How to Use Client Insights to Shape Your Marketing Plan
How to Use Client Insights to Shape Your Marketing Plan
Welcome to my video series.
In this one, I want to talk about something simple but really powerful — using client insights to shape your marketing plan.
So often, firms create plans based on what they want to say, or what worked last year.
But the best marketing is based on what your clients actually care about. And most firms are sitting on useful insights without even realising it.
Here are a few practical ways to bring client insight into your planning process.
Start with the conversations your teams are already having
What are clients asking about? What’s keeping them up at night? Your fee earners and BD teams are a great source of informal feedback — ask them what they’re hearing, and look for patterns.
Then review your formal feedback
That might be client interviews, satisfaction surveys, or even testimonials. What do clients say you do well? What do they wish you’d do more of?
You can use this to shape messaging, prioritise services, or identify new content ideas.
You can also look at what clients engage with
Which emails are they opening? What content are they reading? What events are they signing up for? These small signals can tell you a lot about what’s resonating — and what isn’t.
And finally, don’t just gather insights — use them
Let them influence what you say, where you show up, and how you position the firm. Your marketing plan will be stronger, more relevant, and more likely to land with the people you want to reach.
That’s it. Simple, but often overlooked.
Thanks for watching the video, if you like what you’re hearing please like and share and look forward to seeing you on the next video!
Watch the video on my YouTube channel here.
Need help?
If you would like help with your marketing, bringing on a marketing consultant with a fresh pair of eyes can make all the difference. I work with B2B businesses and professional service firms in London, Kent, the UK, and Europe, specialising as a legal marketing consultant. Please get in touch or book a free 30-minute consultation.
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