Mary’s story: WHY WEB CONTENT MATTERS
Having recently changed her apartment, Mary got a beautiful orchid as a housewarming gift. Considering that in the past her roommates would always take care of the plants, she found herself in a bit of a bind – how would she take care of it herself? How often should she water it and what would be the best place for it? She went to Google for help, of course, and she didn’t have to look for long. Thanks to the amazing SEO, our flower shop’s blog post with tips for the care and maintenance of orchids was among the first search results she came across.
Once she had found all the answers to her questions, she scrolled down the site and a time-lapse video of a blossoming rose caught her eye. She did not have to think long before using the social sharing icon at the bottom of the article to share the video with her friends on Facebook.
John’s story: WHY CUSTOMIZED NEWSLETTER IS ALWAYS A BETTER IDEA
Remembering how much his fiancé Jane loved roses, Mary’s work colleague and Facebook friend John automatically followed the link, scrolled down the site and soon found what he was looking for – a button to register for a newsletter. He was pleasantly surprised when instead of the usual contact form a calendar popped up. John knew what he had to do: he used it to mark all the important dates, from his anniversary to his mother’s birthday, and he didn’t even forget about his grandmother.
After a few weeks the flower shop newsletter arrived in his inbox, containing several interesting blog posts, but also a reminder that his and Jane’s anniversary was coming up. Next to the suggestions for an appropriate flower arrangement and greeting card for his fiancé, there was a CTA banner. A few days later, Jane was surprised both by the flowers on the desk at her office, and by the realization that John had remembered their special day for the first time. She had to share this with her friends! The first thing she did, she posted a picture on Instagram.
Jennifer’s story: THINK SOCIAL, ACT LOCAL!
Unwinding after a long day, Jane’s friend from yoga class, Jennifer, was attracted to the unusual color of the tulips in an Instagram photo she saw – purple was her favorite color, and she had never seen flowers in these shades of it. The localized hashtag underneath the photo was enough to find what she was looking for – a photo gallery and an article with more information about this rare type of tulip. Having satisfied her curiosity, she also remembered her old friend, a photographer, whom she hadn’t talked to in quite a while, but she now had a perfect occasion to get in touch with. Clicking on the envelope-shaped icon, she emailed Peter a related article from the sidebar, with 10 tips on how to capture intense colors of flowers in photos, and a wish for many good photos to come.
Peter’s story: HOW TO HELP YOUR CUSTOMERS WITH YOUR BLOG
Happy to have received Jennifer’s email, as a photography enthusiast Peter was even more thrilled about the useful blog that she sent him. He immediately wanted to try out new tricks and at the same time he could surprise his wife Amy with a bouquet of white lilies, the same flowers he had given her on their first date. Thanks to the blog post tags, it did not take him long to find them. Amy soon received her husband’s beautiful token of his affection, and Peter got a chance to take his skills as a photographer to a new level.
Eric’s story: DON’T FORGET TO GO MOBILE
A few days later, Amy and Peter received a visit from Amy’s brother Eric. Noticing the beautiful bouquet in the living room, it occurred to him that flowers would be a good present for his friend Angie who was about to graduate in a few days. He immediately scanned the QR code from the greeting card, and thanks to the mobile version of the flower shop website he also found a useful infographic about what flowers to buy for what occasion. This turned out to be a lucky break since black roses probably wouldn’t have made for the best choice of flowers in this case. He decided to play it safe and listen to the tips in the infographic – he ordered a bouquet of yellow roses and brought it to the freshly graduated lawyer Angie.
Angie’s story: ENGAGE WITH YOUR CUSTOMERS ON SOCIAL MEDIA
On graduation day, Angie was so excited that she forgot to ask her friends who had surprised her with flowers if they knew how she could keep them fresh as long as possible. Fortunately, she saw the familiar birdie icon on Eric’s greeting card. She immediately tweeted the flower shop an image of the bouquet asking them what they would recommend. In a few pleasant tweets the flower shop offered Angie several useful tips. The fact that the bouquets still decorate Angie’s bedroom today speaks for itself, and as we speak our flower shop is writing a new blog post about how to turn a bouquet into a permanent memento.
Moral of the Story
Although the characters and events in this story are fictional, its background is real: the integration of high quality content marketing and a social-network strategy creates a direct path between your products and your customers.
Offer your users useful and interesting content by using diverse and carefully considered topics on your blog, whether it is in the form of texts, infographics, photo galleries or videos. This will strengthen your SEO and increase your brand visibility. A customized newsletter will help you give your content a real setting and an added value, while optimizing for mobile platforms and building a presence on social networks will make it easier for buyers to approach you and create a relationship of trust. At the same time, this will open a channel for communication for both sides and thus complete the circle of this story.
As for us, in order to round up this flower shop story, we bring you a few useful tips for your content and social media marketing strategy:
Optimize your content for search engines.
Offer varied contents, but be authentic.
Connect the web and social media destinations using things like social sharing icons.
Write regularly but pay special attention to the quality of the content.
Be educational, informative and helpful to users.
Connect contents similar in themes.
Get to know your audience and target them strategically, for example by using a customized newsletter.
Write titles that users and search engines will find appealing.
Include CTA in your newsletter.
Adapt all content to mobile platforms – that is where your users are.
Connect the online and offline channels with things like the QR code and mobile apps.
5. Social media
Be present on social networks that your users use.
Approach the strategy for each social network on its own and use the characteristics of each one to your advantage, for example by using localized hashtags.
Make sure that the content you publish is visually impressive, the way that infographics and videos are.
Focus on two-way communication and use social networks as guidelines for future digital strategies and businesses.