Think Millennials Have No Place in Your Marketing Plan? Think Again.

Why Millennials are Critical to Your Law Firm’s Survival

Evolution is the only way to stay ahead of the competition in today’s legal market.

While some law firms have caught on to the millennial buzz, others have continued to direct their marketing dollars elsewhere, missing out on the opportunity to grab their helping of the trillion-dollar pie.

If you’re still not convinced targeting millennials should be a part of your marketing strategy, consider the following.

Fact: Millennial consumers wield $1.3 trillion in annual buying power, boasting between 35% and 45% of discretionary spending power.

Fact: In the United States, millennials are 92 million strong and comprise the largest percentage of the population.

Fact: Millennials are the largest generation in world history.

Why You Should Spend Your Marketing Dollars Targeting Millennials

Millennials — those born between 1981 and 1996 — are the largest segment of the U.S. labor workforce and are projected to be the highest spending generation to date. As they move toward their prime buying years, they have the potential to make the most significant financial contribution to the economy. For law firms seeking to expand their client base, this is a crucial time to engage with millennials and create brand awareness.

Purchasing Power Isn’t All Millennials Have to Offer

Products of the digital age, millennials grew up having access to endless information. At no surprise, they are touted as one of the most influential generations, changing how consumers engage with brands online. They’re forward-thinking and demand more than surface-level interactions from companies striving to earn their business. Instead, millennials prefer an emotional connection to the products and services they buy. When they purchase a product, they immediately turn to Instagram, Facebook, or their Twitter feeds to voice their opinions, with older generations following suit.

Marketing legal services across the generation divide can be a bit tricky. So, how do you bridge the gap? Below are seven tips you can apply to ensure your law firm’s marketing strategy attracts a millennial audience.

1. Remain Flexible in Your Marketing
   When targeting this demographic group, everything you know about advertising gets thrown out the window. Traditional marketing methods such as television commercials, print ads, and direct mail rarely appeal to this audience. They’re social creatures who require a genuine connection and don’t respond to anything that feels manipulative or inauthentic. The best way to garner their interest is through their values. Resist the temptation to dominate your marketing efforts with self-promotion. Opt for a more client-focused approach, such as asking for their feedback on your legal services or creating valuable content that addresses their challenges. This method helps get them emotionally invested in your firm and promotes brand loyalty.
2. Establish A Strong Social Media Presence
   The American Bar Association revealed that 35% of the attorneys who market on social platforms land new clients. Social media has become the new word of mouth. With just a retweet, hashtag, or post, millennials can share their experiences with different brands — the good and the bad. You can use this to your advantage by picking one or two platforms, such as Instagram, LinkedIn, Twitter, Facebook, or YouTube, and building a solid presence. Focus on creating shareable content, including answers to commonly asked questions, client stories, or even a behind-the-scenes peek at your law firm. However, make sure you remain active. Sporadic posts will signal to millennials that you aren’t trustworthy, driving them to take their business elsewhere.
3. Don’t Be Afraid to Offer DIY Options
   Millennials prefer to do a lot of things themselves. Because they have an abundance of online research tools at their fingertips, they’re successful at it. Often, they will exhaust all other options before finally seeking professional help. To combat this, consider expanding your firm’s features, such as installing a digital client portal where they can log in to download certain documents instead of having to bother your legal assistant for a copy.

• Your law firm can offer affordable flat-fee legal services that allow them to perform the initial groundwork while you handle the technical aspects. Low-cost service options are appealing and more likely to attract millennials to your firm.
• As much as this generation loves the challenge of getting the job done themselves, they aren’t willing to take certain risks. Here’s where you come in. You can use your years of experience and skill to educate them on the pitfalls of not seeking legal representation.

4. Create a Superior Client Experience
   Studies show that 78% of millennials would rather spend money on experiences than material items. When reviewing your law firm, they will consider the entire experience, from their dealings with your receptionist to the accuracy of invoices from your accounting department. The better the client experience you can provide, the more attractive your firm will be. Areas to address include shortening wait times for scheduled transactions and developing a user-friendly digital client portal so they can make payments, access information about their case, or review documents remotely.

Availability is also a vital component of securing millennial clients. To accomplish this, establish a way to interact with them 24/7. They expect easy and immediate access to information when searching online, including contact forms.  When shopping for a lawyer, if they submit a form and don’t receive a response within a couple of days, they will likely move on to another lawyer.

5. Provide Opportunities for Ongoing Dialogue
   A defining attribute of the millennial generation is their expectations for open communication. While some marketers have suggested that millennials are less loyal than previous generations, studies show that 70% will return to a brand they know and trust and that works hard to establish a rapport with them over time. Solid narratives and testimonials are the most effective way to pique their interest. This tactic allows you to market your unique selling position and firm experience in a way that will resonate with them on an emotional level. Having a past client provide a firsthand account of their experience with your firm is more believable than solely giving lip service to how you outpace your competitors. The point is this: It’s not enough to tell them how they will benefit from your services. You must also be able to demonstrate through real-life examples.
6. Leverage Content Marketing
   Gone are the days of using blatant ads to entice online audiences. Today’s millennial consumer doesn’t respond kindly to calculated content. Instead of marketing directly to them, use them to spread your message across their social networks through infographics, polls, and interactive videos like Q&A live streams. This audience thrives on transparency, so don’t be afraid to be vulnerable, as it builds trust and mutual respect.
7. Optimize Your Website Navigation
   The process of working with your law firm must be seamless. Millennials have little tolerance for complicated procedures or slow responses. Therefore, you must be accessible online and able to provide an immediate reply, or they will disengage and hire another law firm.
8. Step Up Your Corporate Responsibility
   Millennials are a socially-minded generation. More than 90% state that profit alone doesn’t determine a company’s success. They tend to only buy from brands whose values match their own. Unlike previous generations, millennials are more likely to review a firm’s corporate social responsibility policies before doing business with them.

Ready. Set. Go.

The legal landscape has changed. It’s time to adapt to the times, or your business growth will stagnate. Focusing your marketing endeavors on appealing to millennials is the key to more clients, more cases, and more revenue.