Ryan Ruud // Portfolio

Digital Strategy Marketing PR

Result150 StartUp Brand Strategy

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

Promoted via paid and shared media

Earned media to rapidly grow awareness and saturate industry press.

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