Millennials are changing the way America does business. This group is between the ages of 18 and 36, and they have grown up in a digital era that is different from any that have come before. They have recently beat the Baby Boomers as the generation with the most purchasing power, so this means businesses must adapt to their demands. The legal industry is no exception. How can lawyers serve millennials better? There are several ways lawyers can connect and succeed with this new generation.
Digital marketing is essential for today’s law firms. Millennials are digital natives. According to a 2016 study, they spend more time on their smartphones than they spend with actual people. 39% said they interact with their phones more than family, friends, lovers, co-workers, and children. Because of this, law firms must be present where millennials spend most of their time.
It’s essential to use different methods of digital advertising. Internet advertising includes tactics such as online marketing, affiliate marketing, pay-per-click advertising, and retargeting campaigns. Email marketing puts advertising and promotional marketing directly into potential clients inboxes. Social media marketing reaches millennials on sites like Facebook, Twitter, Pinterest, Google+, and YouTube. Regular, engaging posts are an essential way to stay in touch with a millennial audience.
Maintain a Modern Website
For millennials, it is imperative that law firms have a modern web presence. The generation raised online expects a company web page to be engaging and interactive. They are not looking for an online business card. Lawyers serve millennials by having websites that include scheduling options, a contact form, and a bill payment method. Search Engine Optimization, or SEO, is also an easy way of attracting millennials to a law firm’s web page.
There are certain things that millennials expect from a website. They want fresh, beautiful design. The site should also be lightning fast because millennials demand their answers quickly. Your page should express your firm’s personality because this group wants to do business with companies that are genuine and have a heart. They also want their problems solved immediately. Setting up a convenient means of communication is critical for lawyers.
Lawyers Serve Millennials With Better Communication Options
A face-to-face conversations is not a millennial’s favorite way of communicating. They have the option of having critical conversations via text or email that was never available in generations before. Since they have grown up with the internet, this is their comfort zone. There are several reasons why millennials prefer digital communication over the face-to-face conversation. One big one is that they have grown up with the ability to edit their messages before they send them. Face-to-face leaves them open to mistakes and vulnerability.
Lawyers need to get used to the idea that their clients may not want to have a traditional sit-down meeting. Millennials may not even want to travel to an office. There are more convenient and efficient ways for them to get information. There should be many options for communication, including text, email, and web contact forms.
Quality Customer Service
Millennials expect a great product and a great experience to go with it. Law firms who make the client experience a top priority are the ones who will thrive. Customer service improvements begin by looking at the process through the customer’s eyes, and employing “design-thinking” helps make the experience better for millennials. Design-thinking is a process of creative problem-solving. It relies on what customers truly want instead of historical practices. It’s about looking to the future instead of the past.
Lawyers serve millennials with top-notch customer service that continues throughout the client relationship, so firms need to stay diligent. A follow-up email asking what the client liked and didn’t like about their experience is a great way to make improvements. Millennials routinely check online reviews. Encourage satisfied customers to post positive reviews on social media and other sites.
Embrace Fixed Fees.
Change is hard, but lawyers will soon have to say goodbye a time-honored tradition. That’s the traditional billable hour. Today’s clients are not going to stand for the idea of a blank check and no control over what’s happening. Millennials are looking for up-front prices and fixed fees. Law firms will need to get creative in how they offer fixed fee packages that are attractive to millennials.
Plan on Working Together.
This group wants to be a part of the process. They don’t want to be in the dark about what is going on with their case. They want to collaborate, and also have their voices heard. Millennials are not a generation who wants a lecture, and lawyers serve millennials best by listening carefully. Lawyers should speak in ways that encourage understanding. Being included and engaged in the process is a priority for the connected generation.
There are many ways lawyers can serve millennials in a way that will satisfy their desires and keep them as clients. Customer-focused service, a strong web presence, fixed fees, and digital marketing campaigns are a few of the methods law firms can use to embrace this new generation.