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Defining your law firm’s target audience for growth is one of the most vital steps in maximizing your success. Sometimes, it is difficult for lawyers – many of whom do not have a business background – to fully understand and appreciate what their target markets are and what their target markets could be. A legal marketing agency can be extremely useful in helping focus your firm on achievable goals or demographics to be the number one lawyer in those demographics or regions. Reach out to our team today to learn more about the steps you can take to define and grow your ideal client base.

Quality vs. Quantity in Marketing Strategies

It is best to get engaged attention from specific demographics and places versus taking a more blanket approach. The more you localize, concentrate, and focus your efforts on smaller groups, the more likely you are going to have more attention from them. For example, if I am very connected to the Houston Bicyclists Association and am advertising with them, “Hey, bicyclists, I am your guide for personal injury. Please, if you are ever injured in a crash, maybe you are on your bike, or maybe you are just in your car or even at the supermarket. But when you are injured, come to me because I am your guy and also love cycling.”

This creates a connection of mutual shared interest. People generally like people who are similar to them, so it is good to dive into your target demographic’s personal interests and become the personal injury lawyer or the family law lawyer, whatever area of law you practice, to be that lawyer for that group.

It is also unlikely that in smaller groups, you will have someone else who is competing in the same area. Targeting that smaller group will more likely have success and will likely cost less to market to. If you wanted to advertise for a local bike race, that will be much cheaper than having a billboard for several months on a major interstate. The billboard for the interstate is incredibly useful because you will reach a lot of people, but there are lots of other lawyers who also have billboards. You would need to be extremely creative and memorable if you are going to have a billboard that is competing with people who are doing the exact same thing.

How Can Geography Define a Law Firm’s Support Base?

If you have a law firm in a particular neighborhood, town, or suburb (the smaller, the better), you can be the best marketer for that small geographic location. If you live in a big city, like I do, in Houston, Texas, you will not likely immediately become the Houston Personal Injury Lawyer. That will take some time. In these circumstances, you can focus instead on the suburb or small neighborhood within that suburb. My office is located on Airport Drive. There are different names for the neighborhood, but you can market yourself as “Airport Drive Personal Injury Lawyer; I am your guy for this neighborhood.” I also live in an area in Houston called Montrose, and so I can say, “I am your Montrose Personal Injury Lawyer.”

The smaller the geographic area, the better chance of building a connection with the people in it. This is similar to how it is much easier in SEO to rank highly on Google for a suburb than it is for a major city. It is good to target the smaller markets and be the best marketer in that area as opposed to going for the larger pie, which has more people, but the competition is too difficult to easily or immediately become number one. It will take years if not decades.

Leverage Your Law Firm’s Location and Define Your Target Audience for Growth

Most lawyers want to spend their day focused on their cases and clients and not on marketing, which sometimes requires several hours a week. Allowing yourself to delegate marketing responsibilities and take your brain away from these details so you can go back to focusing on your work is a huge advantage. Reach out to our team to learn more about defining your law firm’s target audience for growth and other marketing strategies to optimize your success.