More and more people buy flowers online every year, so if you have a brick-and-mortar business, you may want to invest in digital marketing. Although this new frontier may feel daunting, you already have one thing going for you: the look and feel of the flowers themselves.
As far as marketing is concerned, florists have an advantage, but that also means they have a lot of competition in this space. Use these strategies to separate yourself from your competitors.
Invest Heavily in Photography
It’s a cold hard fact that your product can only sell if it looks appealing to your consumers. Even the most beautiful sunflower bouquet will look dull and lifeless in the wrong light. Depending on your cash flow, you have two options: pay a professional or improve your photography skills.
You’ll save a lot of cash if you learn how to shoot flowers because you won’t have to pay a photographer every time you want to display a new product. Consider picking up a mid-range camera, a lighting tent, and an editing program that can adjust the colors in your photos.
Use Photo-Heavy Social Media
Social media platforms like Pinterest and Instagram are perfect for displaying high-quality flower photos. What’s more, many Millenials and Gen Z consumers are interested in aesthetically pleasing photography that sells itself, not marketing copy that feels too salesy or corporate.
It’s a good idea to leverage user-generated content and influencer marketing to get the word out. Not everyone will charge you thousands per social media ad deal, either. Many are happy to receive a discount, free shipping, or a free item simply for showcasing your product.
Use Infographics
We’ve already stressed the importance of visual content and images in floral marketing, but if you want to go the extra mile, we recommend using infographics. You’ll generate 3x more engagement for posts that feature infographics, which can be created on a shoestring budget.
Infographics are helpful off of social media, as well. For example, several marketers use infographics to spice up their landing pages because they’re great for highlighting instructions. What’s more, infographics use color to influence psychology. If you use shades of blue in your Aster floral arrangement, your audience will feel that you’re trustworthy and reliable.
Create Quality Content
The article you’re currently reading is one of the many blog post topics you’ll find on a florist’s website, but how does website marketing play into social media? Florists can use both their social media and website to piggyback off of each other to gain traffic on both mediums.
For example, if you create a blog post on your website and have a widget that links back to your Instagram, more people are likely to follow you and vice versa. Don’t underestimate the value of social media copy, either. A compelling call-to-action on your posts will increase engagement.
Create a Beautiful, Functional Website
Speaking of websites, you’ll need one as a hub for your social media marketing and sales. Most florists conduct transactions through their websites, meaning they typically use an eCommerce platform or an online store widget they connect to their WordPress or SquareSpace platform.
Your website needs to look as beautiful as the flowers you’re selling. Otherwise, your customers may be met with a bad first impression of what you’re trying to sell them. At the same time, your website should be easy to navigate, so your customers can find the arrangements they want to order. Finally, make sure your website is optimized, stylized, and fast enough for mobile users.
Use Paid Social Media Ads
All social media websites give businesses the option to showcase their paid ads. The more money you spend on ads, the more likely your online flower business will be seen by prospective customers. However, you need to use your best photos to attract the right leads.
Don’t stress too much if you don’t convert most of your followers into customers. A good conversion rate is between 2-5%, and if you’re hovering between these numbers, you’re likely succeeding. Keep in mind that followers provide social proof, so every follower matters.
Surveys, Offers, and Reviews
Surveys, offers, and reviews are the trifecta of a great social media strategy. Surveys allow businesses to receive email addresses, but you need to entice your customers with offers to receive them. The more people buy, the more reviews you receive, adding to your social proof.
Don’t go overboard with the number of surveys you release, as that will annoy your customers. Similarly, too many special offers may tell your consumers you’re having a hard time selling, even if it isn’t true. To gain more reviews, send an email after they receive their purchase to ask for feedback. Make the review process as simple as possible to encourage their participation.
Develop Partnerships
Social media is a hotbed for influencers, user-generated content, and similar industries looking to partner with brands. Online flower businesses have the luxury of being useful in several industries, like catering, baby showers, or weddings, but above all, flowers look grea in photos.
It won’t be difficult for your business to approach influencers who want to pose with your photos, and several of them will market for you within your budget. Users love to photograph flowers, so you’ll likely find several customers who’ll be willing to let you use their content. You can also build partnerships with several online and brick-and-mortar stores to co-sell your products.
Hire a Marketing Team
Whether you’re a new florist with barely any capital under your belt or a long-standing company with a lot of competition in your niche, hiring a marketing team can do wonders for your brand. Several of the above tactics can be time-consuming to execute, so hire a professional.
There are several approaches you can take to get the help you need. You could hire someone internally who’s digitally savvy, or you can shop around for freelance specialists in your area. Search on social media, Google, and job websites to find the best marketer for your needs.
