Last week’s tip, was about identifying your ideal clients so you can serve more of the right people at your firm. But identifying your ideal client is just the first step. The next is to ensure that your marketing efforts will reach those ideal clients and keep your pipeline full.

This week’s tip is to adjust your marketing to attract your ideal client. Want to know how other firms have done exactly that? Read on…

At Gimbal, we’ve worked with lawyers in many practice areas. Today, we’d like to show you how one firm applied this tip in their wills and estates practice.

This particular law firm identified their ideal estate planning client as a high-net-worth individual who’s interested in cultural events and charities related to arts and culture. They thought hard about where those types of people would be in their city, the activities they would participate in, and where the firm's lawyers might best interact with them. They identified the city's opera and symphony events as places where their ideal clients would be.

The firm then refocused its marketing activities for those events. They set up sponsorships for the events, put ads in the relevant concert programs, and invested in event tickets for lawyers to give to prospective clients. They used the knowledge of their ideal client to put themselves in front of the right people and bring in more of the exact type of client they wanted.

This week's action item: identify one new marketing idea or action that will put you in front of your ideal clients.

As you may have noticed in our example, your marketing actions don’t have to be complicated. Whether you’re marketing online or in-person, think about your ideal client and ask yourself: what’s the best way to reach them? Let your ideal client be your guide to marketing that generates results.

If you still don’t know who your ideal client is, be sure to download our Ideal Client Worksheet to get started.

The client story we shared today is a great example of how our weekly tips can be tailored to any firm…including yours!

Look out for next week’s Tip of the Week as we dive into another client who successfully implemented our latest tip.