Background
Funny enough, Becky met Sandra on a dog walk in their local park. They clocked each other after realising they had exactly the same dog – not just the breed, but the same fur colour fur too!
From there, they got chatting (as you do), and as the conversation flowed, Becky mentioned our PR and marketing agency and what we’re all about. Turns out, we were exactly what Flying Flowers needed to help grow their florist business.
Funny how things work out, eh? One minute you’re out walking your dog, the next you’re meeting a lovely new client who’s the perfect fit.
Target Audience
Flying Flowers’ main audience are thoughtful gift-givers. They don’t believe flowers should only be sent on birthdays but instead are that little pick-me-up for whatever the occasion. Whether it’s sending a little love, celebrating a happy moment, appreciating a good friend, anniversaries, saying thank-you or just because. For Flying Flowers, it’s all about bringing smiles to people’s faces and spreading a bit of happiness, one bouquet at a time.
They also really appeal to eco-conscious consumers. Those who care about where things come from, how they’re made, and the impact they have. Flying Flowers supports British and local growers and uses recyclable cardboard, paper wrap, and even biodegradable flower food sachets.
And then there’s the convenience factor. Next-day delivery, free delivery, free chocolates, music to the ears of busy people who still want to be thoughtful but don’t have time to faff about.
Client Challenge
Flying Flowers had already gone through a significant market branding exercise. They had developed personas for their current customers and had a clear vision on how the market was changing and how the business needed to develop. To support this vision and drive traffic to their website they recognised the need to develop blogs. They wanted to make sure they were not only nurturing and retaining their lovely existing customers, but also attracting a new kind of flower fan, people who care deeply about biodiversity, the environment, and the beauty of the natural world.
These blogs would position Flying Flowers as a go-to florist for tips, guides and gifting advice and not just a place to buy flowers. The blogs would cover not only the flowers currently available on their website but also look at wider topics including gardening how-to guides, sustainability, gifting and plants.
A big part of their mission was also to spread smiles. They wanted content that aligned with their core theme of happiness, from gift message ideas that hit just the right note, to blog posts that warm the heart and bring a little joy to someone’s day.
Agency Solution
Over a two and a half year period we worked with Flying Flowers to develop in excess of 200 content-rich pages. We didn’t just churn out content for the sake of it, every single blog, guide, and feature we did was planned with purpose. We worked closely with the Flying Flowers team to make sure we were creating content that was genuinely helpful and aligned with what their customers were searching for. From flower and DIY guides to birth month flowers, creative gift ideas and Christmas decorating.
Some of the topics were developed to suit seasonal shifts in the buying market such as Valentine’s Day or Christmas, and sometimes times they would support the new range of flowers available through their website or they added to their communication themes. Due to our relationship we could also suggest blog ideas which worked within their topic streams. We would then research the topic and turn it into a magical experience which educated their audience and provided links to available products on their website. At the same time we could adapt our style to fit perfectly with their brand’s mission and voice.
We also made sure the content didn’t just look good but performed well too. SEO was a big part of the puzzle. Crafting copy that search engines (and humans!) love helped those pages grow into a rich, engaging content library. One that not only showcases Flying Flowers as a trusted florist, but as a go-to source for all things floral and thoughtful.
The Results
We developed over 200 content-rich pages for Flying Flowers, which has transformed their website into a go-to hub for inspiration, tips and advice.
The results speak for themselves: content sessions were up 48% year-over-year (2024 vs. 2023), and compared to where things started in 2022, there’s been a huge 714% increase. That means more people are not only visiting the site, but actually sticking around, reading blogs, browsing pages, and taking action. This is exactly what you want to see if you’re serious about growing your site and connecting with your audience.
One of the biggest wins was the blog on retirement messages, written by Aura PR in November 2023 it is currently their 4th most-visited content page in the past year and a great example of how the right topic, handled the right way, can really take off.
