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5 Things To Do To Move Business Forward During COVID-19
Press Pause On Scheduled Posts. The conversation at large is changing rapidly and your messaging should share the same tone. Your previously determined scheduled posts could easily fall at the wrong time causing you to appear tone deaf to your audience.
Removing scheduling will allow you to remain sensitive as you listen
to the at large conversation.
Post In Real Time. Pausing scheduling doesn’t mean throwing out previously planned posts. Post in real time and play around with the times you are sharing content. Many are still working from home and caring for family members while working which means the times they are on social media may have shifted. Testing posts at different times will allow you to see when your audience is most active and most receptive to your messaging.
Prioritize Conversation Over Clicks. To remain connected to your audience in uncertain times and to move business forward during slower months, it is important to shift our expectations and how social media outcomes are valued by moving away from click driven results and focus on conversation. Engage in every single comment made on your posts, asking questions when possible to show interest and value to your audience. Businesses are slowing and budgets are tightening. Social media will give you an active marketing channel, but now more than ever, it is important to
focus on conversations, building community, sharing support and storytelling.
Focus On The Consumer. As business slows, creating content focused on current business is important. Highlight customers sending flowers and capture the “why” of their stories and share them with your customers. There is no better way to get your audience thinking about the power of flowers than by sharing stories of the people who are buying right now. Create meaningful stories around this as a way to build connection with your community.
Create Appointment Viewing Content. As business slows, people are open to watching more content online that is meaningful, informative and spurs creativity. Give your audience an alternative to Netflix binges and use IGTV or Facebook Live to create video content that is valuable to your consumer. This content should look different than the behind the scenes content you would share in IG Stories. This content should be longer and should be valuable to your audience, such as: ways to style specific flowers in your home, or how to brighten your at-home workspace.
Creating compelling content shouldn’t slow because business does. It is finding ways to adapt and fine-tune that will move business forward to the other side.
Be The Helper
If you have been spending more time online during quarantine, you may have noticed an increase in negativity and fear. During these uncertain times, fear and negativity can become fueled by more of the same. However, right now more than ever, there is the opportunity to make an impact using your social media content. There is an opportunity to be the light in the dark spaces and share hope in the face of negativity.
Depending on the city and county laws in your area and how they have impacted your business, you may have pressed pause on your social media content if you have had to press pause on your business. Don’t. Your social media content is the one valuable way you have to stay in front of your audience even if your business is not currently operating. Now is a time to stand out with positive messaging and encouragement.
One of the ways to do this is sharing stories about how flowers are making the difference in the lives of others. Even if it is in another city or state, this content is great to share because it reinforces what we already know - flowers bring joy and flowers spread hope! You can also share throwbacks of past work of past designs and frame the verbiage to be a “day brightener”, or talk about what in that particular design lifts your spirits in that moment. Share images of past brides or fun moments and talk about the bride or the moment in a meaningful and fun way. In a way that encourages your audience to find joy in moments we have now. Share stories of the helpers - nursing and healthcare workers making a difference, or other people making a difference in the community.
All of these examples are great ways to share light in dark times. Social media can be a powerful tool to divert feelings of distress toward hope. There has never been a greater opportunity to stand out with messages of hope. I love this quote by Fred Rogers: “When I was a boy and I would see scary things in the news, my mother would say to me ‘Look for the helpers, you will always find people who are helping’.” This quote, of course, applies to children but I like to think the takeaway message for adults is “look for ways to BE the helper”. The floral industry and also your social media platforms provide the opportunity to BE the helper during this time.
5 Simple Steps to Spring Clean Your Social Media
Our digital houses can get just as cluttered as our actual houses, making spring a great time to clear our junk and cobwebs. Use these actionable steps to create a space free of clutter and primed for spring growth and expansion.
1. Audit Your Spaces - An audit of your platforms is a great way to take stock of what is working in your strategy and what needs to go. When performing an audit, check your images on each platform. Does your FB cover photo need an update? Now is the time to make everything look as fresh as spring! Also, you want to look and be sure there is consistency across all platforms with color and branding. Dig into your demographic data to help you improve ads and targeting. Evaluate your posting activity and engagement rates. Do you see places for improvement?
2. Check Out Your Competition - What type of content are they sharing and how often are they sharing it? Which content receives the most engagement? How are they using videos across platforms?
3. Review Your Social Media Platforms - Each platform is different and requires a different approach, yielding different results. Are you using the right platforms to target your audience? Are you spending most of your time focused in the one area that will generate the most results for your effort? There is no need to spread yourself too thin or try to do a “one-size-fits-all” approach. Maximize your efforts by focusing your time effectively.
4. Create A Content Calendar - Content calendars help you plan content on a weekly/monthly basis. It helps you deliver a more balanced mix of content. Set aside one day each month to look ahead to events, seasonal trends, etc. and develop your content around them.
5. Move Forward With A Fresh Strategy - Social media is more than setting up accounts and posting. Consider the “why” of what you’re doing and what inspires you and bring this forth in your marketing. Your audience will thank you.
