The floral industry has been flourishing lately, with online flower shops and floral e-commerce doing especially well. Research has shown that online flower shops in the U.S. are growing faster than the economy itself. As floral e-commerce is becoming increasingly popular, and even brick-and-mortar florists are relying on online research to bring in more customers, the importance of digital marketing for florists all sectors of the floral industry cannot be ignored.
For your floral business to grow, you must understand that it is essential to target your customers where they are – on the internet. According to Bazaarvoice, at least 45% of brick-and-mortar buyers check online reviews before making an in-store purchase. We understand that digital marketing can seem overwhelming when you’re not familiar with it, but the following strategies are sure to expand your market and boost your floral sales. This blog is focused toward florist but, gorwers, wholesalers and distirbutors will benefit from this piece as well. No matter your sector if you want to grow your sales and market footprint you have to get with the times.
Search Engine Optimization (SEO) refers to optimizing your website to increase the likelihood of it ranking higher on search engines like Google, Yahoo, and Bing. By ranking higher, your floral business is likely to capture traffic without having to pay for PPC marketing.
This organic traffic can be used to increase revenue and sales by using CTAs and other methods to encourage your visitors to turn into customers. By providing high-value content, targeting relevant floral industry keywords, and optimizing for mobile, and offering social proof in the form of reviews, you can boost your floral sales.
An alternative to organic traffic is traffic from pay-per-click (PPC) ads. Unlike SEO, these deliver immediate results, with you seeing your website rank higher for targeted terms. One of the reasons Google ads are preferred over SEO is because of the competitive edge it gives your floral business by showing your website above local and organic results and listings. Floral businesses can target keywords like “retail florist near me” or “florists in [your location]” to attract relevant clientele.
In addition to seeing immediate results, many prefer PPC ads for florists because you’re only charged if the client clicks on your link. This ensures both brand awareness from consumers seeing your website and high-quality leads from interested consumers clicking and accessing your website.
Some florists think that email marketing is dead, or it just isn’t worth it. We disagree. Email marketing is an excellent way to drive floral sales, increase brand awareness, and connect with your loyal customer base. In addition to having a great return on investment (ROI), it can work for everyone from wholesale florists to retail florists. Check out this detailed blog about email marketing for florists for more information.
Both florists and consumers spend a lot of time on social media. Therefore, social media marketing is the perfect way to market your floral businesses. Visual platforms like Instagram and Pinterest are perfect for the floral industry and encourage spreading brand awareness to everyone on social media instead of just those who are actively searching for flowers. Optimizing your images through websites like Fleurography.com makes them more likely to stand out and gain more clicks.
Social media marketing is great for not only targeting customers but also for developing retargeting campaigns and lookalike audiences, i.e., audiences that resemble the current customer base. In addition to Instagram, Pinterest, those in the floral industry can also focus their efforts on platforms like TikTok and Facebook.
If you want visitors on your floral website to convert, it’s essential to make the checkout process as easy as possible. In addition to this, it’s important to optimize landing pages, usability, and navigation. By making your floral website easy to use and look through, you can encourage visitors to remain on the page, reduce bounce rate, and even increase your floral sales.
New Bloom Solutions’ floral industry consultants would suggest focusing on clear CTAs, engaging headlines, and social proof in the form of reviews and testimonials.
With so many floral businesses to choose from, you need to ensure that you stand out from your competition. Invest in digital marketing for florists and allow New Bloom Solutions’ floral industry consultants to help your business bloom. Schedule an appointment with us here.