Situation
• Funded digital media startup serving credit union industry
• No corporate brand contemplated or budgeted, only product conceived
Goal
• Internally build a B2B brand and establish presence in credit union
industry while also building and launching product.
Methodology
• Keyword research, primary research with investors and BoD, competitor
research, PPC tests, A/B tests of landing pages, Google Analytics
Dashboard development and maintenance
Result150 StartUp Brand Strategy
Result150 StartUp Brand Strategy
Key findings:
• Market and even some investors still unclear of company’s purpose.
• Contrary to experience, SEM was not the most viable channel for paid media.
• Active market in social media.
• Search for industry keywords offered opportunity to rank.
• Industry loves educational content.
Result150 StartUp Brand Strategy
The strategy
• Company name selected with story on the genesis of the company.
• LinkedIn would be our primary paid channel to conserve cash and maximize reach.
• Content marketing would be the core of our inbound strategy.– With heavy focus on growing social media attention of those in the industry who are engaged.
• Beyond company updates PR would be focused on engagement, sharing POV.
• Google Dashboard built to monitor KPIs and adjust strategy based on key findings.
Built site on WordPress.
Launched in 14 days.
http://bit.ly/1vSXDh9
Monthly pillar content pieces to drive inbound marketing.
http://bit.ly/1zL2PnE
Weekly email newsletter built from the ground up to average a 48.2% open rate and 7.3% click through rate.
Result150StartUp Brand Strategy
Results
Launched in about 2 weeks including creative, web, social and email.
Within the first quarter following launch• More than 200 opportunities filled the sales & marketing pipeline
representing ~3.3% of market
• Estimated reach of social, paid and PR presented result150 brand to nearly 25% of market
• Page 1 organic rank for several industry searches
• ~ 6% site wide conversion rate at result150.com
• Towards an optimized media spend
• Coverage in 50% of major trade publications
About Ryan Ruud
Ryan Ruud is a Minneapolis, MN based digital strategy, marketing and PR business leader and consultant.
For more visit http://ryanruud.com
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