Clienting by AttorneySync

• Offer alternatives to in-person appointments
• Try online appointment making options

Utilize Social Media, but Don't Be "Weird"

• Be weird if you are, but in an authentic way and not in a forceful, selling way
• Use the app how site how it's meant to be used: Snapchat for short, casual videos, Facebook for longer posts, Twitter for quick informative snippets or sharing links to interesting things, Instagram for images and a short explanation.
• Connect with influencers, but only those that make sense for your industry and practice area. Also, try to keep this local by following or connecting with local organizations and people who can be a good resource for you

Know Your Brand

• Be able to tell the story of your law firm's "why?" Younger consumers want to know if there's a reason why you practice the area of law you do or a reason you became a lawyer.
• Younger consumers want to see what's happening in your office and know the reality of what it's like to work with you.

Segment Your Marketing

• Generation Z: They want to make sure you won't 'categorize' them, based on gender or race. They grew up with easy access to technology and expect ads or contacts to feel familiar. They are highly critical of big business and are less trusting of sources.
• Young Millennials: They are trying to pave a new path outside of parental or societal expectations. Story and sourcing are vital to know whether or not they will spend money on a particular business. These people are also known as the 'Fear of Missing Out' Generation, which means that they do not want to miss out on experiences or knowledge.
• Older Millennials: 1 in 4 older Millennials are parents, which means that they are starting to need or have needed legal services for years. They need to know 'why' they should use a lawyer, instead of solving the issue themselves or with an online resource. Lastly, they find value in loyalty programs and build trust in companies, which results in referrals and longer-term usage.

Own Your Pages

• Google My Business is an essential part of this equation. If you haven't already read Gyi's article on GMB for Law Firms, do it now. Make sure to follow his suggestions for your GMB page and then you'll be in great shape.
• Make sure all information (business name, phone number, address) are accurate on the following sites: Instagram, Facebook, YouTube, Yelp, Twitter, and Google+. If you don't have pages on any of these, don't worry about them unless you can spend time building those profiles.

They Will Do Research

• Millennials prefer to do their own research and see if they are able to solve the problem without engaging a professional.
• Reviews and referrals matter greatly to them. The caveat here? Reviews stop being relevant to Millennials after one to three months. Additionally, Millennials are more likely to write you a review, if asked.
• Don't assume they'll sign on as a client at the initial meeting or phone call. Younger generations often want to meet with multiple lawyers before deciding to work with one. These are people who are more likely to care about your communication style and personality matching their own.

Why Should You Try to Get Millennial Clients?

We've all heard about how selfish these younger generations can be and how high maintenance they are. That may or may not be true, (I am inclined to frame it as having expectation of clarity, transparency, and communication), but no matter your current thoughts on Millennials, given that 25% of the US population falls into this generation, you are going to need to get Millennial clients to stay in business. Not only will you get Millennial clients if you make a few changes to your marketing and intake, but you will also get a more vocal and loyal type of clients. If you've been wondering how to get more millennial clients or just want to know if your current marketing efforts will attract a younger generation of clients, we can help you figure that out. Give us a call at 877-671-8260, send an email to [email protected] or fill out this form.

Show References: Adam Singer's Millennial Post another article on Millennial marketing Dwayne Forrester of Yext's discussion on the "Pyramid of Corporate Responsibility" Psychographic Segmentation Social Proof Millennial Marketing Facts

In this episode, Gyi and Kelly talk with Sam Glover about the Lawyerist Small Firm Scorecard and how you can use it to boost your law firm's marketing and client development practices. Take the scorecard and see how your firm grades! We covered website basics, inexpensive marketing tools, authenticity and more.

Episode tagline: "No one wants you to run up to them and shove your business card in their face." - Sam Glover

Mentions:

- Billie Tarascio and her Lawyerist episode on Intake

- Hubspot

- Mail Chimp

- Google Analytics

- "Don't Make Me Think" by Steve Krug

In this episode, Gyi and Kelly talk with David Bitton about how to automate your law firm for a streamlined client experience and boosting your marketing.

David announced his book, "The Secrets to Marketing and Automating Your Firm" and shared that he will be giving away copies at Techshow 2018.

How to start your own firm:

- Get an EIN number for free online

- Use Quickbooks and invest in Practice management software as soon as you can afford to.

- Try working remote and hold off on paying for office space or try a coworking space instead.

Automation tips:

- Automate your intake forms, agreements and invoicing process for a smoother client experience and removing this from your time.

Marketing tips:

- Make sure your phone number is easily seen and accessed on your website.

- Try a live chat or chatbot service, so clients can reach someone quickly

- Claim your listings online

- Blog regularly and often, with relatable topics

- Try automating your marketing with Hubspot, Active Campaign, Agile CRM, Zapier plugins, Google Forms, or Infusion Soft

- Step up your email marketing with Mail Chimp. Monitor your open rate, click-through rate, and unsubscribe rate. A/B test subject lines and in-email content for click rates.

VISIT US AT TECHSHOW:

Stop by Practice Panther's booth for their free book giveaway!

Stop by AttorneySync's booth (#1010) for a free competitive analysis or website assessment!

• Principles of Service

1. Friendly
2. Connected
3. Prepared
4. Consistent
5. Efficient
6. Adaptive

• Four Seasons Service Initialism

1. Smile
2. Eye contact
3. Recognize
4. Voice
5. Informed
6. Clean
7. Everyone

• What can lawyers do to improve right now?

1. Smile
2. Name usage, including during phone calls
3. Systematize routine interactions
4. Empower your employees
   1. Not "how are we doing?", but "what can we do better?" and "what are we doing well?"
5. Ask your clients.

In this episode, Gyi Tsakalakis and Kelly Street discuss how to identify the correct keywords for your practice area and then how to correctly use them in your marketing efforts. As always, send in your questions, give us feedback, and subscribe to future episodes.

• Robert Reich's book, Saving Capitalism
• STAT for featured snippet info
• Proximity and "hyperlocal" search blog post by Darren Shaw
• Read Gyi's post on Bright Local, discussing local link-building

In this episode of Clienting, you learn about what the podcast will cover in future episodes, who Gyi Tsakalakis and Kelly Street are, and why they are doing this podcast.

Please subscribe to the show!