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.

Schedule your free 1-hour consultation

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.

Ghidotti is currently hiring a Senior Account Strategist! 

Senior Account Strategist

As a Senior Account Strategist, you will have expert-level project management skills and proven success with client strategy and relationships. 

Through research and continuous planning, you will integrate market trends, consumer insights and digital marketing-communications analytics into direction and growth opportunities.

You have an eye for viewing the whole picture and organizing micro activity into a holistic approach. In this position, you will play a pivotal role in the discovery process, helping to translate key research and data insights into strategy and presenting opportunities and direction to the client.

You are the Agency’s subject matter expert on your client’s industry, audience, unique challenges and needs. Your work is turning this knowledge into action.

Main Responsibilities

Client Management

  • Play a clear day-to-day role in client communications (Minimum: three clients)
  • Independently lead key client projects/campaigns
  • Advise on strategy, implementation, status and performance of public relations programs
  • Monitor and deliver work plans and activities for clients, largely independently
  • Work with external agencies and vendors to develop and create effective marketing-communications campaigns and strategies and ensure projects are on a budget, to spec and on schedule
  • Work with team members to develop and execute effective customer-focused marketing-communications initiatives via social media and digital platforms
  • Create and analyze key performance metrics and make recommendations for ongoing optimization

Content Creation

  • Research and creation of content largely consisting of press announcements, blog posts, gated content, web copy and thought leadership material
  • Develop and manage client social/digital campaigns, developing an early-stage understanding of overall client strategy

Social Media

  • Be advanced in all social media management and reporting tools such as Sprinklr, Sprout Social, Databox, etc. 
  • Organic social media strategy primarily focused on Linkedin, Twitter, Facebook, YouTube, Instagram and TikTok.


  • Manage and/or mentor 1-3 junior staff and interns
  • 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

Performance Metrics

  • Demonstrate industry experience
  • Develop client strategic plans
  • Demonstrate strategic thinking and planning 
  • Counsel clients on challenges and opportunities
  • Is resourceful in finding solutions for your client’s problems

Client Service:

  • Serve as primary client contact on multiple accounts
  • Execute on promised client deliverables
  • Maintain client relationships and annual retention
  • Prepare and manage client budgets and billing
  • Recognize new business opportunities and share with your direct supervisor

Agency Operations:

  • Assist in internal client planning meetings
  • Coordinate team resources for best client outcomes
  • Assist in planning time/resources for accounts (via ClickTime)
  • Assist in marketing the agency via implementation of strategies and tactics


  • Motivate and lead account team members
  • Participate in a 360-degree quarterly and annual review process (with regular feedback loops from the immediate supervisor)


  • Bachelor’s degree or equivalent work experience preferred
  • 5 years of experience in marketing communications, brand strategy and client management
  • Expert project management skills with high attention to detail
  • Experience with inbound/outbound marketing strategies, research and analytics, audience personas, content auditing and planning, consumer journey mapping, website metrics/best practices and strategy recommendations
  • Demonstrated success developing and implementing integrated marketing strategies and campaigns across digital and traditional communications channels
  • Deep knowledge of email, digital marketing, social media marketing and direct marketing
  • Excellent writing and editing skills
  • Deep B2B industry expertise is a plus
  • Entrepreneurial with good business savvy
  • Good presentation skills in front of C-level execs
  • An unflappable, practical, proactive, mature approach
  • Creative, disciplined, curious, organized
  • Analytical and problem-solving skills
  • Not afraid to work hard, be humble, ASK questions and learn new things!

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. Work From Wherever Fridays

    Before WFH was a thing, we introduced work from wherever Fridays so our team members can relax in their pajamas before heading into the weekend, while still getting the important things checked off their list.

  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?

To apply, please submit the following via email to

  1. Cover letter and PDF of your resume 
  2. References: 2-3 minimum
  3. Tell us how you heard about this position