Plant heliotropes in a bed that receives full morning sun but some afternoon shading. Beds that drain well and aren't prone to standing water are preferable to overly dry or overly soggy beds.
Spread a 2-inch layer of mulch, such as bark chips, over the bed after planting. The mulch keeps the roots cool and also helps prevent the soil from drying out too rapidly.
Pinch back the plants every two weeks in early summer until the plant reaches the desired height, approximately 15 to 20 inches tall for most varieties. Pinch off ¼ inch from the tip of each stem, as this encourages branching and a fuller, bushier plant.
Fertilize the heliotropes once monthly from spring through early fall. Apply a soluble high-phosphorus fertilizer, such as a 10-20-10 analysis, at the rate recommended on the label.
Water the heliotrope flowers when the top inch of soil begins to dry out but before it feels completely dry. Provide enough irrigation to moisten the top 6 inches of soil. Once-weekly watering is generally sufficient unless the soil dries out more quickly during hot, dry periods.