Instagram Tips for Florists

15 Instagram Tips for Florists and Flower Farmers

Feeling totally confused by Instagram and all things social media? Not sure what to post or where to go for guidance and help?

You're in the right place. Here are 15 Instagram tips for florists and flower farmers.

Instagram Works

Yes, you read that right. Instagram is an amazing platform to help you reach new customers and grow your client list. But it's so easy to get off track and spend time on things that just don't matter when it comes to all things Instagram.

At the end of the day, the most important lesson to learn is that we floral designers get to approach Instagram very differently from other industries. In fact, we get to break all the rules. Literally.

When it comes to Instagram tips for florists and flower farmers, we don't need to worry about the algorithm or chasing engagement.

Why? Because your followers ≠ your customers.

I know it flies in the face of everything everyone else is spouting out about Instagram but when it comes to selling flowers, finding customers for your flower business, having more followers isn't a recipe for success.

At the end of the day, the reason marketing in our industry gets to be so different is because our service is limited to a specific footprint and our customers are buying flowers to fill a specific need.

This means we have to follow a smarter marketing plan. We need to drop all of our assumptions and 'supposed to' storylines and get in the minds of our customers. It's time to start thinking like your customer and approach Instagram marketing from a more strategic, informed point of view.

My 15 Instagram Tips for Florists

  1. Map Out Your Hashtags – this is THE secret to getting found and getting on your customer's radar when they need you. Avoid general and generic hashtags like #whitewedding or #floristsofinstagram and focus on the hashtags your clients are actually using in their search.
  2. Curate your feed – yes, having a pretty, fancy feed attracts prettier, fancier clients. Your customers use your feed as a placeholder for your ability to design. So, level up your feed, elevate your vibe and you'll see a higher quality level of customers coming your way.
  3. Use Stock Photos – Yep. Jump on Google and do a quick search for "Free flower photos" just to see what comes up. Or use Canva.com, my most favourite resource for this (yes, paying for the premium version is worth every penny!).
  4. Use a Mix of Graphics + Photos – a feed filled with a wall of flowers is overwhelming for your customers. It all just starts to look the same. Break it up and create a new rhythm that works for you. Those design principles you use in your floristry, put them to work in your Instagram feed too!
  5. Level Up Your Captions – the easiest answer to 'what should I write about?' is to simply answer the very last question a customer asked you. Yep. It can be that straightforward.
  6. Repeat Stuff. A Lot – Yes you can repeat photos and captions. Ain't no rule against that, is there?
  7. Make Your Bio Clear – confusion always leads to no sale. Very specifically, make sure your location and delivery area are clear in your bio. If your customers aren't clear on your location or where you operate, they're immediately going to move on to the next supplier.
  8. Post Consistently – and define 'consistently' in a way that works for you and your business. At a minimum, post at least once a week. (And no, you don't need to post more than once per day. Remember, we don't need to try to beat the algorithm. We're playing a smarter game.)
  9. Use Instagram Stories to Show You're 'Open for Business' – the beauty with Instagram is you can bring your customers into your studio or shop without them even having to set foot inside. It's magical. Use Stories to do this.
  10. Set Up Your Highlights – Highlights are where you can save your Stories. A lot of new clients and potential customers will flip through your Highlights to get a taste of what your business is up to. It's like a 'best of' summary that you can customise based on your customer's needs.
  11. Skip Reels – I know. I know. Tik Tok and Reels are all the rage these days. But you gots a lot on your plate. Give yourself permission to not have to do all the things. Remember, we don't care about engagement and you're not worried about exposure, yeah? (re-read Tip #1)
  12. Plan Ahead – I use Planoly to map out my feed and make it look pretty. There is a desktop and phone version so you can sit down for one hour and plan out a whole week's worth of content with much less fuss. It makes the whole "curate your feed" job way funner.
  13. Talk About Budgets + Process – I know it's boring and not as charming as a cute set of emojis or your favourite poem. But putting in the effort to proactively educate your customers and answer their 2 biggest, most burning questions builds trust. Trust grows sales. In the end, you breaking the secrecy and being the florist who talks about money will make you more money. Yeah!
  14. Link in Bio – Set up a new, stand-alone page on your website that includes 5-6 buttons and nothing much else. Those buttons will point to the next logical step in your client's purchase process. This makes it easy in your captions because you can simply say 'Visit the link in our bio @..... to [insert next step]". (Hot tip, repeat your IG handle in your post to make it super duper easy for your customers to go to your bio.)
  15. Set up Instagram Shopping – the easier you make it for your customers to order flowers, book in a workshop or plan out their a la carte wedding blooms, the more money you'll make. It's so fun!

Want more tips to help you conquer the Instagram game?

As a floral designer, it's easy to fall into the crowd and worry about getting followers or chasing engagement. It's a hard habit to break, trust me!

But the truth is, when it comes to getting found by your dream customers on Instagram, learning to play a smarter game is the key to success. For my business, we landed so many high-value customers by getting really smart with our hashtag and content strategy.

I love sharing the insights we learned in our flower business, particularly when it comes to Instagram, because it's so opposite to what I used to assume. No more chasing followers or worrying about engagement. It's time to get your hashtag strategy sorted!

And in a recent podcast, I'm walking you through the exact strategy I use, breaking it down for you, step by step.

Enjoy the Podcast?

Online Flower Business Tips

Online Flower Business Tips – 5 Steps to Success

Looking for online flower business tips? You're in the right place. If we've learned anything from 2020 + 2021, it's that if you want to have a successful flower business, being online is a must.

