Let’s all agree that targeted marketing is the best sort of marketing.
If you’re trying to sell somebody a car, then it’s best to talk about car stuff. Now, if you want to sell somebody an electric car, or an SUV, there’s likely to be a very different sales pitch for each of those products, so it’s important to define the values associated with each of the products, in the eyes of the consumer. (Maybe you’re even selling an electric SUV, which is a horse of a different color entirely, and which would be attached to a different set of marketing messages.)
Selling legal services is the same. It’s different messaging if you’re selling an estate plan versus if you’re selling bankruptcy services. Heck, it’s different if you’re selling services versus products (which could be documents, or other non-traditional legal offerings), because potential legal clients who want legal services are different than those who would consider buying legal products.
But, constructing the right pitch, for the right potential clients, is only half the battle.
You need to know to whom you should send your message – like, which potential clients will be receptive to which messaging.
Of course, you can’t do that very well, if you don’t have any sort of information about your potential and actual clients other than what their names and email addresses happen to be.
So, it behooves you to collect and collate additional information, where possible.
The foundation for targeted marketing, then, is to capture a viable set of data about all your potential clients, existing clients, former clients, referral sources and colleague – whether that’s being done manually, by humans, or using technology, like chat tools or intake forms.
Once you know who your clients are, you can give them what they want.