The last time I checked, most of us didn’t dream of having to learn all the techy, Googly, online things when we thought about running a successful flower business. But the truth is, with every day that goes by, learning how to win the Google game is becoming more and more important. It can literally be a game-changer if you know how to use Google to grow your floral business.
As of June 2021, Google has about 90% of the search engine market. That means 9 out of 10 of us jump on to Google when we’re looking for something. That includes looking up “how-to” tutorials, videos and tips, finding a local tradesman or buying a new pair of shoes.
The same goes with your customers: 9 out of 10 of them are going to jump on to Google when they’re looking for a flower business.
No longer is being in the yellow pages or having a shop front the way to win the flower business and flower shop game.
We gotta master all things Google for florists.
How To Use Google To Grow Your Floral Business
Navigating the Google game isn’t the most straightforward exercise. There are lots of pieces of the puzzle to sort out and it’s an always-evolving process.
The most important thing to remember when it comes to Google for florists is that you’re never done. This is not a “figure it out once and then walk away” sorta thing. Google must be an active part of your marketing effort every single week.
Here’s four Google tips for florists to get you going:
Google My Business
You know how you can search for local businesses on Google Maps? And sometimes when you’re using the traditional Google search bar, a list of local businesses pops up on a map?
Well, those search results are all generated through Google My Business listings.
A Google My Business listing is free. And no, you do not need to have a physical flower shop location or studio for your floral business.
Google gives you the option of checking a box to hide your address, asking you to outline the specific suburbs you service.
So even if you do not have a physical flower shop, create a Google My Business listing to increase your organic reach and attract more customers.
Remember, Google Reviews are part of your Google My Business listing and it’s to your advantage to ensure you’re consistently receiving new reviews to show Google you’re an active, in-demand business.
Search Engine Optimisation
Search Engine Optimisation (SEO) is all about increasing your organic reach.
This is one of the more complex aspects of the Google game because Google’s search algorithm is becoming more and more sophisticated with every year that goes by.
When you do a Google search for “SEO” more than 700 million results are located. That’s a lot. This in itself is part of the reason navigating the world of SEO is overwhelming – there’s just too much content available.
To get you started, I’ve put together a super helpful YouTube video, providing you with a simple set of SEO tips and giving you guidance on what to focus on first. SEO for Florists – A Beginners Guide
If you’re focused on daily flower deliveries, this is where your volume is going to come from. But, a giant word of warning: it’s easy to do it wrong.
Google recently launched a simplified approach to setting up new Google Adword campaigns, which, at first glance, seems super helpful and simple to navigate.
Don’t do it.
Like I’ve mentioned before, we florists fall into a different category to other industries. If you run a flower business, Google Adword’s “Smart Mode” will lead you to a dead end.
Although it seems like the right thing to do, Smart Mode campaigns will eventually “break”, leading you to spend lotsa money on clicks and search terms that aren’t delivering any $$$ to your business.
Smart Mode works well if (1) you’re a local business whose customers are all local or (2) a global business that ships globally.
Florists are neither of these things. We’re a business that delivers locally but our customers can be based anywhere in the world. We are in a Google Adwords category all to ourselves. Which requires you to learn to set up your campaigns in Expert Mode.
To make Google Adwords work well, you have to go through the process of setting up your Google Adwords campaigns in Expert Mode and then put in the time and energy to optimise for conversions.
Yes, it’s technical. Yes, it’s frustrating. But it’s a must in my opinion.
Here’s an additional hot tip: Google Shopping Ads are a waste of money. Again, they work if you ship all over the country but most florists don’t operate that way.
It’s time to really get your geek on! Google Analytics is my go-to recommendation for understanding how your customers are using your website. It’s like a search one-way mirror to watch your customer’s shopping behaviour.
Google Analytics is a free tool that allows you to track website traffic, user behaviour and acquisitions on your floral business website.
It allows you to see how many users visit your website every day, week, or month. Compare their behaviour over time as well as get clarity on where they’re located, demographics and even the percentages of mobile v. tablet v. desktop users.
It’s like being able to observe how your customers are navigating your online shop, exactly like we do in our physical flower shop space. It’s every digital marketing guru’s dream come true!
Totally Confused With All Things Digital Marketing + Google?
You’re not alone.
Running a successful flower business requires us to level up our marketing know-how. In most cases, it requires us to become digital marketing experts and Google wizards.
But I know how confusing and overwhelming it feels to try to sort out Search Engine Optimisation, Google Analytics, Google Adwords and all the things.
I’m here to make it easy, to show you exactly what you need to focus on and how to make more money in your flower business.
My Flower Boss Bootcamp is the only program available to floral designers, flower lovers and flower farmers focused entirely on the business of flowers. The program is run entirely online, so we can work together no matter where in the world you’re located.
I’m here to help you build a better flower business, to show you how to get more customers, make more money and show up with more confidence.
Inside this program, I’ll teach you about branding and sales. I’ll give you access to my exact how-to guides when it comes to setting up your websites and teach you how to effortlessly attract those dream customers on Instagram.
We’ve even created a self-study course focused on all things Google. We talk you through SEO, Google Adwords, provide tutorials on Google Analytics and show you how to optimise your Google My Business listing.
If you’re dreaming of making more money in your flower business but feel totally overwhelmed with the marketing side of things, I’m here to help.
This program will change the trajectory of your flower business. I promise (yes, there is a money-back guarantee). Flowers are fun. But so is making money. Click here to learn more about my Flower Boss Bootcamp.