Paul is a 27 year-old engineer from Minnesota. He’s the kind of millennial who likes to brew selfmade beer in his storage whereas listening to Coldplay, Bon Iver, or The Lumineers. Paul and his spouse of 1 year, Sarah, have been eager about beginning a family. For now, although, he’s comfortable visiting relatives and sampling his homemade brew in his free time.
Paul sounds like a fairly cool man, solely he isn’t real. Paul and Sarah are two fictional personas brightpeak financial has created as a way to perceive different segments of its audience—married Christians between the ages of 20 and 45 who are making ready for major milestones in life.
brightpeak is a not-for-profit financial group that takes “a refreshingly holistic approach to private funds,” according to its website. It’s upfront about being faith-based, baking Christianity into its mission statement: “We’re helping Christians take a look at cash in a whole new mild.”
“We’re undoubtedly marketing to Christians,” Ashley Haugen, content material strategist and editor for brightpeak, defined. “But we’re cautious to do it delicately in order that we’re not alienating people who are non-Christian. We imagine in monetary strength and literacy for all, no matter religion.”
Content material for a niche viewers
A take a look at brightpeak’s content technique reveals that whereas religion is a crucial part of the model, it doesn’t overpower its millennial attraction. On Instagram, as an example, Bible passages are sprinkled among inspirational quotes, meals footage, and financial ideas.
brightpeak financial social listening
For brightpeak, faith is certainly one of many elements that affect the decision-making course of. Different elements like occupation, family targets, and monetary literacy all form buying decisions, which is why they’re essential elements of the brand’s viewers segmentation technique. The higher brightpeak can define its personas, the better will probably be to target people who match those personalities.
If you’re in brightpeak’s target audience, chances are high you relate to Paul or know somebody who does:
He follows Deschutes Brewery on Instagram. He additionally follows People of NY on Instagram as a result of the channel exhibits ‘actual’ footage of individuals. On occasion, Paul will get to thinking about religion and spirituality whereas listening to a beerpastor.com podcast and crafting a wealthy, darkish stout.
Clearly outlined personas help the corporate’s advertising and marketing management identify monetary patterns and match them with brightpeak merchandise. How does this course of work? The identical research that exhibits Paul enjoys a milky stout also suggests he avoids danger when coping with cash.
“Every of our personas have different issues and approaches relating to completely different monetary subjects,” Haugen mentioned. “So we take a product line like emergency financial savings and take a look at to figure out, from [one] perspective, what are the forms of questions they’re asking? What are the feelings they really feel? How does their background affect their savings habits? How are they speaking with their partner? From there, we do loads of social media listening.”
One factor Haugen likes to do is go to Pinterest and type in key phrases like “emergency financial savings” to see what pins would appeal to completely different personas. After analyzing which pins get the most engagement, she makes use of that as a place to begin for a bit of content material or campaign. The outcome may very well be a guide like “How (and How Much) to Save in Your Emergency Fund,” geared toward the fiscally accountable Paul.
Whereas the members of brightpeak’s advertising and marketing group have become execs at social listening, their ideation course of is much extra refined than simply skimming Pinterest. Their technique entails mapping audience personas to completely different phases of the advertising and marketing funnel, making a path for a way content material works collectively to drive every audience section to a particular product web page.
For example, a top-funnel post on “What’s Incapacity Insurance?” is supposed to steer Paul to a separate story on “The Distinction Between Quick and Long-Time period Incapacity Insurance,” which ultimately draws him to the disability insurance product page.