Grow Your Audience Like You Grow Your Flowers: Social & SMS Marketing with Matt Diamante

From my conversation with Matt Diamante on the Flower Farmer Forum Podcast

When you think about marketing as a flower farmer, it can feel like this extra, overwhelming thing that you should be doing… but don’t have time for. I get it. Between planting, harvesting, and making sure the bouquets are actually getting out the door, “marketing strategy” can easily fall to the bottom of the list.

But after talking with Matt Diamante on this week’s episode of the Flower Farmer Forum, I’ve realized that marketing doesn’t have to be complicated—it just has to be intentional.

We talked about all the buzzy things like video content, going viral, and building an SMS list, but the heart of the conversation really boiled down to this: marketing is about connection.

Here are a few takeaways that really stuck with me—and I think they’ll help you too:

Video is Everything (Even When It’s Not Perfect)

Platforms like Instagram and TikTok are prioritizing video. You don’t have to be a filmmaker. You just have to hit record. Show your face. Talk about your day. Share the beauty of what you’re growing. When people feel like they know you, they trust you—and that trust turns into sales.

Texts > Emails (Most of the Time)

We dove into the world of SMS marketing, and let me tell you—it’s powerful. Matt explained how text messages have a much higher open rate than emails and can create immediate engagement. But don’t just text for the sake of texting. Use it wisely. Share helpful updates, restock alerts, or a sweet note about what’s blooming this week.

Don’t Be Afraid to Go Viral

Sometimes we think going viral is only for influencers—but even local businesses can benefit from the exposure. One good video can introduce hundreds (or thousands!) of new people to your farm. It builds credibility and curiosity, even if they don’t live nearby.

Print Isn’t Dead

This one surprised me—Matt said physical marketing like postcards or business cards still make a big impact. And when I think about it, he’s right. That extra touch, that tangible reminder of your business, can be what makes someone remember you. Just make sure what you send out gives your customers a reason to shop with you. 

Gather Contacts With Intention

Whether it’s at a pop-up market or a bouquet bar, have a system in place to collect emails and phone numbers (with permission, of course). Every event is a chance to build your audience—and your community.

So, if you’ve been avoiding marketing because it feels hard, I hope this conversation gives you some clarity and confidence. It’s not about chasing trends or being everywhere at once. It’s about showing up, telling your story, and nurturing your customer relationships just like you nurture your flowers.

You can listen to the full episode with Matt Diamante wherever you get your podcasts—and if it helps you shift your mindset around marketing even a little bit, I’ll call that a win.