A Comprehensive List of What to Do When Aiming Your Marketing at Younger Audiences
Any good marketing plan that’s effective at doing what it does should always aim to achieve one core goal: Market toward its intended audience. But, not all marketing plans are the same and neither are all consumer audiences.
With a steady rise in the number of young people beginning to flood the buyer market, one important question has also begun to spring up among businesses and law firms alike: How should we be marketing to young adults?
Though, like everything else in marketing, this is a multi-faceted question, the short answer for how to market your brand toward young adults is to design a marketing plan that emphasizes online, digitized engagement while personalizing the experience for your audience.
How Do Young Adult Consumers Behave?
Generally speaking, young adult consumers are beginning to change the market at a faster pace than before. Markedly different than that of other generations, today’s young adults are said to behave in the following distinct ways, according to multiple sources:
- They’re a new type of consumer: Young adults increasingly tend to be more cost-conscience, savvy shoppers. They’re also much less brand-loyal than other generations.
- Mobile is king: The single most influential device for online shopping and seeking out services and information among young adults is the cell phone.
- Personalization is better: Young consumers don’t respond as highly to the one-size-fits-all advertising model. More customized ads, messaging, and even experiences work much better with young adults.
- They opt to share: Young adult consumers love services like Uber or AirBnB that can mean saving money in the end. Globally, estimates say that the service-sharing economy has now hit $15 billion and is only increasing.
10 Ways to Market Toward Young Adults
Young adults may be holding an increasingly large portion of the consumer market, and they may be a bit pickier of an audience than previous generations at that – but all is not lost. It’s very possible to cater your law firm’s marketing plan toward young adults and effectively show off your services as both relevant and helpful.
Here are 10 excellent strategies to keep in mind when developing a marketing plan that’s aimed at young adults:
1. Develop a Robust Social Media Presence
There’s no denying that social media has exploded in influence and importance in the past few years, and there’s absolutely no indication that this will be changing anytime soon. Regardless of how you personally may feel about social media and whether it’s a legitimate form of marketing, all data points toward young adults eating it up.
Social media platforms are not the only ways of connecting for young people, they’re also increasingly becoming sources of information and services for young consumers. If your law firm and attorneys aren’t yet on social media, it’s time to take the next step.
2. Make Your Website Mobile Compatible
What can be a relatively easy detail to overlook for the unseasoned marketer can set your law firm apart in the best – or worst – possible way. If your website isn’t compatible for mobile format, your viewers are stuck looking at your website through poor proportions and glitchy zooming. And that’s truly a shame, especially when you’ve designed your website to be viewed in optimal space parameters.
Not being mobile-friendly will particularly affect your marketing to young adults since they’re much more likely to: a) use a mobile phone to find you, and b) continue to seek out information about your services via mobile phone. If you’re not already mobile compatible or if you aren’t sure whether you are or not, it’s worth looking into.
3. Take Full Advantage of Email Marketing Campaigns
Yes, that’s right – people actually do respond positively to email marketing! The trick to effective marketing toward young adults via email is to give the impression that you’re offering services.
Try to avoid the trick of automatically opting individuals into your email marketing then continuously blasting them with emails. This will likely only lead to frustrusted unsubscribers. Instead, give your audience the option to opt in, then reward them for doing so by offering helpful services. Whether it be exclusive interviews or advice, discounts, or more, first give young adults a reason to receive your emails, then secondly, give them a reason to remain subscribed.
4. Don’t Underestimate the Value of Video Marketing
Video marketing is a great way to engage with your website visitors; furthermore, young adults in particular respond favorably to video marketing. By featuring an introduction of your firm, short attorney interviews, or even client reviews via video, you’re able to engage with audiences in ways that extend beyond print and text.
Consumer trust levels can be boosted when video marketing is included on your website and social media pages, which is something you can’t afford to miss out on. Videos can also help distinguish you from other firms, which is important when marketing to young adults.
5. Include “About Us” Pages
Regardless of whether you choose to use video on these web pages or not, still be sure to include short attorney biographies on clean, easy-to-find “about us” pages on your firm’s website. As with video marketing, “about us” pages help ease potential clients into feeling like they can trust you and your services. Being able to put a name and face together is something that young adults, like most other consumer groups, appreciate. So be sure to add this detail when designing your firm’s website.
6. Make Your Blog Easy to Find
Firstly, if you don’t yet have a blog, make one! It can be a goldmine for marketing your law firm across multiple platforms such as social media, email, and more.
Secondly, once you have a blog, make it easy to find online. Since many young adults may stumble upon your website via your blog as they seek out legal information on search engines, be sure that the content you are producing is helpful, accurate, professional, and search engine optimization (SEO)-friendly.
Lastly, when you do create new content for your blog, post it on your website, share it on your social media accounts, include it in email updates, and do even more for optimal marketing exposure.
7. Be Sure Your Firm Is Easy to Contact
Once you have young adults landing on your website and checking out your social media accounts and blog posts, you want to retain their attention long enough for them to contact you, should they decide to. One of the best strategies is to have several methods for contacting your firm, and feature them front and center on your website and social accounts.
For example, including “contact us” buttons, using the contact forms, clearly displaying your firm’s phone number and email address, and completing your firm’s location and “about” information on all social media accounts are all great ways to help potential clients contact you with ease.
The absolute worst thing that you could do is create a great website, then neglect this crucial piece of the marketing puzzle.
8. Update Your Website and Blog Regularly
Once your firm hosts a website and firm blog, it’s important to maintain a consistent level of upkeep. This is something that young adult audiences will notice and value, in particular.
These days, the expectation is that businesses will be participating online via their website, blog, social media accounts, and more. When potential clients can see that your website information is outdated or inaccurate, your blog has long been abandoned, and your social media accounts look like a ghost town (or are filled with information gaps), young consumers may be turned off, to say the least. Some may even question whether your law firm is still operational or not.
To avoid this, be sure to undergo some regularly scheduled online maintenance to keep your digital marketing running at its peak.
9. Consider Using PPC Ads
While they may not suit the needs of every firm, pay-per-click (PPC) advertising may be an effective way for you to market your services and brand, especially among younger consumers who may be exposed to PPC ads more frequently online. Because young people are increasingly turning toward the internet to find and buy just about anything, boosting your firm’s marketing with more targeted, demographically specific advertising could be a worthy investment.
10. Avoid the Gimmicks
One thing of interest to note about young adult consumer trends is that generic advertising, flashy keywords, tacky designs, and other “gimmicky” advertising tactics that were meant to attract the masses in the past are no longer very effective. Young adults tend to respond better when there’s more personalized, specific advertising displayed in quick and easy formats to its intended audience.
In a word, make your advertising less generalized and more intentional and personalized when marketing to young adults.
Need Assistance With Your Firm’s Marketing? Contact Us Today
Whether you’re newly designing a marketing plan or just struggling to reach different consumer groups, we can help you out.
At Black Fin, we have the experience and know-how to help your firm achieve its marketing goals toward a variety of audiences. Whether its young adults – a notoriously tricky group to market to – or other demographics, we’re ready to help you design the best possible marketing strategy for your firm. If you’re ready to take your legal marketing to the next level, contact us today.