By Melissa “Rogo” Rogozinski
In a business landscape driven by technology and a remote work environment, law firms are seeking innovative strategies to elevate their exposure and connect with potential clients in more meaningful ways. Creating client personas is an effective way to increase the success of your marketing strategy.
In our last article, we provided a step-by-step guide explaining how to create potent client personas. As Steve Fretzin commented, “Most lawyers don’t take the time to do this but should. ‘Know your audience,’ as they say.”
Client personas enable your firm to visualize the model consumer of your services and better target those prospective clients who are more likely to engage your law firm to meet their needs. Now it’s time to harness the power of your firm’s client personas to drive your law firm’s marketing success.
Understanding Client Personas: A brief review
A client persona is a fictional representation of your firm’s ideal client. You might think of it as an avatar for your model consumer. Construct the client persona by using the person’s demographic information, their activities, interests, opinions, and personality traits. By crafting and applying client personas, law firms can tailor messaging and enhance its effectiveness in reaching and engaging their target audience.
Client personas serve as roadmaps that guide law firms in identifying the needs, preferences, goals, and pain points of their potential clients. These personas dig into the motivations and behaviors that influence decision-making. By probing deep into these projected representations, law firms can create marketing campaigns that impress the targeted individuals.
A strong client persona would include a description of the model client’s age, job description, geographic location, goals, pain points or challenges, favorite sources of information, and even their preferred means of communication. It might also include the persona’s interests, values, marital status, and any other characteristic that fills out their identity.
An effective client persona reveals your perfect customers. It helps ensure you’re communicating with the right person, using the right message, via the right media in your law firm marketing. Don’t waste time, money, or energy trying to engage people who have little interest and are not ready to hire your firm. Taking time to define your audience will minimize wasted resources and reduce your frustration by allowing you to provide solutions to those facing corresponding problems.
Harnessing the Power of Your Client Personas
Sources of Information: The first step to consider in developing a content strategy for your firm’s client persona is to determine the appropriate communication channels. Focus on the platforms where your target audience is most active to ensure maximum visibility and use a multi-channel approach.
If your prospects rely on websites, LinkedIn, or online research for knowledge resources, then blogs, videos, podcasts and case studies will be of interest. A persona who seeks training on products or services will attend conferences and webinars, so consider securing a speaking or panelist engagement at these events. Also, stay top-of-mind by incorporating nurturing campaigns using monthly email newsletters with resource links, events, and industry updates.
By delivering content demonstrating your law firm’s value through your model client’s preferred information source, you ensure that the customized message is delivered to the most receptive audience.
Type of Content: The second step to developing a targeted content strategy is to determine the purpose, type, authorial voice, and narrative voice of the content you will create.
The purpose of your content can be brand awareness (blog article, social post, announcement, press release), generating demand (email campaigns), generating leads (case study, white paper, paid ads), or enabling sales (brochure). The purpose and type of content will determine which authorial voice (casual, professional, journalistic, subject matter expert), and narrative voice (first person, second person, third person limited/omniscient) is best to use in your writing.
Customized Messaging: Now that you know the sources and type of content your personas are searching for, the third step is to tailor each message so it addresses the specific goals and pain points of each persona. A well-honed client persona will identify several core interests and challenges that will catch the attention of your target audience.
For example, if your target client needs legal counsel to win approval of an unpopular zoning change to convert a commercial office building into residential units, then write content that provides three to five steps on how to overcome that challenge. Or, if your firm handles mergers and acquisitions, your content should explain how to best perform due diligence measures and the importance of drafting complex contracts. Incorporate your firm’s expertise as the solution to that challenge without providing legal advice or coming across as a sales-pitch.
Integrated Marketing Tech: Your website, webforms, social media, email campaigns, and CRM database are essential tools that collect data and provide insights from your marketing efforts. We refer to these tools as “martech” or the “tech stack.”
It is critical to collaborate with someone who knows how to properly set up the tech stack, integrate the tools, design automated workflows, and centralize that data collection. Doing so will allow you to pull analytics reports that show engagement and reveal potential business opportunities you did not know existed otherwise. Analytics also provide valuable insight that may inform slight adjustments or more focused advancements to your strategy.
Continuous Refinement and Adaptation
Client personas and your related content strategies are not static entities. They should evolve as your firm's target audience changes and grows. Regularly review and update your personas and analytics insights based on new data, feedback, and market trends. Flexibility and adaptability are key to ensuring that your marketing strategies remain relevant and effective.
Using client personas as an essential element of your law firm's content marketing strategy can yield significant benefits. By understanding the unique attributes, goals, and pain points of your potential clients, you can create tailored content, messaging, and engagement strategies that connect with your target market. This personalized approach not only enhances your firm's marketing effectiveness but also establishes a strong foundation for building lasting client relationships and sustainable thought leadership.
About the Author
Melissa “Rogo” Rogozinski is a former litigation paralegal, legal technology sales executive, guest speaker, CLE presenter and trainer, entrepreneur, and a 2016 ACEDS eDiscovery Person of the Year Nominee. She is a regular contributor to LegalTech News, Law Journal Newsletters and Legal Business World.
At RPC Strategies, she leads a “Dream Team” of consultants who specialize in legal marketing and sales strategies for law firms and legal tech vendors.