Done right, digital marketing drives steady sales, boosts local visibility, attracts new customers and delivers long-term growth. Done wrong, it can quickly become an expensive mistake.  

“Digital marketing in today’s market is truly a must … but only if florists enter those partnerships with clear goals, firm expectations and the right questions,” says digital marketing expert Renato Cruz Sogueco, AAF, PFCI, in the March/April issue of Floral Management. 

A frequent speaker at Society of American Florists events on digital strategy, Sogueco brings decades of experience in floral and e-commerce leadership. From setting a realistic budget to defining what success looks like, he explains why vague goals like “more orders” can derail even well-funded campaigns. 

Sogueco also highlights the importance of working with partners who understand the floral industry — and why transparency, not “proprietary secrecy,” should guide every agency relationship. 

Equally critical: starting small. Testing campaigns over a 60- to 90-day period allows florists to evaluate performance without locking into costly long-term commitments. 

“It can be hard to tell — at least at the beginning — whether the marketing is yielding results because you may need to adjust campaigns to see what works best,’ he says.  

Find out how to set smarter budgets, choose the right marketing partners and get results that grow your business. 

Read “Digital Help, Done Right” in the March/April issue of Floral Management to learn how to invest wisely in digital marketing, evaluate agencies with confidence and build campaigns that deliver measurable results.  

Amanda Jedlinsky is the senior director of content and communications for the Society of American Florists.