Tips for Marketing Legal Services to Millennials

A recent survey undertaken by Deloitte titled ‘A generation disrupted’ has highlighted the ‘plight’ of millennials, who, through constant change and upheaval have essentially become a product of their technology obsessed and fast paced environment. As a marketing agency marketing law firms and legal services, it has never been more important to ensure your strategy is millennial focused. We at FireTap understand millennials, and will put you in front of the audience that matters, find out more.

So, what exactly classifies a millennial?

Dictionary.com defines a millennial as ‘a person born in the 1980s or early 1990s; aged between 19 -39.’ Often characterised as ‘technology obsessed’ and ‘downright entitled’, they are the generation that has received the most marketing attention. With this in mind, the bottom line is… you can either love them or hate them, but you simply cannot afford to ignore them.

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According to the Pew Research Centre, millennials are characterised as being:

  • More burdened by financial hardship than previous generations, but still optimistic about the future.
  • More attached to networks of friends and colleagues through social media rather than through traditional religious or political institutions.
  • More likely to stay single much longer — only 26% are married.
  • Are the most racially diverse generation in history.

It can be a tough world for law firms who want millennial patronage but that does not mean you need to lose hope just yet! Understanding the behaviours and circumstances of millennials is key to a successful marketing strategy. So, without further ado, here’s FireTap’s top five tips on marketing legal services to millennials.

Tip 1 – Social media is your new best friend

Being the only generation that has never known a world without technology, millennials live and breathe social media. As researched by Google 90% of millennials go online daily. If your law firm is not on social media and actively engaging with them daily, you are nowhere.

Tip 2 – Millennials care about the environment and want you to too.

By getting involved in environmental awareness, corporate social responsibility, and being actively vocal about your support for a social or environmental cause, you are not only making a positive impact on the environment (whoop whoop), you are also building millennials trust and loyalty to your business.

Tip 3 – Content, content, content!

We cannot stress this enough. Millennials are naturally characterised by being easily bored due to their need for instant gratification and the access to information at their fingertips. Law firms creating interactive content that is fun and engaging are more likely to attract the attention of millennials and encourage them to connect with you.

It is also no secret that legal jargon can be boring and dull. If you want to really engage with your younger target market you need to stretch your social conversation to a simpler and quirkier tone.

Tip 4 – Offer lower cost legal services  

Due to tighter financial restrictions, it’s no surprise millennials are a generation of people that are willing to spend less and although they may be positively impacted by your law firms  social impact, digital content, and social media presence, this could all fall away if your offer is not affordable.

Tip 5 – Instant Gratification

As a millennial, research is a first port of call. Ensure that when a millennial is researching your law firm you are making yourself available instantly across all platforms. As a rule of thumb, maintain a quick response time regardless of the demographics you are targeting. However, we do understand that life can get busy, and sitting next to your computer all day may seem unrealistic. In such cases, look into testing an automated tool to help you screen incoming leads.

Want to learn more about marketing legal services to millennials and law firm marketing? It all starts with a conversation. Get in touch with us by calling us on 0203 911 9715, emailing us at hello@firetap.co.uk, or make an online enquiry.