If you have a law firm website, you probably already know that quality of content counts to a great extend when it comes to marketing your website. However, the winning combo that gets you result is the combo of quality content and targeted marketing. Targeted marketing in this case is breaking down the market you want to reach according to its specifications and coming up with a plan to attract that market to your business.
Many law firms will adopt a broader marketing approach which is ok through the first stages of your marketing efforts but if you really want to attract quality traffic and not just “anyone”, you’ll need to adopt targeted marketing practices.
A great way to do this is by articulating “client personas”. Also known as buyer personas, a client persona are a profile you will create that notes down all the characteristics of your ideal client e.g. Elena, 32, Russian living in Cyprus, with kids, small business owner, wants to file a divorce. It’s basically all the characteristics, needs, and preferences of a potential client that you could utilize for marketing purposes.
Common question to ask yourself when creating these are:
- Who are they? E.g. age, gender, professional status
- What are they looking for?
- What are their needs?
- What is their issue?
- What do they like or dislike?
- What is their psychological state?
Why legal attorney would create buyer personas
If you are a healthcare legal attorney for example, your virtual buyer persona would be for example someone who recently experienced a leg injury for the first time and it’s seeking legal advice online for a replacement. Of course these are fictional but they will be used as basis for targeting real clients.
Buyer personas do not always have to be single. In fact, you may create multiple client personas and variations, even though buyer personas will have at least something in common—they have the reason X or Y for using your services.
Remember that a client’s journey begins the moment people like this search to find a solution for their problem. Usually, it may take multiple steps for that person to successfully reach out your law firm. This is a process that varies from one person to another, though typically, there are at least two stages. If you want to successfully reach out these clients, you’ll have to effectively promote yourself and offer them solutions and reasons to choose you over others. You should motivate them to take action and finally contact your firm.
Digidestination Helps Law Firms in Cyprus Do Better Internet Marketing.
Since a great number of people are searching for law firms online, you will need consistent quality content, design, and marketing techniques to best showcase your firm and attract new clients. We can help with all of that. Just contact us so we can discuss your needs and come-up with a personal plan for your law firm.
