How to Do Client Research

Content marketing is like a recipe. It’s only successful when you include all of the necessary ingredients. Just like you can’t bake a delicious bread without flour, you can’t implement a fruitful content marketing plan without client research. Before you can effectively reach your target audience with blogs, videos and social media posts, you must first determine who they are, what they are looking for and what they need. This will allow you to create content that deeply resonates with your target audience and generates new business for your law firm. 

Why Client Research is Necessary

When it comes to conducting client research, think of yourself as a football coach getting ready for a pivotal game. You need to know everything there is to know about your opponent. From the type of offense and defense they run to the star players that headline their team, knowing the ins and outs of your rival is the only way to secure that big win.

For effective content marketing, client research is your law firm’s gameplan. Instead of offensive and defensive schemes, your goal is to study those individuals that make up your target audience, the services they want and where they are currently getting those services. With this information, your firm can produce content that is tailored to your audience and their needs. Without it, your content might as well just be a diary entry. 

Generate Quality Leads

Client research is where you gain valuable insight into who your target audience is and how to reach them. Our team is experienced in developing the right strategies to effectively reach your target audience.

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Tools to Use in Client Research

To the uninitiated, client research may seem like a grueling and overwhelming task, but it’s actually easier than you think. The best way to gain a better understanding of your audience and the questions you need answered is by simply asking them, and there are a number of valuable tools to assist your firm in this process. 

  • SurveyMonkey – The world’s most popular online survey tool, SurveyMonkey gives your firm the ability to draft specific questions and send them directly to your audience through email, social media or on your website. 
  • Direct interviews – There’s a reason journalists have been conducting interviews for hundreds of years. When someone has information that you need, sometimes it’s best to ask them directly. Talk to your firm’s current clients whenever you can to gain a better understanding of their decision-making process and the obstacles they face. These can be done in person or in the comfort of your own home or office through Zoom or another video conferencing platform. 
  • Social listening – Chances are people are already talking about your industry on various social media channels, and you need to know what they are saying. Social listening is a two-part process that includes scanning various platforms (Facebook, Twitter, LinkedIn, etc.) for any posts that include your firm, competitors and any other related keywords, then studying the results to determine a course of action. Hootsuite, Mention, HubSpot and Sprout Social are just a few of the services available to assist your firm in this practice.
  • Analyze website data – Your firm’s website is the hub for all of your content marketing efforts. It’s the location where you are driving your target audience, and the data on the back end will tell you what they are after. Where on your website are you seeing the most traffic? Where are people staying the longest? This information gives you a better understanding of the needs of your audience and how to reach them. 
  • Quora – Designed like a version of Reddit for professionals, Quora allows users to ask or answer questions on a wide range of different topics. Search the site for questions pertaining to your firm’s industry and your target audience, and you may see that others have already shared the information that you seek. 

Why Client Research is a Continuous Process

The answers you compile during client research will give you a better understanding of how to shape your content marketing efforts. Just like the football coach who studied film on his opponent to develop a strategy to win, your client research efforts will help you develop a strategy to effectively reach your target audience and their needs, but it doesn’t stop there. Over time, you’ll be able to assess the results of your content marketing efforts and whether or not you were able to successfully reach your audience. 

If your firm didn’t see an increase in website traffic, engagement and new business, it’s time to roll out another round of client research with new questions. If your firm did see positive results, give yourself a pat on the back and then prepare to roll out another round of client research with new questions. Understanding your audience and how to reach them isn’t a one-time act. Things change over time and client research should be done at least once a quarter to ensure that you are keeping up with any new ideas or priorities.


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.


Request Your Guide to Ghidotti!

We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.


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.

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

Experience in public relations, content marketing, digital media and influencer marketing is a must, but here is what we really want in a fellow Rock Star. Don’t let it scare ya – we just have high standards!

  • You anticipate every move of our clients and us.
  • You dream of ways to crack the Instagram gold mine in your sleep.
  • You are resourceful.
  • You are humble.
  • You know what needs to be done because it just comes naturally.
  • You are accurate. Every. Single. Time.
  • You take our vague guidance and get it done.
  • You are fast, yet error-free and awesome.
  • You care about every single, tiny, little detail.
  • You follow instructions.
  • You know you are extraawesome, and totally own that.
  • You meet deadlines even when you only have minutes to do it.
  • You can handle your own drama. Better yet, you don’t have any.
  • You have a life outside of work that you love and nurture.
  • You loathe micromanagers and don’t need one.
  • You love learning new things.
  • You sing karaoke and have “that song” when you really need to bring it.
  • You ask questions when appropriate. (Basically, you don’t ask us how to spell someone’s name because you know how to Google as if your life depends on it).
  • You treat our clients and your team members with respect.
  • You are funny.
  • You are caring.
  • You are a good friend and co-worker.
  • You are creative and think of winning marketing ideas in your sleep.
  • You love writing award entries. Like it’s your job!
  • You are resourceful. It’s so important that we’re mentioning it again.

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