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I often hear people in the horticulture industry say, "It’s not a plant business; it’s a people business."
That's true, but just like any business and industry, things have changed over the years. And those people are gathering information and buying products differently.
Tracking inventory and orders by hand with pencil and paper is now done on a computer or app. Plant orders that used to come in from a printed catalog can now be ordered through a company website.
And the customers that used to call the office to order plants or place an order in person at a trade show, are now scrolling on social media.
“55% of B2B buyers search for information on social media,” according to biznology.
So, what does that mean for wholesale nurseries?
The answer can be found in Sue Markgraf’s Marketing Confidential column about turning social media posts into professional plant orders.
“Social media, as part of today’s business marketing mix, is one of the most cost-effective ways to educate clients, boost leadership standing and generate reliable sales,” she writes. “For ornamental plant growers, it’s an indispensable tool to connect with and actively support industry customers who buy your product.”