While running a florist business is rewarding, staying on top of marketing duties like social media can feel overwhelming. Between creating posts, scheduling them, tracking engagement, and coming up with fresh ideas, it’s easy for content to fall by the wayside. However, with a bit of planning, florists can transform social media from a chore into a strategic part of their operations.
Having a calendar devoted to social content may seem like a small thing. Yet organizing posts in advance can have outsized benefits. For one, it prevents last-minute scrambling to put something up. Florists can schedule posts days or weeks ahead, freeing their time for tasks like designing arrangements or meeting with clients. It also gives business owners a bird’s-eye view of their messaging, allowing them to spot and remedy any gaps. Perhaps most importantly, a calendar builds consistency – and consistency builds trust with customers over time.
Find your voice and tone
The first step is deciding how you want to portray your floral business online. Do you want to project an artisanal, boutique vibe or focus more on convenience and value? Understanding your brand voice and tone is important to craft messaging that resonates with your target audience. Take some time to define your floral business’ personality which will then guide your content creation process.
Audit your following
Take a look at the demographics of your existing social followers. Which platforms do they prefer most – Instagram, Facebook, or Pinterest? What time of day generates maximum engagement for your past posts? Get insights into the interests and purchase behaviors of your current online community. This data will help you strategize which platforms and timings to prioritize in your calendar.
Breaking it down month-by-month
The first step is to view your social media efforts from a bird’s eye perspective by planning at minimum a month in advance. Take out your calendar and determine the key dates, holidays, and seasons you want to focus on in the coming weeks and months ahead based on the floral trends. For example, in January you may want to promote winter flowers and indoor bouquets for coziness. Towards February, steer conversations toward Valentine’s Day gifts.
Next to each date, block out slots for different types of posts – you can carve out spaces for new product launches, ongoing campaigns, educational tips, customer testimonials, behind-the-scenes specials, and more. Aim to vary the content styles to keep people engaged. Also, flag promotion periods for any big upcoming sales or events your shop is holding.
Schedule posts in advance
During this planning process, brainstorm a backlog of post ideas, Hashtags, and images you can schedule farther in advance if needed. Block out time periodically, maybe once a month, to brainstorm and schedule posts for the upcoming weeks. Decide the message, hashtags, platform, and publish date/time for each piece of content. We recommend using a free tool like Google Calendar or Canvas planning workspace to build your social media plan. Scheduling in advance relieves some pressure and allows room for experimentation.
Getting granular with a weekly posting schedule
Once the high-level monthly structure is in place, dip into individual weeks for finer tuning. Here, determine exactly which days and times you’ll share specific types of updates. Studies show that for most businesses, posting to Facebook 2-3 times throughout the week works well, while more frequent 5-7 day-a-week updates are best for Instagram.
Take note of your target audience’s active hours online and aim to post then. While you may not stick to the rigid schedule 100% of the time, having a general plan in place makes last-minute prepping go more smoothly. Before long, creating Instagram Stories, videos, carousels, Facebook lives and more will become second nature!
Repurpose your content
Don’t just use a piece of content for a single social platform. Repurpose your videos, blogs, and images by tweaking the caption and resharing on other networks. For example, you could share a behind-the-scenes Instagram story as a Facebook post to extend its life and reach. Use all the visuals and text from a blog on your website as tweets and pins. This multi-channel approach maximizes the value of each content asset.
Analyze performance and iterate
As you publish posts according to your calendar, pay attention to which themes, hashtags, and timings receive the best engagement. Note down what resonated with your audience the most. After a few months, take the learnings to refine your social media plan. You may need to swap low-performing days or change the focus based on shifts in customer behavior. The calendar should evolve based on data and insights over time.
A well-thought-out social media calendar is key for florists to stay organized, maximize reach, and drive sales consistently through platforms. It brings structure to your efforts while also allowing space for flexibility. Best of all, a calendar frees up time and mental bandwidth so you can focus on running your shop.
If managing calendars, drafting posts, and ensuring message continuity across networks still seems too much for you to handle alone, consider using floral POS software like Hana Florist POS. Our all-in-one platform streamlines ecommerce, inventory, and orders, and powers social media and marketing capabilities into a single intuitive dashboard. Contact our representatives today!