(That You’re Probably Not Already Doing)
Do you seem to have more and more time on your hands these days and not enough orders? Perhaps you’re finding it hard to come up with ways to promote your floristry business that won’t take up all of your time and energy, won’t cost you a fortune, and aren’t so complicated that you’d need a Masters degree to do them? Perhaps you just don’t know where to start?
You’ve come to the right place. I definitely haven’t got a Masters degree. I have grown quite a few social media accounts in my time, however, and just one of the industries I absolutely love to work with is floristry. Who doesn’t enjoy working with flowers? (Apart from people with hay fever, obviously.)
10+ Really Simple Ways to Promote Your Floristry Business
Rather than being sad about the time you have on your hands right now, sitting in your floristry shop and twiddling your thumbs, how about we do something about it? I have a few tricks up my sleeve. Quite a lot of tricks, in fact, but I’ll release them slowly, giving you plenty of time to take them in and put them into practice. Give it a couple of weeks and you’ll see results, even if you only implement a few of the changes at a time. It’s actually getting things started that usually proves the hardest. Once you’ve got that momentum going, it’s surprisingly easy to keep on board. This is even more so when you see results.
1 – Do you have an Instagram account? Are you maximising its potential?
Instagram, like most of the other social media platforms, is a global success, and one that allows your images to be seen by people all across the globe. That doesn’t necessarily help you when you’re trying to pinpoint a small area of people — your local area, but with geotagging and hashtagging, as well as other features on Instagram, you CAN reach people that live in your local area. When more people know your business actually exists, they are going to be more inclined to use it. That, in turn, means good news for you.
🌍 Geotagging is when you tag your location on Instagram.
Why does this help you?
When people click on that very location on Instagram, your images are going to be shown in the results. Those looking for a local florist on Instagram are going to see pictures of your work. And yes, consumers DO turn to social media when making purchasing decisions. This has been proven time and time again, and the percentage of shoppers that do it increases with each study, too.
If you use a hashtag, such as, #Essexflorist, #Southendflorists, #floristsinEssex, #Essex, #Southend, people who are looking for location-specific images or posts are going to see your work. It helps to narrow the area down a little bit, even by adding one or two hashtags per Instagram post.
This is essentially free advertising for you. Using Instagram alone will probably not make the world of difference to the growth of your florist, especially to start with, but you will notice if you start to use more than one social media platform and if you use any or all social media platforms effectively.
Geotagging and hashtagging your florist business images on Instagram takes barely one or two seconds out of your day, but could lead to a sale … and potentially many more.
💐 Further reading:
- Where to Find Content for Instagram When You Have Nothing to Post
- Instagram Comments and Engagement — 6 Things You’re Doing Wrong
- 6 Reasons I Decided AGAINST A Typical Instagram Theme
2 – What about using Facebook for your floristry business?
All social media platforms have their pros and cons. Although Facebook has received a lot of bad press over recent months, millions of people around the world are still using it. They’re not just using it to keep in touch either; they’re using to make purchasing decisions, to order things, and to leave reviews for the items they’ve purchased, too.
👉🏻 All of this can work in your favour.
Many social media experts will tell you that Facebook is considered a “pay to play” platform now, and in many ways, I agree. That doesn’t mean you won’t benefit from non-paid use though.
Paid use = advertisements/boosted posts on Facebook. (They’re easier to use than you’d think.)
Non-paid use = using a Facebook page without advertisements/boosting posts/etc.
People can leave reviews on Facebook. That’s one reason why I like using it for business reasons. A glowing review on a social media platform can do more for your floristry business than hundreds of pounds worth of advertising. Especially if that one glowing review is from someone who holds some weight, such as, bloggers or social media influencers. (Potential future tip there …)
Social media business pages are not difficult to set up. There are even people/businesses (just like me) who can help you create a page that really stands out from the crowd. All you need to do is weigh up the pros and cons for each, and pick one or two platforms that you’re going to focus your attention on at first. Trying to master them all, especially when you have little knowledge, is probably not going to be time-efficient if you want to get things moving right now.
3 – Are You Pinning on Pinterest?
Right, you might not think that Pinterest is going to be any good for your business, but let me just put you straight: it is. That’s it. Pinterest IS going to be good for your business.
I have used Pinterest to grow a number of websites, and for one particular beauty-orientated website, Pinterest is the number one source of website traffic. You don’t need to have a website to use Pinterest, though.
With image-based social media platforms, such as Instagram and Pinterest, things will move along much more smoothly if you can take a half-decent photo. Thankfully, smartphones and downloadable applications have made taking and editing images a much easier process, which means that more and more people have the capability of taking a shot that one might perceive as professional. Or, as I like to call it, “profesh”. Highly unprofessional I know.
