Having the right content strategy is essential to get your Florist brand name out there. As a floral designer, you might think that your brand starts and ends at floral design. However, the most successful companies know exactly what sets them apart from the crowd and how to capitalize on that through their content strategy.
Content strategies are the easiest way to market your work, gain more customers, and get some recognition in your area of work. With the right strategy, you might even become “Instagram famous!”
Outline your goals
Simply put, you can’t work towards something if you don’t know what it is! The more narrowly focused the goal of your florist brand is, the more likely you are to have success. Consider these goals when developing your content strategy as a floral designer:
- Create the perception that you’re the only floral designer in town that offers certain services.
- Get additions to your email list.
- Increase customer/brand interaction.
It’s important to develop a few goals that you can meet both in the short-term and in the long-term.
Build your platform
Your brand’s platform is going to be like the foundation of your house. A house is nothing without a solid foundation, right? Think long and hard about your:
- Mission statement
- The purpose of what you do
- Benefits of choosing your brand
- What your brand tone/personality/voice is going to be.
In choosing your brand tone/personality/voice, you have to…
Create an ideal customer
Sit down for a bit and consider who it is that you want to market your floral designs to. How would they think? What would they watch? What would they read? Once you’ve figured out exactly who you want to market to, you can start to develop a plan that appeals to that person. In doing so, you carve out your place in the floral design industry!
Listen to your customers
Although you may have your ideal customer mapped out, and you’re marketing heavily to that person, you might get some kickback from your real customers. If and when this happens, don’t push back unless it compromises your vision, mission, or morals. Listening to your customers and adapting to what they say that they want and need is what sets apart a brand that lasts 10 years from a brand that lasts for decades.
Go where the people are
Which platform is going to have the people that you want to market to? YouTube is great for tutorials and reviews, Facebook is great for more in-depth posting, Instagram is great for photos, and Pinterest is great for creating plans and vision boards. As a floral designer, it might make the most sense to put all of your energy into Instagram and Pinterest so you can show off your beautiful designs and work your way onto the vision boards of brides-to-be!
Building your brand won’t happen overnight but the first step in doing so is to have a clear plan for what you’re going to do. These tips are sure to help you get started and put your floral design company on the map.