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A CPMarketing case study highlighting how growth hacking and digital marketing helps a floatation therapy center float to new heights.  

Expanding Exposure and Online Bookings

326
% increase in natural search
283
% increase in paid search
134
% increase in conversion rates
88
% increase in bookings

About Northwest Float Center

northwest-float-center

The NWFC team

Northwest Float Center, based out of Seattle, Washington, was the first floatation therapy center in the Seattle-Tacoma area, opening their doors in October 2013.

The company has since served thousands of customers and has created a resurgence of interest in floatation therapy in the state of Washington. Additionally, Northwest Float Center has partnered with several fitness and health-based businesses across multiple communities who can attest to the benefits of floating. Despite increased competition in the Seattle area, Northwest Float Center continues to be Sea-Tac’s preeminent flotation therapy center.

Northwest Float Center’s expertise in the industry assures customers they are offering an optimal experience and one that will certainly float them to new heights.

The Challenge

With a solid business model in place, Northwest Float Center was poised to experience rapid growth, particularly in their first year of business. Despite utilizing an employee’s skills to build their own website and develop a social presence, the website had yet to experience significant results.

Northwest Float Center faced a tough reality: growth doesn’t come easily – especially to the relatively unknown floatation therapy industry. They needed to find a way to expand their online presence and increase their business without breaking the bank.

“Even though very few people heard of floatation therapy or knew of its benefits, we were not only performing well in our first-year of business but continue to compound growth year after year and increase our membership levels,” said Kriss Brooks, co-founder of Northwest Float Center. “Thanks to our relationship with Chris at CPMarketing and our own dedicated employees, who remain diligently focused on delivering the highest levels of customer service, we were able to accomplish remarkable results.”

[We] continue to compound growth year after year and increase our memebership levels…thanks to our relationship with CPMarketing.

— Kriss Brooks, Co-Founder - Northwest Float Center —

The Solution

Northwest Float Center partnered with CPMarketing to provide online marketing solutions that would deliver the highest number of new customers at a profitable cost. CPMarketing offered Northwest Float Center fully integrated digital marketing services that included Search Engine Optimization (SEO), Pay-Per-Click (PPC) Management, Social Media Marketing, E-mail Nurturing and Website Development and Design.

With these services, CPMarketing delivers a fast and cost-effective solution for driving more qualified visitors to their website and capturing information through lead generation forms, online booking and phone calls, all of which can be tracked for end-to-end customer attribution – proving Northwest Float Center’s investment was working.

Search Engine Optimization

Search engine optimization is the process of improving a website’s visibility via “natural” or “organic” search results. Search engines such as Google and Bing have developed complex algorithms to determine how websites should rank for user searches. Through proven online marketing strategy and SEO best practices, CPMarketing ensures that clients rank in top positions in Google, Bing and other search engines for the most important keywords that drive customers.

After reviewing Northwest Float Center’s existing website, CPMarketing determined that several improvements could be made. Developing stronger messaging, more prominent calls to action and optimizing each web page for vital keyword phrases would all help to increase Northwest Float Center’s online visibility and conversions. In addition, ongoing promotion plan was developed to ensure continued success that included publishing unique, relevant content including blog posts, to drive valuable backlinks to the website and increasing the site’s authority and visibility locally.

CPMarketing continues to monitor and improve Northwest Float Center’s search engine ranking for their key terms, driving business from up to 30 miles away to float in one of their tanks. This geo-targeted solution included:

  • Comprehensive SEO strategy
  • In-depth site audit
  • Competitor research
  • Extensive keyword research
  • Content development
  • On-page optimization
  • Geo-targeting for specific markets
  • Off-page optimization including content marketing, local search, social media and link building

PPC Management

Pay-per-click management involves the purchasing of ads on search engine platforms such as Google Adwords.

After determining an appropriate monthly budget for the PPC campaign, which included a target “cost per lead” or CPL, CPMarketing devised a plan to extend Northwest Float Center’s reach. The clear majority of web traffic is directed by Google, so CPMarketing focused on driving traffic from that source. Over time, the monthly budget expanded and leads increased all while the CPL decreased.

Northwest Float Center’s PPC campaign is continuously managed and monitored by CPMarketing. The solution also included:

  • PPC strategy
  • Competitor research
  • Extensive keyword research
  • PPC campaign setup
  • Ad copy development
  • Landing page development and testing
  • Quality score and performance audits
  • Bid management and optimization
  • Analytics

Responsive Web Design and Development

nwfc-new-site

NWFC’s re-designed website

Through responsive and mobile-friendly web design and development, CPMarketing can improve site usability and implement strong calls to action and engage visitors to act, or simply educate them.

CPMarketing recommended a website update to increase conversions and implement best practices for demand generation. While the previous website was reasonably well-designed, it did not express the brand in a way that met the rapidly expanding business and was not optimized for the top keywords that would drive new customers and could not easily be found in search engines.

Northwest Float Center’s website was redesigned and is continually maintained by CPMarketing’s team of website and technical experts. The solution also included:

  • WordPress CMS-based mobile responsive website development
  • Website usability
  • Competitor research
  • Site structure review and platform optimization
  • Call to action improvement
  • Google Analytics, Google Search Console and Bing Webmaster Tools code implementation and monitoring
  • Integration with Float Helm booking, lead capture and contact forms
  • HTML user sitemap and search engine XML sitemap development and submission

The Results

After the campaign kicked off, Northwest Float Center continues to experience tangible results. For example:

 

Organic visits increased

142% per month

The SEO campaign kicked off in September 2015. In a short time, natural search traffic from non-branded keywords increased 142% in terms of monthly average visits. Over the course of that time, leads from natural search visitors also increased 119% monthly due to optimization and improved content, e-mail, and social marketing. Overall unique users increased by 94% – essentially doubling Northwest Float Center’s website’s traffic. Conversion rates from organic traffic (those people who visit and book a float in the same session) increased 134%. 

 

PPC visits increased

283% per month

The PPC campaign was re-structured and launched in September 2015. Utilizing Google Adwords pay-per-click platform, several campaigns were created to drive visits to Northwest Float Center’s landing pages and home page and capture bookings and calls. Over the course of several months, website traffic from Adwords increased 283% with a reduction in cost-per-booking and cost-per-call on an affordable ad spend. 

 

Social visits increased

165% per month

Utilizing Northwest Float Center’s owned social channels for promotion and distribution of their blog posts, articles and connecting with customers improved visits from social sites by 165% without a single dollar being spent on social advertising. Creating an organic, engaged followership on Facebook was an integral part of Northwest’s social presence and continues to be part of their customer care program. 

 

Bookings increased

245% per month

Beginning with website design changes to highlight important calls-to-action in August 2015, the monthly average total bookings (calls, walk-ins and online) are up 245% over the prior site design and an 88% increase in monthly online bookings. Now, that’s results you can float all the way to the bank. 

 

Does you float center have over 100 active monthly members?

Does each of your float tanks see at least 125 unique customers per month?

If your floatation therapy or wellness center has the bandwidth and desire for more business, let’s simply start a conversation.

Want similar results for your business?

Contact us today to setup a free initial consultation.

About CPMarketing

CPMarketing, based in Austin, TX was founded by Chris Piper in 2009, the co-author of the internationally published book Understanding Y, a collection of advice delving into the innermost workings of Gen Y. Some of the country’s biggest brands and startups alike have depended on CPMarketing for strategies to grow their business, improve their reputation and reduce customer acquisition costs in tangible and substantial ways.

For more information about how CPMarketing can help your float center e-mail chris@chrispipermarketing.com.

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