Adding elder law to an existing estate planning practice can reap huge rewards, but how do you navigate the nuanced marketing differences between estate planning and elder law?
On Day Two of The Summit, we address the subtle but significant shifts required to successfully market both estate planning and elder law services.
The Similarities? Going Online
It may surprise you, but seniors are online. And they're doing more than just sharing photos on Facebook (though Facebook is the most popular social media platform for seniors).
Fact is, the internet is an everyday part of life for Baby Boomers and their parents. According to a survey done by Google, in partnership with the research firm Ipsos, seniors turn to the internet as their “top source for gathering information on topics of interest, outpacing TV and print media by a substantial margin.”
The Internet, when ranked with other sources of information, came out on top. A staggering 83% reported using the web as their go-to place for information on topics of interest. Surprisingly, friends and family ranked behind the internet at just 77%.
Great, relatable content is key to reaching the senior market. In their later years, consumers seek a personal connection. One of your biggest challenges online is to form a personal connection and a relationship that builds trust and confidence. One way to do this is to change your language. When you write advice or commentary in the first person, you draw the reader into your personal story.
Of course, video is probably the most powerful way to make a personal connection online.
Research shows that seniors prefer images and stories over explanations and promotion. And of course, video is one of the best ways to use images and storytelling in your online marketing. Think seniors don’t watch videos online? According to that same Google survey, more than half of boomers and seniors watch online video, with YouTube reported as the preferred site with 82% of video watchers using it.”
So, now that you know you can reach your senior markets online, what are the differences between estate planning and elder law marketing?
Join me at The Summit and learn how subtle, but important shifts can make your marketing more effective and your bottom line more robust!
Some of the limiting beliefs we challenge here:
- Marketing estate planning is exactly the same as marketing elder law.
- Marketing estate planning is completely different than marketing elder law.
- Workshops are the best way to market estate and elder law services.
The Summit 2017
October 18-20 | Cheyenne Mountain Resort, Colorado Springs