Ladder & Co Case Study with Psoda
Wellington based Psoda is a Kiwi SaaS company delivering comprehensive cloud portfolio, programme and project management software to large NZ organisations. Its flexible software is used by many Government departments, Councils and DHBs plus a range of private sector businesses.
Psoda’s solutions were the brainchild of CEO (Chief Everything Officer and ex-rocket scientist) Bruce Aylward, who developed the software when he couldn’t find anything suitable in the market to manage projects and programmes the exactly way he wanted to.
Digital landscape
Prior to 2020, Psoda worked with a UK digital agency but the partnership was put on hold during the disruption caused by Covid. When it was time to re-engage, Rhona Aylward, Deputy Everything Officer at Psoda, decided they should support local and engage a Kiwi company. Says Rhona “We felt strongly about keeping it local and we believed we would get more from a business who knew the local landscape, could work more closely with us and become a closer Psoda partner.”
Rhona was managing the work in the meantime, but as Psoda had grown, it was becoming a bigger and more complex responsibility. Psoda explored a few options but found it hard to find an agency of the right size and fit who could take on all its digital work, not just parts of it.
First step on the ladder…
Following an introduction from their vCMO at Proxi, Rhona met with Ladder & Co – a specialised digital marketing agency which helps Kiwi companies improve and increase their online presence via social media and digital ad services. Leighton Wilson, owner and founder of Ladder & Co chatted through Psoda’s requirements via a Zoom call and established an outline plan and schedule tailored to Psoda’s needs.
Rhona was clear about what was needed – a schedule to be built for posting Psoda content and curated content, Google Adwords, posts and ads for LinkedIn and Facebook and posts for Twitter. The plan needed to incorporate a report of statistics demonstrating the results of the activities with suggestions for changing activities where necessary.
“We got on with Leighton from the outset” says Rhona. “He understood and could deliver everything we wanted, he offered constructive advice (and still does!) about our plans and ideas how we could change things to improve campaign performance. His pricing was straightforward and market-competitive so we were happy to go ahead.”
Mitigating risks…
Before the meeting with Leighton, Psoda had a few concerns about the wrong content being posted, but it was clear at the first call that Ladder & Co understood the requirements and reassured Rhona they would receive a posting schedule to review each month.
Long-distance issues were mitigated with Ladder & Co being based in Auckland. Leighton and his team were aware of, and sympathetic to, the New Zealand market and have always created market and channel-appropriate content.
Case Study:
PSODA
“Ladder & Co understood our requirements and could deliver everything we wanted. Leighton offers constructive advice about our plans and ideas and suggests how we can change things to improve campaign performance.“
“Metrics show that engagement on our social platforms is growing month-on-month. Leighton has really proven his worth – he’s adaptable when our plans change or when there are changes from the media channels themselves. Ladder & Co offers a comprehensive service and is super-responsive.“
Psoda
208%
Twitter Engagement
17%
increase in website traffic
50%
linkedin post engagement
Very
Happy Client
Stepping up…
Once Ladder & Co’s proposal was accepted, the first two projects were an audit and assessment of Psoda’s digital assets to determine what was needed to achieve their goals and then the development of a strategic and tactical plan with a posting schedule for Psoda to review. “It was an incredible schedule – full of good and varied content across all our channels” says Rhona.
The posting schedule gets updated weekly so content is always fresh and additionally, Ladder & Co delivers all the back-end analytics with full explanations which show how each channel is performing. Applying learned insights has helped Psoda reach both new markets and contacts.
Initially starting with content creation and Google Ads, over the last 12 months, Psoda has added LinkedIn ads to align with marketing campaigns, Google Adwords and Facebook ads to complement the existing programmes – all with the objectives of increasing Psoda’s digital footprint and maintaining top of mind awareness within their market.
Leighton joins a weekly Psoda marketing call where the team goes through the content and statistics, performance is monitored and campaigns adjusted where necessary. New content is added to the schedule and future plans are discussed.
Psoda has recently switched to SEMrush as its media marketing platform which gives comprehensive reporting and manages SEO, content, advertising etc. The account is jointly managed by Psoda and Ladder & Co which means agility and flexibility around any necessary changes to content etc.
Climbing high…
Psoda and Ladder & Co have been working together since October 2020. “Things are going really, really well,” says Rhona. “Metrics show us that our engagement on social platforms is growing month-on-month. Leighton has really proven his worth – he’s adaptable when our plans change and when there are changes from the channels themselves. Ladder & Co offers such a comprehensive service and is super-responsive which we really appreciate.”
Evidence speaks for itself…
Psoda has seen some great results from the work Ladder & Co has done:
- Twitter engagement up by 208%
- Facebook engagement up by 42%
- LinkedIn posts engagement up to 50%
- Website traffic up by 17%
Working with Ladder & Co…
Rhona is happy to confirm a great working relationship with Leighton. “Leighton is really easy to work with, he’s professional and it’s very clear he knows what he’s talking about when it comes to digital and social media. He’s very happy to contribute to our weekly meetings at a high level with very good and constructive ideas and plans. Leighton takes pride in what he does and always works to deliver the best results for us. When needed, he’s a straight talker and will guide us if he thinks there is a better way to do something that will benefit the business. As time has gone by, Leighton got more proactive with ideas and plans. Leighton really has become one of the team and we look forward to our weekly meetings where we build on our strategy.”
“The only negative point in the whole relationship is that we’ve never met face-to-face!” says Rhona “We work via online meetings every week so it would be really nice to meet in person and have a face-to-face chat.”
Working with Psoda…
Leighton states, “Working with Psoda has been awesome, it’s a real relationship, honest, open and dynamic. We’ve watched them grow and the footprint increase, which is pleasing for us as well as the Psoda team.”
