Identifying your Ideal Target Market (ITM) is absolutely critical to the success of your law firm marketing plan. If you don’t target the right market, nothing else you do will matter. To be successful as a legal marketer and attorney, you have to start with a clear picture of your ITM.

One target market that is growing rapidly these days is one that may have been overlooked by many B2B firms too busy chasing the marquis brand names: the small business owner. 

Today, small businesses employ half of the American workforce and have generated 65 percent of net new jobs over the past two decades. About half of small businesses employ less than 100 people. And according to the Small Business Administration, the smallest firms (less than 20 employees) spend 36 percent more per employee than larger firms to comply with federal regulations.

Obviously a targeting opportunity awaits the savvy attorney who deals in tax compliance, employment law, environmental law and commerce law.

No matter what area of practice you are in, you can use these 9 keys to help you determine your ideal client. I suggest that you answer these questions as specifically as you can:

  1. Who’s your ideal client? (Think in terms of age, profession, gender, education, interests, marital status, family size, hobbies, and lifestyle.)
  2. Who can afford your fees? How much can they afford? What’s your value to them?
  3. Who could be a good long-term, repeat client?
  4. What qualities, characteristics and values do they have?
  5. What are you helping them accomplish?
  6. What are their issues, challenges or pain?
  7. What is it like working with them?
  8. Who could be a good source of referrals for these ideal clients?
  9. Who is NOT your ideal client?

Spend some time thinking about these questions and answering them as carefully, as specifically, as you can. When you finish, you’ll have laid a strong foundation for all your legal marketing strategies.


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