How to Market Your Online Flower Business
With people opting to spend more time at home due to COVID-19, online shopping continues to be an increasingly convenient way to browse and purchase items without leaving your home.
According to Statista.com, about 209.6 million people in the United States did some form of online shopping in 2016, and that number is projected to grow to 230.5 million in 2021.
That’s a large number, and it points to one thing: Marketing your flower shop business online is more important than ever.
Having an online presence gives people a way to learn more about the flowers you sell so they can purchase them with just the click (or tap) of a button. Plus, customers will enjoy the convenience and accessibility of browsing your shop online versus having to visit in person.
Before you set up your online shop and create those social media accounts, let’s learn the best practices for marketing your flower shop online.
Put in the extra effort to aquire quality photos of your floral arrangements or flower farm.
Make Sure You Have Great Photos
A picture is worth a thousand words—it may sound like a cliché statement, but it is valid for online marketing!
Most people are attracted to gorgeous visuals, and, in many cases, a strong photo can do most of the selling for you.
The great thing about running a flower shop is that flowers are naturally beautiful, so you already have plenty to work with when creating engaging photos.
Show off your inventory and what makes your flower shop unique by posting beautiful photos on your website, social media sites, and email marketing materials.
Promote those seasonal flowers customers can’t find anywhere else or showcase how fresh your flowers look. Aim to post a good mix of staged products and “in action” shots that show people using your flowers for weddings, graduations, and other special events.
Don’t forget the captions! Of course, photos are essential, but make sure you have an engaging caption to accompany those beautiful shots when posting them on social media sites like Instagram, Facebook, Twitter, etc.
Learn more about how to photograph flowers for your own marketing materials.
Serve as a Resource
If you want more customers to come to you for their flower needs, they need to know more about you and your services. Online marketing allows you to demonstrate your expertise and build trust with your customers.
Share content that your followers would find helpful, like a blog post explaining which blooms are popular in each season or an Instagram Reel on how to arrange a gorgeous centerpiece.
“Share content that your followers would find helpful.”
Give out tips on your social media accounts that answer questions you see being asked frequently.
In other words, serve as a resource for your customers to show them you are a leader in the industry and run a reputable business!
Establish Local Partnerships in Your Network
Collaborating with other small businesses is a great way to build your own business. Work with others to build mutual relationships that will help you get more leads and get more clients.
For instance, if you partner with a wedding venue, you could provide them with flowers for their open houses in return for a spot on their preferred vendor list. Or maybe you contribute floral arrangements to a photographer’s styled shoot in exchange for the professional photos to share on your social media.
Make sure it’s a mutually beneficial partnership, and you can’t go wrong.
utilize video to promote your flower business.
Get Comfortable with Video
Approximately 60 percent of businesses use video as a marketing tool, which means it’s time to step it up. Videos are engaging and allow businesses to put their best foot forward in a creative way.
As a floral business, use video to showcase more than just the flowers you sell. For instance, you could make a short video on building beautiful bouquets or selecting flowers for a wedding. Or perhaps you record a video introducing who you are and what you offer as a business. Highlight what makes you special, such as low prices, quality blooms, unique flower types, online ordering or delivery.
“Highlight what makes you special, such as low prices, quality blooms, unique flower types, online ordering or delivery. ”
Another great thing about video is that you can include it in almost all your marketing platforms, including your website, emails, social media sites, and more.
Also, don’t feel like you must post long videos to garner attention. Instagram Reels, TikTok, and YouTube Shorts are great outlets to post shorter videos.
If you haven’t used video yet, don’t delay. Video is a powerful tool that’s rapidly growing and here to stay.
Marketing Your Online Flower Business
As digital platforms continually expand and more people do business digitally, online marketing is necessary to build your business and gain more clients. In addition, the last two years have pushed online interactions to grow even more as people opt for virtual interactions and ways to do life online.
“You want your clients to easily and conveniently access your services virtually so they can learn more about you. ”
You want your clients to easily and conveniently access your services virtually so they can learn more about you. Make an effort to promote your business on your website, social media accounts, and email marketing platforms to become more marketable.
As you engage in online marketing, remember that events aren’t as frequent as they used to be, so it’s even more important to show how your customers can use flowers outside of popular get-togethers.
Overall, online marketing is the best way to stay ahead of the competition, expand your flower business, and position yourself as a forward-thinking company that provides modern resources for its clients!
