The real question is, why shouldn’t you? We’ve listed three of the main reasons your firm should start building buyer personas below. If you’d like to learn more about targeting your audience across a variety of channels, download our Definitive Guide to Targeting your Audience here.
So, why should you build buyer personas for your firm? We discuss our three points below.
It helps keep your firm’s marketing focused
A focused marketing strategy is going to help your firm save money and minimise resource wastage. How? You might be thinking. Marketing across your digital channels without any real direction, or understanding of what sites your audience visits and what they’re searching for, means you could be tipping money into irrelevant marketing tactics. Tactics, you might never reach your target audience through. This means your marketing team are wasting time and effort, time and effort that could be put to better use.
With the gentle guidance of a specific persona, your marketing efforts will become much more targeted, targeting websites you know your audience visit, bidding on keywords you know they’re searching for and more.
It enables your firm to pull in highly-relevant traffic
Tying in with the point above, the traffic you’re now driving to your firm’s site is highly-relevant, increasing the chances of conversions – whether that’s through the visitor filling in a form or calling your firm to discuss your legal services. You might already be measuring the number of visits your website receives, but what do numbers mean without understanding exactly who is coming to your site? For example, the people you could be driving to your site from your generic marketing tactics, could be landing there by mistake. You need to make sure the traffic you’re attracting is relevant, and building and adhering to buyer personas is how you’re going to achieve this.
It helps you better understand your customers’ needs
The process of building your buyer personas requires data analysis and current client analysis. This initial analysing phase helps your firm understand the trends and patterns in the data currently at your fingertips. Asking your current clients what questions they wanted answering when they first started their research into legal services, amongst other important questions, are important answers to obtain to build out a true reflection of your ideal customers.
To find out how to build your buyer personas from scratch, download our guide now!