SEO, Digital PR, Content
Covering 99% of the global serviced office market, Instant Offices is the world’s largest office broking service dedicated to finding the ideal flexible workspace for clients, wherever their business is going.
Instant Offices asked us to take their performance to the next level by driving an additional 20% in revenue. This was a huge challenge, especially since we already had front-page rankings for 90% of the top 1000 cities across the globe.
We took the challenge head-on by focusing on new target audiences, developing custom software to analyse data and launching a creative multi-layered content and PR campaign. At the base of our strategy, we analysed over 250 enquiries and mapped them to job titles, and segmented these into two main groups of people looking for office space – entrepreneurs and office managers.
To effectively target these diverse groups with content that would engage them while driving links from key publications, we took a two-pronged approach and started creating content that was statistical and data-led, as well as content that was more lifestyle orientated.
To ensure Instant had access to data that was statistically significant enough to truly own a story, we developed software that analysed the UK Companies House open source database. This enabled us to identify developing trends and overlay them with other data sources. A good example of this approach was our ‘Most Entrepreneurial City in the UK’ content which overlaid Companies House data with census data to determine the entrepreneurial index of every major city in the UK.
We brainstormed the most common issues within an office, from pay and culture to working conditions, and developed a stream of content to target our other audience. One of the most successful pieces from this was ‘How Much Should You Be Earning at Your Age’ which was featured in Marie Claire, Cosmopolitan, the Mirror, the Sun and MSN.
Between August 2016 & 2017 we managed to smash all targets and exceed every single goal set. SEO traffic went up 51%, enquiries up 27% and revenue up 27% Year on Year.
“As part of Instant’s strategy to drive growth, MediaVision implemented a multi-faceted plan to improve on-site SEO alongside a comprehensive data-led digital PR campaign. The results have exceeded expectations and year on year organic traffic is significantly up as a direct result of this campaign.”
Bryan Hunter, Digital Marketing Executive – Instant Offices