Should you hire a marketing agency to run your winery's social media?
How to know if hiring a social media management agency is right for you
In August, we talked about the Three Rules for a Better Wine Instagram, and I mentioned at the end to consider hiring a professional to do your social media management for you. Some folks had more questions about when and why this might be the right move for them, so let’s explore how you can determine if hiring a social media management agency is the right choice for your winery and some considerations for choosing the right person for your brand.
Assessing Your Current Situation
Before hiring a social media marketing professional, take a moment to evaluate your current social media efforts.
Goals and Metrics: Are you achieving the desired outcomes with your social media strategy? Review your engagement rates, follower growth, and conversion metrics to see if they align with your business goals. If your goal is brand awareness, how is your reach and follower growth rate? If your goal is sales, how are your link clicks? If your goal is community and customer support, how are your engagement rates?
Time and Resources: Managing a successful social media presence requires consistent effort and creativity. Does your team have the capacity to handle this on your own without neglecting other responsibilities? Are you able to maintain a consistent posting schedule that meets your aforementioned goals, or is social media the first thing to fall by the wayside when the going gets tough?
Your Values and Energy: What is your relationship with social media? Do you feel it is a burden? Is it not fun for you? Do you not like it because you view it as a necessary evil, or do you not like it because you aren’t confident about it? Would you rather spend your time on other efforts in your business?
Identifying the Benefits of Professional Assistance
Bringing in a social media manager or agency can provide so many advantages, especially if you're feeling overwhelmed or lacking in certain areas.
Industry Expertise: Professional social media marketers bring specialized knowledge and experience in the wine industry. They understand the unique challenges and opportunities that come with marketing wine on social media.
Creative Ideas and Strategies: A professional agency can introduce fresh perspectives and innovative ideas to your social media strategy. Sometimes you are too close to your business and so can’t see the forest for the trees.
They Actually Like Social Media: Trust me, if we didn’t enjoy social media, we wouldn’t have built a career around it. Social media managers and agencies genuinely enjoy being on social media and that enjoyment usually translates to energetic and effective social media strategies.
Considerations When Choosing Who You’ll Hire
If you decide that hiring an agency or contractor to run your social media (and other marketing efforts) is the right move, consider these factors to ensure you choose the best fit for your winery.
Industry Experience: This, to me, is the most important consideration. Do they know anything about wine and hospitality? An agency with experience in the wine industry will be familiar with the specific laws, regulations, and marketing nuances that apply. I can usually tell when a winery account is being run by an agency or person who doesn’t have experience working with wine brands because the content they are posting is false, out of touch with what actually is going on at the winery, or isn’t compliant with tied-house laws.
Local Knowledge: This is a bit of a hot take amongst my fellow social media managers and agencies, but I believe that a big consideration a winery should have when choosing a social media marketing professional to work with is: Are they local?
The reason I feel so strongly about this is that I’ve found that no matter how good a social media marketer or agency is, they need to have a pulse on the winemaking region they are working with to be truly effective. Understanding the local culture and market can greatly enhance the effectiveness of your social media strategy.
I’ve taken over accounts from agencies that weren’t local or didn’t have wine marketing expertise, which often led to a disconnect between the brand and its audience. Not to mention the times they would post something too late to make any sense, like posting about bud break when we were well into veraison or posting about visiting a winery when that winery was closed because of a local wildfire (although that could be attributed more to a lack of communication, but had they been local, they would have been able to respond quicker).
I myself have chosen to stop working with wineries that were outside of my own region of Santa Barbara Wine Country because I knew I wasn’t doing as good a job for them as I was for my local brands, simply because I wasn’t as in tune with what was going on in Sonoma County or even as close as San Luis Obispo County.Communication and Collaboration: If for some reason you need to hire someone who isn’t local then the final consideration should be how often they plan to communicate with you and how they will incorporate your input into the strategy. I mean, this is important regardless of where they are located, but it is especially important for agencies and marketers who are outside of your region.
I recommend having virtual or in-person meetings at least once per month to get updated on metrics and goals, go over any upcoming events, holidays, and promotions, and to redirect strategies as needed. I also recommend having a clear mode of communication if something changes. Some agencies use Slack, texts, or emails to consistently communicate with their clients. Ask your candidates how they plan to stay in touch with you and how you can give them urgent updates (and for their sakes, please also respect their office hours!)
Weighing the Financial Investment
One of the biggest factors to consider is the cost of hiring a social media marketing agency or professional. The cost will vary based on the experience of the agency or professional, the overall scope of services—whether you’re looking for strategy development, content creation, community management, or advertising—and the specific deliverables included, such as the number of posts, videos, or reports per month.
General Price Range: For small to mid-sized wineries, hiring a social media marketing agency can range from $2000 to $6,000 per month, depending on the number of platforms being managed, content creation needs (such as photography, video production, and graphic design), and additional services like paid advertising. If you’re looking for more comprehensive services—such as full social media management, email marketing, and influencer campaigns—you could expect to be on the higher end of that range or beyond.
For wineries with more limited budgets, freelancers or smaller agencies may offer more affordable options, often starting around $1,000 per month. However, this may include fewer deliverables, a narrower focus, and less experience. Remember, you get what you pay for.
Cost vs. Value: While hiring an agency involves a (sometimes large) upfront cost, think of it as an investment that can lead to increased brand visibility, stronger engagement, and higher sales. Plus, you're buying back your time, energy, and peace of mind, allowing you to focus on what you do best—running your winery. Compare the potential return on investment with the expense to determine if it’s financially viable for you right now. The right agency can help you grow your audience and drive more tasting room visits, wine club memberships, and online sales, making the cost well worth it in the long run.
Final Considerations
Deciding whether to hire a social media management agency is a significant step that can elevate your brand’s online presence. By assessing your current strategy, understanding the benefits of professional assistance, and considering your budget, you can make an informed decision that aligns with your business goals.
While my full social media management packages are currently waitlisted, you can book a 1:1 strategy session with me. In these sessions, I offer personalized coaching to help you refine your social media strategy and achieve your goals on your own. I also offer monthly consulting meetings just in case you feel you need ongoing support and accountability.