You can link directly to your Instagram account from Pinterest by pinning your Instagram images. You can also do the same for Facebook. People who like what you have to offer on Pinterest will click through, and if that takes them to your social media accounts, there’s a chance you’ll get another follower out of it. That follower might not prove beneficial in terms of sales, if they are far away and out of the area in which you work, but will still increase your numbers. Plus, isn’t it really nice to be admired by someone from afar? If that new person ‘likes’ or shares your image, they are opening new people up to what your brand of business has to offer.
More awareness = more followers = more potential sales.
4 – Are you Twittering?
Twitter is a rather underrated social media platform I think, but it’s not for the faint-hearted. You need to move fast on the Twitterscope, with everything quite literally moving at a hundred miles an hour. One minute your Tweet might be really popular and the next … well, everyone has moved on and forgotten all about it. That’s why Twitter demands a little more attention than some of the other social networks.
Unlike with Facebook and Instagram (ish), you can’t just post-and-run with Twitter. If someone ‘likes’, re-tweets or comments on your tweet, it is recommended that you respond to it right away. It’s the most fast-paced of all social sites, and to just post and forget about it would be detrimental. It’s faster because it’s more social active … you’ve actually gotta BE socially active.
The good news is, you can afford to be a little more ‘personal’ on Twitter, but there are still lines. Keep things short and sweet, underlining and highlighting the ‘sweet’ part.
5 – Oh, are you actually using your social media accounts?
I recommend that you have specific business accounts for each platform, where possible. More importantly than that, and a whole bunch of other ‘important’ things, is that you actually use the accounts once you’ve set them up.
You probably won’t have many followers to start with, so you can afford to post a little less often, but that doesn’t mean you can sit back and forget about them. I’ve done that. I do that regularly in fact, and it shows — my growth is slow and not always that steady. When I actually WORK on my social media accounts, scheduling posts or updating where I can, growth is much faster and steadier.
Do I take any of my own advice though? Noooooo.
Am I starting to realise where the problem lies here? Yessssss.
Using your social media platforms, and really using them WELL, is key to growing them, and, in turn, your business.
Your floristry business will slowly grow without a social media presence as your fertiliser, but it will flourish and bloom with one.
(Excellent line, right? I came up with it all by myself. Scribbled it down on a bit of paper and everything.)
6 – Askin’ for it.
And no, I’m not talking about trouble. I’m talking about feedback. Likes. Shares, Followers. Reviews. All that kind of stuff.
Each social media platform has it’s ‘thing’. With Twitter, it’s retweets. These are what get you seen by the masses — it’s what you want everyone to do.
Facebook offers reviews on business pages. If a customer says something to you that goes along the lines of:
“Thank you so much for doing these flowers for me. They’re beautiful! I’ll definitely come back to you again!”
You should ABSOLUTELY take advantage of those wonderful words. You DESERVE those wonderful words.
So, rather than just saying a humbled thanks, why not ask for something in return … ?
“Thank you so much for your lovely words! It means a lot to me. There’s a space for reviews on my Facebook page. I would really appreciate it if you could leave me a review and ‘like’ my page. I sometimes offer Facebook-only deals, too.”
That customer of yours probably didn’t even know that they could leave you a glowing Facebook review, but I bet they do just that now you’ve mentioned it. Not all of them will, of course. People are busy/lazy/forgetful. Especially me. But some of them will, and those glowing reviews are going to do a lot for your business. According to Business.com, over eighty percent of all customers would buy a product or service from a company that had high-rated reviews on Facebook.
Ask for reviews. While you’re there, ask your customers to ‘like’ your Facebook page and follow you on Instagram. Ask and you might just receive.
7 – Have you considered social media-only deals?
Not everyone will be on social media, so I definitely don’t recommend you ignore the ‘real’ people, just to pay super-special attention to the ‘digital’ people, but have you considered social media-only offers?
What’s a “social media-only offer”, Kim?
It’s all very simple really — it’s a special offer that is only available across your social media platforms. If you’re looking to promote your flower shop via the powers of Facebook, for example, you could consider something like this:
“Special offer, today only! This bouquet of flowers is available for £20, rather than the regular price of £45. The first person to like this post and comment gets it, pick up in store.”
This is a particularly good offer for flowers that are getting to the end of their life. You could add a disclaimer to the bottom of the post that says they are reaching the end of their life, hence the discount, or that they were created for display/not purchased.
But why only for social media?
If you have 1,000 followers on Facebook, there’s a chance that a fair few of them are going to see the post. Organic traffic (people who see your post ‘naturally’ just by being on Facebook and a ‘liker’ of your page) is quite low for right now, but you could consider “boosting” the post for a few pounds to get some buzz generated. I recommend that you try a non-paid post first, just to see how well it goes. And let’s just assume that out of your 1,000 Facebook ‘likers’, 25% will see the Facebook post — 250 people.
[Boosting a Facebook page = paying to have that post shown up on people’s timelines/feeds as a “Sponsored” post. There are SO MANY ways to customise ads/boosted posts, and I will go into that once we’ve mastered the basics.]
