Who was the client?
APT-ICC (Industrial, Commercial & Eco-Friendly Cleaning Contractor), a prominent cleaning and restoration organization operating nationwide from South Wales, offering services to B2B, B2C, government agencies, and conservation bodies across the UK.
The brief
APT-ICC required comprehensive digital and strategic marketing enhancements to solidify their status as the preferred contractor for large organisations, improve their online presence, and streamline their sales processes to expand their clientele.
Execution
- Digital Marketing and SEO Strategy: Revamped the website with SEO-friendly content, including blogs and case studies. Utilised SEMrush for keyword research and implemented proven SEO techniques to achieve 1st-page Google rankings for primary and case study pages.
- Email Marketing and Sales Strategy: Designed and executed dynamic email marketing campaigns using ZoomInfo for targeted outreach, which included crafting outbound sales emails and follow-ups using LinkedIn. Introduced sales strategy sessions to energise and enhance staff performance, leveraging analytics to refine campaign effectiveness.
- Client Engagement and Training: Developed diverse marketing materials such as brochures and social media content. Implemented training for staff on using digital portfolios during client interactions, such as site visits, to showcase similar projects and gather testimonials, effectively using iPads to enhance credibility and client engagement.
- Business Development: Expanded the client base significantly by becoming the first contact for large-scale contracts with new organisations, including insurance companies and government entities. Pioneered a new sales strategy that established APT-ICC as a leader in the field, encouraging regular cleaning contracts and projected business growth.
- Technology and Innovation: Added a website plugin that significantly increased enquiries, tripling them within the first month. Encouraged inter-company linking with their sister chemical supply company to promote long-term sales of eco-friendly cleaning products post-service.
- Sustainability Focus: Pushed a strong eco-friendly message and sustainability in all marketing and operational facets, aligning with current environmental trends and client expectations.
What was the outcome?
- xpanded Market Reach: Established APT-ICC as the primary contractor nationwide, not just in Wales, through strategic business development and marketing.
- Enhanced Online Presence: Achieved substantial improvement in website traffic and Google rankings, with key pages reaching the first page of search results.
- Increased Client Acquisition and Retention: Through effective training and sales strategies, staff were able to secure new contracts and foster client loyalty, significantly boosting the company’s credibility and market presence.
- Boosted Enquiries and Sales: The introduction of new website functionalities and strategic email campaigns resulted in a dramatic increase in enquiries and facilitated effective cross-selling opportunities.
This comprehensive approach not only solidified APT-ICC’s market position but also enhanced their operational capabilities and client satisfaction, driving substantial growth and setting a new standard in the cleaning and restoration industry.