One of the busiest holidays is right around the corner. Is your digital strategy sharp enough to capture online shoppers looking for Mother’s Day arrangements?
Digital marketing done right is highly effective, but many florists don’t know where to start.
That’s why the Society of American Florists launched an on-demand course on SAF’s Floral Education Hub, “Digital Marketing for Flower Shops.” The course, created by boutique marketing agency Two Wheels Marketing, is designed to be “a fast, accessible guide that gives florists exactly what they need to start seeing results,” says company founder Mark Subel. “We work with florists across the country and see the same thing — many don’t have the time, tools or industry digital experience to confidently run digital campaigns,” he says.
In just 30 minutes, the course walks through how to set up and run pay per click (PPC) programs on Google and Bing, create Facebook and Instagram ad campaigns, boost your visibility with SEO, and — most importantly — track your return on investment.
Pay Per Click
PPC is a powerful tool to give you a competitive edge in search engine results. These programs, used on Google and Bing, can be intimidating, but Subel breaks it down clearly by explaining not just how to do it, but how it can help your business. You’ll learn how to choose the right keywords, organize your campaigns by location or occasion, and write ad copy that matches exactly what your customers are looking for. Subel also covers how to set ad budgets, measure performance, and use tools like Google Merchant Center to get your products listed in shopping results.
Meta Ads
Marketing on social media platforms with paid ads is essential for today’s florist to reach new audiences based on their behaviors or interests. The course provides a framework to set up ads and identifies opportunities for increased visibility in the crowded spaces of Instagram and Facebook. You’ll learn how to use demographics to target your ads and how to create eye-catching ad formats like carousels and videos.
SEO Optimization
To show up when and where customers are searching, your website needs strong SEO; if they can’t find you, they can’t buy from you. In this section, Subel walks through steps to ensure your site is ready to convert browsers into buyers and demonstrates how to track metrics to measure success. He covers florist-specific keyword strategies and tips for optimizing product pages. You’ll also learn how to boost your presence in local search results, like the Google Map Pack, by properly managing your business profile and reviews.
“This course will sharpen your digital strategy to attract online shoppers and turn visibility into sales and a positive return on your investment,” Subel says.
The course is free for SAF members and $12.95. for non members.
Kate Delaney is the director of education for the Society of American Florists.
