How (and why) you should define your target market as a lawyer

5 min. readbyVexxit StaffonAugust 12, 2021
As a lawyer, you want to grow your client base and your business. Is casting a wide net to capture more work the way to do that? Find out more in today's trending story.

If your idea of success is being busy, then yes. You’ll certainly be busy, but you’ll probably burnt out, too.

The old adage, work smarter not harder, is good advice. There is a way to grow your practice while enjoying the work you do, and it has to do with narrowing your focus.

Instead of going big, consider going for a smaller, more specialized audience. By targeting a smaller audience, you’ll develop a niche that sets you apart from the crowd and allows you to provide better service. Better service means happier clients. Happier clients mean repeat business and referrals. It’s a win-win.

Here’s how to define and reach your target audience.

1. Decide who you want to reach

What are you passionate about? What are your skills and talents? What are some of the underserved markets in your area? It’s worth a brainstorming session to decide where you want to focus your attention.

2. Determine who you’re actually reaching

You likely have some data on your clientele. Email lists can be a great start. Sort through the data you have and look at who fits into the market you want to serve. You might find that you have a solid base to start with, and that can help you determine how to build upon those relationships while establishing new ones. Or, you might find that you need to dig deeper in your marketing efforts.

3. Strategize your next move

Let’s say you already have some clients who fit into your defined target market. What needs have they relied on you to meet? What concerns have they expressed to you? Use this when planning your strategy to further connect with them and future clients.

Research comes in handy here too, whether you have firsthand experience to draw from or not. Use online resources and reach out to industry organizations or trusted contacts. You want to get to know your target market as well as possible, so you fully understand how to reach your intended audience and how to position yourself as a legal expert in that field.

4. Go for it

Put yourself out there in a way your target audience will notice. Make the phone call. Attend the industry event. Host the webinar. Guest on the podcast. Join the association your intended clientele belongs to. The more visible you are to your target audience, the better.

Immersing yourself in the world of those you want to reach helps you make those important connections, while keeping you in the loop with what’s new and relevant to them.

Vexxit makes it simple to define and connect with your target market. Our unique algorithms match you with those looking for the services you can provide. Through Vexxit, you’ll also have opportunities to share your voice and continue growing your business. Sign up to find your success, no burnout required.

Questions to ask when finding your target market:
  • What are my passions and skills?

  • What are the underserved markets in my area?

  • Which of my current clients fit into my ideal niche?

  • What needs have my clients expressed?

  • How can I meet those needs?

  • Which resources, associations and contacts can I reach out to?

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Vexxit makes it simple to define and connect with your target market. Our unique algorithms match you with those looking for the services you can provide. No burnout required. You can try it free with our limited time offer.

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