Is Anybody There? Don't Expect a Big Audience If You Don't Boost Your Facebook Posts

Facebook defines organic reach as “how many people you can reach for free on Facebook by posting to your page.” The key word here is “free,” because for many of the 1.62 billion people who use Facebook every day, keeping in touch with friends and sharing selfies doesn’t cost a dime.

When Facebook launched “Fan Pages” in 2007, anyone could create a business page, start attracting fans, and post an unlimited amount of free content that could be seen by everyone. Those days, however, are long gone.

By 2012, organic reach had dropped considerably and only a fraction of Facebook fans – about 16 percent – were seeing the organic posts in their news feeds. By March of 2014, that percentage dropped to 6.5% and even as low as 2% for pages with over 500,000 likes - but it didn’t stop there.

Facebook adjusted its algorithm once again in 2016 to prioritize content from family and friends over Pages which meant that organic reach had dropped even further to where it currently stands - now 1% to 2%. In other words, only one or two out of every hundred followers you have will see your organic (non-boosted) posts on their News Feed.

Why is this happening?

Facebook is a for-profit business, and just like any other publicly-traded corporation the ultimate goal is to make money - but that’s not the only reason for the decline in organic reach.

Facebook has grown so large and has so many users that the amount of content is simply too large to show everything to everyone. If a user is bombarded with every post published by every page they like, their News Feed would be filled with nothing but ads.

By restricting - and eventually eliminating -organic reach, Facebook can show users content that is relevant to them and in turn filter out most of the junk that would otherwise overwhelm their pages. Let’s face it; nobody wants to spend hours sifting through the sheer volume of content to see a few relevant posts. The truth is that Facebook has to do this in order to stay viable.

What can we do about it?

Businesses wishing to reach a larger percentage of their audience can accomplish this by “boosting” their posts, which requires paying to increase their reach. The amount of money required to boost each post depends on several factors, but basically boils down to this – the more followers you wish to reach, the more it’s going to cost you.

On the surface, this may seem like a giant cash-grab by Facebook, but the reality is that it’s just another form of advertising like newspapers or billboards – and nobody expects to appear there for free.

In fact, advertising on Facebook provides distinct advantages over traditional forms of advertising. First of all, businesses can target ads to reach a very specific set of demographics - which allows them greater control over how their ad budget is spent.

Facebook also provides an amazing amount of data which is invaluable to marketers by showing exactly what’s effective and what’s not – thus creating a greater ROI. It’s also relatively inexpensive to advertise on Facebook compared to many other traditional forms of advertising, although those costs are rising rapidly.

Despite all of the changes that Facebook continues to make, it is still one of the most effective ways for many businesses to reach their audience. There are still over 2 billion active Facebook users and they spend, on average, about an hour each day on the platform. You can still reach those customers, but now you’ll have to pay more in order to do so.

The most important thing businesses can do is stop obsessing over organic reach and start embracing Facebook as a results-focused advertising platform with the ability to market directly to specific audience - we can help you do just that! If you have any questions, or would like to know more, please comment below or call us anytime at (941) 806-1911 request a consultation.

Engage Your Team with the "10-20-30" Customer Incentive Program

Your customer service team is (hopefully) a very efficient group of people who not only handle many sensitive situations all day long but also manage a large volume of orders along with responsibility for resolutions involving refunds and exchanging. How these are handled is the difference between an average company and an exceptional company.

To recognize those who excel in this department, Bloomerang has created a little extra thanks program called "10-20-30."

This program puts every customer service resolution into a drawing where those who can creatively resolve problems with the least amount of refunds will have the best chance for the highest valued prize. If there was more than one person working on the problem the last person in scratch will be the winner.

There may be more creative prizes and values as the program continues. So the more problems your agents resolve, the more they can win!

Here's how it works:

• Instruct your agents to fill out their adjustment log as usual

• The order numbers will be entered into a drawing

• Entries must be turned in each Monday

• At the end of the month, four (4) numbers will be chosen (If the month ends during the middle of the week, your most current entries will carry over to the next month)

The drawing will be held during the 1st week of every month and will result in the following prizes:

$30 - If the order does not result in a refund given out by the shop

$20 - If a partial refund is required through your shop (online voucher, gift certificate, or partial credit

$10 - If your shop had to give a full refund on that order

That's all there is to it! It's easy, fun, and is very effecting in getting the employees involved. If you would like some help implementing this sales contest - or one similar for your shop - your friends at Bloomerang Solutions are here to help. Drop us a line here or give us a call at (941) 806-1911 and we can help get you started.

