There was a time when children were to be seen and not heard. Times have changed and you’d be wise to let the “young folks” have a seat at the table. Millennials are a tech-savvy, enterprising generation who are taking the world by storm. Many businesses have revamped their business models and marketing efforts to accommodate this generation who make up approximately one fourth of the US population.
If money talks then what does the fact that millennials in the US yield about $1.3 trillion in annual buying power say? It’s time to take notice. Millennials are master multi-taskers, constantly on the go and love the convenience and flexibility offered by technology.
In thinking about marketing your firm, consider marketing like a Millennial. Millennials are:
Tech-Savvy: If your firm wants to get more clients, you must go where the clients are and they’re online. The 21st century client turns to Google rather than the yellow pages in her search for legal representation. Social media marketing is changing the way businesses sell services and goods, engage with customers and promote their brands. Social media plays a key role in building relationships with potential clients. Use social media to show your expertise, immerse yourself in online legal conversations and build your brand.
Forward thinking: Millennials are always looking for ways to do things “smarter not harder.” Think of ways that you can move your practice forward. The legal industry is constantly evolving and DIY websites like Legal Zoom are after your clients. Think of ways to add value to your legal services. A great way to move your practice forward is to tap into new markets. Niche practices, especially for solo practitioners are a great way to set your practice apart.
Collaborative thinkers: While there’s nothing wrong with a bit of healthy competition, Millennials have tapped into the power and importance of collaboration over competition. Think of ways that your firm can partner with businesses in the community to help each other. Seek out mutually beneficial relationships. Get involved in the community, you are not only building brand awareness; but cultivating valuable relationships, and making a difference. Building a firm culture that promotes collaboration also ensures a high morale and will likely increase productivity as well.
Leaders: Millennials are natural born leaders. While they excel in their collaborative efforts, they are not afraid to take initiative. Millennials don’t always follow the wave, but they certainly make them. Leaders make their voices heard, and that’s exactly what you have to do for your firm. Take a look at the leaders birthed from social media, viral videos and blogs (Check out this list of the 20 most influential Vine and YouTube stars under 21). How can you lead the charge in the legal world? Blogging is a great way to market your firm and establish your attorneys as industry thought leaders.
It’s going to take a 21st century mindset to attract the 21st century client. Thinking like a Millennial may be the key to your firm’s marketing success.
Monisha Yowell is the Marketing Coordinator for Lawyers Mutual. Monisha connects Lawyers Mutual with our insureds and the legal community through the use of social media. You can reach Monisha at 800.662.8843 or firstname.lastname@example.org.