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What is the Difference Between Targeting and Positioning?

August 2022

What is the Difference Between Targeting and Positioning?

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In the world of online marketing, jargon can dominate conversations almost as soon as you bring up the subject. The same can be true in the legal sector, too—that's why clients come to your firm in the first place. They need help navigating legal issues and the courts to understand what things mean and how those meanings might affect their case. That knowledge helps to underpin a successful approach.


The same is true for marketing your firm effectively online—breaking through the wall of jargon to build a fresh understanding will help you create successful strategies. As you start shaping your approach, you must understand two key terms: "targeting" and "positioning." What do these terms refer to, how are they different, and how are they related? Let's break down the answers.


Targeting in Marketing Applications, Explained


In marketing, "targeting" refers to directing your marketing efforts towards a specific group or individual. Targeting usually occurs after a related process called "segmenting," which involves analyzing customer data and identifying traits and trends that divide audiences into groups. With a segmented audience, you can more effectively target those groups who will be the most motivated to learn about your firm or engage with your content.


For example, the type of audience targeted by a real estate lawyer will usually be very different from the audiences targeted by divorce lawyers. Effective targeting requires data, analysis, forward-thinking, and a solid plan for executing the marketing.


The Importance of Effective Marketing Positioning


"Positioning" is where that plan comes into place. Unlike targeting, positioning is more about what your business says and does than your audience. This process involves creating in the minds of your target audience a brand persona that positions your business as the solution they may need now or later.


You'll position your law firm by distinguishing it from other firms, explaining what you do, and creating an image that reflects what the target audience wants to see. That often means positioning your firm as experienced, trustworthy, successful, and so on. Your position will depend mainly on what audience targets are the most valuable for you to reach.


Building a Plan to Reach Audiences Effectively


Segmenting, targeting, and positioning may differ, but each contributes a critical element to an overall marketing strategy. You can achieve key successes by better understanding those to whom you'll market and developing a strategy to position yourself at the top of their mind. Investments in this space pay significant dividends - from building a positive reputation for your law firm to driving more effective lead generation.


At Inherent, we've made it our mission to help those in the legal sector embrace the promise of digital marketing. With a wide range of services and a deep well of experience to draw upon in shaping your strategy, we can assist you with effective targeting and positioning today. Learn more about what you could do with a fresh understanding.