In this week’s edition of Things I Wish I Knew New York solo lawyer Joleena Louis shares the top techniques that have helped her effectively market to millennials.
According to the U.S. Census Bureau, Millennials are the nation’s largest living generation. So if you are not targeting them as part of your marketing plan you are missing out on a large portion of the population.
But just like other generations, there are different and more successful ways to market to them. And if you are going to continue to be successful and grow your firm, then you will need to know the best practices for marketing to Millennials.
In my firm, Millennials are a large part of my target audience so as part of my marketing plan, I’ve done extensive research on how to best reach them. Here are some of the best tips that I use to reach Millennials.
Have a Digital Presence
Millennials do almost everything online, especially on mobile devices. So even if they hear about you by word of mouth, the first thing they are going to do is Google you. If you want to compete, then they should A.) Be able to find you online and B.) Your website must be mobile friendly.
It’s no longer acceptable to have a site that doesn’t display in a readable way for mobile users. Plus, as of a recent update to Google’s ranking algorithm, if your site is not optimized for mobile users, then you will automatically rank lower than other mobile-friendly sites.
Be Active on Social Media
Millennials are the most active and engaged group on social media and five out of six Millennials connect with companies on social media networks. So one of the easiest ways to reach them is by being active on social media as well.
Provide them with quick and digestible information that they can read on the go. Or just show that you are a real person and communicate a friendly message with your audience.
I’ve written before about how Instagram is one of my best referral sources and I also get new clients by participating in Facebook groups. These have been the two best social channels for my firm when communicating with potential clients.
I typically use LinkedIn as a way to keep in touch with other lawyers, referral sources and professionals who have sent me business in the past or have the potential to send my new clients in the future.
Become an Expert
Millennials are 44% more likely to trust experts (who happen to be strangers) and they are 247% more likely to be influenced by blogs or social networking sites.
To have that same effect on your potential clients, show potential clients you are an expert by sharing informative content. This could include eBooks, blog posts, webinars or videos (a.k.a inbound marketing).
Also, be sure to ask for information from them in return. Most commonly marketers ask for an email address in exchange for some of that information. This tactic works well because Millennials in the U.S. are seven times more likely to give their personal information to a brand they trust.
I have used blogging and social media to establish myself as an expert. Then once I have gained their trust, potential clients they give me their email in exchange for eBooks and webinars.
These statistics have helped me refine my marketing plan to effectively reach Millennials. Try a few today to see how they work for you.