Gardening with Allen

5 Tips for Great Social Media Content for Garden Centers

If you own a garden center, you know how to make plants grow. What may be more difficult for you is to grow your presence on social media. Rising above the noise and differentiating yourself from the competition is critical if you want customers to find you.

This is where posting great social media content that engages your audience in creative ways can make a difference. Here are some tips for creating great social media content to promote your garden center.

  1. Tailor your content to your customers

Getting to know your customers may take various forms, such as a poll sent out to your email list, simply talking to them or getting them to fill in a survey.

Do they want to eat organically and locally? Are they interested in eco-friendly landscaping? Are they couples, families or individuals? Do they want to know how to grow plants in containers? What problems are they having in their gardens?

These are all questions that help you to create great social media content. For example, a post about succulent container gardens was very successful on social media.

  1. Choose the right social media channels

You need to focus on the right social media channels to best reach your customers. People love brands that post photographic content and social media platforms like Instagram and Pinterest are wonderful for sharing visual content.

Take photos of your freshest products and you are likely to get likes, comments and shares. If you’re battling to build up a following, there are ways and means of doing so, such as using time-saving Instagram automation tools.

Another way to save time is to find ways to repurpose content across different social media channels. Turn a blog post into an infographic or create a series of Instagram stories from it. If you don’t have time to write an original blog post, share other great posts that support your brand.

  1. Use a blend of content

If you’re not sure what to write about, the calendar year of gardening tasks provides you with topics for each month. Holidays, events and seasonal reminders, such as when to plant grass seed, are timely topics that inspire and educate customers. Mix these up with relevant promotions.

Posts should be filled with colorful photos of plants, flowers and gardening products that entice readers to take action instead of just informing them about what’s in stock or what’s on sale. You can pull excerpts from posts for an email newsletter and link back to articles on your website.

  1. Create a contest or offer incentives

A contest can spread brand awareness and showcase your products. Create a Facebook content and get followers to tag a friend and like your page to be entered to win a giveaway. You can also promote the giveaway through email.

Use the incentive of earning a gift card to get customers to buy a new product and review it. The gift card gives them the opportunity to get another product to review and this creates a cycle of content.  

  1. Offer a cohesive brand story

Good stories create emotional connections with customers and create brand loyalty. For example, Airbnb doesn’t just rent rooms but tells stories about renters across the globe.

Part of defining your brand is creating its look and giving it a cohesive brand story that sticks in the minds of customers. For a start, all your marketing materials need to be consistent, down to color scheme and fonts. In-store signage should match the website and the email letters etc. to create consistency. 

Allen Wilson

Allen has been writing about gardening for over 30 years. He is a retired professor of Horticulture.