Acquiring Foreign-Born Clients: Marketing Legal Services to a Growing Niche

Copyright © by Nina Ivanichvili, CEO, All Language Alliance, Inc.

Do Market Research to Discover a Niche

Targeted marketing to foreign-born clients, as any targeted marketing, can generate a higher return on investment than mass marketing to the general public. To be successful, targeted marketing needs to be based on sound facts and a high level of understanding of the target audience. The law firm's positioning decisions can be influenced by such factors as a partner who has Polish-ethnic background or a paralegal who speaks Laotian.

To find niche markets within the ranks of the foreign-born, a law firm can start by asking the following questions.

  • Are there groups of potential clients whose needs are not met by other law firms?
  • What situations will trigger a prospect's need for the law firm's services?
  • How can the law firm exploit the fact that some target market's members have retained its services in the past?
  • Where would members of the target culture typically look for a lawyer?
  • Who are the law firm's important competitors in the given market?
  • What advantages do the competitors have?
  • What is the target clientele's level of literacy and education?
  • Is the target clientele's culture based on individualism or collectivism?
  • How litigious is the prospect's culture?
  • Is the prospect's culture similar to the U.S. culture, in that it views conflicts as part of the human interaction, or is the culture similar to Asian cultures, in that it disdains direct confrontation?
  • How do people in the target clientele's culture resolve conflicts?
  • Is the prospect's culture similar to the U.S. culture, in that it views conflicts as part of the human interaction, or is the culture similar to Asian cultures, in that it disdains direct confrontation?
  • How do people in the target clientele's culture resolve conflicts?
  • How do people in that culture conduct business: are they used to a let's-get-down-to-business routine or do they engage in small talk and other rituals to build rapport, respect, and trust prior to discussing business matters?

Based on market research findings, the law firm may choose to position itself as a law practice that serves, for example, all foreign-born clients who reside in the city of Aurora. Alternatively, it can decide to specialize in working with a narrower category of clients, such as Vietnamese-speaking small business owners based in the metro Denver area. The more the law firm segments its target market, the easier it will be to develop new marketing messages or customize the existing ones to resonate with the target audience.

Contact our foreign language translation company today for a free legal translations quote or legal interpretation quote.

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