SumUp – Small Business Index

SumUp tasked ABCD with enhancing their European presence. Objectives: Positioning as an expert for small businesses, gaining backlinks, and creating a data-driven study. The study identified conducive cities for business growth. The campaign yielded 132 clippings and 57 backlinks, with 50% from B2B media. The study is now utilized by SumUp’s sales team to generate new leads.

The Brief

SumUp is a financial technology company that enables businesses to accept card payments at the Point-of-Sale or on the go. SumUp came to ABCD to enhance their online visibility in the UK, Germany, Switzerland, Austria and Italy. This campaign had three objectives:

Position SumUp as an expert in the field of small businesses and micropayments though coverage in both B2C and B2B media outlets.
Obtain links from authoritative websites in order to strengthen SumUps domain authority and positively impact SumUps search rankings.
Create a data-driven study that also produces insights for SumUps business development team.

The data and content was hosted on separate landing pages so there was a linkable asset for publications to link to. To view the campaign, click here.

The Campaign

ABCD came up with the idea of creating a study that focuses on identifying which cities offer the best environment for supporting small business growth. In order to create the ranking, our research team analysed four major categories which contribute to providing a comprehensive overview of small businesses in Europe:

Small Businesses - the type and total number of small businesses per city
Density - the number of small businesses per capita and km²
Rent and Real Estate - the retail area provision and the cost of rent
External Support - financial measures and subsidies supporting small businesses

The data and content was hosted on separate landing pages so there was a linkable asset for publications to link to. To view the campaign, click here.

The Results

The campaign secured 132 clippings, with 57 backlinks. In addition to the online circulation, the campaign also secured 12 print articles, Furthermore, 50% of all clippings were from B2B media outlets. Lastly, the study is now used by SumUp’s sales team to acquire new leads.