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MYCO Case Study

Overview

About MYCO:

MyCo is a mobile‑first, all‑in‑one business automation platform that unifies HR and payroll, face‑scan attendance, GPS‑enabled field tracking, CRM/lead management, task & work automation, engagement tools, and WhatsApp auto‑reports consolidating dozens of tools into one unified system. 

By bringing payroll, attendance, field tracking, CRM, and task management under one roof, MyCo helps SMEs and growing teams streamline operations and give managers real‑time visibility into performance across in‑office and field teams.

To support its growth in the competitive US market and clearly communicate the depth of its offering, MYCO partnered with 247 Digital Marketing, a premier USA-based digital agency with over a decade of experience and a 50+ member in-house expert team. The engagement focused on SEO, Social Media Marketing and Meta Ads and Google Ads Management, with the goal of increasing visibility, engagement, and qualified leads.

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Challenges & Initial Hurdles

  • Category complexity & keyword overlap: MyCo spans multiple high‑intent categories (Payroll Software, HRMS, Attendance, CRM, Field Tracking, Task/Work Management), making it hard to rank for diverse, commercially‑intent keywords with a clear architecture and avoid cannibalization.

  • Demand generation across segments: The platform serves HR, Operations, and Revenue teams; paid creative had to communicate distinct value props (e.g., face‑scan attendance + GPS tracking for HR/ops; lead tracking + WhatsApp reporting for sales leaders).

  • Mobile‑first storytelling: Ads and social content needed to highlight mobile workflows and field visibility (live location logs, route playback) to stand out from desktop‑centric competitors.

Strategy & Implementation


1) SEO: Own the “Unified Platform” story with clean clusters

  • Information architecture & hub‑and‑spoke: Built feature hubs for Payroll, Attendance (Face ID + GPS validation), Field Tracking, CRM, and Task/Work Management, each supported by long‑tail “how‑to”, comparison, and industry use‑case spokes (e.g., Logistics, Construction, Retail.
  • Search intent mapping: Split high‑intent keywords (e.g., “Hr Automation Software”, “Business Management App”, “HRMS with payroll”, “HRMS with payroll”) from educational queries; prevented cannibalization with clear canonical/heading rules.
  • On‑page & entity SEO: Structured data (Software Application/Product), feature checklists, FAQs, and WhatsApp‑reports capability called out in scannable bullets to improve relevance.
  • Programmatic internal linking: Connected hubs to demo, pricing/enquiry, and industry pages to raise conversion paths and distribute authority.

2) Paid Media: Precision demand capture + creative demand gen

Google Ads

  • Search & PMax mix for branded + non‑branded queries across payroll, attendance, HRMS, CRM, and field tracking; segmented by ICP (HR/People Ops vs. Sales Ops vs. Field Ops).
  • Message pillars mirrored feature strengths:
    • “Run payroll in one click (synced with attendance & approvals)” for HR.
    • “Face‑scan attendance + GPS validation stops buddy punching” for Operations.
    • “Unified CRM with WhatsApp + call capture for faster follow‑ups” for Sales.

Meta Ads

  • Mobile‑first creatives showing live location logs, route playback, and WhatsApp snapshots to dramatize field visibility and management in real time.
  • Video + carousel sequencing (Problem → Product proof → Social proof → CTA) tailored for SMEs.

3) Social Media (LinkedIn, Instagram, YouTube Shorts/Reels)

  • Educational series: “60‑second Ops Wins” (Face ID attendance demo, GPS route playback, one‑tap payroll).
  • Use‑case spotlights by industry (Logistics, Construction, Retail, Professional Services) aligning with MyCo’s sector pages.
  • Micro‑case clips: before/after workflows (manual → automated WhatsApp report; siloed CRM → unified lead follow‑ups).

4) Measurement & Optimization

  • GA4 & conversions: Demo requests, “Book a Demo” clicks, WhatsApp CTA taps, and contact events configured (with UTM governance) to monitor blended and channel‑level CPAs.
  • Lead quality loop: Weekly creative and keyword trims based on form‑level qualifiers and sales feedback (time to connect, role fit, company size).

Landing page A/B testing: Headline/hero proof, social proof density, and mobile speed improvements to lift CVR.

Results


Website Performance & Conversions
MYCO achieved a 45% increase in overall website traffic within the first four months, driven by a redesigned, conversion-focused website experience. Improved UI/UX and clearer messaging led to a 38% increase in average session duration and a 32% rise in conversion rates.

Organic Search Growth (SEO)
Targeted SEO efforts resulted in a 60% growth in organic traffic across HR, payroll, CRM, and business automation keywords. MYCO also secured top 10 rankings for multiple high-intent SaaS terms, contributing to a 40% increase in inbound demo and inquiry requests.

Google Ads Performance
AI-driven Google Ads optimization reduced cost per lead by 35% while increasing qualified lead volume by 50%. Improved click-through rates across campaigns consistently outperformed industry benchmarks.

Social Media Impact
Strategic content execution led to a 70% increase in social media reach across key platforms. Engagement grew by 55%, strengthening brand recall and trust among SME decision-makers.

Overall Business Impact
The integrated digital strategy delivered a higher-quality sales pipeline through consistent inbound lead generation. MYCO also gained stronger brand authority in the competitive US SaaS and HR tech market, supported by a scalable, performance-driven digital foundation.

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Summary


MyCo, a mobile-first all-in-one business automation platform, partnered with 247 Digital Marketing to strengthen its presence in the competitive US SaaS market and clearly communicate its unified value across HR, payroll, attendance, CRM, field tracking, and task management. The challenge was to drive demand across multiple buyer segments while avoiding keyword overlap, clarifying positioning, and showcasing MyCo’s mobile-first, real-time capabilities.

Through a tightly integrated strategy spanning SEO, Google Ads, Meta Ads, and social media, 247 Digital Marketing built a clean SEO architecture, launched precision paid campaigns aligned to distinct ICPs, and delivered mobile-led storytelling across platforms. The result was a 45% increase in website traffic, 60% organic growth, a 35% reduction in cost per lead, and a 50% increase in qualified leads. Social reach grew by 70%, while conversions and engagement rose significantly establishing MyCo as a credible, scalable authority in the US HR tech and business automation space.

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