8 Unique Marketing Ideas for Florists
Marketing is more than choosing a foolproof plan that promotes your floral business. It's about stepping out of the box (and your comfort zone) to creatively share your brand, services, and products with your target audience.
"The definition of insanity is doing the same thing over and over again but expecting different results."
Have you ever heard this phrase? The days of marketing your business using the same methods as your floral competitors are over. It's time to step out of the routine and into creative and innovative strategies that are sure to bring awareness, customers, and revenue to your company.
Marketing is more than business promotion.
Reconsider How You Market Your Floral Business
Sticking with the same old marketing methods that have been proven to work may sound appealing and certainly requires less risk. But does it set you apart from other florists?
When you choose to level up your marketing methods, you begin to reach audiences the competition hasn't, achieve goals that once seemed impossible, and establish yourself as an in-demand floral company.
Are you ready for your floral design business to stand out amongst the competition? If so, I encourage you to embrace the value of innovative marketing. Read on to discover eight unique marketing ideas that will have you soaring above the competition with clients begging to work with you.
1. Set Realistic Marketing Goals
Are you tired of setting goals for your business but never achieving them? If so, maybe it's time for you to develop smart and realistic goals. Any company can create a set of tasks they want to achieve by a designated time frame, but not many reach them.
Why? Because there is a difference between setting goals and setting SMART goals! The first may involve specific or vague expectations that are rarely if ever, met. On the other hand, the latter helps you hone in on your business goals, bring your ideas to life, and make room for you to fulfill your plans.
“There’s a difference between setting goals and setting SMART goals!”
So how do you move from vague, unattainable goals to SMART, reachable goals? As you design your marketing plan, implement SMART goals into the process. SMART goals are a step-by-step framework, helping you create a clear pathway from setting concise and practical goals to completing goals.
SMART stands for Specific, Measurable, Achievable, Relevant, and Time-Based. Want to know how SMART goals can work for your floral business? Here's a quick layout of how this framework can benefit yous.
S = Specific
Vague goals are a merry-go-round of possibilities, whereas specific goals drive your ideas to the implementation stage.
Each of your plans should be as detailed as possible, which will help your goals move from prospective to reality. If your goals are nonspecific, how can you expect to take the next steps needed to fulfill your plans?
M = Measurable
A measurable goal is one where you can easily track your progress.
Why is assessing your progress important? Trackable goals keep you motivated and on track with benchmarks toward your big-picture destination. They also allow you to determine whether your efforts are producing the results you expected when you started.
Creating realistic goals sets you up for success!
A = Achievable
Making sure your goals are achievable is a vital part of the SMART framework.
If your goals aren't realistic or attainable, you're setting yourself up for failure. Maintaining motivation and focus throughout your marketing plan is only possible with achievable goals. A great way to know if your goals are realistic is to ask yourself this question: How can I fulfill this goal with my resources?
R = Relevant
A seemingly good goal isn't worthwhile if it's not relevant to your growth plans.
Ask yourself whether a goal will impact the future of your business. If the goal does more harm than good (or does nothing at all!), it's a good sign that it's irrelevant to your business. Determine a goal's value by considering how it will benefit your business in the long run.
T = Time-bound/based
Goals without deadlines end up becoming ambiguous tasks that may or may not be completed.
Time-bound goals are your business' driving force, motivating you from start to finish. Not only should you have time-bound goals, but those deadlines should be achievable! Setting unrealistic deadlines for your goals can discourage you if they're not met.
Poet Bill Copeland said, "The trouble with not having a goal is that you can spend your life running up and down the field and never score." When you use SMART goals as a marketing tool, your floral business will finally win the game!
2. Demonstrate Your Expertise
Demonstrate your expertise by showing you're a trustworthy business. Why is trust between customers and companies important? Adam Rodgers, a writer for Shopify blog, answers this best when saying, "Trust is the foundation of every successful sale."
“Sales grow when customers trust you to provide them with value in exchange for their money.”
Customers are more likely to purchase from your floral company if you prove yourself reliable after they’ve spent their hard-earned money. Simply put: Are you giving them a bang for their buck? Sales grow when customers trust you to provide them with value in exchange for their money.
