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.