Content Marketing Results for Hope Floats, A Wellness Spa

Kimmie, the owner of Hope Floats, came to us in May of 2023 for help with her website.

Hope Floats is a wellness spa located in Bethesda, Maryland (close to Washington D.C.) that features three flotation therapy tanks, two infrared saunas, a cold plunge, massage therapy, and IV Vitamin Therapy.

It all started with a website redesign

In May, Kimmie wanted to update her website, www.hopefloatsusa.com, and make it more user-friendly.

At the time, the website had a LOT of helpful information, but it was a bit unorganized and Kimmie felt like it wasn’t resonating with her audience.

We ended up upgrading her website to the newest version of Squarespace, meaning we had to build the site from scratch.

We took the copy from the old website, edited it, trimmed it down, organized it, and formatted it with a consistent look and feel.

Our goal was to keep a lot of elements from the old website, emphasize the Hope Floats brand consistently, and make it easier to navigate.

We put a lot of effort into improving the website’s performance on search engines as well.

The new website was published in the middle of June, and we moved to a monthly contract for Content Marketing on July 1st, 2023.

Then we started blogging

Blogs are a great way to produce content that search engines look for and pair with searches.

Flotation therapy has a tremendous amount of mental and physical benefits, with plenty of research to back it up, so we turned to blogs as a way to organize all of the information.

This way, we can track website data to see which benefits people are most interested in (or which blog pages get the most attention), so we know what to promote.

We started using blogs as a basis for content on social media and included them in weekly emails.

We originally agreed on posting one blog per month, then quickly changed it to one blog per week as we saw the initial success.

We ran some analytics tonight to see how Hope Floats has done since July 1st, compared to the previous 2.5 months.

Website Traffic

Website traffic is a great indicator of how the overall marketing strategy is performing.

The chart below includes daily website visitors from all sources: search engines, social media, and paid advertising.

Website traffic clearly goes up every time we publish a blog and promote it on social media and through email marketing.

We also recorded 48K total events (clicks, page views, etc), which is a 37.7% increase from the previous 2.5 months.

This tells us that, the users that are coming to the website, are now 37.7% more likely to view more than one page and interact with the content on the site.

This also tells us that our website redesign was successful in making the pages easier to navigate and the content is now easier to read.

The biggest takeaway: Total website visitors have increased by 61.9% compared to the previous 2.5 months.

Where is this traffic coming from?

Website traffic from Organic Search has increased by 84.5%

Organic search does not include paid advertisements, so this number is proof that our website redesign was successful in terms of Search Engine Optimization.

This tells us that our website pages, and the way we describe them to search engines, are performing well.

By continuously publishing blogs on a regular basis, we will be able to reach more keywords, and Hope Float’s presence on search engines will only improve from here.

Important note: Organic Search has brought the highest quality traffic to their website, meaning, they click more buttons, look at pages for longer, and click the "Make an Appointment" button the most often. 

Website traffic from Social Media has increased by 595.8%

All of our social media efforts have been designed to drive traffic from social media to the website.

We can’t tell you allllll of our secrets, but we post links to our blogs, links to make an appointment, and lead people to read more on the website.

Our social media posts aren't getting the amount of engagement (likes, comments, shares) we are hoping for, but, over the last 2.5 months:

• Instagram reach is up 632.6%

• New Instagram followers have increased by 250%

• Facebook reach is down 8.6%

• New Facebook followers have increased by 209%

Website traffic from Paid Search has decreased by 34%

We didn't start advertising on Google until August 10th, so that’s why this number is lower than what it was for Hope Floats in the 2.5 months previous to working with us.

This means that Hope Floats paid less for the website traffic they have been getting, which has increased by 61.9% overall.

Overall Results

In our opinion, marketing strategies only work if they can be connected directly to an increase in revenue.

Hope Floats is usually slower in the summer months…but last month, August, was the most profitable August they have realized in revenue.

We are so happy to see that Hope Floats is already doing better than they have in the past. Sometimes it takes time to implement a new strategy, like this, and we are ecstatic to share positive results with you.

And we are so excited for what the future holds!

Thank you for reading. If you are interested in getting started with a Content Marketing strategy for your business, blogs are a great way to start.

You’re welcome to reach out to us with any questions as we are always happy to talk about marketing.