Spring cleaning is, to no one’s surprise who knows me at all, one of my favorite times of the year. I’m a minimalist at heart, so the thought of purging the old and no longer needed/wanted items in my own home as well as in my toolbox of marketing tips, tricks, keepsakes, and inspirations gives me a sense of freedom and allows me to approach things with a fresh, clear space and mind.
While researching my usual favorite marketing and communications blogs and websites for some fresh, updated information to put in my marketing toolbox this Spring, I came across several articles that talked about, among other things, engaging with the correct audience for your brand and your strategy. Whether the topic was The Anatomy of a Successful Facebook Post, Simple Copywriting Tips for Increasing Conversion, or Ways to Improve Video Ad Campaigns — all things that pertain directly to me (and, believe it or not, to you attorneys interested in taking your marketing game up a notch) — each article that captured my attention and gave me some bits of information to carry along with me had one similar thread throughout. While it may seem like a basic idea when creating a long-term, integrated marketing approach, knowing your audience is at the very core of your success as a business person — and a part of the planning process that is often overlooked!
Lucky for you (and for me), the Academy has this part outlined as one of the very first steps to formulating your marketing plan! After looking for the newest, freshest, greatest ideas on the horizon, ultimately I came back to the beginning, to the roots of what our Marketing and Recruiting team does here at the Academy, and took some time to go back through the Academy’s guidelines for creating a client avatar — that perfect client who walks into your office, is excited to work with you, and who you are thrilled to see, get to know, and help.
Coming back to the basics every now and then is a great way to begin checking in with where you are and where you want to go. Sometimes you may find that you are right on track with where you want to be, and you may feel encouraged about the plan you’ve created. Other times, you may come back to your client avatar, change a few of the characteristics of that perfect client, and realize that your marketing strategy may need some updating. Whatever your outcome is, it sets you up for success!
Check out each of the questions below regarding your ideal client. For these questions to help you form a clear client avatar, devote some time to answering each question to its fullest. The more you know about your client avatar, the better suited you are to identify your ideal clients!
Ask yourself the following about your ideal client:
- Where do they live and work?
- What is their income range?
- What hobbies do they have?
- Where do they shop?
- What are their political views?
- What magazines do they read?
- Where do they vacation?
- What kind of car do they drive?
- How old are they?
- Are they single or married?
- Do they have children and/or grandchildren?
Use this list to get you started. And keep in mind that your ideal client may not be the same as the ideal client for another firm or another attorney — and that’s perfectly fine! The goal here is to figure out who the perfect group of people are for you to work with. When you know who they are, you know where to find them!
Kathryn Adams
Marketing Manager
American Academy of Estate Planning Attorneys, Inc.
9444 Balboa Avenue, Suite 300
San Diego, California 92123
Phone: (800) 846-1555
www.aaepa.com
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