Use Retargeting to Generate New Legal Client Leads
Visitors come to your law firm’s website because they have some type of need. They may be looking for your phone number, seeking more information about your firm as part of their research for themselves or a family member, or ready to hire an attorney to help them. You may assume that when these visitors left your site without taking any action that you’ve missed an opportunity to engage with them, but there’s a way to get in front of them again. Retargeting is a digital marketing strategy that can help you turn visitors into new clients. If you’re unfamiliar with retargeting—and remarketing, another form of reaching interested prospects—here’s what you need to know.
What are Retargeting and Remarketing?
Retargeting and remarketing are often used interchangeably, but they’re two completely different concepts for your marketing campaigns.
Retargeting keeps track of the pages someone visits online, monitoring their general browsing history and the products they express interest in online. The idea is to get a grasp on what appeals to them.
Marketers leverage this data to display ads specifically targeted toward the interests of individuals compatible with the advertised services. Theoretically, by taking the time to learn about what someone is interested in, a marketer can increase the likelihood that they’ll engage with the ad and later convert.
While retargeting focuses broadly on advertising, remarketing is geared specifically toward email campaigns. One of the most common examples in the retail space is sending an email reminder to a customer that they left an item in their cart. It can also be used to remind a customer of a product they “favorited” or saved for later in some way.
How Does Retargeting Work?
When someone visits your site, you can use an advertising pixel (a small, invisible piece of code) to cookie them (i.e., install a cookie on their browsers to track their activity). When they visit other websites, you can show them follow-up advertisements to remind them to come back and visit your site.
The most common way to do this is by targeting them on big sites like Facebook and Google that use advertising networks like Adroll.
How Does Remarketing Work?
There’s some confusion about how remarketing works because Google itself refers to remarketing as though it’s synonymous with retargeting, even though it isn’t.
The basic premise of remarketing is the same —you install a cookie to track the consumer as they traverse the internet. But if they’ve given you their email address, you can use that email to send them a reminder about following through on the action they started when they visited your site.
That way, you can remind them to revisit their earlier action if they didn’t have time to follow through on it when they visited your site the first time.
How to Know if Retargeting or Remarketing is Right for You
Retargeting or remarketing can be major boons to your law firm because unlike other forms of advertising, retargeting and remarketing are somewhat untapped in the legal sphere.
This means that, unlike Google Ads or even traditional billboards, you won’t need to compete with other firms for advertising space. Plus, the time taken to remind would-be clients of your services is a great way to guarantee that they don’t opt for someone else’s services first. Note, however, that well-targeted PPC ads for your law firm, such as Google Ads, combined with a retargeting strategy can increase your online visibility even more.
Keep in mind, however, that your retargeting has to demonstrate real benefit to the consumer, and it has to be highly targeted toward that specific consumer. Otherwise, they’ll think you’re spamming them with advertising and they won’t bother looking into your firm any further. Demonstrate your services and deliver real value rather than burying leads in wasted advertising.
Let Us Bolster Your Retargeting Campaign
At DAGMAR Marketing, we have years of experience helping law firms like yours succeed in a competitive space. We’ve helped clients with a range of legal marketing services, from search engine marketing to search engine optimization to PPC to content creation. Whatever your firm needs, we’re here to make your marketing goals a reality.
Ready to change the way your firm thinks about attorney SEO marketing? We’re ready to help. Click here to schedule your free consultation and find out if retargeting or remarketing are the right fit for your firm.
Chris Gregory
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