Why use Facebook Advertising
With nearly 1.6 billion people using Facebook each day, the platform offers a unique opportunity for marketers to enhance their organic efforts. And with 22 billion ad clicks per year, it’s safe to say your specific audience is on Facebook and they are clicking on ads. You could utilize this same advertising power to reach your target audience through ads, too! Facebook ads are also inexpensive and cost a fraction of what marketing on other online channels cost. If you go into Facebook advertising with a clear focus and follow a simple strategy, the cost efficiency of the platform will surprise you. The more effective you become with zeroing in on your target audience, the more effective and inexpensive your Facebook ads will become. How do you find your target audience? The targeting capabilities of Facebook advertising are exceptional and the level of detail you can get is astounding. You can target by behaviors, interests, demographics, connections, age ranges, languages and locations. You can dig-deep, layering these targets upon each other to ensure you exclude any questionable, out-of-market clickers. Finally, once you have an audience that is targeted and turning into customers, Facebook allows you to clone that audience through a feature called “lookalike audiences”. Facebook will then reach new audiences who are more likely to also be interested in your business - taking the guesswork completely out of your targeting. If you’re ready to dive into this powerful tool, go to “Ads Manager” in Facebook and begin to play around. You can create basic ads through an easy guided step-by-step process and begin to explore how they work. As you learn, you will gain more information about ads and also your audience.
Reaching Prospective Brides on Social Media
Coming up with new ideas to keep your social media wedding content fresh can be challenging. Besides sharing current projects, what else can you post to attract brides? This month, we will explore options to help keep your social media fresh and attractive to your bridal market.
1. While quotes can sometimes be overused, love or marriage quotes paired with beautiful wedding photography can provide inspiration for brides and grooms.
2. Providing resource lists of amazing wedding songs, favorite wedding books, colors, etc. is a great way to provide value to brides and can lead to more shares of your post.
3. Take advantage of trending hashtag days on Instagram (like #weddingwednesday and #tbt for throwback Thursday) by participating each week. You #weddingwednesday could be a helpful tip, inspirational wedding photo, while #tbt could be a photo of a past event (don’t forget to tag the bride as well).
4. Treat your Instagram page as art, carefully curating content, keeping in mind texture and color to give your page an overall feel or theme.
5. Create an Instagram promotion or giveaway where the rules require brides to like the post and tag two friends. According to data from Tailwind, 91% of Instagram posts with more than 1000 likes are related to a contest. Meanwhile, accounts that run contests regularly grow 70% faster than those who don’t. Contests are a great way to increase visibility of your profile and spread the word among brides.
6. Host an AMA (ask me anything) on your Instagram stories. This is a great way to educate and increase engagement with your audience and to answer questions from brides.
7. Use the power of video! Video gets exponentially more shares and likes than pictures. Sharing video content of brides with their bouquets from the wedding day can be inspiring and attractive for other brides. Coming up with new ideas is often the hardest part of social media campaigns and having multiple ideas for fresh content in your back pocket will hopefully help you stay fresh and attract new business in 2020.
Happy New Year
Valentine’s Day prep is upon us and your social media marketing plan should absolutely be part of your prep. As we begin the new year and prepare for the upcoming season and before you map out what your social media content will look like, it’s an opportune time to look at data from last year. A plan for the new year should always begin with a look at what worked and what did not work the previous year in order to make necessary improvements. One of the best aspects of social media, is the data allows you to hear direct feedback from your audience. You can find data on Facebook in the “insights” section on your business page. This can be found at the top of your page under the “more” tab next to the “notifications” tab. Here you will be able to find data by month and by specific posts. On Instagram, you can look at posts individually and click on “view insights”. Look back to January and February and see what your most popular posts were - the posts that received the most engagement. When looking at your most popular posts, think about what made each successful. They were obviously more engaging but ask the question, “why?” This will lead to ideas for new posts during the Valentine season. Then, take a look at the time of all of your posts to see if there was a specific time of day that posts received the most engagement and were seen by more of your audience. By looking at these details, you can see the posts that did not do well and think about ways to improve upon them and you can also give some thought to what is the optimum time of day to post to get the most views from your audience. Once you have your content outlined, evaluate if anything can be scheduled in advance. Facebook allows you to schedule posts both in Instagram and Facebook. Take a few minutes each week to schedule any posts for the week which will free up more time to focus on your busiest time of year. However, do not forget to go back and engage with your audience. Engagement is a two-way street and only works if you are there to communicate with your audience. When your audience receives a response, they are more likely to engage in future posts. Keep it light, keep it fun and keep it inspirational! Enjoy the season and Happy New Year!
Social Media Success in 2019
The success of our Social Media with emphasis on Facebook and Instagram led to increased awareness of TSFA and consumer opportunities for Texas Floral Professionals as we all work together to sell more flowers. Our total fans on Facebook to date is 3,128 with an engagement of 17,300. With an organic reach of 55,826 and paid reach of 46,770 we are spreading the flower message! We increased our presence with a new level of focus on Instagram with 1,419 followers and a total reach of 7,400. We may just be getting started on this platform but we look to the future with great anticipation. Pinterest activity continues with 3,400 average monthly views.