The Goldilocks Approach to Marketing Plans

Not too much. Not too little. Just right for you.

Let’s talk about marketing plans.

Because we talk about planning a lot.

We believe in it. We’ve seen the difference it makes. We know it’s one of the biggest things that separates florists who feel constantly on the back foot… from those who feel a bit more in control.

But say the words “marketing plan” out loud and watch what happens.

Shoulders tense. Eyes glaze. Immediate urge to make a brew and deal with it later.

Because it sounds like a big document with fancy spreadsheets, KPIs and wotcha-ma-callits.

And right now - after Christmas, Valentine’s and Mother’s Day - you’ve got absolutely no appetite for that.

Completely fair.

Yet, what if your marketing plan didn’t feel like that?

What if it wasn’t pages and pages long, overly detailed or another thing on your never-ending to-do list

What if it was simply…just right

Not too much.
Not too little.
Just enough to keep things moving, without tipping you into overwhelm.

Why Marketing Plans Matter

Marketing becomes stressful when it’s:

last minute
unclear
slightly chaotic

You’re constantly thinking:
“What should I post?”
“I haven’t emailed in ages…”
“I should probably be doing something…”

And that low-level noise? It builds. And over time can become quite a ruthless stick you beat yourself with.

But planning doesn’t need to be complicated to be effective. Even a small amount of structure can take that pressure off.

This isn’t about doing more. It’s about doing what’s right for you, right now - for your business, your capacity, and the season you’re in.

And we’re guessing, after your busiest months of the year, this isn’t the time for overhauls.

Channelling your inner Golidlocks

This is where people expect a system.

But honestly? It’s much simpler than that.

We use a framework built around a few key prompts and we always keep it grounded with our Bee’s Threes approach:

No more than three things per section.

Not everything. Just the most important things.

1. What’s going on in your world?

Start with you. What’s happening in your business over the next few weeks?

This could be:

Seasonal flowers coming in
Weddings you’re working on
Workshops or events
Products you want to sell more of

Choose up to three. That’s your focus.

2. What’s going on in your IDEAL customer’s world?

Now flip it.

What are your ideal customers thinking about right now?

For example:

Spring refreshes
Wedding planning
Bank holidays and long weekends
Birthdays, thank yous, “just because” moments

Again, keep it to three. You don’t need to cover everything. Just what’s most relevant.

3. Where do those two things overlap?

This is where your marketing lives.

Where your world and their world meet, that’s what you talk about. That’s what you show up for.

New spring flowers for home spring updates
Wedding testimonials and behind the scenes for newly engaged couples
Brilliant bouquets for Bank holidays BBQ hosts

4. What does this look like on your website or blog?

Now bring it to life. Ask yourself:

What could I add or update on my website to support this?

It might be:

A seasonal collection
A blog post
A refreshed product description

Nothing complicated. Just something that aligns with what you’re already doing.

5. What will you share on social?

This is where things start to feel easier.

Because instead of:
“What shall I post today?”

You already know your focus.

From here, it’s simply:

showing your work
talking about what’s relevant
sharing what people need to know

6. What emails are needed?

This is often the missing piece. But your email subscribers are some of your most engaged customers.

Ask yourself:

What do they need to hear first?
What deserves a proper moment?

It might be:

A new collection
An upcoming date
A reminder or nudge

One or two emails can go a long way.

7. What content do you need?

Before you get to posting, pause here.

Do I actually have what I need?

Photos
Videos
Behind-the-scenes clips

If not, plan a moment to capture it. This one step alone can save you a lot of last-minute stress.

8. Rough timings (not a rigid schedule)

This isn’t about a perfectly mapped-out calendar.

It’s just about having a rough idea of:

when things are happening
when you’ll talk about them

So you’re not always playing catch-up.

A quick reminder (because it matters)

This isn’t about doing the bare minimum. It’s about doing the right amount.

Enough to move things forward
Enough to stay visible
Enough to feel in control

Without tipping into overwhelm.

Running a floristry business is full on, no doubt, but that doesn’t mean you should be running on empty. Success isn’t just about sales. It’s about building something that works for you, not something that constantly drains you. You wouldn’t expect your roses to shine from an empty bucket, so don’t expect yourself to pour from an empty cup!