Marketing to Millennials: Tips for Law Firms

By: Anatoly Khorozov / February 21, 2018

Everyone these days has their opinion about the millennial generation. From entitled young people that don’t know how to live in the real world, to hyper-connected technophiles that are going to change the human race, you’ll find perspectives on both ends and everywhere in between.

Marketing to Millennials

When it comes to marketing, there are two important truths that one must first realize about millennials:

First, they are the first generation to grow up with the Internet and all the technology it has brought to us. They do not know a world without it. For them, it has always been there. They think about the Internet the same way most of us think about television, we weren’t part of the world before it existed.

Second, they need to be a major part of your marketing efforts. They are the new wave of consumers and clients that your law firm will need to cater to if you want to survive. They know their tech, and, more importantly, they use it for everything. They were not introduced to it, they were born with it.

Here are just a few tips to help you tune your marketing efforts to have a greater impact with the millennial generation.

Millennials Prefer Mobile

Millenials do far more with their mobile devices than with traditional desktop or laptop computers. If you want to reach millennials, you absolutely have to create marketing material that is designed to look good and be effective on mobile devices like tablets and, of course, phones.

Inbound Marketing is Essential

Some surveys have reported as much as 80% of millennials stating that they simply do not trust traditional advertising methods such as TV, radio, and print ads. In the mind of a millennial, these types of advertising campaigns are far too impersonal and centred too much on promoting the company instead of helping the customer.

To be successful now, and more so in the future, inbound marketing is a much better choice. Millennials know how to find what they’re looking for online. Your job is not to give them directions, but to be the destination. If you can provide the information they are looking for, they will trust you with their business when the time comes.

Social Media is the New Word of Mouth

Millennials share absolutely everything online. They will tell anyone and everyone what they like, what they don’t, and everything in between. Not only should you strive to create messages that are easily shareable through social media, you should be keeping an eye on what others are saying about you or your firm.

Customer Service Has Moved Online

Most millennials will prefer to deal with your law firm via text messages or through a platform like Facebook or Twitter instead of phone calls. Of course, some real contact will eventually be required, but during that “getting to know you” phase, they prefer to ask questions and receive answers through the online mediums where they are comfortable.

You should also think about the fact that they will be looking at how you’ve responded to others in the past, too. Online or offline, one thing that still holds true is that if good news spreads fast, bad news spreads even faster. It’s extremely important to stay on top of social media and take advantage of every opportunity you find. Help push the good news along and do everything in your power to turn the bad news around.

Strive to Provide the Best Information

Above all, your firm needs to provide real value to your target audience. Communicate with clarity and transparency. There is no magical mystery formula that puts the top brands on top. They are simply the brands providing the most value to and building trust with their own specific audience.

For lawyers, this means you have to go beyond what your firm can do for any given client and explain the why and how. Explain how the law works, why someone might need a lawyer, and show them your expertise on a deeper level. It may take some time, but it will build trust with your audience, and, in the end, your client list.