Focus law firm content marketing on a single profitable customer

The key to a content marketing programme for a small firm or practice group is producing regular, useful content that makes prospects keep returning time-after-time.

This can be difficult when you have a diverse client base and you’re only just getting to grips with a new marketing programme yourself. It is easy to spread yourself too thinly writing for one kind of client this month and another next. The result is a body of work that doesn’t really appeal to anybody at all.

To give yourself the best possible chance of success, we suggest that you start by producing content that will appeal to a single profitable client. We all have them; clients who typify the sort of clients we really like to work with. These clients are profitable, they give as regular interesting work that is a good fit with our strengths, and often they are a reliable source of new business referrals.

By keeping our best client in mind, we put ourselves in the best possible position to attract similar people. Many of the law firms we work with find it helpful to create client personas that help focus attention on the client’s needs.

Try it for a few months and then you can begin to expand your reach to cover more of the services and sectors your firm covers.

How to do it

Think of your best client. Don’t mention them by name, but plan and write all of your marketing content as if you are speaking directly to that single person. It is often useful to create a ‘client persona’ to help focus your attention.

Digital Marketing Masterclass

Join Mike Bean for a series of monthly webcasts to help you market your law firm effectively online.

More from the Blog

08 May 2013

How to Start a Legal Blog

Blogs are often the starting point of a legal content strategy, especially amongst well-positioned practice groups, boutiques, or chambers focused on a single specialism. They offer the chance for lawyers to demonstrate how clever they are and they result in lots of original content that can help your practice rank well in search engines.

02 April 2013

Manners Matter: Guidelines for Law Firm Newsletters

Amongst its more amusing entries such as the suggestion that a banana should be eaten with a knife and fork instead of “monkey fashion” with ones hands, The Debrett’s Guide to Etiquette and Modern Manners has at its heart some very sensible advice. Most of it boils down to “think of others before yourself”.

02 April 2013

Content Habit Experiment Results

Back in February, at the start of Lent, I set out to create a new content writing habit. There where two aims: to improve the performance of our own website, and to learn lessons we could pass on to our clients. The idea was to write a new blog post every day during Lent and this post is a summary of the initial findings.

13 March 2013

Law Firm Lessons from the Harlem Shake

The Harlem Shake was a viral video craze that swept the Internet during the month of February 2013. It is remarkable for the speed with which it spread (over 1 billion views in the first month), and the number of times it has been imitated. The BBC estimate there are over 100,000 versions.

28 February 2013

Social Media for Spreading Risk

There are lots of social media evangelists out there trying to convince us why we ought to jump on the latest trendy bandwagon, but there is one rarely cited reason for having a presence on a wide range of networks - the spreading of risk.

Recent Posts

Solo Lawyers

Digital Marketing for Solo Lawyers. Designed to help individuals raise their personal profile and establish themselves as the expert in their chosen specialism.

Read More

Boutique Practices

Digital Marketing for Boutiques. Working with specialist law firms to craft a digital strategy that maximises the talents of every member of your team.

Read More

Practice Groups

Digital Marketing for Practice Groups. Crafting a digital strategy that differentiates the group while respecting the wider brand of the firm as a whole.

Read More

Learn about the original Isaac Parker and the inspiration for our company name.

Latest Blogs

New Business Enquiries

We will be able to serve you best if you have deep expertise in a single area of law, or offer specialist services to a particular type of client. Please use the button below to access our enquiry form.

We work with solo lawyers, boutique practices, and practice groups at large firms.The projects we work on typically have budgets between £5,000 and £40,000 with most falling somewhere in the middle of that range.

Contact Us