Marketing For Legal Firms – Creating Personas

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( — June 12, 2020) — Limited resources are one of the biggest challenges law firms experience when creating personas. When you have this barrier in your way, it can be difficult to create effective personas that deliver the results you need. Creating a persona is one of the first steps a legal marketing company will take, so you can understand your consumer and advertise to them effectively. 

Use the information you do have 

It is highly unlikely that you have no information at all about your clients. Thus, the first step is to draw upon the information you already do have. This data can come from a whole host of different places. Perhaps you ran a survey some time ago that can give you an insight into the likes of client age, average income, and other general factors? Businesses hold an abundance of data nowadays, and you will probably be shocked by how much information you already have. Once you have completed this process, you may have gaps, and you will be able to see what information you don’t have. You can then use these gaps to go back to your customers and get the information you really need, as opposed to conducting an enormous amount of consumer research from the off.

Talk to people that deal with your consumers regularly 

Another option is to talk to people that deal with your customers on a regular basis. This can include the likes of the customer service team at your law firm or your receptionist. Your stakeholders will have a considerable amount of knowledge about your consumers and this can be a good way to gather essential information if you do not have a considerable amount of resources to draw upon.

Use friends, family and other people you know

You can base your information on people that are close to you. You can get them to test out your legal website and you can get their opinion on your domain. This will give you a good way of discovering motivations and behaviour. You can then use this to create personas, which can always be fine-tuned later for your legal marketing strategy. Of course, these are more provisional personas than those that are based on extensive research, but when resources are limited, this is the next best solution for gaining an outside perspective. 

Using copyright-free online material to your advantage 

You can use online material to your advantage when creating personas. However, it is vital to ensure that everything you utilise is copyright free, as you don’t want to find yourself getting in trouble for taking something that was not intended for reuse. With that being said, we are going to take a look at the different ways you can use copyright free online material to your advantage and some top tips for doing so.

·   Sourcing images – The Internet is the best place for sourcing images that can be used for your personas. However, it can be a little bit difficult to find photographs of people that represent your personas and are available for reuse. Don’t let this put you off; you simply need to know where to look so that the process does not become too time-consuming. You can start by doing a Google search. Head to ‘images’, click on ‘search tools’, then select ‘usage rights’, and from the drop-down menu you need to choose ‘labelled for reuse’. You can use any of the images that appear. There are also a vast number of royalty-free websites available for you to make the most of, including the likes of Pixabay, StockSnap, Pexels, Pond 5, Negative Space, and Gratisography.

·   Persona templates – Some businesses will choose to create their own templates, as they want them to be designed to cater to their requirements entirely. However, most find that it is easier to use one of the templates that are already available to them via the Internet. All you need to do is search templates to download online. There are free templates available, yet do be thorough with your search to be sure that there are no potential copyright issues. When choosing a template, don’t let the graphics and the colours sway your decision. Look at the way in which the information is displayed and determine what type of template is going to be the best for the data you have gathered.