The Access Group, a global leader in business software solutions, offers a comprehensive portfolio serving various industries, including manufacturing, accounting, logistics, hospitality, and healthcare. After a strategic acquisition of software assets from Sage Group, including HandiSoft accounting and compliant payroll solutions MicrOpay and WageEasy, they engaged DMG to support their consolidated marketing activity and growth plans across media and SEO.
With newly acquired softwares added to their offering, The Access Group needed to broaden their digital footprint to grow their customer base in the APAC region.
Digital Minds were engaged to drive growth in leads and expand the reach of organic search by and ranking breadth and visibility for key subject areas.
Access Group spearheaded the creation of specialist teams for the three software categories, with a focus on product management, SEO, content, and paid media.
Digital Minds acted as a true extension of team for Access Group, taking the lead for the SEO and Paid Search, fostering collaboration and emphasising audience-specific strategies.
To enter the market effectively, we analysed how the B2B audience searched for solutions, mapping customer journeys and identifying touchpoints.
Recognizing the importance of online content for decision-makers, our strategy included a full-funnel content plan. This positioned The Access Group as an expert source, showcasing their experience through valuable content tailored to different stages of the buyer’s journey.
Extensive keyword research informed a data-driven roadmap aligned with audience needs. We guided the creation of content clusters, ongoing upper-funnel blog creation, and leveraged FAQs and landing page optimisation to fill gaps.
The investment in quality content played a crucial role in achieving growth, particularly in non-brand rankings for head terms and upper-funnel topics. Since engaging Digital Minds:
• Overall ranking breadth increased by an impressive 207% for non-branded keywords.
• Rankings within the top 3 positions surged by 731%.
• Website traffic witnessed an 83% increase.
• Lower-funnel leads generated through SEO experienced a substantial growth of 130%.
As the journey continues, the focus remains on growing organic search as a vital channel for The Access Group’s business success.
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