How Can Estate Attorneys in Pittsburgh Attract Clients?

Estate Attorneys

Estate Attorneys in Pittsburgh that want to grow their practices need to attract more millennial clients.

As the Millennial generation moves into full adulthood, it becomes more and more important for estate attorneys to know how to attract them as customers.

According to Accenture, the United States alone has roughly 80 million Millennials, and their combined spending reaches approximately $600 billion annually.

Their parents are nearing the age of retirement, and if they aren’t already responsible for the care of an aging family member, they probably will be in the near future.

They need to know how to help their parents and grandparents protect their assets from Medicaid, and to ensure that the estate is divided up according to their loved ones’ wishes after they pass on.

This is great news for estate attorneys, because you have a huge base of potential clients. The bad news is, these clients live in a world soaked in advertisements, and they’ve spent their entire lives learning to tune them out.

So how do you get their attention amid all this noise, and help them to see the value in getting your help to prepare for the future?

Here are three strategies estate attorneys can use to attract Millennials:

Strategy #1 – Give them information they WANT, not information they’ll just tune out.

Millennials are used to being hit with an endless barrage of promotions, but that doesn’t mean they like it. There’s a reason why ad blockers exist.

Even if an advertisement manages to interrupt their activities in a way that prevents them from simply filtering it out, their first order of business is often to find the “close” button as fast as possible.

If you want them to pay attention to your message long enough to see why they should hire you, you have to give them information they actually WANT to consume, and make it easy for them to find it.

This marketing strategy is called education-based marketing, or content marketing.

With this client attraction strategy, instead of pushing your message on people who aren’t interested, you attract the people who ARE interested – and who, by extension, are more likely to hire you.

Rather than being an annoying interruption that simply makes people dislike your company until they can find the button that makes the intrusion go away, content marketing is helpful, welcome and appreciated, and it inspires gratitude and trust by giving people valuable information.

This means that, by the time they’ve consumed the materials at the beginning of your customer journey, they have a clearer understanding of why they need to hire you than they would if they’d simply seen an ad, so it’s easier to make a sale.

What kind of information should you give away in your content marketing?

Start by giving them the information they’re looking for, then give them the data they NEED. If you begin your materials with information they don’t know they need and thus don’t care about, they won’t pay attention long enough to see why they should act on it.

The content you use to get their attention can include:

Answers to questions that are at the top of their minds

What kinds of questions keep your ideal clients up at night? For estate attorneys this could include things like:

  • “My father’s getting too old and sick to work, but I don’t think he has a plan for retirement. How do I make sure he’ll have enough money to live on?”
  • “My parents don’t have a will, and they’re getting old. If they die soon, how will the estate be divided up?”
  • “How much of my inheritance will the government take? Is there any way to lose less of it to taxes?”
  • “My mom’s starting to show signs of getting sick, and I don’t know if she has enough money set aside for her medical bills. I know I don’t. Can we still get insurance to cover this?”

Give them practical answers they can act upon, then tell them how they can get better results by hiring you.

How-to articles and videos

Is there something your clients often need help with, like writing a will or choosing a life insurance policy? Create a step-by-step walkthrough to help them do it, and mention the pitfalls and complex aspects with which they might need professional help.

Lists of things they need, should avoid, or need to be aware of

Examples of this kind of list include:

  • 10 Things You MUST Include In Your Will
  • 5 Ways to Reduce the Taxes You Pay on Your Inheritance
  • 7 Ways to Help Your Parents Prepare For Retirement

Give them the milk, but tell them why they need the cow

While you’re creating your materials, bear in mind that you don’t want to make your clients think they have everything they need when they actually don’t. Clients often assume that they can get the results they want without professional help, and it’s your job to help them realize that that isn’t true.

Every time you give away free information, you should help your clients to better understand why they need your paid services.

For example, at the end of the article about the ten things they need to include in their will, mention some ways in which that will can still be subverted, and offer to help them create a bulletproof will that ensures the estate will be distributed properly.

Don’t rely on clickbait to get seen.

You’ve probably seen headlines such as “6 Things No One Knew About Princess Leia. Number 7 Will Blow Your Minds!” or “First He Called 911, But The Next Call Was What Really Turned Things Around”.

These vague and sensationalized headlines have become overused and annoying to many readers, and while they may get clicks, they can actually work against you. This is especially true for people like estate attorneys.

