What Every Law Firm Needs to Know About Retargeting by Carolyn Rayner

  • Sep 14, 2017

by Carolyn Rayner, Director of Sales & Marketing at Full Circle Marketing Services


Have you heard of the term “retargeting”? Or, you may have heard it referred to as “remarketing”. Retargeting is a marketing tactic that can increase the number of clients that result from your online marketing efforts, often for a very minimal investment, by targeting prospects who have already expressed interest in your business.  Here are a few things every law firm needs to know about this advertising tactic.

What is Retargeting?
Wikipedia defines retargeting as “a form of online targeted advertising by which online advertising is targeted to consumers based on their previous internet actions, in situations where these actions did not result in a sale or conversion.”  Essentially, this advertising technology uses a code to identify your audience across the Web after they have shown interest in your firm’s services, such as after a consumer comes to your website or searches for keywords associated with your firm.  Then, it targets them continuously with your display ads as they surf across the Web.

Why Should You Use Retargeting?

Most websites have a 2% conversion rate on the first visit, retargeting was designed to help you reach the 98% of potential clients that did not convert on the first visit.  By keeping your brand in front of bounced traffic after they leave your website, retargeting builds brand awareness of your firm and encourages them to consider you.

How Does Retargeting Work

For example, a potential client is looking for a personal injury lawyer in your city.  They type in keywords such as “personal injury lawyer Dallas” but they don’t click. