define target audience law firm marketing

I don’t have to tell you that practicing law is highly competitive. I see advertisements for law firms that specialize in everything from personal injury to family law on billboards, buses, and buildings across my city. So how does an exceptional law practice distinguish itself from the street noise? The key is having the right marketing strategy that includes a clearly defined target audience.

Your target audience is the group of people or businesses for which your marketing messages are intended. While identifying this group at a high-level is rather easy, you’ll get much more out of the activity if you dive into the details. Here is a list of four areas to consider for getting to know your audience based on information from marketing experts in the field.

1. Understand customer needs and motivations.
2. Find out where customers vent their concerns and issues.
3. Know your firm’s strengths and weaknesses.
4. Research your competitors.

I know that defining your audience to this detail looks like a time-consuming quest, but I promise you that it will yield greater long-term earnings for your law firm. Here are three reasons why.

#1 Identifying Your Law Firm’s Target Audience Supports Client Loyalty-Building Initiatives

Nothing says satisfaction like customer loyalty. I see that best in the client who had such a great experience with a law firm that he tells his colleagues, family or friends about it even though he’d normally consider legal matters sensitive. How does a law firm inspire this level of customer loyalty? It’s done by using information about your marketing audience to create personalized content for customers and prospects.

According to a marketing survey that Fluid Drive Media published, we see nearly 250 marketing messages every day. Making content more personal is the best way for your business to capture the attention of prospects and get them to perceive your firm as the expert in a specific legal area.

For example, a business leader at a growing technology company frantically searches the internet for ways to protect her company’s intellectual property from infringement. Representing a top-notch intellectual law firm, you have done your homework and know your audience. Since this business executive fits your marketing audience profile, you know a lot about her even before she started investigating intellectual property law.

You know general demographic information about her company, what’s driving her need for an intellectual law firm, and the forums that she visits to get information that she trusts. Using this information, your law firm puts together content that answers her questions in a tone that resonates with her professional position. When her search results bring her to your doorstep, she’ll already be convinced of your firm’s expertise. A good experience will make her a living billboard for your company’s legal services.

#2 Defining Your Firm’s Audience Guides Smart Growth Strategies and Investments

There’s one issue that’s a recurring theme among clients who come to me for help. They know that online marketing is the path for sustainable growth for their law firm, but they aren’t sure about which digital marketing strategies work and to what extent they’re successful. My answer is that a well-defined audience drives all successful marketing strategies.

Your firm’s digital marketing strategy includes user-friendly website design, content that appeals to readers and search engines, and social media engagement. The information that you get about your audience will give your web designer clues about which website layouts appeal to your audience. That information will help you to decide if your website needs features such as real-time chat, a general inquiry form, or a form that facilitates bulk email transmission.

Your web page and blog content should reflect audience needs and their motivations for taking legal action. Relevant, well-written content that has the keyword phrases that your target audience uses will get noticed by search engines. Earning high rank on search engines allows your firm to grow by steady online traffic and not just by irregular referrals.

Knowing your audience well allows you to focus your marketing budget on campaigns that bring higher returns. This knowledge drives the placement of your content and influences how you engage prospects online. Today’s analytical tools show the parts of campaigns that are successful and the efforts that need change.

#3 Establishing Your Firm’s Audience Attracts Great-fitting, New Clients

Getting new clients is a goal for law firm’s that come to me for advice. I remind them that smart growth is good, but attracting the wrong clients is a costly mistake.

I’ll go back to the intellectual property law scenario to show how this is possible.

Suppose the business leader in that example is the sole proprietor of a technology start-up whose intellectual property is in the early development phases. The small company has little funding, and you’re not sure if its innovative product is original.

Members of your defined marketing audience are leaders of small to medium-sized businesses with established product lines. If your company isn’t committed to offering that start-up Pro Bono services, then your firm will likely lose time and money evaluating the tech company’s case.

With the help of targeted content and automated tools, your marketing nurtures qualified leads from the prospect’s first search about intellectual property protection until she signs your retainer contract.


Defining your target audience and understanding its members’ habits take time, deep research, and commitment to complete customer satisfaction. I’ve found that investing in these activities is well worth the investment. If I market a wonderful service to the wrong client, I lose big. I’ve wasted my team’s time and marketing dollars. I’ve also missed opportunities to care for clients who are good candidates for my service.

Armed with information about my audience, I’m able to capture the best clients whose needs match the abilities of my marketing agency. Using these strategies, you’ll outpace the competition and leave them fighting among themselves for hit-or-miss projects.






Author: Phil Fisk
Founder –