“Digital marketing is not a ‘Lone Wolf’ effort,” says Renato Sogueco AAF, PFCI, BloomNet’s Vice President of Digital Strategy. Post pandemic business has changed, requiring a new digital strategy that includes social.

“Social media is a complimentary strategy of digital, not a main strategy,” explains Renato. “It's all about being found on search.” How can your business ‘be found’ in digital space? Renato shares business trends and practical ways to promote your business online.

Renato Sogueco AAF, PFCI recipient of the SAF -
Society of American Florists 2022 Paul Ecke, Jr. Award

“In the course of 20 years, marketing has changed much in the digital space,” explains Renato. “Florists think ‘if I wasn't doing this 10 years ago, I may have missed the boat. That's not the case.” Everything has sped up and the learning curve is fast, but If you learn to implement current digital trends - you can catch up quickly.”
 
First, look at your digital strategy holistically. “People will arguably say, I need to be on TikTok and just totally jump onto TikTok. But, you have to really ask yourself where do I close my sales in business?” Where am I found on 'search?' You also have to consider your website, which is a key part of your digital strategy.
 
Your website is your 24-7 virtual store. It’s where you:
• Drive and capture leads
• Connect with new customers
• Inspire interest
• Close sales
 
"Remember the sale takes place on your website,"
Renato reminds us.

Though walk-in traffic has declined for many florists, in-store design displays can still help establish your brand. Statistics show that many customers check your website first, before walking into your store. Pay as much attention to your digital storefront as you do your physical storefront. It’s important that your brand is consistent in-store and online. If a consumer goes online first to check the website and it's not interesting – you’ve also lost a potential customer. If they go online, see a wonderful website, then come to your store and are disappointed, you've lost a customer.

It's important to represent the brand in both spaces equally. Well-established florists may make the mistake of thinking it’s enough to be well-known in their community. “I hate bursting their bubble because a lot of florists take pride in the fact that they've built a local brand.”

In essence, online business is a numbers game. It isn’t enough to appear on the first page. “If your competitor is in position one and you are position eight, think of the percentage of orders they're getting,” explains Renato. “If you took a thousand clicks or a thousand visits to that search page, that number one person will get 400. Now you … that eighth person will get two.”
 
This is the conversion rate, with most average conversion at 4%. So out of the 400 visits, you're getting four sales.
 
“How long will it take that person who's ranked 7, 8, 9 to get anything close to what the #1 or #2 ranked positions are getting? It's amazing.” Below on the page it says “more views.” How often does someone clicks on that? “No one ever clicks to that second page!” adds Renato.

Drive clicks to your website by using photos and videos on your social pages:
• Behind-the-scenes stories of daily business
• Lifestyle use of your products and services
• In-store or on-line promotions and community events
• Design staff offering flower tips and tricks
• Host a blog filled with user-friendly content
 
Seek guidance from Google Analytics for growing your e-commerce sites:
• Set up a free account
• Log into Google Analytics
• Go to the behavior section
• Search site content
• Discover what is popular
• Place those items on your front page