So how do you build trust with customers? Don't be afraid to show current and future customers you know what you're doing! No, displaying your expertise isn't bragging. It's telling your audience that your business is a dependable investment.
Here are a few examples of how you can demonstrate your expertise and establish trust between your floral business and customers.
For customers who are new to all things flowers, write a blog post outlining the most popular blooms by season.
Want to showcase your centerpiece skills? Create an IG Reel showing behind-the-scenes footage while you arrange a gorgeous centerpiece.
Want customers to take the next step with you? Send an email or make a social media post outlining the questions customers should consider when choosing a florist.
While this marketing tip is simple and highly effective, it requires one thing: intentionality. Establishing yourself as an expert in the floral industry takes time and dedication, but the results are well worth it.
Being prepared for your clients’ questions is paramount.
3. Anticipate Client Questions
The old adage “the early bird gets the worm” has never been so true, especially in regards to marketing!
Your customers will have various questions about your business, flower sourcing, floral arrangements, and more.
It's your job to not only respond to customer questions, but to also anticipate those frequently asked questions and provide the answer before they even ask. Nothing showcases trust and professionalism like being prepared!
Preparation is more than knowing your customers' questions ahead of time, though. It's about supplying valuable information that will help customers and grow your thought-leadership role. You hear FAQs all the time on social media and in your day-to-day business. While it's great to dedicate a few IG posts to answer customers' questions, try taking it a step further.
Instead, consider developing marketing materials to demonstrate your knowledge and open up your business to a broader audience. Customers will be impressed to see you're one step ahead of them with the answer to their questions!
Here are a few ideas for marketing materials that answer customers' questions:
Create a downloadable digital guide about planting flowers by season.
Print out pamphlets about budgeting for floral design for your in-store customers.
Post a carousel post on IG demonstrating the steps to preserve fresh blooms.
4. Lean into Video
Video marketing is never going out of style. So, what does this mean for your floral business? It's time to overcome camera shyness and step into the limelight of video marketing.
If you're ready to invite your customers into another dimension with you and your business, video is the key.
Video marketing involves far more than sitting in front of a camera and explaining what your business offers. When it comes to video content, there are no limitations — just new opportunities!
“Consider making an intro video to explain what your floral business offers, and then add it to your landing page.”
Is your website boring and needs an attractive feature? Consider making an intro video to explain what your floral business offers, and then add it to your landing page.
Another idea: Record a video on BombBomb to send to all new email subscribers, welcoming them into your brand experience and giving them a taste of the juicy insights you'll share with them.
But, don't stop there! Like many social platforms, Facebook and Instagram have made it easier for businesses to share video content.
Whether it's a webinar about selecting flowers for a wedding or an Instagram Reel showing the behind-the-scenes of your day-to-day business, social media has made sharing video easy to do. Video marketing is here to stay. Don't be the last one to hop on the train.
5. Don't Shy Away from Email Marketing
Do you want to stay at the forefront of your customers' minds and increase your business' revenue? If so, you shouldn't shy away from email marketing.
Not only is email a great way to inform your current and future customers about who you are and what you offer, but it also helps to expand your brand and increase sales. To some, email marketing may seem tedious, but it's the best way to personify your brand and meet your customers right where they are.
How do you get email marketing to work for your floral business? The first key to successful email marketing is consistency. Do you want your floral business to be your customer's first choice? If so, you need to be top-of-mind—and that means showing up in your customers' inboxes.
Though consistency is critical for digital marketing, it's worthless if you have nothing to say. The second key to successful email marketing is that your content must provide value. Whether your emails are filled with how-to's, promotions, or company news, your customers want to know if you're worthy of their email address.
Our inboxes are bombarded with spam every day. If your customers have chosen to allow you in their inbox, you must meet their expectations by sending them valuable content.
“When a customer opens your email, they should receive helpful content that isn’t found anywhere else.”
When a customer opens your email, they should receive helpful content that isn't found anywhere else. Otherwise, it's the unsubscribe button for you!
