Persona Mapping is about learning the needs, interests, and habits of your prospects. It allows you to get to know your potential client base, enabling you to communicate with prospects in language they understand.
For example: Computer system design companies see the world differently than beverage manufacturers. You have to market to those potential clients in ways that resonate with CEO’s and general counsels in those industries.
Getting Started With Persona Mapping
Before you begin a marketing or business development campaign, using a mapping strategy will allow you to collect critical, persona intelligence to determine what your target clients are looking for and what they value.
Here are 4 steps to get you started:
1) Data collection. Research and collect as much information as possible in order to paint images of your ideal clients. This can be done through online research, target industry websites, focus groups, interviews with people you already know in the target industries, and researching social media like LinkedIn to find groups that contain your prospects.
2) Identify and describe. Give each of your client personas a detailed description, i.e.,
- Job title of persons in charge of hiring.
- Names of companies.
- Public or privately-held.
- Annual revenues.
- Number of employees.
- Demographic information.
- Potential legal issues for which outside counsel could be hired.
- Organizations to which the hiring individual belongs.
- Other professionals and vendors who service the company (referral sources.)
These are characteristics of your ideal clients – which form word pictures of the persons and companies you are targeting for legal business development.
3) Problem solve. Try to answer questions such as:
- What are the hot topics in the prospects’ industries?
- What are the companies’ biggest legal needs and challenges?
- What books, blogs, and social media do the decision-makers read and use?
- What kind of professional and social events do those prospects attend?
- Who can refer you to decision-makers you have identified?
- If I was were client X, what kinds of legal information would I want to know?
The more detailed you are, the easier it will be to create a customized, marketing campaign aimed at acquiring those particular kinds of clients.
4) Share and brainstorm. A persona map isn’t just for you, it’s for your entire firm. It’s important for everyone in the company to know who those target clients are. Have people from different sections in your firm give their input on the personas of your ideal clients and what the clients’ traits are.
Done properly, Persona Mapping will allow you to focus on the information you need in order to send the right message, to the right person, at the right time. You will learn a lot about your ideal clients and how to find them so that you can increase your marketing effectiveness and multiply your profits.