Technopolis broke a record with digital marketing

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:

• The new, added landing pages correspond to important commercial searches and can also be used for advertising.
• The management and visibility of language versions has been improved in different target markets.
• Image search results have improved by large percentages when alt texts were added to the images.
• Improvements to the user experience of the site have been planned, for example through the Hotjar user path study.

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:

• Campus videos in YouTube advertising increase interest at the top end of the purchase path.
• Demand Gen advertising has helped to highlight the strengths of each campus on a location-by-location basis.

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:

• The descriptiveness of the advertisements has been increased and refined so that they do not attract those seeking a central office if the campus is not located in the city center.
• Targeting, negative search listings and landing pages are constantly being developed to ensure that machine learning delivers more and better quality leads.
• Bidding based on the value of leads in an ad auction takes into account the square footage of the space you are looking for, which helps you get more valuable leads on average.

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.”

Would you like to learn more about our international digital marketing services? Contact us and let’s talk more!

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