The pow­er of the inter­net is unde­ni­able. In today’s glob­al­ized soci­ety, speed and access to infor­ma­tion are para­mount, and the inter­net is the most cost effec­tive and effi­cient way to get it.

For those in pro­fes­sion­al ser­vices, the inter­net can present sig­nif­i­cant advan­tages. Lawyers specif­i­cal­ly, can ben­e­fit from dig­i­tal mar­ket­ing strate­gies that pro­vide a com­pet­i­tive edge in the mar­ket­place. A rel­a­tive­ly untapped source of dig­i­tal mar­ket­ing prowess is the use of retar­get­ing. The ben­e­fits of retar­get­ing have not been ful­ly uti­lized by most busi­ness­es, which presents sig­nif­i­cant oppor­tu­ni­ties for law firms look­ing to raise their pro­files and gen­er­ate new busi­ness.

How Does Retargeting Work?

First, retar­get­ing involves track­ing an individual’s vis­it­ed pages online, mon­i­tor­ing their pur­chas­es and prod­ucts they are inter­est­ed in, and uti­liz­ing their gen­er­al brows­ing his­to­ry to get an idea of what appeals to them. This sounds a bit creepy but this infor­ma­tion is actu­al­ly gath­ered on a reg­u­lar basis by adver­tis­ers, to present ads that are spe­cif­ic to cer­tain cus­tomers likes and dis­likes.

You may have noticed this your­self while brows­ing online, I know I have gone back to a web­site and made mul­ti­ple pur­chas­es thanks to this type of tech­nol­o­gy.

This tech­nique is meant to increase the like­li­hood that a con­sumer will click on the ad and pur­chase the prod­uct. It is incred­i­bly effec­tive. So effec­tive, it has been shown to increase con­sumer response by 400%.

There are two ways to accom­plish this. By plac­ing a code or pix­el on your web­site that is unno­tice­able by your cus­tomers, the cook­ie will track when to show ads based on their pref­er­ences. Anoth­er option is uti­liz­ing a con­tact list and upload­ing it to a social media plat­form. Doing so encour­ages much high­er ROI and con­ver­sion rates for your web­site. This sim­ple but effec­tive con­cept rais­es your brand aware­ness.

The beau­ty of this form of adver­tis­ing is that it only tar­gets users that have pre­vi­ous­ly inter­act­ed with your brand. You can choose to tar­get users who have pre­vi­ous­ly vis­it­ed spe­cif­ic parts or your entire web­site. It’s com­plete­ly up to you how you chose to tar­get pre­vi­ous users but the end result is the same. You are reach­ing a tar­get audi­ence in which a rela­tion­ship of trust and famil­iar­i­ty have been estab­lished.


Benefits of Retargeting for Lawyers

What’s in it for the lawyers? When con­sumers are look­ing for a lawyer, they are usu­al­ly comb­ing through mul­ti­ple law firms before they decide to hire one. This is a seri­ous hir­ing deci­sion that requires time and research. As a result, most peo­ple will leave your web­site before they even make the call to your firm.

Most law firms are uti­liz­ing the same old dig­i­tal mar­ket­ing strate­gies and meth­ods such as bill­boards, com­mer­cials, review sites, and Google ads. These are cost­ly and hit or miss ways to reach poten­tial cus­tomers.

Retar­get­ing is a cost-effec­tive strat­e­gy that should be used in com­bi­na­tion with SEO, PPC, or con­tent mar­ket­ing. Yet, very few are tak­ing advan­tage of retar­get­ing, which cre­ates less com­pe­ti­tion and more oppor­tu­ni­ty to reach poten­tial cus­tomers.

By using retar­get­ing strate­gies, you can dri­ve cus­tomers to your site based on gath­ered infor­ma­tion on their online habits and unique tastes. Essen­tial­ly, you’ve done the pre-work of mak­ing a con­nec­tion to your tar­get mar­ket, increas­ing the like­li­hood that they will pur­chase your ser­vices. It doesn’t get any bet­ter than that!

What Is the Next Step?

Law firms adver­tis­ing is a com­pet­i­tive space, no doubt about it. And as a proac­tive legal pro­fes­sion­al, you are always seek­ing ways to make your firm stand out. Retar­get­ing ensures that your law firm’s adver­tis­ing will not get lost in the shuf­fle of search engine ads and clut­ter.

One of the most high­ly rec­om­mend­ed sources for begin­ning your retar­get­ing efforts is Face­book. That’s because con­sumer demo­graph­ics like age, income, loca­tion, and mar­i­tal sta­tus are col­lect­ed, allow­ing your law firm to zero in on your tar­get mar­ket.

With a social media pres­ence, you can even use Face­book to track those indi­vid­u­als who have already vis­it­ed your site and have expressed inter­est in your ser­vices.

Oth­er dig­i­tal plat­forms will allow you to spec­i­fy an objec­tive for your retar­get­ing efforts rang­ing from web­site vis­its to con­ver­sions. This helps link poten­tial con­sumers to par­tic­u­lar parts of your web­site or social media rel­a­tive to your defined goals. Clear­ly, the ben­e­fits of retar­get­ing increase your law firm’s appeal to cus­tomers who have already decid­ed to look into your ser­vices.

What to Consider When Retargeting?

Some impor­tant con­sid­er­a­tions to remem­ber is to cre­ate a bud­get, deter­mine a des­ti­na­tion URL, and track your progress. Con­sid­er using quirky, humor­ous, and unique ads to catch your poten­tial customer’s atten­tion.

These types of ads have been known to be large­ly suc­cess­ful in retar­get­ing cam­paigns. Take full advan­tage of cre­ative mes­sag­ing to tell your sto­ry and reach your tar­get audi­ence. How­ev­er, it’s impor­tant to note that too much retar­get­ing can have the reverse effect. We advise to only dis­play 7 to 12 ads in the course of a 30 day peri­od. Any more than that will cre­ate a neg­a­tive effect.

Numer­ous third-par­ty plat­forms are avail­able to help you do this. How­ev­er, if you are just start­ing out, it may be help­ful to con­sult the pro­fes­sion­als. That’s where Rosy Strate­gies can assist because we under­stand how to cre­ate a bal­ance between tar­get­ing users and over­whelm­ing them.

Start Retargeting Now

Retar­get­ing is the best-kept secret in dig­i­tal mar­ket­ing. Yet, it is a com­mit­ment and requires a great deal of atten­tion and mon­i­tor­ing for max­i­mum effec­tive­ness. You may not see the results overnight. It will take a few months to see the impact of your retar­get­ing efforts.

Since retar­get­ing is a chan­nel all its own, it will take ongo­ing opti­miza­tion and effort to learn, build, and mea­sure for results. Place your law firm at the fore­front with these cook­ie based proven but under­uti­lized online strate­gies. Let Rosy Strate­gies help your law firm raise your online pres­ence with high­er con­ver­sion rates and web­site vis­its.