Apollo Business Finance

When I joined Apollo in May 2022, they had big ambitions but no digital footprint. The situation was stark – just two blog posts, a static LinkedIn page, and no system for generating leads. This company had incredible potential that no one could see.

Apollo Business Finance specialises in supporting small businesses with invoice financing. What sets them apart, is their refreshing “99% approval” attitude, regularly supporting small businesses rejected by big banks and other lenders.

“Where others see risk, we see potential” was their attitude, and they deserved marketing that matched their bold approach and genuine commitment to supporting small businesses.

Starting From Scratch

The challenge was exciting. Fresh out of University, I was thrown straight in the deep end. Apollo needed everything – a brand voice, content strategy, lead gen methods, and a stronger digital presence – all without the luxury of a marketing budget. We were building the plane while flying it, and every strategy had to count.

Here’s what we built together…

Finding Apollo's True Voice

I worked closely with the team to refresh Apollo’s brand voice, making their communication sound more like the straight-talking professionals that they really are.

I rewrote all website copy to take on simpler language that conveyed the benefits to the reader. This copy didn’t just explain their services but actually converted visitors to leads by showing the reader the real benefits to their business.

This new writing style was also reflected in other materials I created, such as brochures, internal documents, blogs, and social media posts.

Content That Matters

We went from zero to a comprehensive content strategy with clear pillars and a consistent publishing schedule. Over the next two years, I created and published more than 50 SEO-focused blog posts and detailed client cast studies that showed what Apollo could really do for businesses in need of funding.

Their previously dormant LinkedIn page came alive with regular company updates, industry insights, and success stories. I also supported Apollo’s directors with their own personal branding, ghost-writing posts that positioned them as thought leaders in the invoice finance space.

Every post was accompanied by custom-designed graphics that made Apollo stand out in crowded feeds.

Smart Lead Gen Without Paid Ads

The real challenge was generating quality leads without spending on advertising. We approached this by building practical tools that provided immediate value – a funding eligibility checker, a quick quote calculator, and downloaded invoice templates.

Behind the scenes, we implemented a proper CRM system with lead tracking processes that made sure no opportunity slipped through the cracks.

To nurture relationships, we built automated email sequences that kept Apollo front-of-mind with prospects who weren’t quite ready to commit.

One of our most successful projects was a client referral program, promoted through targeted email campaigns and Apollo’s monthly newsletter. Happy clients became Apollo’s best advocates, bringing in pre-qualified leads who already had a positive impression of the company.

Beyond The Digital Realm

While digital strategies formed the backbone of our approach, we didn’t neglect the power of in-person connections. I managed Apollo’s presence at key industry events, including the important NACFB Expo, designing eye-catching banners, professional booth displays, and impactful printed materials.

To help the sales team deliver Apollo’s message consistently across all channels, we created an animated explainer video that distilled their proposition into a clear story – making an otherwise complex financial service accessible and appealing to business owners.

The Results Speak For Themselves

After two years of consistent effort and strategic focus, Apollo’s marketing transformation has been something I am extremely proud of:

One of the fastest-growing independent invoice finance lenders in 2023, with a 73% increase in market share, our organic marketing strategies playing an important role.
138 quality leads in 2023 followed by 142 in 2024 – all generated through organic strategies without a penny spent on paid advertising.
Social media following increased by an impressive 469%, significantly expanding Apollo's reach and credibility in the finance sector.
Our content achieved a 13.1% average engagement rate across social platforms – more than triple the industry benchmark of 2-4%. This showed we weren't just growing an audience; we were building a genuinely interested community.
Website traffic jumped 52%, but more importantly, visitors stayed 88% longer and the bounce rate dropped by 9.3%. These metrics revealed that visitors were finding valuable content that answered their questions.
Apollo began ranking for highly competitive keywords placing them alongside major competitors with much larger marketing budgets.
Organic search traffic more than doubled (103.79% increase), with daily search impressions growing dramatically from just 80 to over 800 on average, with peaks reaching into the thousands during campaign periods.
Direct traffic increased by 77.5% as more people sought out Apollo by name – clear evidence that brand awareness and recall were improving.
Email campaigns consistently beat industry benchmarks for both open rates and click-throughs, showing that our content resonated with Apollo's audience.

I think what makes this story so incredible is the starting point. Apollo went from zero marketing presence to becoming one of the fastest-growing independent invoice finance lenders in just over a year. All done with a marketing engine that delivers quality leads month after month, positions them as an authority in invoice finance, and truly reflects their confident, client-focused approach.

Apollo’s story demonstrates that with the right strategy, consistent execution, and a genuine understanding of both the brand and it’s audience, even businesses starting from square one can build powerful marketing strategies that drive growth. – without necessarily requiring massive budgets.

This was all about giving a deserving business the visibility it needed to help more small companies access the financing they needed. That’s the real Apollo story – a transformation that extended far beyond marketing to impact the businesses and people they serve.

I'm Proud of This Transformation

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