Online advertising, online promotions, and online visibility are all musts to stay relevant with your target audience.
Facebook has had the biggest user base among all social media networks, boasting 2 billion users globally. However, the story is dim for Facebook’s younger user base in the United States.
For the past two years, Facebook has lost 15 million users, and the majority of them are teenagers and young adults. Instagram, a social media network also owned by Facebook, is experiencing the reverse of that trend: in the same span of time, its user base composition of teens rose from 64% to 66%.
Snapchat, another social media network with a similar form as Instagram, is also experiencing the same trend.
Still, Facebook remains relevant as a platform for businesses, given its user count and expansive set of tools for advertising. However, Instagram and Snapchat become new pastures to be ventured or focused on, and the motivation to put out visual content is ever so higher.
Prioritizing these platforms is critical for businesses whose audience are the tweens, and we florists hit that criteria. So get your cameras and flowers out and start taking photos!
Pricing in Floral Advertising
Since Instagram is slowly entering as one of our main platforms to focus on, we’ll be dealing with its pricing strategies for advertising. However, spoiler alert: there are no clear-cut prices for it. Reasonable estimates round off to be $0.20-$2 per click or $5 per 1,000 visitors, depending on the advertising model that you want to do.
There are many factors that affect the price on Instagram. If you are familiar with Facebook’s advertising tools, then you’ll also know how Instagram advertising works, since Facebook, as the owner of Instagram, uses the same set of tools.
Facebook’s advertising system works like an auction, and thus the pricing varies depending on a lot of factors. Instagram demographics are usually feminine, with a youth bias, and targeting this demographic will increase the price.
The factors that affect the pricing are the amount you are willing to bid for your campaign, your ads’ Relevance Score (determined by the quality of your ad, among other things), and your estimated action rates (how likely your audience will do your desired outcome, i.e. interact with it).
In this auction system, they subsidize relevant ads. To quote Facebook, “an ad that’s relevant to a person could win an auction against ads with higher bids.” The important part here is to note that ad quality and relevance matter in their pricing.
Florists and Search Engines
In the world of the search engine, Yelp has partnered with Bing for better local Bing search results.
For example, Yelp reviews of local businesses will now show up on Bing’s search results page. Much like in the form of Google My Business and their Google reviews, you can also sort these reviews into Recent, Critical, and Favorable.
For businesses with multiple locations, it gives users the option to go through each location’s reviews. Information about businesses is also now available in Bing’s knowledge panel, courtesy of Yelp.
Yelp has always been a people’s favorite for assessing the quality of business places, and thus you should always maintain a good standing there. However, with this partnership with Bing, Yelp data are now more visible and thus you should be more mindful of them now.
Remind yourself to reply to reviews in Yelp; express gratitude and encourage people who left good reviews to come back, dropping possible offers or promos, and inquire and attempt to resolve issues addressed in the reviews, replying back if it has been done.
The world is not living in two versions of reality as you might think; the digital reality is interacting with our reality in very close-knit ways. Taking advantage of this will not give your business an even edge but rather a requirement in today’s fast-paced world.
Florists must be up to date with these business practices to stay relevant. Keeping yourself updated with changes in social media, search engines, and more can help make your business grow.
Florists, are you using Instagram, Snapchat, or Yelp to promote your Floral business? Any suggestions, comments, or ideas that could help other florists? Please share your comments below!
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