No longer is having a cute little brick and mortar shop the secret to success. In order to get customers and grow your flower business, we gotta level up our online marketing skills.

Even though we had a physical flower shop, we conquered the online game early on in our business. It's one of the reasons our business was so profitable.

So, I thought it might be useful for y'all if I put together five lessons, five online flower business tips to help you cut through all the confusion and see what matters most when it comes to growing your business.

Know this: the whole world of online flower business tips can be overwhelming.

There is a lot to learn. The learning curse is steep.

Setting up a successful online flower business requires a lot of Googling, trying stuff, stepping outside your comfort zone and embracing technology. But it's worth it. I promise!

The Most Important of All Online Flower Business Tips: The Same Pricing Models Apply

One of the biggest mistakes to avoid is not pricing correctly. It's really tempting to think all your customers want is cheap flowers and low-priced options but they really don't. (After all, that's what we as consumers are bombarded with every day, right?)

Now, just because you're not forking out for high street rents doesn't mean you don't need to follow the same pricing model.

I'll encourage you to keep things super simple and just decide that you too can follow the same pricing model as those who have a fancy shop.

As a business owner, you've got enough to think about and enough new things to learn that keeping pricing simple is one of the best gifts you can give yourself.

Once you accept that pricing can be simple, then you can shift your energy to learning all the other things – the things that will help you get customers and grow your business. Things like, figuring how to set up a new website, sorting through your online catalogue and conquering SEO is complicated enough.

You don't need to compound that by second-guessing your approach to pricing.

The fact of the matter is, even if you did have a physical retail shop, in order to get the volume you need to run a profitable flower business, the majority of your customers are going to be ordering from out of town anyway.

So they aren't even going to set foot in your shop anyway. You working from your garage makes no difference to them.

Just decide today, right now, that the industry-standard approach to pricing applies to you too.

Tip #2: Your Website is Your Most Valuable Asset

This is true whether you have a shop or not. In today's world, more customers are shopping for florists online, which means your website is your single most important asset to your business.

Having a full functioning online ordering system is a must. Having a mobile-friendly, responsive website is also mandatory. Being able to go in and update your prices, adjust the content, announce closures and sort through your images is also important.

When it comes to learning online flower business tips, a Facebook page or Instagram profile is not the same as a fully functioning website. Yes, they can be helpful (see Tip 5 below) but in today's digital age, you gotta get your business online and fully transactional.

The truth is, humans are lazy. Your customers are lazy. They want to be able to place their order in as little as three clicks. If they need to send in a form or place an enquiry and wait for you to respond, they're just gonna pass and move on to your competition.

Tip #3: Set Your Sights Higher

When it comes to getting your website sorted, it's the perfect time to step out of your comfort zone and set your sights higher.

The first impression you make with your customer matters. A lot. How user-friendly your website is, how easy it is to navigate (on desktop, mobile and tablet), the overall vibe and level of professionalism all contribute to gaining trust with your next customer.

That trust is what instils your customers to finally buy, to put in their credit card info or send through that enquiry form. If your website isn't top-notch if it doesn't feel professional and high quality, you're going to miss out on a lot of money.

Now, that's not to say you need to spend 10s, or 100s of thousands of dollars on it. But having beautiful photos, easy-to-read typefaces and a great layout matters.

Better yet, set up your website for the business you want to have in the future. Don't limit yourself to what your business looks like today.

Tip #4: Win the Google Game

I know it's easy to get swept up in the Instagram, Facebook, Tiktok, Pinterest world. But when it comes to getting customers, attracting clients and getting found online, Google matters.

Set up your Google My Business listing, sort through the details of SEO and, if you're doing daily flower deliveries, get yourself set up on Google Ads.(Be sure to check out this recent blog post to learn a few insider secrets for Google Ads.)

It's not enough to have a website, but getting found, being accessible and getting on your customer's radar is just as important. Google makes that possible.

Tip #5: Use Social Media to Bring Your Customers Behind the Scenes

Love or hate it, social media is here to stay. And if you run a business, having a social media presence is a standard of entry.

Better yet, social media is a great way to build more trust and provide guidance and expertise to your future customers. It's a way to show your customers you're alive + ready to help them.

Use Facebook to build relationships with your local community. Use Instagram posts to showcase your work and provide expert advice.

Post to Instagram Stories to showcase what's in season, show your customers you're open for business, share what's new in-store and bring them behind the scenes.

Want more helpful tips? Check out this super helpful YouTube video we put together a few months ago: Easy Instagram Story Ideas for Flower Business Owners.

Want more tips to help you conquer digital marketing for florists?

Learning to navigate all things Google, sorting out your website and coming to terms with the fact that being a floral designer + business owner requires us to learn a lot is just one piece of the puzzle when it comes to making more money in your flower business.

What no one tells you about being a human being and running a business is that your success comes down to your mindset, learning how to overcome limiting beliefs, navigating imposter syndrome and continuing to show up even when things get hard.

I stayed stuck for so long in my business because I was waiting for things outside of me to change. I signed up for all the workshops, did my formal certification and have invested a huge amount of money in learning the craft of floral design. I wish someone had told me sooner that learning the art of being a creative entrepreneur, learning how to step into the role of CEO and embracing the discomfort of personal growth...those are the real secrets to building a thriving business.

At the end of the day, no one really cares whether we're formally trained, have all the credentials in the world or if we can claim "expert status". Our customers just want to know we can help them solve a problem. But every florist I know has struggled with imposter syndrome at one time or another.

If that's you, you're in exactly the right place. Be sure to check out this recent podcast episode:

Enjoy the Podcast?

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