Finding your ideal clients online isn’t a simple task. It’s quite similar to networking in the “real world” and takes dedication and commitment. Narrowing in on your ideal clients helps tremendously. Remember, you can’t be “all things to all people”.
A recent article from Inc talks about the process of narrowing down your target market. The article isn’t specifically relating to the legal industry but lawyers and law firms can benefit from these tips:
- It’s dangerous to be unfocused.Most law firms and lawyers are using social media in some form. I can almost guarantee there are many professionals in your same practice trying to get a piece of the “online pie”. The biggest mistake you can make when deciding to craft a digital presence is to be unfocused. Susan Friedman, author of the books Riches in Niches and The Complete Idiot’s Guide to Target Marketing says it right, “If you’re not differentiating yourself in the marketplace, what happens is the consumer looks at price as being the motivator.How to fix it: Do your research and check out what your competitors are doing online. Do something out-of-the-box. Pick an interesting niche. What makes you and your firm different? Talk about that.
- Become the online expert in your field. I learned this concept from legal marketing expert Kevin O’Keefe. Liken yourself to being the online CNN in your practice area. Keep your audience up-to-date on practice changes, updated rules, rulings, etc. Feel free to share content that hasn’t been authored by you, but always make sure to properly source where it came from. This builds online credibility and your community will think of you should the need arise for your services.
- Research. Research. Research. This is one of the most important aspects of creating a successful online presence. Where do your clients, potential clients and referral sources hang out online? Do they congregate in LinkedIn groups relating to your practice area? Do they use Twitter and/or Facebook? This step allows you to focus in on relevant social media platforms. Don’t join Facebook just because someone else does. Do it because that’s where your clients are. And don’t jump on the social media bus every time a new platform launches! (I’m guilty of this and it can take up countless hours).
The above three steps will help you and your law firm target your ideal clients online. It’s no different than traditional marketing; it’s just packaged differently! Do you have any tips or comments on how you’ve narrowed down your online focus? Please share them in the comments below.
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Samantha Collier
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