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Why is it Important to Highly Define Your Audience?

Legal Productivity Q&A Video Series

This is the latest edition in our quick-and-practical Q&A style videos. Questions come from social channels, keyword analysis, and readers of this blog. A transcript accompanies each video.

Why is it Important to Highly Define Your Audience?
Why is it important to highly define your audience?
Well you need to know who you are marketing to. You need to know who your perspective clients are. If you don’t know that then you’re going to be wasting a lot of money.
You really need to dial into your demographic population. Are you marketing to men? Are you marketing to women? What does your practice area or what does your firm specialize in? If you don’t know what your idea client is, you probably have a pretty good idea and your staff probably has a pretty good idea.
One thing that you can do is sit down, have a brainstorming session, buy people lunch and say “what are the ideal characteristics of a potential client?”. When you know that information then you have to employ that information.
Then your banner ads can be targeted towards that specific population. Those people that you are targeting are going to have specific preferences and likes and are going to gravitate towards different types of imagery depending on who they are, and different types of language depending on who they are.
Furthermore, with digital marketing, you have such rich access to demographic information especially with the social media channels, that you can specify almost any group, age group, interests, membership or what have you.
One thing that people like to do in order to really define their audience is to develop something called personas. So personas are prototypical examples of people that are in your target clientele. So let’s say that you define people like Alice, Bob and Charlie, using the ABC examples, and you go and you define that Alice might be a 57 year old woman who is a C level executive at a certain organization. You might say Bob is a surfer that lives in California. Whatever it might be. So you need to define what these targets are like and where they might be hanging out online or hanging out in person so that marketing to them is a whole lot easier and your spend is a lot more effective.