Marketing audit for Aptus Utilities after MBO

Aptus Utilities installs water, electric, fibre, gas and street lighting connections at property developments across the UK. Following a MBO, we were appointed to help expand the company’s marketing activity.

The directors were keen to raise awareness of the Aptus name among decision makers in the residential and commercial construction sector; grow the company’s following on LinkedIn; drive website traffic and enquiries; and ultimately increase sales.

Although we were keen to kick off activity with a press release about the stellar year Aptus had in 2020, we held off until our web design team had made some changes to the company’s homepage to improve the user experience.

Then it was all systems go. News about the company’s success was well received by the trade and regional press and was a great way to put Aptus on the radar of the media.  Our PR team also drafted a number of case studies and thought leadership articles about hot topics in the sector (NAVS being the latest one) for distribution to the media and hosting on the website.

The writing didn’t end there. In collaboration with our design team, a new customer newsletter was introduced, which was very well received. A customer satisfaction survey and key findings report were created, alongside more customer friendly quotation documents.

Meanwhile, our digital marketing team went to work.  After completing a thorough audit of the Aptus website, they produced a three-prong plan of action: an ‘always on’ brand awareness PPC campaign; on-going SEO to improve web visibility and traffic; and LinkedIn activity comprising thought leadership posts and personal introductions.

Having proved to Aptus the value of making tweaks to their homepage, we’ve just received the go-ahead to introduce further changes to their website.  These will focus on the navigation and introducing clearer and stronger calls to action.

All in all, it’s been a busy three months and we’ve loved putting these essential marketing building blocks in place for the fantastic company.

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