Better representation. Easy to understand. More leads.
Better representation. Easy to understand. More leads.
General Info
Industry: Hospitality – Coliving (New ways of working and living) Client: Vivarium Coliving MCS Role: Creating a path for a full website transformation and redesigning content marketing strategy
General Info
Industry: Hospitality – Coliving (New ways of working and living)
In a journey spanning from the first time we came across Pablo and his coliving Vivarium back in 2022 to the culmination of a transformative collaboration in June 2023, we explore a case study showcasing how a strategic digital transformation led to sustainable growth and the results that paved a strong path for a smoother business expansion.
In a journey spanning from the first time we came across Pablo and his coliving Vivarium back in 2022 to the culmination of a transformative collaboration in June 2023, we explore a case study showcasing how a strategic digital transformation led to sustainable growth and the results that paved a strong path for a smoother business expansion.
Client Profile: An uprising coliving space in Valencia in a highly competitive market of coliving places in Spain.
Client Profile: An uprising coliving space in Valencia in a highly competitive market of coliving places in Spain.
Background Story
– We met Pablo through another initiative we had (The Coliving Spain Project), where Pablo was one of our 1st partners who we met and collaborated with back in 2022.
– We shared many views about the coliving concept, from how coliving places should be operated, to their growth and development.
Background Story
– We met Pablo through another initiative we had (The Coliving Spain Project), where Pablo was one of our 1st partners who we met and collaborated with back in 2022.
– We shared many views about the coliving concept, from how coliving places should be operated, to their growth and development.
MCS
Reason for Collaboration
– Vivarium is one of those coliving places with high potential. It was interesting for us to jump into this collaboration and help Pablo with his ideas.
– One of the main reasons Pablo hired us was because he had plans to expand his coliving to two new floors in the summer of 2023, which would require generating more leads in advance, and creating great content that will showcase the experience.
Reason for Collaboration
– Vivarium is one of those coliving places with high potential. It was interesting for us to jump into this collaboration and help Pablo with his ideas.
– One of the main reasons Pablo hired us was because he had plans to expand his coliving to two new floors in the summer of 2023, which would require generating more leads in advance, and creating great content that will showcase the experience.
MCS
Our Position
– We had the unique opportunity to experience Vivarium Coliving from a first-person perspective, which provided us with an invaluable advantage in preparing for this collaboration.
– With our deep understanding of the coliving industry, as well as our expertise in marketing and SEO, we were able to tailor our approach to Vivarium more effectively.
Our Position
– We had the unique opportunity to experience Vivarium Coliving from a first-person perspective, which provided us with an invaluable advantage in preparing for this collaboration.
– With our deep understanding of the coliving industry, as well as our expertise in marketing and SEO, we were able to tailor our approach to Vivarium more effectively.
Collaboration
Goal: Make a path for new, more relevant leads and prepare the website for coliving expansion.
Goal: Make a path for new, more relevant leads and prepare the website for coliving expansion.
Online Presence
– Redesign and enhance the website to clearly convey Vivarium’s identity and offerings. – Emphasize the distinctive Vivarium experience. – Improve the presentation of Vivarium’s value proposition. – Incorporate supplementary information to proactively address common questions.
Online Presence
– Redesign and enhance the website to clearly convey Vivarium’s identity and offerings.
– Emphasize the distinctive Vivarium experience.
– Improve the presentation of Vivarium’s value proposition.
– Incorporate supplementary information to proactively address common questions.
MCS
SEO
– Establish a strong search presence for the primary keyword (and its variations). – Expand the organic traffic sources by targeting secondary keywords.
SEO
– Establish a strong search presence for the primary keyword (and its variations).
– Expand the organic traffic sources by targeting secondary keywords.
MCS
Content Creation
– Concentrate on relevant topics to engage our identified target audience. – Convey the daily life at Vivarium to website visitors. – Enhance visitor understanding of the coliving concept through content.
Content Creation
– Concentrate on relevant topics to engage our identified target audience.
– Convey the daily life at Vivarium to website visitors.
– Enhance visitor understanding of the coliving concept through content.
Challenges
Major Problem: Most coliving places don’t have an appropriatewebsite that follows and mirrors their offline experience.
Major Problem: Most coliving places don’t have an appropriatewebsite that follows and mirrors their offline experience.
Fast-rising competitive niche
– Coming from both the influx of numerous other coliving places emerging all over Spain and the entry of major hospitality players into the coliving market.
Fast-rising competitive niche
– Coming from both the influx of numerous other coliving places emerging all over Spain and the entry of major hospitality players into the coliving market.
