When people ask how to get younger clients, aka how to market to millennials, there is one essential thing to do. Show up where they are: online, social media and in search results. According to an Avvo study, millennials are almost twice as likely to search for a lawyer online as non-millennials. Additionally, before contacting a lawyer they will try to find their legal answer for themselves. What does this mean for you? Be there to provide the answers through your website, social media and affiliate websites. It’s simple, but there’s more to it than putting up a website and your law firm’s Facebook page.
So how do you successfully market your law firm to millennials?
- Authentic content marketing. Content marketing continues to be the best method. Not only does this help with search results (if you do it correctly), but you are able to make connections with potential clients in addition to showing your value and expertise. Providing information is the way to connect to millennials. When you give information before receiving an appointment request or a retainer, you show that you care about potential clients. Offer free blogs, social media posts, videos, or infographics that demonstrate expertise and care about your particular practice area niche. Done correctly, this will also allow search engines to see your website as a worthy resource and increase search engine rankings.
- Social media is essential. Not only does it allow a search engine more ways to find your law firm, but it’s also one more way to show potential clients who you are. Social media can be a little less buttoned up, showing day-to-day happenings with your firm, (without showing any client information, of course). Friending every client on Facebook may not be the way to go here, but having a presence shows your willingness to show up and be transparent.
- Mobile-first user experience. Millennials expect that your website will look good and be a smooth user experience on whichever device they are using. If you’ve never searched for your website on your phone- stop reading this immediately and do that! How does your site look? Is it a completely different, mobile version or is it your regular website in a mobile format? It should definitely be the latter. Today’s consumers (not just millennials) want to access your full website capabilities from their cell phone or laptop.
- Native advertising. Whether it’s the local pack on Google or Facebook and Instagram ads, your ads should mimic the place you are advertising. Try using a coupon for free consultations or a document review in your advertising. 64% of millennials follow a business or company in order to get a coupon.
- Customer service is the key differentiator. 71% millennials use online reviews to choose a service provider, compared to 59% of the entire population and 49% of baby boomers. Online reviews on Google, Facebook, or Yelp are going to be seen and judged, so make sure that you are asking for them (within ethical bounds) and that you are nurturing client relationships to elicit positive reviews. I hesitated to add this one to a millennial article because, at the end of the day, EVERYONE cares about customer service. It’s just that millennials are more vocal about how much it matters to them and what happens when they have an impactful experience, positive or negative.
When it comes to millennial clients, everything you do to reach them is the same thing you would do to reach other types of clients. Providing superior customer service, being authentic to your style and showing expertise are all key marketing efforts across the spectrum. If you want a digital marketing assessment for your law firm, contact us!