When you think of a traditional law firm marketing strategy, you likely envision a comprehensive plan designed to achieve overarching business and sales goals.  Along with those goals, you need to detail your budget, timeline and the specific tools and tactics you’ll implement.  But there is an important component missing from your marketing strategy: buyer personas.

A buyer persona is a semi-fictional representation of your ideal client based on market research and real data about your existing clients.

Target markets vs. buyer personas

You might be wondering why you can’t simply outline a target market.  Target markets include demographic information, but very little beyond that.  Buyer personas go a level deeper, providing more insight into the client you’d prefer to work with.

For example, your target market might include basic details such as gender, age range and income level.  Although this is helpful information, it’s incredibly vague and makes the task of creating targeted marketing content much more difficult.

A buyer persona includes the demographic information, but other psychographic information such as:

  • What they want to accomplish
  • Goals that influence their decisions
  • Pain points that you solve
  • Where they go for information – what type of media they use
  • How and why they make purchases
  • When they make a purchasing decision

Target markets worked well for years, especially when traditional law firm advertising dominated the industry.  But with the digital tools available to us, we have the ability to be more focused with our marketing messages.  Traditional target markets are too large and too broad to be effective.

Why are buyer personas important for your marketing strategy?

You might still have the mindset of “everyone is an ideal client.” I urge you to re-think that because you cannot be all things to everyone.  With limited time and resources (a.k.a – budget) you cannot effectively reach a mass market.  Focus your energy reaching the individuals who are most likely to need and use your legal services.

Using buyer personas can make your website 2 – 5 times more effective.  If you’re like many law firms trying to improve your digital marketing, then including buyer personas is a must.  It will improve the effectiveness of your website, blog content, email marketing and social media campaigns.

Have more questions about buyer personas or your law firm’s marketing stagey?  Leave a comment below and we’ll be sure to respond!

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