Case Study For Brand Awareness Services With Inospace

Deliverables

Brand Awareness
Establish Market Share
Increase User Base

How We Helped Inospace Scale Lead Generation and Build Brand Awareness‍

Client Overview

Inospace is a niche real estate and services company with a portfolio of 44 specialised properties across South Africa, providing warehousing, logistics, and workspaces. Focused on the SME market, Inospace transforms and manages innovative industrial and logistics assets, offering flexible spaces to almost 2,000 businesses nationwide. Their footprint spans over half a million square metres of space, solidifying their position as leaders in their field.

The Challenge

In 2017, during its initial launch, Inospace was faced with the challenge of filling newly available spaces for hire. As a new player in the market, they needed:

A High Volume of Sales Leads: To generate occupancy and business growth.
A Scalable Marketing Strategy: To grow their brand and create sustainable, long-term success.
Cost-Effective Lead Generation: Their experiments with below-the-line media had proven to be expensive and delivered limited, unmeasurable results.

The unique nature of their B2B offering – a novel concept at the time – added complexity to their marketing efforts. They required a fresh approach to reach their audience and position themselves as industry leaders.

The Solution

Capitalise developed a multi-faceted, data-driven marketing strategy to tackle these challenges. The approach evolved over time to address market complexities and meet Inospace’s long-term objectives.

1. Initial Campaign Focus: Google Search & SEO

The first step was to establish a strong presence on Google Search to capture user intent in Cape Town and Johannesburg – the key markets for their spaces.
A targeted keyword strategy was implemented to optimise visibility and attract relevant traffic.

However, early efforts revealed a lack of sufficient demand on search engines due to the novelty of Inospace’s offering in the B2B market. This prompted a re-evaluation of the strategy.

2. Pivot to Brand Awareness via Facebook Ads

Facebook Ads became the cornerstone of the campaign, enabling Inospace to broaden its reach and build brand awareness within the SME market.
The campaign leveraged video-based assets to engage audiences and drive action.
This approach multiplied sales leads by 20 times, complementing the ongoing efforts on Google Search and SEO.

3. Integrated Paid Media Strategy

Over time, the campaign evolved into a more holistic and integrated paid media strategy. This approach accounted for the complex buying journey of the SME market and combined:

Google Search Ads for high-intent conversions.
Facebook Ads for upper-funnel engagement and awareness.
A sophisticated SEO strategy to increase organic visibility and attract higher-quality traffic.

Results

SEO

Over two years, Capitalise successfully ranked Inospace for more relevant terms, attracting significantly more qualified traffic.
The traffic consistently showed higher conversion rates, further supporting lead-generation efforts.

Facebook Ads

The Facebook campaign achieved a 30% year-on-year increase in leads.
Cost-per-lead (CPL) was reduced by 30%, thanks to effective audience targeting and engaging creative assets.
This campaign accelerated the process of filling Inospace’s available spaces and boosted overall visibility.

Google Ads

Google Ads campaigns delivered a 42% year-on-year increase in website leads.
CPL for Google campaigns decreased by 11%, demonstrating efficiency and cost-effectiveness.

The Numbers

+176% Growth in New Users
+49% Growth in Traffic
+29% Increase in Leads‍

Conclusion

By shifting from a below-the-line approach to a data-driven, integrated digital marketing strategy, Inospace successfully filled its spaces and scaled its lead generation efforts. The blend of Google Search, Facebook Ads, and SEO allowed Inospace to establish itself as an industry leader while driving sustainable growth in traffic and leads.

Over the years, the strategy has continued to evolve, ensuring that Inospace remains ahead of the curve in the competitive SME real estate market.