When it comes to social media, many florists make the mistake of treating their Instagram like a personal diary. While sharing glimpses of your personality is important, if your goal is to land hotel accounts, you need a strategy that positions your profile as a 24/7 billboard.
Instagram is often the first impression potential clients, especially PR managers, have of your business. These professionals are always on the lookout for vendors who are booked, busy, and aligned with their brand. So, how do you ensure that your Instagram profile speaks directly to them? Don’t miss out on the podcast for Who You Should Really Be Talking To On IG!
Think Like a PR Manager
PR managers, not GMs, are often the ones browsing Instagram to scout potential collaborators. These individuals want to see professionalism, reliability, and creative expertise. Your bio, posts, and stories should all convey one message: You are the florist they’ve been looking for.
Here’s how:
- Craft Your Bio Strategically
- Your bio is your first impression. Speak directly to the hotels you want to work with.
- Example: “Luxury floral design for hotels. Elevating spaces with timeless, modern arrangements. DM for inquiries.”
- Share the Right Content
- Showcase your process. Think clips of flower selection, behind-the-scenes of an installation, or your tools sparkling after a day’s work.
- Post client testimonials or highlight exciting projects. PR managers want to see you’re in demand.
- Be Consistent and Intentional
- Post regularly, but always ask yourself: Why does this matter?
- Focus on content that aligns with what a PR manager would find interesting—like a stunning arrangement you recently installed or a quick clip of you prepping for a luxury client.
Create Desire Through Your Brand
Building your Instagram is about more than posting pretty pictures. You’re creating a brand experience that people want to be part of. Think of how iconic brands like Chanel and Hermès generate desire and exclusivity. You can do the same by positioning your account as a lifestyle others aspire to.
Let your followers feel like they’re part of something special, whether through stunning visuals, inspiring captions, or celebrating the clients you work with. This podcast will walk you through on what BTS to post as a new or aspiring hotel florist!
The Power of Being Ready
Remember, a buyer is a buyer on the day they buy. A PR manager might follow you for months before the right opportunity arises. If your Instagram is consistently updated and aligned with their needs, you’ll be top of mind when that moment comes.
I’ll never forget when Neiman Marcus PR manager reached out to me to work a flower bar in their store. It was a huge deal for my business as it helped build brand equity and was a 10k influx into our business in just three days. If you want to learn more about working flower bars with luxury and corporate clients, you can learn more here.
Your Next Steps
Treat your Instagram like a dynamic resume:
- Regularly update your bio and highlights to reflect your best work.
- Post content that aligns with the needs of hotels you want to work with.
- Use hashtags strategically, tagging brands and locations to increase visibility.
Every post, story, and reel is a chance to speak to your dream client. Make it count!
Are you looking for more support in your floral business? The Self-Paced Membership is a month to month, cancel anytime library of 11 programs including Identity (how to brand yourself to sell on Instagram) and 100 days of Instagram Prompts for Florists!
Already a florist and eager to expand into luxury hotels and create consistent income? Come join over 125 florists in the 7 Day Challenge! It’s packed with actionable insights to help you succeed.
Keep blooming, Franceska
PS: Did you know I have a bestselling book on working with hotels? It’s available on Amazon! Discover the “cliff-notes” of our high level mentorship experience, the Hotel Florist Profit Method, where you can learn more about what flowers to use, design mechanics and more on this topic!
