Steps Law Firms Can Take to Identify Target Audiences

To get the clients you really want to work with, you need to identify and define exactly who your target audience is. This doesn’t mean that you have to turn away paying clients who don’t fit this mold. You just need to position your firm as the go-to resource for the types of clients you want.  

What practice areas does your firm excel at? How is your firm different from your competitors? People will want to know why they should choose your firm over another. Make the process easier for them by sharing how you can help them and why your firm is different (and in this case, why different is better).  

Once you have a strong understanding of your firm’s differentiators, now is the time to determine what types of clients are best served by your firm. Discuss with stakeholders who your ideal clients are.  

Consider the following: 

• Do you want to work with privately held businesses?  

• Are couples who are high on the corporate ladder your target audience?  

• Do you want to help businesses or professionals in certain industries? 

By defining your target audience or audiences, you can better articulate in your collateral and to referral sources who you help and why you are the best firm for the job. It also helps you when developing new relationships with referral sources.  

Remember, the point of developing and fostering relationships with referral sources is so they send business opportunities your way. Make it as easy as possible to do that by clearly defining who your firm helps.  

If your law firm needs assistance in identifying your key differentiators or what types of client(s) are best served by your firm, please email us to set up a consultation.