Millennials (those born between 1981 and 1996) now make up the largest demographic group working in the United States. Millennials are retaining lawyers – and to attract their business, it’s essential for you to understand their digital consumption habits and what they want from your web presence. Here are three trends to be mindful of in refining your marketing strategy.
#1 Millennials Expect A Strong Digital Presence
This is the generation that grew up on computers and learned to navigate the internet before they left home. Millennials expect that they can conduct research and do their business online.
The cornerstone to your strategy, of course, is a website that makes use of best practices, ranks well in search engines, and is easy to navigate.
In addition, firms who maintain a consistent social media presence that reinforces their website branding will attract additional clients. There’s no need to be on every platform, but more and more millennials are using social media for purchasing decisions. Creating short, compelling videos or share-worthy informational images can be another way to create organic traffic for your firm and help you find new, local clients.
Maintaining a strong digital presence can also mean joining associations and membership programs to reinforce opportunities for millennials to find you. Whether it’s a national database or your local chamber of commerce, these listings can help get you noticed first in the search for an attorney.
#2 Millennials Rely On Reviews, Not Just Testimonials
When a consumer is ready to make a purchase, 72% of them will start with a generic online search – and that number is even higher for millennials. In addition, studies have shown that 85% of employed millennials use social media to research products and services, and 82% of millennials rely on mobile devices for that research.
In fact, 8 out of 10 millennials won’t make a purchase without reading a review – and if they only find client reviews on your own website, many won’t trust those testimonials as social proof. So in addition to asking satisfied customers for testimonials for your own website, it’s essential to also build the habit of asking for their reviews on third-party websites, like Google or Yelp, too.
If you aren’t sure which websites to point your customers toward for leaving a review, try doing a search yourself, using keywords like the name of your town, “lawyer” or “attorney”, and other relevant search terms. You’ll immediately get a sense of where you currently stand and where potential clients might find you.
#3 Incorporating Self-Service Options Attracts Millennials
Many millennials prefer to help themselves through purchasing decisions. The more clarity you can offer up front (pricing or quoting tools, scheduling tools, testimonials, a short informational article or video), the more they can help themselves in choosing to move forward with your firm.
Incorporating self-service options also helps millennials to educate themselves and get to like and trust your firm BEFORE they get on a phone call or meet you in person. Establishing this trust is essential, and if they aren’t able to find what they’re looking for quickly, they’re likely to move on. Nearly 30% of millennials actually wish they could avoid speaking to someone entirely when they’re making a purchasing decision!
Millennials’ Habits Present An Opportunity
Millennials are retaining lawyers. Providing a strong digital presence, fostering third-party reviews, and incorporating ample self-service opportunities will mean that you’re a competitive choice with millennials in the market for an attorney.