It's the Most Wonderful Time of The Year For the Floral Industry...Are YOU Ready?

At Bloomerang Solutions, we specialize in marketing strategies for florists and other small business owners. We focus on what is current as well as what’s “up and coming.” For most retailers, and especially retail florists, these next two months are critical to insure success and profitability. Here are a few tips and ideas to help you with a smooth and successful holiday season.

Preparation for the holidays; why market when you’re busy?

The biggest mistake many florists make is thinking they will have all the business they need during the holidays, so they don’t see the value of marketing. Unfortunately, that way of thinking does more harm than good.

You need to view this time of year as your time to shine! The world is sending flowers, so how will they find you? SEO (search engine optimization)? Sure. Combine PPC (Pay Per Click) marketing and you can increase sales as much as possibly imaginable! Statistically, only a small percentage of these customers will send flowers again in the summer and beyond, so the more orders you secure now, the better your chances are of organic home-grown business. The second order doesn't cost you and reduces the real value of the first order if you paid to secure it.

Offer what you have on hand

Now, more than ever, it’s critical to watch your offerings. The floral industry has changed DRASTICALLY in the past 5-7 years. There are very few "fill to value" orders out there anymore because everyone is looking at a picture SOMEWHERE. Fortunately, the deceptive gatherer Wesley Berry is gone and we are one step closer to an honest industry where what you see will be close to what you get with the understanding you have a product of nature and minor substitutions and variety's may occur.

Use discipline in what you place on your home page - that is where you secure interest. Be sure you have products you can create and DON'T make them so local that sending out of town may not be available. Be neutral on most offerings so your customers call you for all their orders. You would be surprised how many customers call local shops for local deliveries and a 1-800 number for out of town requests.

Over stuffing, a profit killer

Secure your profits. There is no question you believe in your designers to produce a quality product, the question is - are they adding a flower or two to make it "just a little nicer?"

Double checkout is your answer. I always used a double checkout system that was as simple as this: When a design is completed, have someone else double check it for consistency and value.

Why is this so important? Just $5 of overstuffing in a shop with 50 deliveries a day could cost you $250 A DAY if not more - this adds up quick. This system also helps to eliminate other mistakes that we may have missed. We all work so hard to offer add –ons, so we definitely don’t want to forget them on the delivery.

Rewards

Always start your day with the question, "Why should anyone shop with you?" More than just to buy flowers, but what is the hook? Just about every company today offers some sort of rewards program. From Dominos on up to Saks and Neiman Marcus, they all have incentives. You are not too big or too small to get in the game. Companies like Profit Point has systems and cards in place you can have set up to reward your customers and keep them coming back.

Black Friday, Small Business Saturday and Cyber Monday, are you ready?

Plan ahead! The weekend after Thanksgiving is exhausting from the promotion angle. We have all our promos set for florists to be ready for, Black Friday, Small Business Saturday, and then Cyber Monday where we make app-only dea.

Turn 2

LAST, but certainly not least, don't just take one order when you can TURN 2. Most customers that order for Thanksgiving will most likely order for the holidays at some point. While finishing up the order, just suggest an incentive if a second order is placed. Contact us if you would like the script or click below for in instructional video.

#1) The Sales Call

#2) Turn 2 and Increase Revenue with Every Order

The Holiday season is truly one of the best times of the year, but it can also be stressful - that’s why we're here to help! We know you're busy this week and we're here to assist you in any way we can! Unfortunately, we can't be there to answer your phones or help make deliveries, but we can help with any issues you may run into on your website or social media. Drop us a line below or give us a call at (941) 806-1911. Good luck from Bloomerang Solutions and we hope you have a prosperous season!

Surviving Black Friday (and Small Business Saturday)

With Black Friday, Small Business Saturday, and Cyber Monday on the horizon, we're just a few short weeks away from the busiest shopping weekend of the year. For many retailers, the holiday shopping season can make or break the entire year so it’s important to remain focused on customer service and making sure that your customers have the best possible experience inside your store and on your website.

