Introduction
In this episode, Oleg Korolov, Marketing Manager at The Electric Car Scheme, breaks down how their innovative EV salary sacrifice model benefits both companies and employees while accelerating electric vehicle adoption. He shares how a strong SEO-driven content engine fuels massive organic traffic, with over 10 pieces of content published weekly. Oleg also dives into the real challenge: converting that traffic in a complex B2B2C journey. From simplifying user flows to leveraging strategic CTAs, he explains how marketers can turn visibility into measurable results. This conversation is packed with actionable insights on SEO, UX, and conversion strategies for growth-focused teams.
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Hey everybody, welcome back to Pathmonk Presents. Today we are joined by Oleg, marketing manager at The Electric Car Scheme. Oleg, welcome to the show.
Oleg Korolov: Hi, Rick. Thanks for the invitation.
Rick: Of course. Glad to have you here. Let’s start with the basics. What’s the big idea behind The Electric Car Scheme?
Oleg Korolov: The Electric Car Scheme is based around EV salary sacrifice. Companies can sign up, and their employees can lease electric cars using their pre-tax income, resulting in savings of around 20–50%.
The company also benefits by offering a valuable perk, and of course, the environment benefits from increased EV adoption.
Rick: That’s great. It sounds like it benefits both companies and employees. Can you expand on who typically signs up?
Oleg Korolov: On the company side, we can work with almost any business that uses PAYE—so SMEs and large enterprises alike.
On the employee side, there’s no strict lower limit, as long as their salary doesn’t fall below minimum wage after deductions. Higher earners tend to adopt faster, but even lower-income employees benefit from the cost savings.
It’s also an all-inclusive package—servicing, tires, MOT, and sometimes insurance are included—so it simplifies car ownership.
Rick: That 20–50% saving is compelling for anyone. How do people discover you?
Oleg Korolov: We use a mix of channels. We have a business development and SDR team, partnerships, and marketing.
From a marketing perspective, our main channels are ads, organic search (SEO), and email outreach. Organic is especially strong for us—that’s my main focus.
Rick: And I assume they land on your website. What role does it play?
Oleg Korolov: A big one. From an SEO perspective, we have one of the most aggressive content strategies in the industry—we publish around 10 pieces of content per week.
Our blog is likely the largest in the salary sacrifice space. This helps us capture a lot of traffic—around 2,000 to 2,500 clicks per day.
The challenge isn’t traffic—it’s conversion. Since we’re B2B2C, companies still need to sign up before employees can benefit.
Rick: That aligns with what we see—traffic is easier than conversion. So what makes a website convert?
Oleg Korolov: Simplicity. You need to make conversion easy and non-intimidating.
For example, booking a demo should be quick and straightforward. Don’t ask for too much upfront.
Yes, simplifying too much can reduce lead quality, but you can filter later.
On our blog pages, we use floating CTAs, demo buttons, and persistent navigation to make it easy for users to take action without jumping across pages.
Rick: That UX mindset really shows. I heard you have a background in UX design?
Oleg Korolov: Yes. I originally studied architecture and tried to move into UX early in my career.
Rick: It definitely reflects in your approach.
Let’s talk about your day-to-day. What does a typical day look like?
Oleg Korolov: Wake up, open SEMrush.
A big part of my time is content production—we maintain a very high publishing cadence.
We also work on website optimization, landing pages, and collaborate with writers and technical consultants.
We build custom tools to analyze competitors and track trends, especially around AI and search.
So it’s a mix of content, technical work, and collaboration.
Rick: Sounds like a full day. How do you stay on top of trends?
Oleg Korolov: I follow newsletters like iPullRank, which focuses on AI and SEO.
I also use LinkedIn—it’s gotten better at surfacing relevant content.
And I attend conferences like BrightonSEO. But most importantly, I talk to people in the industry—some of the best insights aren’t published.
Rick: That’s great advice. Let’s do a quick rapid-fire.
Watching, reading, or listening?
Oleg Korolov: Watching.
Rick: What’s something you recently watched?
Oleg Korolov: A true crime YouTube podcast called Casual Criminalist. I usually have it playing while gaming—it’s a good way to unwind.
Rick: Nice. If you had a magic wand to fix one marketing problem?
Oleg Korolov: Attribution. If we had perfect tracking of where users come from and what they do, that would be ideal.
Rick: And if you could give your past self advice?
Oleg Korolov: Never stop learning. Don’t assume your career path is fixed—you can always pivot and adapt.
Rick: Love that. Last question—what should people remember about your work?
Oleg Korolov: Electric cars used to feel like a novelty. Now they’re becoming the norm.
We want to accelerate that transition and make EVs accessible. Hopefully, in the future, we’ll look back at petrol cars as something outdated.
Rick: Great vision. Where can people find you?
Oleg Korolov: Go to electriccarscheme.com. Employers can sign up, and employees can learn how to propose the scheme to their company.
Rick: Amazing. Thanks again, Oleg.
Oleg Korolov: Thanks, Rick.
Rick: Bye everyone.