The document presents a digital marketing strategy for a startup, Result150, aimed at establishing a B2B brand in the credit union industry. Key findings highlight market confusion about the company's purpose and the opportunity for educational content and social media engagement. The strategy included focused content marketing, a strong social media presence, and successful initial results, such as substantial market reach and high conversion rates.

1. Ryan Ruud // Portfolio
Digital Strategy  Marketing  PR

2. Result150
StartUp Brand Strategy

3. Situation
Result150
StartUp Brand Strategy
• 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

4. 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.

5. 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.

6. Built site on WordPress.
Launched in 14 days.
http://bit.ly/1vSXDh9

7. Monthly
pillar
content
pieces to
drive
inbound
marketing.
http://bit.ly/1
zL2PnE

8. Promoted via paid and
shared media

9. Earned media to rapidly
grow awareness and
saturate industry press.

10. Weekly email newsletter
built from the ground up
to average a 48.2%
open rate and 7.3%
click through rate.

11. Result150
StartUp 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

12. 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