- iQ Workspace

Strategy for Success in a Competitive Market

The Challenge

We partnered with iQ Workspace, specialists in workplace furniture solutions, to elevate their brand awareness and engage more effectively with local businesses through a bespoke digital marketing strategy. Over 12 months, we carried out discovery, strategy development, campaign planning, and a range of ongoing digital marketing activities to increase brand awareness and generate leads.

Operating in Norfolk’s competitive B2B furniture industry, iQ Workspace delivers bespoke workspace furniture solutions for local companies. Despite having a strong product offering, their prior focus on the public sector and minimal digital marketing had left them with limited brand awareness in their target market. They needed to reintroduce themselves to the local business community and establish their presence as a trusted workspace solutions provider.

The Objective & What We Did

Our mission was clear: raise iQ Workspace’s profile within the local market, drive engagement across digital channels, and generate leads. Additionally, we aimed to develop a clear, actionable marketing strategy that the iQ Workspace team could build upon in the future.

Raising brand awareness was essential for growing their customer base and positioning iQ Workspace as a key player in their market. They needed practical strategies, regular performance updates, and measurable results to justify their investment in marketing. Success was defined by metrics such as increased social media followers and engagement rates, improved website traffic, and higher conversion rates.

What We Did

We developed a marketing strategy that our team implemented over the course of eight months. This included managing content creation, social media planning, blog writing, website optimisation, regular email campaigns and email automation. Regular feedback sessions and performance updates ensured the strategy remained aligned with iQ Workspace’s evolving goals.

Our strategic approach blended data-driven insights with creative storytelling to enhance their digital footprint. We divided the project into four key phases:

Discovery: We immersed ourselves in iQ Workspace’s brand, goals, and market position.

Strategy Development: A tailored marketing plan was created to address their unique challenges.

Implementation: We launched email campaigns for their current, prospective and lapsed customers, produced blog content in line with keyword research and industry search trends, planned and executed social media posts focused on engaging with local businesses, organised events within the business community to support local charities and ran targeted paid media campaigns for their high ticket items.

Performance Review: By analysing key metrics, we refined tactics to optimise outcomes and drive sustained growth.

Our close collaboration with iQ Workspace created a seamless integration of marketing efforts and our proactive communication strengthened trust and alignment between both teams, enabling us to deliver a consistent and impactful strategy.

The Results

The results of our efforts were both measurable and meaningful. We achieved a 65.3% increase in LinkedIn followers, with a 15.47% engagement rate driven by consistent, audience-focused content. Monthly email campaigns averaged an impressive 35.57% open rate and a 3.11% click-through rate, far exceeding industry standards.

We also produced one blog post per month and ventured into video content, enhancing audience interaction and establishing iQ Workspace as a knowledgeable authority in their field. Through targeted SEO initiatives and three months of paid media campaigns, we improved website usability, search rankings, and conversion rates while staying within budget.

Addressing the initial challenge of low brand awareness required prioritising foundational efforts, such as refining their brand messaging and leveraging cost-effective channels like organic social media and email marketing. These efforts maximised ROI and set the stage for sustained success.

While our partnership concluded as iQ Workspace transitioned to an in-house marketing hire, the groundwork we laid continues to guide their marketing strategy. Reflecting on our collaboration, the iQ team praised our seamless integration, organisational skills, and proactive communication. They described working with Yawn Marketing as “Brilliant!” and credited us with demystifying digital marketing and empowering their future efforts.

The iQ Workspace project shows the importance of aligning closely with client goals, providing transparent communication, and delivering measurable results. These insights will continue to inform how we approach future partnerships, strengthening our commitment to delivering exceptional B2B marketing solutions.

65.3%

LinkedIn Followers

35.57%

Average Open Rate on Email

“

The Yawn team have been great to work with - very proactive and they really work hard to understand your business and become an extension of your team. Friendly and personable but remain professional at all times.

- iQ Workspace

Strategy for Success in a Competitive Market

The Challenge

The Objective & What We Did

What We Did

The Results

65.3%

35.57%

“

The Yawn team have been great to work with - very proactive and they really work hard to understand your business and become an extension of your team. Friendly and personable but remain professional at all times.

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