The Difference Between Targeting and Positioning in Marketing
In digital marketing, targeting and positioning are essential strategies that help law firms attract and engage the right clients. However, many firms struggle to differentiate between these two concepts, leading to ineffective marketing campaigns that fail to resonate with potential clients.
This guide breaks down what targeting and positioning mean, how they differ, and how law firms can use both strategies to build a powerful online presence and attract the right audience.
1. What is Targeting in Marketing?
Targeting is the process of identifying and focusing marketing efforts on a specific group of potential clients. It occurs after audience segmentation, where you analyze client demographics, behaviors, and needs to define your ideal legal clients.
How Targeting Works for Law Firms
- Personal Injury Lawyers – Target accident victims, families, and individuals needing compensation.
- Criminal Defense Attorneys – Focus on individuals seeking legal representation for DUI, drug charges, or other offenses.
- Estate Planning Attorneys – Target families, business owners, and seniors planning for their future.
- Business Lawyers – Reach entrepreneurs and corporate clients needing legal services.
Effective Targeting Strategies for Attorneys
- Google Ads & PPC Targeting – Create campaigns for specific legal services (e.g., “DUI lawyer near me”).
- Social Media Targeting – Use Facebook & LinkedIn ads to reach potential clients based on demographics.
- SEO & Content Marketing – Optimize for long-tail legal search terms (e.g., “How to file for divorce in Texas”).
Example: A divorce law firm in Chicago refined its targeting strategy by focusing on men seeking divorce legal representation. This resulted in a 40% increase in qualified consultations within three months.
2. What is Positioning in Marketing?
Positioning is about how your law firm is perceived by potential clients. It’s the process of creating a unique image and reputation in your industry, setting your firm apart from competitors.
How Positioning Works for Law Firms
- Personal Injury Firms – Position as aggressive client advocates with a strong track record of winning cases.
- Criminal Defense Attorneys – Establish authority as trusted, experienced defenders with courtroom expertise.
- Estate Planning Lawyers – Present as compassionate advisors helping families plan for the future.
Best Practices for Law Firm Positioning
- Unique Selling Proposition (USP) – Highlight what makes your firm different (e.g., “We’ve won over $100M in personal injury settlements”).
- Brand Consistency – Ensure consistent messaging across your website, social media, and ads.
- Client Testimonials & Case Studies – Showcase success stories to build trust and credibility.
Example: A small criminal defense firm in Miami rebranded itself as a “Trial-First Law Firm” with an aggressive defense strategy. The result? A 55% increase in case inquiries from clients who wanted experienced courtroom representation.
3. Targeting vs. Positioning – Key Differences & How They Work Together
| Aspect | Targeting | Positioning |
|---|---|---|
| Definition | Identifying and reaching the right audience | Creating a unique brand identity |
| Focus | Who your law firm is marketing to | How your law firm is perceived |
| Goal | Direct marketing efforts toward high-intent clients | Establish credibility and stand out from competitors |
| Tactics | Audience segmentation, PPC ads, SEO | Branding, messaging, website design |
| Example | A family lawyer targeting divorcing parents | A firm branding itself as a compassionate legal advisor |
How They Work Together
Effective marketing requires both targeting and positioning. Without clear targeting, you won’t reach the right audience. Without strong positioning, your firm won’t stand out among competitors.
4. Building a Strategy for Effective Targeting & Positioning
Step 1: Define Your Ideal Clients
- What legal problems do they have?
- What services are they searching for?
- Where do they look for legal help?
Step 2: Optimize Your Law Firm Website for Targeting
- Use SEO-driven content that addresses client pain points.
- Create city-specific service pages (e.g., “Divorce Lawyer in Austin, TX”).
- Implement Google My Business optimization for local search visibility.
Step 3: Strengthen Law Firm Positioning
- Develop a strong, consistent brand message.
- Highlight client success stories to build credibility.
- Use clear call-to-actions (CTAs) that guide visitors toward consultations.
Example: A business law firm in Los Angeles positioned itself as “The Startup Law Experts,” leading to a 60% increase in inbound leads from tech entrepreneurs.
Final Thoughts
For law firms looking to grow online, both targeting and positioning are essential. By defining your ideal audience (targeting) and creating a unique brand image (positioning), your firm can attract more clients, improve conversion rates, and enhance overall marketing success.
Key Takeaways
- Targeting focuses on the audience, while positioning defines how your firm is perceived.
- Effective marketing requires both to work together.
- Law firms should refine their messaging, branding, and online presence to improve positioning.
- SEO, paid ads, and social media should be used strategically to reach targeted audiences.