How to Reach a Younger Audience on Social Media
In today's digital age, reaching young people is often crucial for the success of a marketing campaign. This is true for the legal industry as well. In this article, we will explore proven strategies for engaging with young people through social media.
1. Get to Know the Younger Generation
As with any demographic, the first step to reaching young people is to listen to them. What do they need? What is important to them? How do they communicate? Conduct some research to learn more about what makes young people tick, then draft some personas to help guide your marketing efforts.
2. Use the Right Platforms
Lawyers have a wide range of social media platforms to choose from. Not all will be equally useful for reaching a younger audience. Some platforms, like Facebook, may not be as popular with younger users in general. Others, like TikTok, are popular with a younger crowd, but may not be ideal for attorney marketing. (Although some lawyers have certainly had luck with TikTok.)
Other platforms may provide a sweet spot of overlap for youngsters and law firms, such as Twitter, Instagram, and LinkedIn. And of course, you can never go wrong by optimizing your firm’s Google My Business profile.
3. Create Visual Content
Visual content is always more effective than simple text—especially when speaking to a younger audience. Visuals such as images, videos, and graphics will help you raise awareness for your brand. As an attorney, these types of content also make it easier to communicate complex legal concepts in a way that anyone can understand.
4. Work With Influencers
These days, influencer marketing is all the rage. First, you identify influential figures who are relevant to your target audience. Then, find ways to collaborate with them and share your services with their audience. This might mean making a guest appearance on a webinar or podcast.
Influencer marketing may not be as common for attorneys, but there are plenty of opportunities to make it work. For example, a personal injury attorney might collaborate with a doctor who has a following of young people online. (Maybe on TikTok!) By creating content together, each of you could help the other serve their audience better.
5. Prioritize Email Marketing
While social media is the primary channel for reaching a younger demographic, email has plenty of potential, too. Personalized and mobile-friendly email campaigns can make all the difference for connecting with young people. A regular newsletter is an especially powerful way to build an audience.
6. Embrace Social Responsibility
Today’s youth pride themselves on being socially aware. Many young people gravitate toward businesses that demonstrate social responsibility. Lawyers can incorporate social causes into their marketing efforts to show their commitment to making the world a better place. This could mean highlighting pro bono work or partnering with nonprofit organizations.
7. Get Help from the Pros
By using these tips, you can tailor your digital marketing strategies to successfully connect with young people. However, running an effective social media presence takes time—and plenty of patience. If you want all the benefits of social media without the headaches, we can help.
At Let America Know, we give lawyers across the nation the support they need to get the most out of their social media and email marketing campaigns. Our standard package includes:
- Comprehensive social media management across four platforms
- 8 engaging posts per month offering valuable insights and tips for your target audience
- 4 additional posts per month to keep your followers updated about your firm
- One new Google My Business post every week
…all designed to attract prospects and drive traffic to your website.
Just contact us, and we’ll be happy to help you strengthen your online presence, reach your target audience, and increase brand visibility.
Learn more about our done-for-you social media program for trial attorneys like you.