A Guide to Setting Up Your Very Own Search Intent Projects

Hi everyone!

Customers today make decisions much faster and more efficiently than before the Internet. They have a limitless amount of information and can choose from many lawyers. Hundreds of attorneys are fighting for the attention of clients. Marketers have little time to convey information about the law firm and its services.

Thus you need to know the capabilities and needs of your potential client. In these circumstances, you can not do without audience segmentation.

?? Example ??

Imagine that we provide legal services for copyright protection and are about to offer them to our partner's clients. The partner has its customer base - within it, we need to find those possibly interested in our service.

If we do not segment but send letters with a commercial proposal to everyone, the result will be disappointing. In the short term, one particular letter will not have the desired effect. In the long term, the partner's clients will react worse to letters, because “They send spam letters!”

If we call all the clients of a partner at once, we waste a lot of time and money.

Tasks that?smart segmentation?solves:

1. Understand the motivation of the target audience and determine what can attract their attention.
2. Develop an offer that matches the interests, expectations, cultural traditions, and tone of the client's voice.
3. Customize advertising campaigns as much as possible for consumer requests.
4. Show clients the benefits important to the particular group, not to the “regular customer.”
5. Use the promotion channels your audience prefers, and thus optimize the advertising budget.

In general, segmentation helps to narrow the focus and divide the audience into smaller groups with common motives and characteristics. Typically, marketers in such cases use the following parameters:

• Demographic characteristics: age, gender, education, occupation, income level, etc.
• Psychographic characteristics: this is what people strive for, or vice versa, avoid, as well as what drives them when ordering specific legal services.
• Geographical characteristics: what region they live in, what language they speak, etc.

However, there are other criteria as well. For example, in?digital marketing, it is vital to know the answers to questions such as:

1. What level of Internet use does your audience have?
2. How long do customers spend on the Internet?
3. Where do they usually shop (from home, work, maybe, on the road)?
4. What devices are used most often?

Yet another way to segment:

1?? Regular customers. These are people whom you have served for a long time and who are loyal to you. As a rule, you do not need to invest too much in this audience because you have already paid to attract it. But the important thing here is to maintain loyalty and not let your law firm be forgotten.

2?? Potential clients interested in your services but have not yet signed a contract. They have some doubts, or there is no urgent need right now. To earn the trust of this audience, you need to:

• publish good content and reviews,?
• invite people to your webinars, live broadcasts, etc.

3?? Clients who rarely turn to you for help or have ordered the service only once or twice. This audience needs promotion to the first segment, which requires a better understanding of their problems and needs.

4?? Customers who have never bought your services but potentially can.

There can be many segments into which you may divide your audience. It will allow you to create a sentence that hits the target. I have compiled detailed instructions for you on how to do this.?Download?it in PDF format and use it in your work.

Do you have any questions? Ask them, and I will help you sort it all out!

Good luck!