[Hua11.com Original] The first article in this series is available here: [Hua11.com · Marketing First Step Series 1] How to start a low-cost and risk-free business? The steps for flower sales you should take now. It delves into several advanced marketing theories. In this article, we summarize these theories, allowing you to seamlessly blend theory with practice and apply them immediately.

1. Mobile Internet Marketing vs. Traditional Internet Marketing

 

 

There's no denying that we live in an Internet-driven world. Whether you're running a physical store with foot traffic or pursuing online entrepreneurship through a studio, online promotion is essential—it's a unanimous consensus.

 

 

Let's break down Internet marketing into two main types:

- Mobile Internet Marketing: This approach centers around mobile devices, including marketing within apps and social platforms (such as WeChat, Weibo, and QQ). You've likely encountered methods like "group buying," "price reductions," "rewarded sharing," and "collecting likes"—all part of mobile Internet marketing.

- Traditional Internet Marketing: This type operates primarily on computers, focusing on network technologies like domain names, websites, and search engines. Those ads you see bidding for attention on Baidu fall into this category.

 

 

Over the years, China has fully embraced the mobile Internet era, leading the global trend. Nearly everyone owns one or more mobile phones. Meanwhile, the influence of traditional Internet marketing has waned, but it still holds a significant share. Looking ahead, mobile Internet development will outpace traditional methods, capturing a larger market share and diversifying into various terminal forms (could smartwatches replace mobile phones?).

 

 

For individual marketers, traditional Internet marketing demands higher technical expertise. Without a solid background in IT or Internet technology and dedicated maintenance personnel, the associated costs can be prohibitive. Consequently, this direction isn't ideal for flower shops.

 

 

Mobile Internet marketing thrives on social interaction, leveraging existing social software platforms. With a massive user base (WeChat alone boasts around 1 billion users) and minimal technical requirements, it's tailor-made for individual entrepreneurs.

 

 

A word of advice: During the flower shop's early stages, focus on personal WeChat accounts rather than official ones. Maintaining official accounts can be cumbersome and isn't suitable for initial entrepreneurship.

 

 

The founding team at Hua11.com brings extensive Internet experience to the table. Each chapter of the book "How to Run a Flower Shop and Floral Studio" incorporates advanced, effective Internet concepts—practical strategies that have been successfully implemented in physical flower shops and studios. Readers who revisit this book will undoubtedly reap the benefits.

 

2. Passive Marketing & Active Marketing

As the name suggests, passive marketing means that when customers want to buy flowers, they naturally think of you and can easily find your services. During this process, you don't need to exert extra effort. However, before reaching this stage, you must lay the groundwork to ensure customers can discover you.

For instance:

- Consistently post high-quality content on Moments.

- Continuously provide value to your target audience.

- Introduce your services to people in your network.

On the other hand, active marketing involves proactively seeking out customers:

For example:

- Visit major shopping malls and promote your floral services to brand store managers.

- Search local enterprises on recruitment websites and reach out to them to promote your floral offerings.

While active marketing might not always seem glamorous, it is remarkably effective. Many times, if your approach is sincere, the other party will cooperate because they appreciate your efforts. Success stories abound in this realm.

(Refer to: [Hua11.com · Marketing First Step Series 8] Why prioritize ground promotion for flower shops and studios? Isn't online marketing easier?)

3. "Marketing Funnel" in the Mobile Internet Era

When discussing the "marketing funnel," those with a marketing background likely recognize the traditional model, depicted as follows:

In this model:

- Customers progress from "target customers" to "intentional customers" and finally to "transactional customers."

- The number of people decreases at each stage (some move forward, while others do not), creating the characteristic funnel shape.

To increase revenue and maximize profits, consider the following strategies based on the traditional funnel:

- Expand the pool of target customers.

- Boost the average order value.

- Improve conversion rates.

- Shorten transaction times.

However, in the mobile Internet era, Hua11.com introduces a new marketing funnel model:

This updated model offers diverse ways to enhance efficiency:

- Expand active customer acquisition channels.

- Strengthen passive customer acquisition channels.

- Increase average order value.

- Improve conversion rates.

- Accelerate transaction times.

- Enhance the likelihood of customer referrals.

Notably, the method of "increasing the probability of customer referrals" involves:

- Consistently delivering high-quality customer service.

- Continuously providing value-added services to customers.

- Offering convenient and straightforward referral methods.

This embodies the "service marketing" mindset often overlooked by traditional industry practitioners—where service itself becomes a powerful marketing tool. (Refer to: [Hua11.com · Marketing First Step Series 4] Boost flower sales with strategic services)

Remember that none of these methods should compromise product quality; they must align with your business positioning. Quality work naturally generates positive word-of-mouth and ensures long-lasting success.

While the global marketing funnel structure may appear complex, rest assured that non-enterprise contexts won't require such intricacy. For personal flower shop marketing, leveraging the methods outlined in this book (Marketing First Step Series, Marketing Advanced Series, Marketing High-End Series) is sufficient. The key lies in persistence rather than seeking shortcuts to success.

I hope you find this helpful!

 

Copyright Statement:

This article is an original creation by Hua11.com and is included in the “How to Run a Flower Shop and Floral Studio” Ebook. The content of this article may be periodically updated and is initially published on the Hua11.com official website blog. You can find the article at this link: https://hua11.com/blog/4700.html.

Reproduction of this article is permitted, provided that it is reprinted in full and all copyright information is retained. Any form of plagiarism, whether partial or complete, is strictly prohibited. Legal action will be taken against violators.

The work titled “How to Run a Flower Shop and Floral Studio” is copyrighted by Hua11.com. Additionally, the “Practical Floral Training” model and the concept of “Light Decoration” are original creations by Hua11.com. The trademark “花艺意” is registered and protected by relevant national laws.