To be a competitive wedding florist in today’s millennial market, you need a strong digital marketing strategy. Did you know that 91% of engaged couples are millennials? Here are 5 tips to make sure your flowers are getting their attention.
1. Specify your location in your bios and hashtags
When I was planning my wedding, my first Google search – like most brides – was ‘my hometown + wedding florist.’ Be sure your website comes up in top search results by including the name of your city (or cities) you operate in on your website, blog and social media channels.
Because a lot of brides will be finding you through Instagram or Facebook, clearly list your location in your Instagram Bio or Facebook About information. There’s nothing more frustrating than finding a florist who’s style you love only to figure out 5 minutes later that they’re based in another country. Always include location-based hashtags in your social media posts so brides searching for #brisbaneflorist, for instance, will see your content.
Check out this example of Perth florist, Flowers of Leeming, including location-based hashtags in their Instagram posts:
2. Plan your marketing around the seasons
Seasons are super important when you’re a florist, and your marketing should reflect that. Showcase pictures of lilies during summer, and save images of wintery blooms for the colder months. Plan your calendar of content around these seasonal changes by updating images on your website with seasonally appropriate blooms, blogging about what flowers are in season, and posting images of your seasonal stock on social media.
3. Make the most of Instagram
Don’t feel like you have to be on every social media channel to make your business known. We’d recommend focusing your efforts on Instagram. It’s visual nature is a perfect way to provide potential customers with a holistic picture of your floral arrangements and style. Instagram was certainly my first stop when searching for florists online. Check out how to create the perfect Instagram theme.
Post photos of your flowers in actual weddings, as well as behind-the-scenes shots of you or your team hard at work. Consider a Wedding Wednesday post showcasing one of your floral arrangements from a recent wedding. Or a Seasonal Sunday post highlighting a particular flower that’s in season. Always remember to credit the photographer’s Instagram account. Need help creating a schedule of themed posts? Check out our free e-book Four powerful social media themes you can use this week.
4. Partner with other businesses to run specials and giveaways
Grow your fan base and your relationships with other businesses by running online specials. Team up with wedding vendors you work with to run a ‘flash sale’ on a bundle of wedding giveaways or a discounted rate on your blooms. Ask your social media followers to follow your Instagram account as well as the accounts of your partner vendors to go into a draw to win. We love this example of a bouquet giveaway by Blooms on Dean:
5. Educate your audience about flowers
There’s no doubt you know a lot about flowers, so share your knowledge with your audience in blog posts, your website and social media. It’s important for potential customers to see you as an expert in the flower industry. For example, blog about how to preserve wedding flowers. Or post a photo of one of your bouquets on social media and name all the flowers that comprise the bouquet. Better yet – see if your followers can participate in naming them. If you run workshops, like Bella in Bloom, be sure to capture snippets of your flower knowledge in action.