MCS
Unsatisfactory SEO Results
– Vivarium struggled to achieve prominent search engine rankings and attract organic traffic, especially when it comes to local traffic. – The website lacked optimization for relevant keywords, and its content lacked consistency and depth.
Unsatisfactory SEO Results
– Vivarium struggled to achieve prominent search engine rankings and attract organic traffic, especially when it comes to local traffic.
– The website lacked optimization for relevant keywords, and its content lacked consistency and depth.
MCS
Lack of diversification
– All website traffic originated from a single landing page, which was primarily the Homepage. – This traffic was predominantly generated by branded keywordsand the primary keyword. – This situation indicated a strong dependency on one entry point and highlighted the importance of diversifying traffic sources to improve overall site performance.
Lack of diversification
– All website traffic originated from a single landing page, which was primarily the Homepage.
– This traffic was predominantly generated by branded keywordsand the primary keyword.
– This situation indicated a strong dependency on one entry point and highlighted the importance of diversifying traffic sources to improve overall site performance.
Solution
After the Exploratory Survey and Onboarding Questionnaire, we dedicated the first part of the collaboration to setting up a strategy for the rest of the collaboration.
After the Exploratory Survey and Onboarding Questionnaire, we dedicated the first part of the collaboration to setting up a strategy for the rest of the collaboration.
Initial Data Analysis
– Conducted Initial Data Analysis – Addressed the discrepancy between data from Squarespace and actual numbers. – Set up a reliable starting point on which we could build the strategy and steps to achieve desired goals.
Initial Data Analysis
– Conducted Initial Data Analysis – Addressed the discrepancy between data from Squarespace and actual numbers.
– Set up a reliable starting point on which we could build the strategy and steps to achieve desired goals.
MCS
Setting up realistic goals
– Developed a comprehensive SEO and content marketing strategy to boost the client’s online presence and drive organic growth.
Setting up realistic goals
– Developed a comprehensive SEO and content marketing strategy to boost the client’s online presence and drive organic growth.
MCS
Project roadmap (Brief)
– Execute a comprehensive 9-month SEO & Content strategy. – Enhance Vivarium’s Core Pages (Homepage, About Us, Booking Page). – Establish a strong Content presence around the main keyword (and its variations). – Introduce a new page toaddress the absence of social proof (Community page). – Implement a dedicated Blog Section, complete with the delivery of 27 professionally crafted articles. – Generate supplementary traffic sources as support for the main keyword by targeting secondary keywords.
Project roadmap (Brief)
– Execute a comprehensive 9-month SEO & Content strategy.
– Enhance Vivarium’s Core Pages (Homepage, About Us, Booking Page).
– Establish a strong Content presence around the main keyword (and its variations).
– Introduce a new page toaddress the absence of social proof (Community page).
– Implement a dedicated Blog Section, complete with the delivery of 27 professionally crafted articles.
– Generate supplementary traffic sources as support for the main keyword by targeting secondary keywords.
Results
We divided the results into three different parts. In each, we will focus on how they contributed to the transformation of the Vivarium website.
We divided the results into three different parts. In each, we will focus on how they contributed to the transformation of the Vivarium website.
Content/Visual Presence
Before
Old Version of Website
– Overly simplistic design and structure – Predominantly text-based – Lack of social proof – Insufficient essential information – Scarcity of content – Devoid of a blog section – Fails to showcase authentic coliving vibes
Old Version of Website
– Overly simplistic design and structure – Predominantly text-based – Lack of social proof – Insufficient essential information – Scarcity of content – Devoid of a blog section – Fails to showcase authentic coliving vibes
– Detected and added crucial and previously missing information – Updated content and elevated existing core pages – Clearer message and CTA – Implemented On-page SEO and technical adjustments – Introduced the Spanish version of the website to target local traffic
– Detected and added crucial and previously missing information – Updated content and elevated existing core pages – Clearer message and CTA – Implemented On-page SEO and technical adjustments – Introduced the Spanish version of the website to target local traffic
– Put emphasis on the Community as one of the focal points of Vivarium coliving – Better explained expectations and promises (Values and Co-creation) – Gave social proof (to build credibility)
– Put emphasis on the Community as one of the focal points of Vivarium coliving – Better explained expectations and promises (Values and Co-creation) – Gave social proof (to build credibility)
MCS
Established a Blog Section (27 Professionally Written Articles)
– Researched topics & content gaps – Wrote & published 27 articles – Implemented On-page adjustments to all Blog posts
Established a Blog Section (27 Professionally Written Articles)
– Researched topics & content gaps – Wrote & published 27 articles – Implemented On-page adjustments to all Blog posts
Strategic Milestones
October 2022: The journey began with the initiation of collaboration. While data analysis took precedence during this month, it laid the groundwork for future strategic initiatives.
