Instant Offices is the world’s largest office broking service dedicated to finding the ideal flexible workspace for clients – wherever their business is going. Established in 1999, Instant delivers innovative property solutions to put clients and their business strategies first. By understanding their clients’ needs, a team of specialists is able to find, create and manage workspaces that help businesses grow and succeed.
Instant challenged MediaVision to deliver at least 50% YOY growth to an already successful SEO campaign. Instant was already ranked highly enough to be displayed on the front page of Google search results for 75% of the world’s top 500 cities by population, and having already delivered 500% growth after working with them for many years, delivering this additional growth was no small task.
Not ones to shy away from a challenge, MediaVision set out to deliver outstanding link acquisition through content marketing.
Targeting the right audience
We focused on the fast-growing business startup audience, because we believed we could take a leadership position in this new and competitive space. We aimed to position Instant as a partner that can help entrepreneurs with their office space needs, through every step of their journey. Focusing on this hotly contested audience also unlocked opportunities to access more established entrepreneurs who follow the startup scene very closely.
Finding a hook
During our analysis of business-focused press titles, we quickly realised that without the clever use of proprietary data, there was very little chance of Instant being featured. The challenge was that Instant didn’t have a great deal of data that was readily accessible, or that had enough statistical significance in order to be picked up by the press.
To counter the fact that we had access to very little proprietary data, we wrote software that analysed Companies House data. Companies House registers the information that companies are legally required to supply and makes that info readily available to the public.
By using our own tool to study large amounts of data, we were able to create stories that were based on our own analysis, thereby giving Instant enough of a “hook” to be worthy of a mention. As a result our campaigns were well received and featured in a number of publications.
– London’s Start-Up Scene
This campaign was centered around London’s Start-up Scene, in which we analysed and segmented key sector growth in the city. This was received very well and was featured in CityAM, among other titles.
– UK Start Up Growth City By City
Our second campaign entitled UK Start-Up Growth by City, analysed the startup growth percentages of every major city in the UK, comparing growth stats against each other for an overall view. This was also incredibly well received and was featured extensively, building numerous links to the Instant website.
– UK’s Most Entrepreneurial City
The third, and arguably most successful campaign, was the UK’s Most Entrepreneurial City. This campaign involved us identifying population sizes of the UK’s biggest cities and comparing them with the number of businesses established in each city, over the course of a year. This gave us what we coined as an ‘entrepreneurial percentage’, and the story was featured in a number of online titles, including a feature on the front page of the print version of Good News Liverpool. It was also tweeted by the mayor of Liverpool, as the city was number one on the list.
“After a number of years of strong growth, we challenged MediaVision to drive our SEO performance even further. Not only did they deliver exceptional YOY growth in organic traffic, they aligned their content marketing campaigns with the goals of the business, really positioning Instant as a thought leader in the startup and SME community. In addition, we have seen significant increases in enquiries and revenue, all at a very reasonable cost per enquiry.”
Bryan Hunter, Digital Marketing Manager – Instant Offices