Author: Renato Cruz Sogueco

Explore and Prioritize Your Online Advertising Options

In the December issue of floriology magazine, this column discussed why it’s important to advertise online. In fact, it’s a must, due to the sheer volume of customers that rely on search when they shop online—and because if you don’t, competitors may bid on your business name as a pay-per-click keyword to steal business for searches, usually by your own customers, of your shop! For this edition of floriology, I would like to discuss the various online advertising options, in order of priority, you should consider regardless of whether you are new at the game or a veteran advertiser. Click here to download and read the 2017 January Floriology article, Explore and Prioritize Your Online Advertising Options. Attachments Floriology2017January (100...

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Organic Rank is Not Enough, making the case for online advertising

Search engine optimization (SEO) is arguably still recommended as the best practice for floral businesses to drive traffic to their websites. Times are changing! We highly recommend you equally invest time and dollars into search engine marketing (SEM). Why? Just take a look for yourself. Conduct any search for “florist, city, state” and the first thing you’ll see are ads. Online marketers have accepted for years that consumers scrolled past ads and focused more on the organic listings as the rule. But look closer, the search engines no longer clearly define ads with a different colored background which they removed a few years ago. Only a small “ad” badge identifies the listing as paid. Click here to download and read the full 2016 December Floriology article, Organic is Not Enough. Attachments Floriology2016December (205...

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Social Posting: What and When, smart ideas that can help maximize your shop’s exposure

The biggest challenge florists share with me when it comes to social media is sourcing content and when they should post. Quick answer for content? Be authentic about your business—social share with the world what goes on day-to-day at the shop and tout your floral expertise. In regards to when, it’s tricky because the goal is to get maximum exposure for your posts. Fortunately, data exists of when customers are online and using specific social media. So this month, we share with you best content creation practices and a recommended weekly posting calendar. Click here to download and read the 2016 Floriology article Social Posting: What and When. Attachments Floriology2016October (117...

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Managing Your Social Presence: Tips and Techniques for Optimizing Hootsuite

Social media is a time-intensive endeavor—you know this just from personal use. Now consider the shop resources required to maintain a social media presence for the business. Still, social media is critical to your brand and marketing. The primary challenge is posting on a regular, yet random basis to appear “authentic” to your audience. The second challenge is when the shop has multiple social media, which requires you to post for multiple audiences. This month in floriology, we chat about a great tool to help with both challenges: Hootsuite. Click here to download and read the 2016 September Floriology article, Managing Your Social Presence, Tips and Techniques for Optimizing Hootsuite. Attachments Floriology2016September (53...

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CRO Like a Pro, Part II

Conversion rate optimization (CRO) is an essential business process that takes time and effort. To be successful, you’ll need to implement a process of tweaking your pages and testing to boost conversions. So, patience is truly a requirement as well as a commitment to grow your business through this method. Editor’s note: If you missed the first part of our CRO series last month, you can check it out at Click here to download and read the Floral Management 2016 August Plugged In CRO Like a Pro, Part II. Attachments FMAug16PluggedIn (302...

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floriology institute

Hello! I'm Renato and serve as lead educator for new technology, business and consumer trends, and digital marketing strategy at the Floriology Institute. This is one of my primary roles as the Vice President of Digital Strategy and Education at BloomNet, a premier florist services company. Prior, I served the as Chief Information Officer (CIO) for the Society of American Florists (SAF), the floral industry's trade organization.

I evangelize technology benefits and best practices through a regular column in Floriology magazine, presentations at floral industry events, share insights on social media and chat (yes, on the phone) with BloomNet members to help solve their challenges.

asae DELP programI served as an active volunteer for the American Society of Association Executives (ASAE) where I chaired the ASAE Technology Council, was a founding member of the Young Professionals Committee and continue to be active as a Diversity Executive Leadership Scholar (DELP).

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