December 2022: The collaboration hit its stride as four core pages (Home, About, Community, Join Us) were thoughtfully implemented. These foundational elements set the stage for what was to come.
February 2023: The turning point arrived as six strategically crafted blog articles, meticulously focused on the main keyword and its variations, were published. This marked the official commencement of a content-driven strategy aimed at capturing a broader online audience.
June 2023: The crescendo of the collaboration saw the successful completion of 27 out of 27 planned articles, delivering a comprehensive library of valuable content.
July – December 2023: The six months following our collaboration mark the period where our strategic efforts begin to show results. In this period, the website will start to experience continuous growth, reflecting the impact of our work. You will find an insight into the initial outcomes in the following sections.
Collaboration Impact Analysis
We divided this section of the case study into two different parts: one focusing on Organic Growth, and the second on the most important indicator of success, Lead Generation improvement.
We divided this section of the case study into two different parts: one focusing on Organic Growth, and the second on the most important indicator of success, Lead Generation improvement.
To measure the impact of the collaboration, we compared the performance of the website in the period from March to August 2023 with the same period the year before.
To measure the impact of the collaboration, we compared the performance of the website in the period from March to August 2023 with the same period the year before.
This period marks the last few months of our collaboration and the first few months after our collaboration, which best represents the growth and results achieved.
This period marks the last few months of our collaboration and the first few months after our collaboration, which best represents the growth and results achieved.
Organic Traffic
280% Organic Traffic Growth
Months
Improvement (2023 vs 2022)
March
351%
April
321%
May
260%
June
350%
July
230%
August
166%
AVG.
280%
March 2023 – August 2023: The transformative impact of the collaboration became evident as GSC clicks skyrocketed to a 280% increase on average during this period.
Leads Generation
145% Lead Generation Growth
Months
Improvement (2023 vs 2022)
March
157%
April
177%
May
80%
June
125%
July
187%
August
???
AVG.
145%
March 2023 – July 2023: The transformative impact of the collaboration became evident aslead generation increased by 145% on average during this period.
Conclusion
This case study vividly illustrates the power of strategic collaboration in the digital realm. From the inception of our partnership in October 2022 to the final month of June 2023, the journey was marked by significant milestones.
With data-driven insights, the implementation of core pages, and the creation of targeted blog content, we orchestrated a remarkable transformation.
The percentage improvements in GSC clicks and even more importantly generated leads are a testament to our collective efforts.
Our strategic changes and guidance not only increased visitors and leads but also facilitated more bookings, enabling Vivarim to achieve remarkable growth.
This case study serves as a beacon, highlighting the potential of strategic digital transformation and the enduring benefits it can bring to a project.
It’s a testament to our commitment to excellence and the extraordinary outcomes that can be achieved when vision and expertise align.
We know how time-consuming owning a coliving and managing a community is, so we want to be your support from the outside. We’ll help you get noticed, tell your story, and manage all those tasks that you can’t seem to find time for.
We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. By clicking “Accept All”, you consent to the use of ALL the cookies. However, you may visit "Cookie Settings" to provide a controlled consent.
This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.
Necessary cookies are absolutely essential for the website to function properly. These cookies ensure basic functionalities and security features of the website, anonymously.
Cookie
Duration
Description
cookielawinfo-checkbox-analytics
11 months
This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Analytics".
cookielawinfo-checkbox-functional
11 months
The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional".
cookielawinfo-checkbox-necessary
11 months
This cookie is set by GDPR Cookie Consent plugin. The cookies is used to store the user consent for the cookies in the category "Necessary".
cookielawinfo-checkbox-others
11 months
This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Other.
cookielawinfo-checkbox-performance
11 months
This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Performance".
viewed_cookie_policy
11 months
The cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. It does not store any personal data.
Functional cookies help to perform certain functionalities like sharing the content of the website on social media platforms, collect feedbacks, and other third-party features.
Performance cookies are used to understand and analyze the key performance indexes of the website which helps in delivering a better user experience for the visitors.
Analytical cookies are used to understand how visitors interact with the website. These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc.
Advertisement cookies are used to provide visitors with relevant ads and marketing campaigns. These cookies track visitors across websites and collect information to provide customized ads.