With such a high volume of foot traffic and phone/online orders that week, it’s sometimes difficult to give every customer the personal attention they desire, but don't forget that many customers who only shop for flowers once or twice a year may not give you a chance next time if your customer service is lacking this time around.

The upcoming holiday weekend will be busy and it may be stressful at times, but with the right attitude and proper preparation, you can make this holiday season one to remember.

What's important to keep in mind when your store gets busy:

1) Remember to smile - The busier you get, the easier it is to get distracted or overwhelmed. While some customers may be sympathetic and understanding, others may be tired and cranky after waking up early and fighting traffic and crowds. Regardless, all customers deserve and expect a pleasant shopping experience. If they enjoy shopping with you, they are more likely to become repeat customers.

2) Focus on individual experiences - Some customers know exactly what they want before even reaching your shop, but many customers are relying on you for knowledge and inspiration. Let them hold any pre-made arrangement or gift item that they are interested in while you close the sale. Remember that customers are much more likely to purchase an item that they are physically touching or holding.

3) Don’t forget finishing touches - Customers are looking for ways to make their loved ones feel special and appreciated this week, so many will be open to ideas in addition to flowers. Let them know about products that will enhance their gift. If you don’t ask, they may not even realize they have additional options.

4) Build your marketing list - This week may be the busiest week for your shop which makes it an excellent opportunity to build your marketing list by collecting email address from new customers. Offering to email a receipt is an effective way to build your customer database.

5) Use the Turn 2 technique to secure additional orders - Thanksgiving is the perfect time to try to capture Christmas orders by using the Turn 2 technique. It's simple and best of all, it works!

6) We're here to help - We know you're busy this week and we're here to help you out in any way we can! Unfortunately, we can't be there to answer your phones or help make deliveries, but we can help with any issues you may run into on your website or social media. Contact us here or give us a call at (941) 806-1911. Good luck from Bloomerang Solutions and we hope you have a prosperous week!

Simply Listening: A Surefire Way to Grow Your Sales and Business

Listen... Florists ask me all the time what my secret was for turning a small Sarasota flower shop into a top-50 florist in the nation. The answer is almost too simple to be believable, but here it is: I listened!

That’s right, hearing the voice of my customer was one of the greatest tools I ever had, and I can’t believe that so many businesses neglect to do this, even with all the resources available to help them.

Most owners think they know what their customer likes, but do they really know? Wouldn’t it be nice to be able to sit down and visit with each customer face-to-face to discuss their thoughts, feelings, and concerns about their shopping experience as well as their overall impression of our business?

Of course, that isn’t possible, so in many circumstances, our only real feedback comes from one of two of two places – upset customers who are extremely dissatisfied, or the opposite end of the spectrum where longtime loyal customers think we can do no wrong.

Both groups provide valuable input and deserve our attention. However, if we only listen to them we’re missing out on a vast majority of our customers. It’s easy to sit back and think we have all our bases covered by making our most vocal customers happy, but our perception isn’t always as accurate as we imagine.

All you have to do is ask

Business owners should not only value customer feedback but depend on it as an essential part of their day-to-day operations. However, trends change fast, and today’s hot seller may be an outdated fad in a month or two. Your impeccable sense of style and design doesn’t help your business if customers don’t share your vision.

Differences in styles and attitudes are also evident in different parts of the country, and even in different areas of town. A concept or design that works well in Arizona may not be popular in Florida. Ultimately, there are no universally correct answers – all situations and circumstances are unique.

The only way to get the most accurate pulse of your business is by listening to your customers. Surveys are a perfect way to find out how they’re feeling, and an outstanding way to identify areas for improvement. Many people won’t offer feedback unless you ask, and those are often the customers with the most beneficial feedback.

Next time you stay at a Ritz, rent a car from Hertz, or dine in any reasonable establishment, rest assured if they have your email address, they run surveys. It's the ONLY way to keep up with their clients in a changing industry.

Surveying customers is a substantial undertaking. Busy business owners don’t have the time, nor the resources needed to manage it properly. Fortunately, we’re here to help! Customer Survey Management from Bloomerang is the easiest and most efficient way to monitor customer feedback. Let us create a custom survey for your shop today and leave the guesswork out of your business strategy. Give us a call today at (941) 806-1911 or drop us a line below to let us know how we can help your business bloom!