Who to Speak to on Social Media and How to Show BTS Before You Have a Hotel Account

If you’re aiming to work with hotels but haven’t landed that first hotel account yet, you might wonder how to market yourself online. Here’s the thing: you don’t have to wait until you have a hotel client to start posting hotel-focused content. The key is knowing who to speak to on social media and how to showcase your expertise in a way that attracts hotels.

It’s not about speaking directly to the General Manager (GM). In fact, most GMs aren’t checking social media for florists. Instead, it’s about creating content that appeals to the PR Manager or Director of Sales and Marketing—the people who will pitch you to their GM.

Today, I’ll show you how to strategically position yourself as a hotel florist online, even if you’ve never worked with one before, and how to use behind-the-scenes (BTS) content to build credibility.

Who You’re Really Speaking To:

When you’re posting on social media, don’t expect the GM to be the one scrolling through your feed. The GM is typically the person you’ll connect with in real life. Instead, focus on creating content that catches the eye of the hotel’s PR Manager or Director of Sales and Marketing. These are the key decision-makers who can present you as a potential partner to their GM during meetings. If you want to know more about the key decision makers in the hotel industry, check out this episode. 

So, what kind of content resonates with these roles? They want to see that you understand their brand and can create designs that elevate their hotel’s experience. If your feed is full of personal life or wedding content, they won’t feel seen, and they’re less likely to view you as a hotel expert.

Building Expertise Online:

Think back to when you first started working with weddings—you didn’t wait until you booked your first bride to post wedding-related content, right? The same approach applies to hotels. Start posting content that speaks to your future hotel clients.

Here are some ideas to get you started:

• Post about long-lasting flowers that work well for hotel installations.
• Share BTS at the floral market and talk about trending flowers that would look stunning in a hotel lobby.
• Use storytelling to highlight your knowledge and ideas for hotel-specific designs.

Your brain might try to convince you that you need to have a hotel account before you post about hotels, but that’s just saboteur energy. Instead, embrace Magician energy—the belief that you are the key and can start building towards your goals today. In Illuminated Self Masterclass, we talk about these energies more in-depth.

How to Get Started Today:

You don’t need fancy tools or expensive programs to get started. Grab my 100 days of Instagram Prompts for Florists – 50% OFF to help you generate Instagram caption ideas that focus on hotels instead of weddings. Another free option would be to use ChatGPT. Simply explain your goal, and you’ll have a whole list of hotel-centric ideas to tailor to your brand. I wrote another blog about building authority online here.

If you’re feeling stuck on what to post, and the Hotel Florist Profit Method course is not a possibility for you right now, you can also grab the Hotel Florist Profit Method Book, which includes a list of flowers perfect for hotel installations. It’s an affordable tool to help you create relevant content. 

You can start today by heading to your phone’s photo library, pulling images of past work that could apply to hotels, or heading to your wholesaler to capture some quick B-roll. Add text that explains how these designs could elevate a hotel’s space and share it with your audience!

Conclusion:

The first step to becoming a hotel florist is deciding that you are one and showing up as such online. You don’t need to wait for permission or a specific hotel account to begin positioning yourself as an expert. 

Your homework today? Post one piece of content that speaks not to what you’re doing now, but to what you want to do. Your next hotel client could be watching. If you are wanting some more help on this you can check out 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