The July/August issue of Floral Management shares tips to create content that sells — without being too sales-y.
Planning a calendar of social media content that engages, informs and sells to your audience can be a tall task. In the July/August issue of Floral Management, florist Kelsey Thompson, AIFD, of the marketing agency Petals and Profits, offers tips to create content that sells — without being too sales-y. Here are just a few of her suggestions.
Be a leader. “Make sure your posts have a call to action. Tell your followers what you want them to do, whether it’s to like the post, leave a comment, or follow a link. If you want couples to book consultations, link to your wedding or contact page. Send plant lovers to an info page on how often to water. Be clear about the route you want people to take.”
Know your audience. “Grasp who your audience is and really speak their language. Write down your customer groups/audiences. They may be recently engaged, plant collectors, décor shoppers, etc. Make note of the characteristics each group shares, whether it’s following design trends or craving expert advice (for example, how to repot plants). Post about how you can solve their problems or fill their desires. And speak directly to them, like this, ‘Hey, plant lovers!’”
Prime the pitch. “If you need to move a certain product, consider priming your social audience before a hard sales pitch. If you have an upcoming sale on snake plants, start the promotion 10 days before with a fun connection post asking them to comment with a picture of their favorite house plant. Then, show a snake plant in two different pots and ask them to vote on their favorite. Post an informational video on snake plant care. These posts are like a snowball gaining speed and getting larger, generating interest. Even if someone doesn’t shop the pitch, the prime is still a breadcrumb in their mind.”
To read more about how to have a better reach on social, read Social Savvy in the July/August issue of Floral Management.
Amanda Jedlinsky is the managing editor of SAF NOW.
