We like to share our thoughts on matters relating to the integrated marketing services we offer – including marketing strategy, corporate branding, marketing communications, website design and development, digital marketing (search engine optimisation, digital advertising, social media marketing, content marketing, email marketing and marketing automation), and non-digital marketing (advertising, direct marketing, sales promotion, event marketing, public relations and corporate incentives).


by BGL Communications on June 23, 2017


The Brief

Aperio Intelligence was a start-up enterprise seeking the services of a marketing agency in London, initially to deliver corporate branding and website design and development. Aperio provides a business service that delivers specialist reports and offers investigation skills to help regulated organisations seeking to do business worldwide to remain compliant with the latest global financial legislation. The owner of the business had previously been supplying the same services for one of the big six management consultancies, so he knew what he was doing.


The first stage in the process was to digest their business plan and sales forecasts. We then reviewed the marketplace to better understand how competitors were marketing themselves. We created visuals for three design concepts and developed the chosen design in close collaboration with the client. We developed the site map for the website and edited copy supplied by the client. The website was built in WordPress and training materials were provided to assist with internal management. We recommended a hosting platform for the website which would optimise user experience and SEO benefits. We developed a bespoke online tool called DataMap that allowed the company to provide updates on the financial, economic and political situation around the world. We provided ongoing web maintenance to ensure that the website was always up-to-date and secure.


We designed and printed various sales support materials, including a brochure and folder, various stationery and report templates, as well as creating brand guidelines to ensure a consistent brand experience across all materials. We also created sales training presentations.

We were subsequently commissioned to design a monthly newsletter (we edited copy supplied by the client) which was hosted on the website for SEO purposes, and which we emailed out via MailChimp to a database supplied by the client, achieving extremely high open rates and click-through rates.

We also provided ongoing SEO support, achieving the first-page status for several important keywords within 9-12 months of activity.

We also delivered social media marketing support to emphasise their position as thought leaders within their industry, to grow follower numbers to acceptable levels, to connect with industry journalists, influencers and bloggers, to promote content hosted on the website, and to gain SEO benefits for the company.


‘Thank you for all your help. Much appreciated.’

Adrian Ford
Aperio Intelligence

Aiming to be Your #1 Marketing Agency London

Abacus Marketing is an independent London marketing agency that works with funded start-ups, ambitious SMEs and corporate blue-chip clients operating in the UK and EMEA. We deliver marketing consultancy (market research, strategic planning and customer insight), corporate branding, website design, marketing communications, digital marketing (SEO, social media, digital advertising, content marketing, email marketing and marketing automation), event marketing, advertising and direct marketing.

Find Out More About What We Do


Our honest and transparent digital marketing work speaks for itself. We deliver a personal, passionate & tailored service to each and every one of our clients, big or small, based in London or abroad. We strongly believe that understanding your company DNA is the only approach to SEO, SEM, CRO, Content Marketing, Social Media or Corporate Branding. Our digital marketing methods are innovative and always anticipate the intent of your customers and search engines.

Core to the success of what we achieve for our clients is our understanding of the fluid relationship between attracting customers and engaging them through a well-defined digital relationship model.

If you want clear, honest and tangible results online with the opportunity to learn how they’re achieved then get in touch now to see how we can help.

Reach Out for a Chat and a Coffee

Locations that we can meet to chat with you are strategically located near all main London train stations: Paddington, Marylebone, Kensington, Kings Cross, Euston, St Pancreas, Waterloo, Liverpool Street, Victoria, and London Bridge.



by BGL Communications on June 22, 2017
Delicious-Interiors-Logo DELICIOUS INTERIORS


Delicious Interiors is an online retailer specialising in the high-end furniture marketplace, with a particular focus on selling designer-label bar stools, dining room tables, and chairs. The client’s plan is to expand the range and sell a wider range of home furniture as the brand grew.

Our agency was commissioned to design a new corporate identity and to create an e-commerce website, which we built in Shopify. We wrote all content for the website and optimised onsite SEO. We liaised with manufacturers in order to source imagery.

The client shared their business plan and sales forecasts, and we held a facilitated discussion to create clarity around the strategic brand proposition.

As an essential part of the process, we analysed the marketplace to assess the digital marketing strategies of competitors working in the same marketplace. This enabled us to identify a number of key insights and ideas that we were able to emulate and improve upon. We were able to build up a profile of the core target market and their key demographics.

We recognised the opportunity to create an attractive service proposition to stand out from the crowd. This featured transparent pricing, free delivery, price matching and a quibble-free returns policy. We identified, by assessing the comments of customers placed on competitor websites, that these were the key factors affecting consumer behaviour.

Delicious Interiors

We were subsequently contracted to deliver ongoing digital marketing support, including blog creation, social media management, search engine optimisation (SEO), website administration, and digital advertising, including pay per click (PPC)) and remarketing.


‘I was very impressed by Abacus and all the support they provided me with this start-up enterprise. I felt involved in the entire process including strategy and creative, and I was pleased with the look and feel of the website, which was ideal for our desired customer base. Sales performance in the first year has exceeded business plan forecast.’

David Grey
Marketing Manager
Delicious Interiors



by BGL Communications on June 9, 2017
Vello-Logo VELLO


Vello is a start-up enterprise providing a domestic plumbing, boiler and heating repair service. Their unique point of difference is that their engineers travel around London on Brompton bikes, catching the tube when it is convenient to do so. They carry all the tools they need in their bags to fix 80% of all jobs within an hour. If they need extra support or materials, an electric van is deployed to finish the job. We were appointed to deliver corporate branding, and we were subsequently commissioned to deliver website design and development and to create marketing communications materials.

The first stage in the process was to review the marketplace to better understand the digital marketing and communication strategies used by their competitors. This helped to shape the website mapping process, as well as to understand page content requirements and site navigation to optimise the user journey experience.

Our market research established that price, trust, transparency, speed of response, and industry knowhow were all important factors in a customer’s decision-making process. To stand apart from the competition, we developed a service proposition that promoted these five benefits.

We came up with the trading name, Vello, which is a derivative of ‘bicycle’ in French and ‘speed’ in Italian. It also is a word that sounds friendly, like ‘hello’, and it was cost-effective to find a unique URL and to trademark the name and logo, a process we managed on behalf of the client.

We proposed that we created a brand that could be identified with a specific region within the UK (e.g. Vello London), so that they could franchise out different geographies around the UK in future if they wished to do so (e.g. Vello Manchester) with a hierarchal corporate structure in place (i.e. Vello Group). With this in mind, we developed the strapline ‘All Round London’ for the launch region.

We developed three creative concepts and developed the chosen theme in partnership with the client. We wrote all the copy for the website and built it in WordPress. We developed brand guidelines and produced uniforms, bike and van livery, leaflets, and stationery. We also created an animated video and delivered onsite SEO, having previously identified the primary keywords we wished to focus on as part of the competitor research process.


‘I could not recommend Abacus Marketing highly enough. They helped us to turn an idea into a reality. We appreciated the help and support they provided every step of the way, including assistance with the development of the business plan to include an effective brand, sales and marketing strategy, and some highly insightful competitor market research which helped to finetune the proposition.’

Hannah Rossi
Operations Director
AVello Group

BGL CommunicationsVELLO