While inspiring a desire to know more is good, Millennials are getting sick of headlines that misrepresent the content or deliberately omit information in order to manipulate people into clicking out of curiosity, and the bounce rate on sites that frequently use this tactic reflects their growing distaste.

This is especially true if the information on the page is something they already knew, or doesn’t live up to the hype that the headline or title created.

Facebook is also starting to penalize posts that use clickbait, so if you rely on that platform for your traffic, it’s doubly important to be authentic, upfront and self-explanatory. Your headlines and video titles should tell readers exactly what they’ll learn, and why it’s valuable to them.

Remember, it does no good to get people to click your link if they just leave immediately because they were only there out of idle curiosity rather than genuine interest, or because the content isn’t what they thought it would be.

Strategy #2: Put your information where they’re looking for it.

Where do your clients often turn for information about estate planning and laws?

Are they watching videos? Reading blog posts or ezine articles? Visiting pages on specific social media sites?

To get an idea of where people are looking for information in the areas in which you specialize, be it will preparation, retirement planning, estate distribution, or something else, try typing a few phrases related to that topic into your search engine, then check the first few articles, sites and videos that come up.

Also look for groups or pages on that topic in social media sites, to see what kind of traction they’re getting.

Which type of media is getting the most engagement?

If the videos only have a few views and no comments, while the articles are teeming with comments, articles are a good starting point. On the other hand, if the articles seem to be largely ignored, while relevant social media pages are well populated, you might want to start by focusing on social media.

One way to get exposure quickly is to write guest content for popular sites, and to post helpful information in highly active social media groups.

If you choose the social media route, it’s important that you don’t just drop into someone else’s group and start selling, or flood your pwn page with sales pitches. Start with service, and show your expertise and credibility by giving valuable tips to your followers and fellow group members.

Strategy #3: Referral and affiliate marketing.

Another way to get Millennials’ attention is by getting recommended to them by people they trust, including their friends, families, and trusted businesses.

People who serve the same audience as you in ways that don’t compete with you, such as financial advisers, can recommend you to their clients, and satisfied customers can refer their friends and family members to you.

If you want your clients to recommend you, it’s important to provide the best service possible, and to make it easy for them to send people to you. Tell them exactly what step their referrals should take, whether it’s to visit a web page, make a phone call, send you an email, or something else.

And if you want another business owner to recommend you, be willing to refer people to them in return. You’ve probably heard the saying “Givers Gain”, and it’s true. When you’re generous with your referral partners, they’ll be inspired to be generous to you in turn.

If you know someone who has a subscriber list or social media following that includes a lot of your ideal clients, another strategy is to offer a valuable piece of content, like a video series or article, for them to share with their audience in order to introduce them to you.

To make it easier for them to make referrals, give your customers and referral partners sample scripts or emails they can tweak to suit their voice and use, so they don’t have to figure out how to market your business. People are busy, and the more efficient you make the process for them, the more likely they are to promote you.

Estate Attorneys

Want to help more Millennials and their families to prepare for the future, and to build more wealth in your business?

When they were surveyed in 2014, 82% of people reported that they trusted personal referrals when it came to their buying decisions. If someone came to you through a referral, they’re more likely to make a purchase than they would be if they simply found your website or advertisement.

Referral marketing lets you inherit the “know, like and trust” that your referral partner has already built up, enabling you to build your relationship with the prospect and make a sale much faster than you normally could.

That means you don’t have to do any more “cold calls”, because the potential client expects and welcomes your call!

But before you can receive referrals, you must first find great referral partners and build strong relationships with them.

That’s where BNI comes in for Estate Attorneys

BNI is the recognized leader in creating structured referral groups that consistently provide word-of-mouth marketing that brings clients to your business.

We don’t just put people in a room together and hope for the best. The major focus of each meeting is creating referral relationships, and the results show it: last year, on average, our members each received twenty-six referrals, worth a total of $24,789.

We plan on beating that number this year. We want to help more business owners to build more wealth while improving the lives of more clients, and to have fun working together in the process of becoming better businesspeople.

We achieve this by working as a team and helping each other to secure new clients and referral partners from our own contact base.

Each week, every member does their weekly sales presentation, so everyone has a chance to be heard, and everyone gets to ask for a specific referral or introduction to their target market.

If you want to create a positive change in the lives of your clients and your fellow business owners, and to grow your company without the need for awkward and intrusive cold calls, we’d love to see you at our next BNI meeting!

Click here to find a BNI chapter near you.

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