Inventory Base

For the past two years, Add People have been providing Inventory Base, with specialist Technical SEO and Digital PR services.

This is the story of how Inventory Base gained industry-specific, national coverage, which has not only resulted in them establishing themselves as experts in their field, but yielded a significant return on their investment.

The challenge

Inventory Base came to Add People with a strong existing organic presence for their product, however, they were aiming to improve awareness of their brand and position themselves as industry leaders and disruptors in the property inventory & inspection sector.

The SEO team wanted to combine PR efforts with traditional SEO objectives, in order to ensure the campaign worked from a brand perspective, without sacrificing organic search benefit.

With a flexible strategy, Inventory Base enabled the team to create assets that combined creativity with credible research, that journalists and audiences would respond to.

Our strategy

The SEO experts decided to pursue a combination of thought leadership and research-based coverage, to position Inventory Base and their professionals, as reliable and innovative experts in their field.

To cater to their audience of estate agents, landlords and property professionals, it was important to primarily target specific publications that would resonate with them.

Local publications, with a wider reach, were also targeted, in order to improve Inventory Base’s presence with potential new audiences.

Over a 20-month period, multiple UK-wide, research-based campaigns were created on behalf of Inventory Base.

As well as facilitating expert comments for journalists and creating opinion-led commentary campaigns.

This all contributed to national and local conversations around renting, buy-to-let ownership and property management.

The results

So far, through a cohesive partnership and the diligence of Add People’s SEO team, Inventory Base have gained 78 coverage placements from 75 unique sites.

This coverage has exposed their brand to an estimated reach of over 2.5 million viewers.

Our coverage includes industry-specific titles, like Property Reporter, Property Notify and Property Investor Today, as well as national news sites, like The Mirror and the Express.

All helping to establish Inventory Base’s expertise in the residential and lettings markets, for providing award-winning software.

In addition to raising brand awareness, both, within the property industry and beyond, Inventory Base has seen an 85% increase in organic traffic and an almost 300% increase in conversions.