How I Would Market My Local Plant Store

Following suit of another favorite hobby of mine is all things plants! This series is dedicated to how I would market some of my favorite niche small businesses.

Most plant stores I have been in have put a lot of heart into the intention of the space- the cozy vibes, and inviting nature…so why not include your marketing plan with the same intentions in mind? It can be hard to beat the convenience of large stores selling plants, or now even companies selling online, but local plant stores offer something large companies and solely online companies can’t- support to the new plant parent! This is mainly why I champion email newsletters, as the feel is intimate, inviting, and makes your loyal customers feel like the VIPs they are.

Use Social Media To Your Advantage

I consume social media as much as the next person. Social media’s main purpose is to entertain, inspire, and connect. I personally feel like it can improve on the connection piece and I find myself limiting time on various apps when the mindless scrolling sets in. On average, your social media account only reaches about 6% of your audience and even viral posts have a shelf life of 24-48 hours.

Use your social media to build your email list. Every post, story, or reel should be leading to an interested audience turning into loyal customers. With your email list, you know you will have an audience that is interested in your brand and can take advantage of email newsletters & offers that have a much bigger return on investment (ROI) than on Meta. For every $1 you spend on email, you receive $4 in return of a customer clicking that link and purchasing from you. Email is not dead as the rumor mill purposes. If you are still not sold on what email can do for your business, run an A/B test for a minimum of three months, where you have offers, updates, and news to subscribers in your email, as well as on social media platforms, and see how the ROI does for each one.

Another Plug For Email

You do not own the content posted on Meta. The algorithm thrives off of their own methods and madness, leaving many solopreneurs and small businesses, as well as digital marketers (ahem, me!) to scratch their heads and say “what the heck.” Google even had a whistleblower earlier this year come out and report that SEO strategies really have no rhyme or reason to them and it is a constant puzzle trying to decide how to make Google happy so that your organic content (your website, TikToks, posts) show up on the first few pages of their search engine. Why do you think online plant companies spend $$ on ads? As a small business, you can’t always afford to compete with this option, but…

Email you do own. Blog posts on your own website or in an email newsletter you do own. When we drive our audience to those outlets, we are in control & will be able to build the community we thrive in real life when someone visits our store in person.

So what the heck would I include in my emails? Market research is important here. It doesn’t need to be as involved as it sounds. Chat with your customers when they come in the store. What are their biggest questions for you? You can also offer a poll on your platforms or through (cough, cough) email and offer a little incentive if your followers fill it out.

Plant Recommendations

When I first started out as a plant parent not that long ago, I had no idea which plants to start with, which I wouldn’t kill, or which would even do well in my space. Thank goodness for my favorite local plant shop, Botanical Bar, for their recommendations. I even went home with a moisture meter and plant food which are also designed by small businesses! And now, I am not kidding you, every single person that sees my space is asking for my plant advice. I never imagined I would be the plant guru but here I am thanks to the real plant experts that keep me looking good.

Plant Care Advice

Piggy-backing off of plant recommendations is how the heck you take care of them! From the soil they need, to watering, to direct vs. indirect sunlight (what does that even mean?) to when to repot, to where to place them-you’re the go-to place for these questions. A frequent newsletter with plant care tips and tricks will go a long way with your audience and keep them coming to you and supporting your store for your expertise. I can’t just ask a Home Depot employee where to place my Fiddle Leaf Fig. But the plant store owner? Oh they know 100%.

Plant Features

You can have fun with featuring a new plant per month or week if you choose. A best seller, good seasonal plant, rotate through your favorites. It can be a fun series that also helps boost sales.

Plant Design

Plants make us happy and are pretty to look at, period. Offering some interior design inspo with plants and pretty pictures of greenery would definitely have me opening the email in my inbox in the morning vs. doom-scrolling social media.

Announcement of Events

Plant stores are a fantastic avenue for a “third place.” A third place is a community gathering space outside of our homes or places of work. With so many people working from home these days, third places are even more critical to connect with our neighbors and be social. A plant store is perfect because it gives those of us that live in urban areas a sense of nature and makes it accessible to us in a very digestible way.

Some in-person plant events I love are a plant swap, repotting workshops, and making your own terrariums. Decorating or upcycling plant pots, sip & shop, and photoshoots in a beautiful plant space can also be added to the list.

*Pinterest Strategy- Your Secret Weapon

Book a free discovery call with me to learn about the power of Pinterest!

I hope this helps get you started and if it feels daunting, I specialize in multi-channel marketing solutions for female entrepreneurs. That means, I can tackle the in person marketing as well as all the online marketing. Consistency is key and you don’t have time to dedicate to that when you are the CEO of a beloved plant store. Book a free discovery call with me with no pressure to sign-up for my services so we can problem-solve solutions together.