How to Build Client Personas for Your Legal Marketing Content

While client research lays the foundation for effective content marketing by establishing your law firm’s target audience, building client personas takes it to the next level. A target audience includes a variety of different people with various backgrounds, especially for law firms. People of all ages, genders and professions are in the market for legal representation. This is where client personas come into play. They allow your firm to create personalized content specifically for the 25-year-old teacher, 65-year-old retiree and everyone in between. 

What is a Client Persona?

A client persona is a model, created by your firm, that depicts someone within your target audiences. While it may start from a group such as 25-40 year-old males, the goal is to take it much further. You’re essentially creating a character, much like the popular video game series The Sims, with its own interests and behaviors. With each new trait, this character becomes more and more defined until it represents one person.

By focusing on this one specific person, your firm can produce content that finds them where they are and fits their needs. This is a practice that should be done more than one time to develop personas that fit within each of your target audiences. After all, people will respond to and engage with content in different ways and you want to reach as many of your prospective clients as possible. 

How to Create Client Personas

In order to create personas that accurately represent your firm’s client base, you must start with what you know. By studying your analytics, marketing automation and CRM, or customer relationship marketing, you will discover trends that reveal how your current clients found you, consumed your content and hired your firm. This gives you a starting point before you begin asking additional questions to create that defined, singular persona. 

The attorneys at your firm play a vital role in creating client personas. They are the face of your firm and the people who interact with clients the most. Their insight about your current clients and how you serve them will give you an even better understanding of their demographics and other characteristics. You can even take it a step further by asking your clients directly about why they chose to do business with you and what they like best about working with your firm.

Questions to Ask When Creating Client Personas

After you have established the base for your firm’s client personas, it’s time to start getting specific. There’s no shortage of questions that you can ask when creating these profiles, but be sure to include relevant information about their demographics, background, career, personal life, purchase habits, financial status, personality and goals. The more information you can provide, the easier it will be to create content marketing strategies that effectively reach your target audience. 

  • Demographics – Name, age, gender, city, education 
  • Background – Birthplace, relationship with parents, number of siblings
  • Career – Industry, title, job responsibilities, salary range, company size, challenges 
  • Personal life – Relationship status, number of children, housing situation, religion, political beliefs 
  • Purchase habits – How they use Google, social media platforms they use, how they make payments online, describe a recent purchase 
  • Financial status – Net worth, debt, spending habits
  • Personality – Introvert or extrovert, optimist or pessimist, risk taker or risk averse, planner or go with the flow 
  • Goals – Career objectives, life objectives, bucket list

With the addition of each attribute, you get closer and closer to building a client persona that can boost your firm’s content marketing efforts. Starting from the group of 25-40 year-old males, you’ll end up with “Mike,” a 31 year-old father of two that works as a car salesman making $60,000 a year, votes Republican and spends a lot of time on Facebook, allowing you to think of him as a person rather than just a list of information like the back of a baseball card. 

Templates and Tools to Use

By now, you’re probably realizing that this practice requires a lot of information and keeping all of it compiled and organized can be tricky on your own. Maybe you’re someone who can put it all in a spreadsheet and remain organized. Or, maybe you’re someone who loses track when you open a new tab on your browser (it happens to the best of us). Not to worry; there are a number of templates and tools available to assist your firm, such as Digital Marketer’s customer avatar worksheet, HubSpot’s buyer persona template and Marketo’s marketing persona cheat sheet

There’s no right or wrong answer when it comes to compiling all the necessary information to create your client personas. Like many other content marketing efforts, it’s a trial and error process to figure out the optimum solution. Try a few templates, determine what works best for your firm and you’ll be well on your way to building client profiles and reaching your target audience.

 

Our strategic 4-step process was specifically developed to help our law firm clients create a content marketing strategy that drives higher lead generation, while also equipping attorneys to sell their services. Learn more about how we can help your firm attract new clients and grow revenue with this SAME process here.

SAME process. UNIQUE results.

Mitchell Williams Law

Legal Content Marketing

We helped this growing mid-size law firm better position its attorneys as experts in key practice areas by delivering curated content.
 

