Reads longer-form content

Customer service and trust are paramount

Needs phone calls and face-to-face meetings

Active on Facebook

Prefers text or email to phone calls

Appreciates educational content, discounts and incentives

Values traditional marketing like direct mailers or flyers

Active on Facebook and YouTube

Wants a brand that aligns with their values

Prefers text, email or messaging apps

Seeks out detailed, authentic content and reviews

Active on Facebook, YouTube, X (Twitter)

Gravitates towards influencer marketing

Wants concise visual content - like short-form videos

Prefers text or messaging apps

Active on Instagram, YouTube, TikTok