A blog featuring distinctly named designs defies price comparison, improves search engine optimization and helps a Houston flower shop connect with customers.
Consumers have myriad options for gifting Mom next month. To illustrate why flowers fit the bill splendidly, Breen’s Florist in Houston, Texas penned a blog post about the holiday’s long tradition (104 years), the staff’s enthusiasm and the shop’s 2018 Mother’s Day collection.
“The Mother’s Day flowers you’ll choose from this year include springtime crowd-pleasers like cymbidium orchids, fragrant roses, majestic delphinium, colorful hydrangea, stock, larkspur and so much more,” the blog reads.
The shop also gave the designs clever names that play up mothers’ personalities and positive attributes, such as “Runs Circles Around The Best,” “Helps Me Shine,” “The Multi-tasker,” “Enthusiastic and Fun,” “Multi-talented,” “My Supporter,” “Kind & Compassionate,” “Best Friend,” and “Unconditional Love.”
Using distinctive names and interesting descriptions is a smart move for establishing value, said Mark Anderson, founder of FloristWare, who has written articles for Floral Management and led SAF webinars on the subject of pricing. “If your products defy easy comparison to alternatives and/or appear unique, it is easier to charge more,” he said. The Breen’s post highlights “the benefit of what the customer is trying to achieve,” he explains. “It makes the connection for them.”
Blogging also boosts your search engine optimization, said Ryan Freeman, president of online marketing company Strider Inc., and a frequent presenter at SAF events.
“Good SEO requires things like fresh and unique content, lots of incoming links and shares on social media,” Freeman said. “By having a blog on your shop’s domain site, Google sees that you are regularly adding content.” Additionally, blogging is an opportunity to let your personality show — “it’s the peak behind the curtain, a chance for customers to actually get to know you and build a sense of relationship with your shop.”
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