By now, you've probably gathered that Instagram is my personal favorite social media platform. It's the place I have the most experience in and it's also the platform I think is best suited to marketing wine. However, there are a number of other social media platforms that I think are worth talking about, so that you can decide where your social me…

You've heard me mention often my deep unrestrained love for Building a StoryBrand the marketing framework by Donald Miller, but we've never gone deep into it before, until now, today I've invited my awesome StoryBrand guide, Christy Kern onto the podcast to walk us through the seven-part framework that makes marketing easy. Christy Kern is a Busine…

Today I had the privilege of talking with Alisha Sommer about incorporating diversity and inclusion messaging into your marketing. Particularly on social media. This topic is something we should be talking about regularly and all the time and revisiting often. But it's particularly timely as this month, we will be celebrating the 155th anniversary …

You've heard me say it often enough on this podcast: the first place to start when creating a marketing strategy is to know your audience. But what does that mean? How do you identify your audience? How do you market to them once you do know them? Well, that's precisely what I asked my new friend Zoë Dove-Many of Helloë Creative on this episode of …

As restrictions surrounding the pandemic are easing and we are moving towards reopening, I wanted to invite my friend Chelsea Boss of SeaBoss Marketing back on the podcast to talk about how to market your wine brand in a post-pandemic world. It's no secret that the way we marketed changed drastically during the pandemic. Wholesale marketing was lar…

One of the complaints I get most when I'm taking on a new social media management client is that they simply do not have the time to plan their marketing content and don't know what to post in the first place. Before they come to me, I see one of two things happening: they either posting something on the fly (which rarely delivers results or meets …

I am currently recovering from getting my second Covid-19 vaccine and though I am extremely excited about it, it really knocked me on my ass. So, in an effort to preserve my energy, and work smarter not harder, I have decided to pull some audio from one of my more popular Instagram Lives I did back in March. Appropriately enough, in this live, we t…

Nathan and Courtney Marton (known as Winery Reflections on Instagram) don't consider themselves "wine influencers" in the traditional sense. In fact, they consider themselves more along the lines of wine writers, penning thoughtful tasting notes and reviews and interesting wines crafted by unique wineries across the globe. In today's interview, I t…

Today I was joined by guest co-hose Chelsea Boss of SeaBoss Marketing a chat all about wine branding! We interviewed Lindsay Regan and Byron Hoffman of Offset Partners, a brand design and technology company serving the wine industry all about what branding even is, how it's different from marketing, and how to discover your own brand's identity. Im…

At the start of every good marketing strategy is a goal or goals that you are reaching towards. But how do you know if the content you're putting out is actually helping you meet those goals? Today we talk about how you can use Instagram Insights and Analytics to determine whether or not your content is working for you OR if you're going to need to…

As we’ve talked about multiple times on this podcast, Millennials and Gen Z are using their buying power to highlight and support their own personal values. This includes purchasing products that are responsibly made and sustainable. Today, I invited Beth Vukmanic Lopez, the program director for SIP Certified (which stands for Sustainability in Pra…

In today’s episode, I talk with Nathaniel Crawford who is a Chicago-based commercial food, portrait & lifestyle photographer, learned home baker, and a person who stutters. He has worked with numerous brands like Aberlour Scotch Whiskey, Aunt Millie's Bread, and Godiva Chocolate! I started following Nathaniel on Instagram last year, finding his foo…

If you're looking for a wine brand that absolutely crushes it on social media, look no further than Tablas Creek Vineyard! On today's episode of the Craft & Cluster Podcast, I talked with Ian Consoli, the marketing director for Tablas Creek, one of my absolute favorite wineries on the central coast. In this conversation, Ian and I talk about the im…

In about mid-January, I finally got an invite to one of the most coveted social media platforms in 2021: Clubhouse. For those who don't know, Clubhouse is a new social media platform that uses the power of voice as a means of connecting people far and wide. It was on Clubhouse that I connected with the amazing wine communicator, Renée Sferrazza, kn…

One of the biggest complaints people have about marketing is not knowing what to post on social media or what content will perform well in emails, so today I am sharing three strategies I use to generate ideas for content on the regular. RESOURCES I am hosting a webinar on March 2, 2021 at 5pm PST where I will help you plan your content for the mon…

Chelsea Boss of SeaBoss Marketing is back for another episode of the Craft & Cluster Podcast, this time to help you decide if your email marketing sucks! The good news is, if it does, she is here to clear that shit up for you. In this episode, we talk about how the "spray & pray method" of emailing your entire list without segmenting is bad news be…

Today we are talking all about how to use the power of storytelling to sell your wine online! Articles, Books, and Resources Mentioned in this Episode: The Science of Storytelling: Why We Love Stories by Joshua VanDeBrake Building a StoryBrand: Clarify Your Message So Customers Listen by Donald Miller The Seven Basic Plots: Why We Tell Stories by C…

In today’s episode, we are talking with Brian Simas, an Alcohol Beverage Attorney based in Los Alamos, California. Brian provides experienced counsel to alcohol beverage and agribusiness industry stakeholders, with emphasis on industry commercial and real estate transactions, mergers & acquisitions, and alcohol beverage licensing / trade compliance…

Today’s episode is very special as I am currently celebrating my two year anniversary of being in business! So I thought it would be fun to take questions from you on Instagram about what I’ve learned in the last two years of running a wine photography & social media marketing business! The questions I got from you all were really deep and great fo…

We have a very special guest on today’s episode, my friend Simonne Mitchelson, a fellow millennial woman in the wine industry, who I have had the immense pleasure of getting to know in the last year. Today we are talking all about how wine brands can successfully market to Millennials and Gen Z, how we can be more inclusive as an industry, and how …

In today’s episode, we talk about why people follow wine brands on Instagram, why they unfollow, and what types of content people want to see more or less of. See full show notes at https://www.craftandcluster.com/005 Mentioned in this episode: Amber LeBeau of the Spit Bucket Blog's articles: "Stop Scaring the Newbies" "Why do Wineries Instagrams S…

Welcome to Episode 4 of the Craft & Cluster podcast! In today’s episode, we will talk about the importance of serving your audience before you sell to them. If I’ve learned anything from 2020, it’s that nurturing one’s audience is of the utmost importance, especially in times of crisis. In the wake of the announcement that we were to shelter in pla…

In today’s episode, we are talking about what NOT to do on Instagram and what TO do instead! As a social media manager, nothing is more frustrating to me than seeing brands I love making easily avoidable mistakes on Instagram. Back in August 2020, I had finally had enough and decided to go live on Instagram to talk about all of the things I wish br…

In today’s episode, we welcome my friend Chelsea Boss of SeaBoss Marketing, who will be a regular contributor to the podcast! Chelsea & I will be outlining 5 steps to plan your entire marketing strategy and then show you how to build out your content calendar for the year, so you can put your content creation on cruise control each month. GET YOUR …

We are starting from the ground up today and talking about how to get going with marketing your business on Instagram! I had no idea what I was doing when I first started marketing on social media, but I did know that I needed to have a strategy. Today, we are going to go over the steps I took to create and build up my first two wine brand accounts…

Welcome to the Craft & Cluster Podcast, I'm your host Heather Daenitz! I am the owner & photographer of Craft & Cluster, a photography and social media consulting company based in Santa Barbara Wine Country. I help wineries tell the true stories behind their brands with beautiful photos & social media marketing. I’ve worked in the wine industry for…