Absolutely law firms have buyer personas. Are you marketing to your buyer personas? An example would be if a family law lawyer that represents only men during the divorce process. The first thing you would do is to target males within your marketing campaigns. Before we get too far into this, let’s look at what a buyer persona is.
A buyer persona is a fictional character that combines the best attributes of your most significant customers. Compiling those traits allows you to discover trends within your buying community that you can target when you market your products or services.
Why pay for marketing to reach people who would never buy your product or service? When you use buyer personas, you are hyper-focusing your marketing dollars on campaigns that target the people most likely to buy what you are selling.
If we go back to the family lawyer who represents only men in divorces, a character of their buyer persona would be “males.” Other aspects of that buyer persona might be age, income, location, education, and other attributes. Maybe the buyer persona looks something like a guy, 30-45, with a Master’s Degree, that lives in zip code 87592, and who makes $150,000 a year.
Take your best clients, pull their files, and mine the data. What do these past clients have in common – age? Gender? Location? Income? The data does not have to be hypersensitive, but it does need to be detailed enough to apply it to a group of people. They all love purple! Not so valuable for a law firm unless it is selling sweaters too.
The persona you come up with must meet your financial goals. Going back to the family law guy, you don’t want to attract 1,000 guys who cannot pay you. Buyer personas apply to most law firms. If your firm handles criminal law, what does your buyer persona look like? You might also find that the buyer persona that appears out of the data you collect is NOT your ideal client. That can be an opportunity to redirect marketing tactics to find clients that are a better fit for the type of law you practice.