Clienting #5: Marketing to a New Generation (Webinar) - a podcast by Kelly Street & Gyi Tsakalakis
from 2018-03-22T20:12:55
- Offer alternatives to in-person appointments
- Try online appointment making options
Utilize Social Media, but Don’t Be “Weird”
- Be weird if you are, but in an authentic way and not in a forceful, selling way
- Use the app how site how it’s meant to be used: Snapchat for short, casual videos, Facebook for longer posts, Twitter for quick informative snippets or sharing links to interesting things, Instagram for images and a short explanation.
- Connect with influencers, but only those that make sense for your industry and practice area. Also, try to keep this local by following or connecting with local organizations and people who can be a good resource for you
Know Your Brand
- Be able to tell the story of your law firm’s “why?” Younger consumers want to know if there’s a reason why you practice the area of law you do or a reason you became a lawyer.
- Younger consumers want to see what’s happening in your office and know the reality of what it’s like to work with you.
Segment Your Marketing
- Generation Z: They want to make sure you won’t ‘categorize’ them, based on gender or race. They grew up with easy access to technology and expect ads or contacts to feel familiar. They are highly critical of big business and are less trusting of sources.
- Young Millennials: They are trying to pave a new path outside of parental or societal expectations. Story and sourcing are vital to know whether or not they will spend money on a particular business. These people are also known as the ‘Fear of Missing Out’ Generation, which means that they do not want to miss out on experiences or knowledge.
- Older Millennials: 1 in 4 older Millennials are parents, which means that they are starting to need or have needed legal services for years. They need to know ‘why’ they should use a lawyer, instead of solving the issue themselves or with an online resource. Lastly, they find value in loyalty programs and build trust in companies, which results in referrals and longer-term usage.
Own Your Pages
- Google My Business is an essential part of this equation. If you haven’t already read Gyi’s article on GMB for Law Firms, do it now. Make sure to follow his suggestions for your GMB page and then you’ll be in great shape.
- Make sure all information (business name, phone number, address) are accurate on the following sites: Instagram, Facebook, YouTube, Yelp, Twitter, and Google+. If you don’t have pages on any of these, don’t worry about them unless you can spend time building those profiles.
They Will Do Research
- Millennials prefer to do their own research and see if they are able to solve the problem without engaging a professional.
- Reviews and referrals matter greatly to them. The caveat here? Reviews stop being relevant to Millennials after one to three months. Additionally, Millennials are more likely to write you a review, if asked.
- Don’t assume they’ll sign on as a client at the initial meeting or phone call. Younger generations often want to meet with multiple lawyers before deciding to work with one. These are people who are more likely to care about your communication style and personality matching their own.
Why Should You Try to Get Millennial Clients?
We’ve all heard about how selfish these younger generations can be and how high maintenance they are. That may or may not be true, (I am inclined to frame it as having expectation of clarity, transparency, and communication), but no matter your current thoughts on Millennials, given that 25% of the US population falls into this generation, you are going to need to get Millennial clients to stay in business. Not only will you get Millennial clients if you make a few changes to your marketing and intake, but you will also get a more vocal and loyal type of clients. If you’ve been wondering how to get more millennial clients or just want to know if your current marketing efforts will attract a younger generation of clients, we can help you figure that out. Give us a call at 877-671-8260, send an email to kelly@attorneysync.com or fill out this form.
Show References: Adam Singer's Millennial Post another article on Millennial marketing Dwayne Forrester of Yext's discussion on the "Pyramid of Corporate Responsibility" Psychographic Segmentation Social Proof Millennial Marketing Facts
Further episodes of Clienting: Digital Legal Marketing
Further podcasts by Kelly Street & Gyi Tsakalakis
Website of Kelly Street & Gyi Tsakalakis