There are over 77 million baby boomers in the United States today. Baby boomers are those people who were born between 1946 and 1964, after the Second World War when optimism was part of the fabric of America. From a legal marketing standpoint, they are a unique demographic. Most own their own homes, have paid off their mortgages, and thus have more expendable income than the average millennial. However, they are not necessarily as tech savvy as millennials and can be more difficult to reach through current tried-and-true marketing strategies.
Although nearly eighty percent of baby boomers use the Internet on a regular basis, far less use a smartphone or tablet. Don’t fall into the trap of assuming that to target baby boomers, you need to run commercials on daytime television. Boomers are increasingly spending time on apps like Facebook (pictures of their grandchildren!), and let’s face it: online advertising is way cheaper than running a television commercial.
Baby boomers are likely to turn to the Internet to get legal information. Blogging is a great way to convert substantive information into a way to attract potential clients. You can never go wrong with quality content, plus blogging boosts your SEO.
Another effective tactic is to hold educational seminars. Most boomers tend to be retired, and have more free time to attend these kind of seminars. You can educate consumers on the need for legal services, whether it be wills, trusts and estates, the uptick in divorce rates in the over-50 set, or other topics that might be of interest.
Focus on high quality content across your website (not just on your blog). Having a robust “About Us” page can be attractive to baby boomers. Including photos of your staff can make you seem more relatable. Don’t use hard sell tactics. Boomers are more likely to be attracted to firms that emphasize the value of their services, without being pushy. Place your contact information prominently, and let them know that you are available to answer questions.
Give back. Baby boomers value businesses that care about their community. If your firm can fund a scholarship program, hold a 5K, or give back to the local community in some other way, clients can see that you are giving back and they will have a positive feeling about interacting with you.
Boomers also are much more likely to hire a lawyer who someone they trust referred to them. If you build a good relationship with your existing clients, don’t be afraid to ask them to share your information with their friends and family members.
Finally, don’t forget about more traditional methods of marketing, such as direct mail and print brochures, which are more effective with older baby boomers.