If you get, on average, about 25 people physically walking into your florist in a day, only around 25 people are going to see the discount sign on that display arrangement.
25 people in the store.
250 people on Facebook.
Where do you think you’ll have a better chance of selling those discounted flowers? Mmhmm, that’s right; Facebook.
There’s nothing to stop you from having a sign in the shop AND a social media deal, but just make sure you update the social media deal once the discounted arrangement has been sold.
8 – Appreciate the loyalty.
Do you have customers that keep coming back into your shop, time and time again? Or perhaps even not time and time again, just a few times? That’s called loyalty and it should be rewarded. And we’re talking PROPER loyalty, not just the kind of loyalty that Georgia talked about a lot on Love Island. During my recent mobile phone upgrade, I noticed that loyalty stood for nothing. Literally nothing. I wasn’t offered a special deal for staying with the company for 5+ years. In fact, it was actually more beneficial for me to bounce to another network.
People miss loyalty rewards. People miss loyalty in general. It’s one of the first things I offer up as a suggestion for ANYONE looking to pump some new life into their business. If I have a loyalty card in my purse for a particular nail salon, you can bet your last fiver that I’ll go to that same place and get my loyalty card stamped again. Even if I need to get six stamps for a measly 5% off a full set of nail extensions, I’ll do it. I fall for it every time.
I’m obviously going to recommend that you offer something slightly more exciting than a measly 5% off at the end of a full loyalty card, but you should give it some serious thought. Getting new customers in is lovely and always exciting/great/beneficial for a business, but you definitely shouldn’t forget about the “old” ones.
💡 Give them a reason to come back.
Offer a loyalty card. 5 or 6 stamps on a card and they can pick a free/discounted bouquet/arrangement, up to the value of £X, for example. If they’ve got 5 or 6 stamps on a card, with a potential spend amount of £30-£100 each time (depending on the price of your flowers), that customer has spent a potential £150-£600 with you by the time they fill up the card. Isn’t that worth a little thanks? I certainly think so.
As an additional note, give your loyalty card to NEW customers — the ones you have attracted to your shop as a result of your new social media ‘campaign’. Now that they know there’s a great deal at the end of it, they’ll be more than likely to come back 5 or 6 times to get their card stamped too.
9 – Are you saying thank you?
It seems like such an obvious thing to do when a customer buys a service from you, but that thank you could be extended to a little more than just a simple “thanks”.
🤷🏼♀️ What are you talking about, Kim?
I’m not talking nonsense. I promise I’m not. There’s one particular vaping shop on Twitter that always gives away freebies to customers. A bottle of eliquid here, some drip tips there, maybe a few other extra bits and pieces. You might think it would lose them money, but people just keep going back, bying new stuff time and time again, and they’ve earned themselves a bit of an A* reputation in vaping circles.
Good customer service goes a very long way. By saying thank you to your customers — actually going the extra mile to let them know you appreciate the crap outta them — will not only keep them coming back but will also attract others to give you a try.
If you want to promote your floristry business the right way, getting a whole bunch of people saying a whole bunch of good things about you on social media is a pretty decent strategy. Do you remember what I suggested earlier on? ASKING for reviews? You should try that, too. If they’re willing to say nice things about you in a post, I bet they’ll be willing to say nice things about you in a review too.
10 – Don’t underestimate the importance of business cards and flyers.
Yes, having a social media presence is important. But that doesn’t mean that you can forget about all of those ‘old faithfuls’ that did the trick back in the day. Business cards will still be kept occasionally and attached to the fridge with a magnet. Flyers are an appreciated nudge when someone has forgotten a birthday or anniversary. In fact, I highly recommend going with a funny tagline that uses that fact, across your flyer.
“Forgotten her birthday? Don’t worry! Give us a ring today and we’ll make sure she never knows about it …”
I’d remember a flyer like that. It would make me chuckle. Fridge magnet-worthy.
There is nothing wrong with going back to basics and paying a kid on a bike a few quid to deliver flyers in and around your local area. They once worked very well as a marketing tool and are still effective for attracting local interest.
There’s a second part to this, coming soon because once I start talking about something I just can’t shut up. In fact, I’m working on a few different projects as far as learning how to promote your florist business goes. If you’re interested in being one of the first to read the second part and/or learning more about the 4-week social media masterclasses for florists I’ve got in the works right now, subscribe to the email newsletter here.
*Floristry-related social media advice + masterclasses only. If you want to subscribe to my blog as a whole, you can do that here.
I really hope this blog post helps you promote your floristry business online a little more. I would love to hear about the problems you’re faced with and obstacles you just can’t seem to overcome. Let’s find you some solutions!
Thanks for reading! Give me a wave on social media so I can come and check out your floral works of art?
Featured image source: Creative Stash from Pexels