3 Ideas to Sell Your Garden Center Products
Posted December 17, 2015 by Allison Steele in Digital Marketing, Facebook, Social Media
A few years ago, garden centers were satisfied with a search-engine optimized website that has a rock-solid digital marketing plan. Reason being – it matched with the way people shopped and bought at the time. Currently, the future of new business is social selling and it’s no longer an option for businesses. Now social takes up nearly a quarter of all time spent online and reaches more than 75 percent of all Internet users. If you’re engaging with your target audience on social media, for business development or promoting your brand, there are an abundance of engaging and creative social media marketing ideas for your garden center to consider in order to boost sales. Check out these 3 ideas to start thinking about how to elevate your garden center’s social selling today!
1- Invest in a product related campaign
Recently Springboard launched a digital marketing campaign for a local gardening center partner. The campaign focused on marketing product via multiple channels – one of the channels being social media. The campaign communicated to consumers when a fresh product arrived. This made it easy for customers to stay up to date on newly arriving products. In addition, when investing in a product-related campaign, the campaign name is very important to capitalize on for two reasons. First, the name needs to provide insight into the specific product(s) being promoted. For example, the campaign we ran was referred to as, “Fresh Off the Truck”, implying the stock is fresh as well as newly available. Second, the campaign name should develop a hashtag that will continue to provide awareness and immediate recognition, socially.
2- Use in-store Facebook events to engage followers for in-store participation.
The digital marketing campaign for our local gardening center partner included promoting Facebook events to engage potential consumers online and off-line. Although pushing a product-related campaign is a worthwhile investment, events encourage participation in a different way. These in-store events are engaging followers for in-store participation, while the posting of these events also promotes product. The idea is once you’ve got the consumer in the store that’s half the battle.
3- Utilize paid and organic promotion
Social media marketing promotion and distribution is most often times organically posted but the promotion is best utilized with both organic and paid engagements. Whether on Pinterest, Facebook, or Instagram capitalize on organic content promotion to increase the sharing of resources specifically to the Most Popular Articles (YTD) within social community, increasing social engagement along with social and website traffic. In addition, include a paid strategy to increase engagement with social ads targeting potential new customers in the relevant areas. The advertisements should include a CTA involving coming into the store for specific product that is included on the new webpage discussing products now in store.
If you’re engaging with your target audience on any level via social media these ideas will get you started but remember there are an abundance of engaging and creative social media marketing ideas for your garden center to consider in order to boost sales. While many local garden centers want to manage their social media marketing in house rather than use a digital marketing agency you also have to run your Garden Center so as a local garden center owner or marketing director, your focus should be on growing the business – not setting up ads or writing your social media post. Your expertise is far more beneficial to the business if you’re the one directing it. So if you’ve started thinking about how to elevate your garden center’s social selling and you need a hand with your garden centers sales-centered social media marketing solution – let’s chat! We’re ready to start building the sales machine that you garden center deserves!