Knowing your target market is the foundation of your law firm’s marketing and branding success. Understanding the “who” of your branding message provides consistent and long-lasting results.
But identifying your target market isn’t always easy. It requires the consideration of key questions that provide the insight you need to create a customized message that leads to client growth and an increase in revenue.
Below are 5 questions that help you determine your target market and create a powerful strategy for providing value with legal services.
1. What Problems Do Your Services Solve?
Before you identify your target market, you must have a clear definition of the needs and pain points that your law practice satisfies. This is unique to each firm and is the first step in building a successful practice.
How you articulate those problems and needs is unique to your target audience. Using Google’s keyword tool and other resources, take the time to identify the words and phrases used by people who are searching for legal services just like yours.
2. What are the Audience Demographics?
Demographics consist of the factors related to your target audience. These include the following:
● Location
● Age
● Annual income
● Gender
● Level of education
● Occupation
● Relationship status
● Hobbies and interests
● Purchase behavior
● Political views
These and other factors influence your brand message and the ways in which you connect and engage with your audience.
3. How Do Your Reach Your Audience?
There are many ways to reach your target audience. Knowing where they’re most active is the key to an effective distribution of your brand message.
Social media is the leading channel for law firms looking to connect with their target audiences. But it isn’t the only one.
Webinars and other live online events are popular with many online users. They create an opportunity to provide value, demonstrate expertise, and build credibility. Direct mail and offline events are still effective in connecting with your audience.
Knowing where your audience spends its time helps you identify the target market you need to focus on.
4. Who Buys Your Legal Services?
Not everyone who needs your legal services will ultimately buy them. This distinction is important when determining who your target market is and how you’ll engage with that audience.
Look to those individuals who have hired you in the past. What qualities do they share in their needs, decision-making process, and behaviors?
5. Who Else Offers Similar Solutions?
You might wonder how competitors can help you identify your target audience. Looking to see whom your competitors are reaching with similar services is a great way to identify your own audience.
What are your competitors lacking that you can provide? What do their clients seem to like best about your competitors?
Looking at the competitors within your industry lets you identify new ways that you can serve an already active market. It helps you develop your brand to get a leading edge that gives your practice the visibility and growth you’re looking for.
What questions have you asked to help determine your target audience? If you’re struggling to reach your audience with a message that resonates with them and leads to an increase in your revenue, let us know in the comments section below.
