{"id":8896,"date":"2024-10-02T19:08:01","date_gmt":"2024-10-02T19:08:01","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/behind-the-scenes-of-betterments-b2b-brand-awareness-campaign\/"},"modified":"2024-10-02T19:08:01","modified_gmt":"2024-10-02T19:08:01","slug":"behind-the-scenes-of-betterments-b2b-brand-awareness-campaign","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/en\/behind-the-scenes-of-betterments-b2b-brand-awareness-campaign\/","title":{"rendered":"Behind the scenes of Betterment’s B2B brand awareness campaign"},"content":{"rendered":"


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Who. <\/strong>Kim Rosenblum is CMO of Betterment, an independent digital investing advisor platform. The 16-year-old company began as a direct-to-consumer platform, giving people easy access to investing in ETFs and long-term wealth management. It was the first \u201crobo-advisor,\u201d which provides automated investment portfolios based on your preferences and is now a standard feature of every investment firm doing business online.<\/p>\n

Over the past few years, the company has expanded its scope to include B2B services like 401k programs, a solution for registered independent advisors and more.<\/p>\n

The problem. <\/strong>Despite Betterment\u2019s long-term success and technical accomplishments, it has a real problem with brand awareness. One reason is they operate in the shadow of sector giant Fidelity Investments.<\/p>\n

\u201cYou start as a digital brand going into a legacy category where Fidelity has online presence and brick-and-mortar offices and they\u2019re running ads in a huge media spend,\u201d Rosenblum told MarTech.<\/p>\n

\u201cWhile we have a really sticky customer base, we don\u2019t have a lot of awareness or familiarity,\u201d she said. \u201cWhen you think awareness, most people think consumer, but when we go to talk about our 401K, the chief people officer has to go to the company and say, \u2018Hey, we\u2019re going with this Betterment.\u2019 And people are like, \u2018What\u2019s that? Who\u2019s running my retirement plan?\u2019\u201d\u00a0<\/p>\n

However, the brand\u2019s focus on long-term investing and planning does help it stand out in the fintech sector.<\/p>\n

Dig deeper: B2B content marketing: Driving success through strategic content creation<\/a><\/em><\/strong><\/p>\n

The solution. <\/strong>Last month, Rosenblum and her team launched the year-long brand awareness campaign \u201cPursue Better.\u201d It features four professional athletes facing the same challenges as the millennial audience segment the company is going after. They are WNBA All-Star Arike Ogunbowale, recently retired women\u2019s soccer legend Carli Lloyd, quarterback Drake Maye \u2014 last year\u2019s first-round draft pick by the New England Patriots, and golfer Michael Thorbjornsen who recently joined the PGA Tour after a highly successful career as an amateur.<\/p>\n

\u201cOur core business is really aimed at the millennial professional space,\u201d said Rosenblum. \u201cPeople who are starting to invest for the long term or are at the beginning of an investing journey.\u201d<\/p>\n

\"AD\"AD
From left: Derek Maye, Carli Lloyd, Arike Ogunbowale and Michael Thorbjornsen<\/em>.<\/figcaption><\/figure>\n

This audience segment consists of people who have big life events happening, she said. They\u2019re buying homes, having their first child and the other things that have people thinking long term.<\/p>\n

\u201cThey\u2019re optimizers,\u201d Rosenblum said. \u201cThey like to do things that are efficient, because they\u2019re super busy people. For our campaign, we wanted people who have very busy, packed lives and don\u2019t have time to think about their finances day-to-day. All of them are in a life stage that is at a turning point. They\u2019re at a place where they need to focus all in on what they\u2019re doing.\u201d<\/p>\n

Case in point: Carli Lloyd. Even though she just retired \u2014 something few, if any, millennials are currently doing \u2014 she\u2019s also beginning a career as a Fox Sports analyst and is about to have a baby.\u00a0<\/p>\n

\u201cShe very much wants to focus everything and all her talent and into this next chapter of her life,\u201d said Rosenblum. \u201cShe\u2019s got a lot going on. So who\u2019s taking care of her money long term?\u201d<\/p>\n

It\u2019s also an audience segment that grew up using their phone for everything: \u201cIt\u2019s not an unusual concept to them to think about a digital or tech platform as their first stop for financial planning, which might have been a little bit mind-blowing 10 years ago.\u201d<\/p>\n

Dig deeper: Where AI falls short in high-stakes B2B industries<\/a><\/em><\/strong><\/p>\n

Content and channels. <\/strong>The campaign, launched days before we spoke with Rosenblum, is using YouTube and paid social media.\u00a0<\/p>\n

For content, the Betterment team spent a full day shooting video with each athlete. From that, they created about 30 pieces of content for each person. The content will be posted on social media ads and the athletes will post them using their own handles.\u00a0<\/p>\n

\u201cWe weren\u2019t expecting any lessons learned four days after launch,\u201d said Rosenblum, \u201cbut everyone posted on the first day. And on that day the cumulative views and engagement was well beyond our expectations, like 10 times what our own organic social could have gotten in that time.\u201d<\/p>\n

Measuring success. <\/strong>Brand awareness campaigns are trickier to measure than those aimed at increasing sales.\u00a0<\/p>\n

\u201cWe have a brand health tracker that we keep an eye on, measuring ourselves against a competitive set,\u201d she said. \u201cWe look at awareness, familiarity, momentum, quality and we also ask people to tell us brand attributes.\u201d<\/p>\n

The company wants to be known as the trusted brand that handles your money so you can live your life.<\/p>\n

\u201cTrust is really important,\u201d Rosenblum said. \u201cWe\u2019re managing people\u2019s retirement.\u201d<\/p>\n

<\/p>\n

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Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Who. Kim Rosenblum is CMO of Betterment, an independent digital investing advisor platform. The 16-year-old company began as a direct-to-consumer platform, giving people easy access to investing in ETFs and long-term wealth management. 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