Mar 22, 2018
Our February webinar focused
on how lawyers can better market their services to the Millennial
and Generation Z consumers.
We answered the questions of: Who
should you be marketing to?, What messaging do they want?, and How
should you market to them? We discussed definitions of a Millennial
and Gen Z person while keeping in mind that the year someone is
born in does not define their entire personality or life decisions.
What do Millennials and Gen Z value? Younger
generations are used to less transparency and the ability to find
answers for themselves, so online reviews and referrals from their
social group are more meaningful in conjunction to make a purchase
decision. They also value having options for the thing they are
trying to buy or utilize. They want options for use and a variety
of ways to get communicated to. Additionally, millennials, more
than previous generations, have a higher expectation for a regular
communication flow. This means that as a lawyer, you’ll need to
make sure you ask about communication preferences. You should
already be doing this for clients, but it is important to take note
for your younger clients. These generations also care deeply about
honesty and your company’s efforts towards social responsibility.
There are many popular companies who are doing this well; Toms,
Warby Parker, and Love Your Melon were all founded on the idea that
they would give back with every purchase that is made. They not
only do that but also make sure to include the story of
So, How Do Lawyers Market to
Millennials and Gen Z?
- 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
- 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
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
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 firstname.lastname@example.org or
fill out this
Adam Singer's Millennial Post
another article on Millennial marketing
Dwayne Forrester of Yext's discussion on the "Pyramid of Corporate
Psychographic Segmentation Social Proof