How can a clear buyer persona help law firms meet their market needs?
By Charlie Britten
12 Aug 2019
Knowing your customer is as essential in legal services as any other market. It can shape everything you do, both when acquiring new business and in how well you provide a service.
This factor is something that can easily be overlooked. Often, the idea of categorising clients in order to tailor your services to their specific needs and wants might be restricted to those with obvious special requirements, such as people with disabilities.
A more holistic way of looking at the matter is to think in more broad terms about your wider target market. Any well-directed marketing campaign - such as one using content marketing, email, social media or a combination of these - will focus on the characteristics of the customer base.
What are buyer personas?
- Most importantly, what their problems are that you may be able to solve
For example, suppose your firm deals with a lot of overseas clients. Clearly certain nationalities will feature in the buyer persona, which is central to the marketing side, but it also provides obvious clues to the kind of service you need to provide.
What can personas tell you about the services you need to provide?
A couple of examples of this might be:
- Another example might be a professional whose working hours mean they find it hard to get time to meet during the normal day, and thus require strong online communication, or flexibility over meeting times
How BeUniqueness can help your firm
While buyer personas may be a marketing term, it is not some abstract theory. We can help you devise accurate and informative personas around which you can build your whole marketing strategy