Email marketing might be an oldie, but it's a goodie that has proven to work time after time. Don't let naysayers keep you from meeting your customers one on one.
Have you ever thought of offering something free to your floral design clients?
6. Entice New Customers with Freebies
Who doesn't love a good freebie? Just the idea of "free" is enough to have people waiting in line for hours.
Exchanging their email address for free content? That's easy! It all lies in your lead magnet.
Lead magnets are valuable pieces of content that your audience wants and needs that you give away for free.
All they have to do is share their email address, and it's theirs to keep! For you, that means an easy way to build your email list and establish an audience that wants to hear more from you and your floral business.
The big question: What type of lead magnet should you offer?
A great lead magnet offers something appealing enough to convince customers to give their email addresses. The more attractive the offer (hence lead magnet), the more likely you'll add another name to your mailing list.
But it's not just about an enticing offer; you also have to make the value clear. Let your audience know they will receive a free downloadable guide on how to move from a newbie planter to an expert grower in ten days.
The value of this offer is made clear in three ways:
The lead magnet costs no money.
The lead magnet is received with a push of a button.
The lead magnet will give your customer a valuable skill within a short amount of time.
It's not enough to simply create a lead magnet like this downloadable guide. You must then follow through on your offer and provide it to those who sign up for it!
If you're ready to build your mailing list, entice new customers, and build an audience around your brand, give the people what they want. Give them freebies.
7. Build Your Online Reviews
Reviews are one of the best marketing tools your business can have in its arsenal.
When customers see others approve of a product or service, they are more likely to make the same investment or purchase. Why? Because potential customers place more trust in social proof—feedback from everyday people just like them—rather than a business looking for a sale.
Do you have customers who love your floral business but have yet to leave a review? One of the best ways to get customers to leave a review is by creating an off-boarding process.
“One of the best ways to get customers to leave a review is by creating an off-boarding process.”
This process encourages your customers to share their experience on your website, Google My Business, or social media. Consider offering your customers a coupon code for their future floral arrangement to encourage them to leave a review.
Reviews are the social proof customers need to feel confident enough to buy from businesses. Don't neglect the power of your customers' experiences. Share what they love about your floral business and watch as future customers come on board.
8. Consider Outsourcing
You wear all the hats. You're a professional floral designer, a business owner, a team leader, and so on—but that doesn't mean you have to do it all by yourself. If effective marketing is too much to put on your plate, consider outsourcing it to an expert.
Outsourcing is a great way to implement your marketing strategy while easing your workload and remaining in your zone of genius. In the same way your customers entrust you as a floral expert, consider that a marketing expert may exceed your expectations and bring you better results than you could even imagine.
There is nothing wrong with admitting you lack the time and resources to bring your marketing plans to fruition. Delegating your marketing efforts to experts may give you an edge over your competitors.
When outsourcing, you're passing your vision on to marketers dedicated to helping your ideas and goals come to life. Release the stress of trying to do it all on your own. Allow the experts to help your marketing dreams come true.
You may not have the capacity to implement a marketing plan yourself, so reach out to professionals for help.
We're living in a time where people want to feel safe and secure. This new way of living may mean that some will prefer to stay in the safety of their home than venture out.
“A great brand experience is one that says, “I’m here for you—whether you’re in my store or on my website.” ”
What does this market shift mean for businesses? When changes arrive, there are two choices businesses can make. They adapt to unprecedented times like these—or they stick to the old ways of doing things, hoping the “same old-same old” is enough to maintain success.
Commit to growth by taking advantage of digital marketing and building a sustainable business that is here to stay.
Remember: Creative marketing isn't solely for your business; it's also for your customers. When you step out of your comfort zone and venture into digital marketing, your customers will show their appreciation for your commitment to enhancing their experience across all platforms.
A great brand experience is one that says, "I'm here for you—whether you're in my store or on my website." Digital marketing is the key to fulfilling that promise with all of your customers. Are you ready to soar above your floral competitors and build meaningful relationships with your audience? It's time to say goodbye to the old, outdated ways of marketing and hello to digital marketing.
Photos: Design by Kelly Perry, Photography by Nancy Ray Photography
