Marketing your firm is a crucial step in building a successful business. However, to achieve your marketing goals, you must first know who you want to reach. Read 8 Figure Firm’s blog to learn more about defining your buyer persona.
What is a buyer persona?
A buyer persona is a semi-fictitious representation of your ideal client. It’s a description of who your target customer actually is, with information about their background, demographics, goals, challenges, thoughts, and feelings.
Why do you need a buyer persona?
Creating a buyer persona is helpful for your firm in several ways. First, it helps you better understand who you want to attract to your business. A compelling persona enables you to focus on the type of client that brings the most revenue to your business.
A buyer persona also helps you communicate effectively with your target audience. Knowing your ideal client lets you choose the right channels, strategies, and messages for your marketing plan.
Buyer personas can additionally increase the return on your marketing investment. Rather than spending money on every facet of your marketing, you can hone in on practical strategies that improve your bottom line.
What should a buyer persona include?
When describing your ideal client, you’ll need to include their demographics and psychographics. Demographic information covers who your client is and has their: age, gender, ethnicity, location, education, occupation, income level, and preferred language.
Psychographics, however, focus on more subjective types of information. Psychographic information includes your ideal client’s personality, lifestyle, social class, habits, beliefs, behaviors, interests, and hobbies.
Your persona should also include information about how the ideal client interacts with your business. Consider why they chose your firm, how far along they are in their case, and the outcome they hope to achieve.
How do you create a buyer persona?
Developing a buyer persona is an intentional process that combines market research, existing data, and educated assumptions. Let’s work through the process of creating your persona.
Research your audience
First, you will need to research your audience. Start with current or past clients to determine demographics, psychographics, and how they interact with your firm. You can find this information in your CRM and marketing analytics.
Once you’ve analyzed current and past clients, begin thinking about your ideal customer. Are they similar to your existing audience, and if so, in what ways? How are they different? Consider the perfect client’s demographics and psychographics.
Segment the persona
After compiling the information, it’s time to organize it! Start looking for similarities and differences in former, current, and potential clients. Group similar profiles together, as they’ll become the foundation of each persona.
Next, you’ll need to look at the compiled groups and determine how many buyer personas you need. While most businesses have several to choose from, you may benefit more from picking two or three representations to start.
Develop their story
The next step involves developing an ideal client’s story. The buyer persona may be fictitious, but it should still feel authentic. Take 15-20 minutes to write down everything you know about the client and allow yourself to be creative.
Here are some questions to get you started:
- What is their name?
- How old are they?
- Where do they live?
- What is their job title?
- How much money do they make?
- What are their career goals?
- What’s their education level?
- Do they have a family?
- What are their personal goals?
- Are there challenges that prevent them from reaching their goals?
- What are their values?
- What drives their decision-making process?
- How do they prefer to interact with your firm?
Implement in marketing strategies
Once you’ve completed the previous steps, you’re finally ready to start implementing your buyer persona! Compile the information in an easily understandable way and distribute it to your marketing team.
Your marketing team can then start to develop strategies that target your ideal clients. A persona can help them determine effective channels, create targeted content, and optimize strategies to convert more leads.
Speak to the experts
When investing in marketing, it’s critical to develop your buyer persona. A compelling persona can help you define who you want to target, determine how they receive information, and increase your ROI.
While it’s necessary, developing a buyer persona can quickly become challenging. Here at 8 Figure Firm, we can help you through the process with Marketing.ONE – our program to help you market your firm.
If you’re ready to take your law firm to the next level, register for Marketing.ONE today. We’ll help you turn your law firm into a law business.