful when promoting your brand on social media. Cheers!
Marli Harrelson recently moved to the Tampa area after graduating from The University of Alabama with a degree in Communication and Information Sciences. When she’s not on social media, she’s traveling, eating or watching college football.