In this interesting and useful marketing tips podcast, Richard Jacobs, the president and founder of Speakeasy Marketing, Inc., continues his discussion on the topic of customer segmentation.
Richard Jacobs is an expert in marketing and his company, Speakeasy Marketing, Inc., has successfully guided hundreds of attorneys toward better clients and higher profits. Jacobs recaps his previous customer segmentation podcast, touching on important points regarding the age, status, assets held, etc. of potential clients, and how marketing can help you pull in the right kinds of clients and filter out the ones you don’t want.
Continuing, Jacobs talks about attracting various communities to your business, such as the Latino community, the black community, the LGBTQ community, and others. He brings up the point, can you market to specific ethnic or other types of communities and why would you want to? In regard to the LGBTQ community, Jacobs offers that the community is compromised of individuals who tend to have fewer children and may, as a result, have more money, often with both individuals in partnerships bringing in an income. Jacobs states that the LGBTQ community is perhaps not marketed to for legal services as much as other communities may be, and for this reason, the LGBTQ community is a great opportunity for your firm to bring in many new, excellent clients who have money.
Jacobs discusses techniques to bring in various ethnic groups. He states that you can call them out directly in your marketing, mention that you have staff who speak Spanish and directly target Latinos for example. Whatever the ethnic community, find a way to insert yourself into their community and make it clear that you are a friend to their community, understand them, and want to represent them specifically for all their legal needs. And once you successfully satisfy a few clients in their community, the word usually spreads quickly and you’ll see more clients walking through your door. Even if you don’t speak the language of a particular community, even if you only speak English, you can still insert yourself into their community by becoming a trusted member of the community, starting by helping a few, and watching your numbers grow once you gain the community’s trust. As Jacobs states, there is great money to be made and great clients to be discovered by targeting your marketing in specific ways.
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