Nine Ways Your Content Can Target Millennials Clients
Now that millennials are real grown-ups who have jobs, homes and buy things, lawyers need to start looking for ways to tailor their content to younger generations.
Here are a few ideas for tailoring your content for potential Millennial clients and Generation Z legal consumers:
- Use video to connect. Short snippet videos can add interest to a page with the added benefit of authenticity.
- Be uncomfortably honest with your content. Share a personal story that would break down the barriers between lawyer and client- be appropriate and follow your state bar’s ethical guidelines. This could be why you chose your practice area or why you went to law school, or even what you like and dislike about your practice area.
- Talk about what you are doing for the world: corporate storytelling, social responsibility initiatives, product sourcing and sponsorship decisions, etc. One great thing to share is how your law firm shows it’s appreciation for your employees. Do you have happy hours or social outings? Make sure your “corporate culture” comes out in your social media posts.
- Explain why a younger client would benefit from your services with your blog posts or in a video but don’t talk down to them. This could be a tough one because as a lawyer, you hold the information and knowledge of the law. The key is to think of having a conversation instead of a lecture. Make videos or posts a conversation and try interview-style content if talking alone turns you into a stodgy old professor.
- Don’t pretend to be cool, just be yourself! Define your key characteristics and make sure you stay true to those. One good way to check yourself before you wreck yourself on this is to ask a friend or partner to read or watch your content and verify that it stays true to your personality. If they think your writing or video style is the work version of who you are- post away! If you become a robot or use a weird voice, go back to the drawing table and figure out how to relax when you write or record. We’ve got some great tips for this on the episode of Clienting with Nicole Abboud.
- Hack the news, as Mitch Jackson would say. This means that you follow trending stories and give your opinion as it relates to your practice area. Family lawyer? Comment on celebrity divorces. Monitor social media and news sites in the morning and afternoon to keep in touch with new and trending stories.
- Don’t sell. 84% of millennials don’t trust traditional advertising, which makes it difficult to advertise to them. So don’t advertise to them, just talk to them, educate them, or be a human they would want to connect with. There’s nothing wrong with including a call to action, in my opinion. Just make sure that what you’re saying has enough value that people will feel as though they need to or should contact you after watching or reading your marketing material.
- Instant gratification. Offer packages, quick answers, and free consultations (if possible) that potential clients can schedule on their own via online calendar service. These options are little differentiators that can help attract younger clients. Hiring a lawyer is intimidating for pretty much anyone but the first time you need a lawyer, it can be terrifying. Easing this process by allowing someone to talk with you and get initial questions answered could go a long way. That, and having packages or prices broken down into understandable chunks will relieve the intimidation factor.
- Keep it brief and to the point. Cut out needless words, use plain language, and get straight to the point. This won’t work for every subject, because some require more explanation than others, but it will raise engagement on topics or pages that don’t require a thesis. No one, including notoriously short attention-span millennials, wants to read your dissertation on how to have an amicable divorce. They just want a few quick tips from someone who’s probably seen a lot of people do things the wrong way.
Good luck going after these younger generations of clients. Remember that they may not need your full suite of services now, but building relationships can mean a long-term and loyal client in the end. Don’t stress if your practice area doesn’t make sense for one of these suggestions, it’s just food for thought if you want to open the door to millennial clients.