As the end of 2016 approaches, now is the time to be working on your Marketing Calendar for 2017! I am the type of person who lives by my calendar appointments, and am therefore always eager to spend time at the end of the year searching for new ideas to consider plugging into my calendar for the coming year. In an effort to round out my toolbox of marketing and practice building tips, tricks, and inspirations, I’ve been buzzing around the blogs, articles, various audiobooks, and Podcasts (I am admittedly a Podcast junkie) in search of some ideas to brainstorm with the team here at the Academy and implement next year.
While researching my top picks for marketing, communication, leadership, and business growth, I have come 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 leader in your firm — 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 we do here at the Academy, and also encourage our Members to do – take 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, you’re setting yourself up for success by planning ahead.
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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