Welcome, fellow wood flower enthusiasts and handmade business owners! As a passionate wood flower florist, coach and mentor, I'm thrilled to share insights into the dynamic world of marketing tactics that you need to know about and consider for your own business. This is my favorite part of business. I also instruct the Entrepreneurial Training Program through the SBDC in my local area, and this is by far my favorite section of our course that lights me up! Whether you're a budding entrepreneur or a seasoned professional looking to elevate your business to new heights, these strategies will help you blossom and thrive in a competitive market.
Now, no two marketing strategies will be the same when implemented by different people. Please keep in mind that YOU are the secret sauce to your company. Your unique point of view, voice, vision and brand are essential to understand before utilizing any marketing tactic for your ideal client. Before implementing any of these, ask yourself the following questions:
What is the purpose of this marketing promotion? (Ex. To drive more sales, increase brand awareness, find new customers, develop brand loyalty, increase profit, expand to a new market, build authority and more)
Who is the ideal target customer of this marketing promotion?
How will I measure the effectiveness of this campaign?
In no particular order, here are some tactics you NEED to consider for your next promotion. I am writing this in the context of wood flower floristry, but any business can utilize these tactics for their specific niche as well.
Social Media:
Harness the power of platforms like Instagram, Facebook, and Pinterest to showcase your wood flower designs and engage with your audience. Seek community over promotion. The thing I keep hearing is to aim for 30% education, 30% entertainment and 40% hard sales. That feels pretty doable!
Website & SEO:
Establish a professional and user-friendly website to showcase your wood flower collections and capture online sales. Implementing SEO strategies ensures that your website ranks high in search engine results, driving organic traffic and increasing visibility. You can pay for SEM (Search Engine Marketing) as well. Consulting a local free resource about these things is a great option - check out SBDC (Small Business Development Center) and SBA (Small Business Administration) offerings near you to gain clarity and training on these items.
Blog & Newsletter:
Stay connected with your audience through regular newsletters and blog posts that offer valuable insights, tips, and updates. This is something I implement here at Wood Flower Coach and would love to have you sign up for my email newsletter here to see how I use it!
I also have a blog titled: 5 Reasons You Can't Skip Blogging as a Wood Flower Florist - be sure to check it out if this is something you haven't considered before.
Networking & Direct Mail/Print Marketing:
Engage in networking events, trade shows, and community gatherings to build relationships with potential clients. Utilize direct mail and print marketing materials such as postcards, flyers, and brochures to target local audiences effectively. After I attended a networking event last year, I sent a personalized thank you and discount code to every person that signed up for my giveaway. It was a very effective and personal way to stay in touch, and I have gained some awesome connections and collaborations directly correlated to that outreach from my business, North Wood Blooms LLC.
Testimonials:
Build trust and credibility by showcasing testimonials and reviews from satisfied customers. These make great social media posts, stories and videos if you want to read them over a quick video of an arrangement or B roll footage. This establishes a "like, know, trust" factor and is great for the goal of increasing brand awareness and client relationships.
Strategic Partnerships:
Forge alliances with wedding planners, event coordinators, or local businesses to expand your reach and tap into new customer segments. This also goes hand in hand with the next topic of events that can propel your business forward in many ways!
Events:
Host wood flower workshops, attend bridal expos, or pop-up events to showcase your craftsmanship and connect with potential customers face-to-face. Not only are client facing events important, but networking events for those strategic partnerships to be fostered - so professional events are important too!
Video:
Create engaging video content, including tutorials, behind-the-scenes footage, and client testimonials, to captivate your audience and showcase the beauty of wood flowers. Get people curious to learn more with your videos!
Paid Advertising:
Invest in targeted online advertising campaigns to reach specific demographics and promote your wood flower products effectively. Check out our templates under "store" to help you design your own successful print ad!
Billboards, Radio & Print Ads:
Consider traditional advertising channels such as billboards, radio ads, and print ads in magazines or newspapers to increase brand awareness within your local community. Consider how you can do this in a non-traditional route as well! It can go as far and as creative as a vehicle wrap, a mural on the side of a building, or other creative applications as well. Just be sure to get all of the official approvals for these endeavors! And yes, you are also a billboard! Wear your brand! Check out our wood flower florist T-shirt that can help spark conversations at events: Get yours here!
Sales & Promotions:
Create irresistible promotions and discounts to attract customers and incentivize purchases. Things like buy one get x or a discount code can go a long way! The best way to distribute this is on social media OR newsletter! Be sure to use specific codes to know where they come from so you can measure the effectiveness!
Upselling:
Maximize your sales potential by offering complementary products or upgrades to enhance the wood flower experience. On my Shopify site for NWB, I use the HoneyComb Upsell App every year for Sponsor A Stem - it is very helpful! There are simple integrations that can be used on your website that do this for you - or are built right in that you just need to turn on.
Gifts/Prizes:
Harness the power of giveaways, contests, and raffles to engage your audience and cultivate brand loyalty. Be sure to follow the compliance instructions for the social media sites that you do this on, or any other place you do this. I typically run giveaways before a big launch or busy season to get eyes on my page and the algorithm on my side. It also helps increase e-mail open rates!
Sponsorship:
Explore opportunities for sponsorship or brand partnerships with local events, charities, or influencers aligned with your brand values. It is important to be able to track the winners of your sponsored items, so be sure to include a code, a gift card, or something to help you see if your sponsorships are increasing your profits and clients or if they are just another expense with no return on investment. Plan strategically to find your idea clients with these sponsorship's.
Daily Deals:
Offer daily or weekly deals on select wood flower arrangements to create a sense of urgency and drive sales. Have you ever gotten sucked into one of these? Why can't YOU do it!?
By incorporating these diverse marketing tactics into your wood flower business strategy, you can stand out in a crowded market and attract loyal customers who appreciate the beauty and craftsmanship of alternative florals.
Tell me in the comments, which of these have you had the most success?? Which will you try next?? Let's start a conversation in the comments ⬇️