Legal persona marketing is a powerful tool for your firm and will underpin all of your inbound marketing strategies. But how do you go about creating your client personas so as to drive new clients into getting in touch with your firm? Find out below.
What is persona marketing?
Persona marketing is the process of creating a fictitious persona that represents your firm’s ideal client. This fictitious persona is then used to drive and focus your inbound marketing strategies looking to develop content which will aid your ideal clients with the challenges they face on a day to day basis.
Building a persona
To build your client personas you need to focus on a combination of these five research modalities:
- Demographic – Define the basic geography, age, gender, income and education levels of your ideal clients.
- Psychographic – Focus on the opinions, interests, values, and lifestyles.
- Ethnographic – Made up of the observations taken from the capturing of data regarding the daily routines of your ideal clients.
- Transactional – Here you’ll look at the client's customer relationships.
- Behavioural – Very important, to understand how your ideal clients engage online, through mobile and with content and other channels.
Once you’ve conducted the research using your current client data, thoughts and ideas from your business development teams and (budget allowing) surveys and interviews to gain insight from real people, you can begin to build your personas.
Why not download our free persona templates to help you get started.
What to remember
When building your persona you want to use all the data that you’ve gathered to create a story which provides you with insight into the lives and behaviour of your ideal claimant. This then allows you to focus your content production and publishing efforts so as to create engaging content which will help your ideal clients while also making sure it can be found in the places they visit on the web.
Though your persona is now complete and is helping you to generate new clients for your firm it’s important that you return to update and change your marketing personas over time as the needs of your firm change and evolve.