Powering Up a New EV Charging Brand, from Launch to National Coverage

FastAmps, a Shrewsbury-based company, embarked on an ambitious journey to launch a new brand specialising in user-friendly Electric Vehicle (EV) charging solutions for both home and business. Their chargers were designed for simple installation, initially targeting a B2C market. However, this quickly evolved to a B2B model, focusing on distributors and installers.

We were approached to establish the brand from the ground up, moving through our Audit, Build, and Growth phases.

Key Challenges

• Brand New Market Entry: Launching a completely new brand in the competitive EV charging sector.
• Shifting Target Audience: Adapting from an initial B2C focus to primarily attracting B2B distributors and installers.
• Low Domain Authority: A brand new domain starting with a domain authority of just one, making organic visibility incredibly difficult.
• Offline Target Audience: The primary audience (electricians) wasn’t predominantly online, requiring diverse outreach strategies.
• Generating Leads & Network Growth: Building an installer network from scratch and driving website leads.

Objective

Create a strong brand identity, design and build a robust Magento e-commerce platform, and implement comprehensive marketing strategies to generate traffic, build a national distributor and installer network, and establish FastAmps as a leader in EV charging solutions.

Branding & Magento Build

We started by crafting the entire brand identity for FastAmps, ensuring it reflected their commitment to user-friendly, hassle-free EV charging.

Following this, we designed and built their new Magento website, laying the technical foundation for their online presence and ecommerce operations.

• Developed a modern, approachable brand identity that resonates with eco-conscious consumers
• Created a full visual identity including logo, color palette, typography, and brand guidelines
• Designed and built a custom Magento website tailored for seamless product browsing and checkout
• Implemented a scalable ecommerce infrastructure to support future growth
• Optimised the site for performance, UX, and mobile responsiveness

SEO & Domain Authority Build

Recognising the challenge of a new domain, our SEO efforts were relentless. We implemented a multi-pronged approach:

• Content Strategy: Regular, high-quality blog posts and articles were written for the website to provide valuable information and target relevant keywords.
• Backlink Acquisition: Focused on building high-quality backlinks to improve domain authority, including investigating premium directory listings and leveraging installer networks.
• Technical SEO Audits: Ongoing audits to identify and fix technical issues, ensuring optimal website performance and crawlability.
• E-E-A-T Focus: Worked on building Expertise, Experience, Authority, and Trust through positive reviews and author profiles.

Installer Network Activation

A key objective was to onboard installers. We deployed a strategic mix of B2B outreach:

• Telesales Integration: Contracted a telesales expert to proactively contact EV charger-qualified electricians across the UK.
• Targeted Email Campaigns: Developed and executed email campaigns specifically targeting electricians.
• Social Remarketing: Implemented social media remarketing campaigns to reach potential installers.

Dedicated Installer Portal: Created a dedicated section on the FastAmps website for installers to register, receive training, and gain a directory listing as an approved FastAmps Partner.

Engaging Social Media & Influencer Marketing

We significantly improved FastAmps’ organic social reach and launched impactful campaigns:

• Platform Management: Consistent content creation and engagement across Instagram, LinkedIn, and Facebook (4 posts per month).
• Content Promotion: Promoting blog posts and product features to engage the audience.
• Influencer Collaboration: Partnered with an electrician influencer to create an installation video for YouTube and TikTok, which was then broken down into bite-sized clips for broader distribution.

Conversion Rate Optimization (CRO) & User Experience (UX)

In the background, we continuously refined the website’s UX and CRO to maximize lead capture:

• User Journey Optimization: Reviewed and improved internal linking, navigation, and overall user flow.
• On-page Optimisation: Ensured relevant keywords were integrated into title tags, meta descriptions, and page headings.
• Schema Markup: Implemented schema markup for enhanced SERP results.

Expanding B2C Audience & Google Ads Introduction

Building on the initial success, our ongoing strategy has expanded to reach a broader B2C audience:

• B2C Content & Social: Leveraging existing successful tactics for social media and content marketing for a B2C focus.
• Google Ads Test Campaign: Implementing a new Google Ads campaign targeting national or specific geographical regions to capture new consumer segments.
• Paid Social Optimisation: Reviewing and refining Facebook Ads for improved targeting and ad copy, with audience segmentation for installers and consumers.