Case study

Technopolis broke a record with digital marketing

Results in brief

+22 %

rented floor squares

Last year, Technopolis broke its all-time record for the number of floor squares rented based on leads collected through its website.

About the company

Technopolis is an expert in shared workspaces, providing flexible and efficient office space and related services. Technopolis’ services include everything from workspace design to reception, meeting, restaurant, and cleaning solutions. Technopolis has 14 campuses hosting 1 200 companies and 35 000 employees in four countries within Europe.

The office rental market has been in a state of flux in recent years. Despite this, last year Technopolis broke their all-time record for the number of floor squares rented through website leads. The previous record was beaten by 22%.

Part of the credit goes to the overall development of digital marketing. Technopolis has been doing this together with Hopkins for a couple of years now.

Better user experience with search engine optimization

Search engine optimization, or SEO, plays a dual role for Technopolis:

  1. SEO improves the organic discoverability of local offices in a market where many people use portals to find them.
  2. SEO also helps produce landing pages for advertising and improves their quality.

For example, the site has been search engine optimized in the following ways:

These and other improvements have resulted in the site being found in Google for a wider range of search terms and more useful content for visitors.

Large customers at the top of the purchase path with Google Ads

Google Ads advertising is more than just keyword advertising. There are other forms of advertising that are valuable to advertisers, helping to meet demand and reach the right audience.

In addition to keyword advertising, we have invested in:

Targeting Google Ads across the entire purchase path and showcasing the strengths of the campuses has also helped to attract large customers who don’t sign up through the website form.

“Hopkins is a reliable and agile partner with whom we have developed a wide range of digital capabilities.”

Suvi Anttila
Head of Marketing
Technopolis

Keyword advertising requires constant optimisation

Keyword advertising has not rested on its laurels either, but is constantly improving its quality and relevance through actions such as:

Thanks to systematic development, keyword advertising is also bringing in more and more quality leads.

Social media advertising must appeal to local businesses

In Technopolis’ social media advertising, it is important that the advertising is targeted with sufficient precision and that the texts are structured to appeal to local businesses operating in the city.

The advertisements explain what Technopolis’ local campus has to offer and why a company should rent office space there.

As a result, social media advertising is effective, cost effective, and builds brand interest.

Cooperation in international digital marketing will continue at full steam and expand with the introduction of new tools.

Shared successes through integrated development

“The comprehensive development of digital marketing and the results we have achieved together have been rewarding,” says Seppo Puusa, Senior Consultant at Hopkins. “Taking a holistic view of the whole funnel has broken down the silos of competence that are sometimes seen in digital marketing.”

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