Find out how.

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Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring for three positions listed below – Account Executive, Account Supervisor and Media Relations Manager.

Account Executive Job Description: 

In the Account Executive position, emphasis is placed on growing independent work within the areas of project management, client relations, media relations, digital/marketing, and/or lead generation among other skills. You are the face to our clients and will play an integral role in daily communication and should be able to demonstrate tactical excellence. 

  • Write client and internal correspondence effectively and with limited supervision.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify blog content story ideas and work with the supervisor to develop. 
  • Develop relevant blogs, e-newsletters and website content effectively and with limited supervision. 
  • Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
  • Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc. 
  • As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients. Efficiency with Canva, a plus!
  • Assist in the management of interns, when applicable. 
  • Be proficient in WordPress.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Account Supervisor Job Description: 
In the Account Supervisor position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or creative/strategy for clients. This position requires fully developed specialty skills, a strong understanding of the industry landscape and an understanding of client priorities and objectives.
  • Serve as the account strategist/lead and oversee/play a clear leadership role on at least three clients.
  • Manage the implementation of work plans and ensure client deliverables are successfully met on deadline.
  • Play a leadership role in the sales process by identifying additional services to sell to existing clients and assisting with RFP responses, new business proposals, presentations, etc. with senior leadership or independently.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients.
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.
  • Begin to play a role in the agency’s marketing efforts, guiding aspects of certain campaigns and/or helping to execute in their areas of expertise.

Account Services: 

  • Play a clear leadership role in the planning and execution of integrated marketing campaigns for clients.
  • Develop and write comprehensive strategic marketing plans for clients.
  • Handle vendor contracts and ensure proper billing.
  • Demonstrate a clear track record of successfully meeting deadlines and timelines.
  • Handle day-of logistics on behalf of clients, responding quickly and effectively.
  • Assist in providing leadership and professional development on client relations, helping team members improve their skills in managing conflict, presentations, sales, etc.

Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns, marketing collateral, etc.
  • Oversee the development of marketing materials and branding campaigns.
  • Manage creative marketing campaigns on behalf of clients.
  • Demonstrate a clear track record of leading brainstorms, and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for proposals, new business proposals and current clients’ marketing campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Media Relations Manager Job Description: 

In the Media Relations Manager position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or strategy for clients. This position requires fully developed specialty skills, a strong understanding of the public relations industry landscape and an understanding of client priorities and objectives. 

Main Responsibilities – General: 

  • Serve as the account strategist/lead and oversee/play a clear leadership role on media relations client accounts.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients. 
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.

Main Responsibilities – Media Relations: 

  • Develop strategic media relations plans, direct management and outreach for client accounts with the supervision of Senior Leadership.
  • Perform with Senior Leadership to prepare a plan for strategic crisis communications.
  • Manage and facilitate the execution of media relations outreach for special events, programs and major initiatives.
  • Perform as spokesperson and coordinates official responses to media inquiries.
  • Conduct media training with clients in preparation for external media interviews. 
  • Support framing and development of main message points for better positioning prior to media interviews.
  • Prepare speeches, talking points and varied communications materials assisting client spokespersons.
  • Write pitches, backgrounders, press releases, key messages and blog posts.
  • Manage and monitor reporter hotline, client media relations calendar, metrics, media relations processes and press release approvals.
  • Propose ideas proactively for media pitches to stimulate media coverage.
  • Consistently pitch stories and secure strategic media placements assisting client reputation and business goals.
  • Manage and supervise media events along with initiatives defining company stories.
  • Identify proactive stories for trade, business as well as consumer media across multiple client industries.
  • Develop and maintain close media relations to improve press efforts.
  • Identify brands promoting opportunities and improve awareness of services and products.

Main Responsibilities – Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns (webinar/live stream events), etc.
  • Demonstrate a clear track record of leading brainstorms and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for new business proposals and current clients’ PR campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

Apply for one of our open positions or just send us an email letting us know why you should be part of this Rock Star team. Email bethany@ghidotti.com.