What is the Difference Between Targeting and Positioning?
Marketing terms like targeting and positioning are often used interchangeably, but they serve distinct roles in a successful strategy. Law firms looking to attract the right clients and establish a strong brand presence must understand how these two marketing concepts work together.
This article breaks down the differences between targeting and positioning and how law firms can use them to build effective marketing campaigns.
1. What is Targeting in Marketing?
Targeting refers to directing marketing efforts toward a specific audience. It involves analyzing potential client demographics, behaviors, and legal needs to focus your outreach on the most relevant prospects.
How Law Firms Use Targeting:
✔ Identify the ideal client persona (e.g., corporate executives for business law, injured individuals for personal injury law).
✔ Segment audiences by legal needs, location, and search behavior.
✔ Use data-driven insights to tailor messaging and ads for different groups.
Example: A family law attorney targets recently separated individuals in local search campaigns, leading to higher consultation requests.
2. What is Positioning in Marketing?
Positioning is how a law firm presents itself to its target audience—it defines the firm’s brand image, expertise, and unique value proposition.
How Law Firms Use Positioning:
✔ Craft a compelling brand identity (e.g., aggressive trial lawyers vs. compassionate mediators).
✔ Differentiate services from competitors (e.g., fast settlements, personalized legal strategies).
✔ Build credibility through client testimonials, case results, and industry recognition.
Example: A criminal defense attorney positions their firm as “aggressive defenders of your rights,” reinforcing their expertise in high-stakes cases.
3. How Targeting & Positioning Work Together
A. Targeting Identifies the Audience → Positioning Defines the Message
✔ Targeting determines who needs legal services.
✔ Positioning ensures the firm’s message resonates with that audience.
B. Targeting Segments the Market → Positioning Creates Differentiation
✔ Targeting separates clients by practice area needs, location, and case type.
✔ Positioning highlights why the firm is the best choice in each segment.
Example: A personal injury law firm targets auto accident victims and positions itself as the firm with the highest success rate in settlement negotiations.
4. Building a Winning Strategy: Implementing Targeting & Positioning
To effectively combine targeting and positioning, law firms should:
✔ Define their ideal client base using data and analytics.
✔ Develop a unique brand voice and messaging tailored to that audience.
✔ Create legal content, blog posts, and social media campaigns focused on their audience’s needs.
✔ Leverage SEO and paid advertising to attract the right clients with relevant search terms.
Final Thoughts
Targeting and positioning are essential for law firms to attract the right clients and establish their brand identity. By understanding their audience and crafting a compelling brand message, firms can stand out in a competitive legal market and generate more qualified leads.
Key Takeaways
- Targeting focuses on identifying the right audience.
- Positioning ensures the firm’s brand message resonates with that audience.
- A strong strategy combines both for maximum impact in legal marketing.
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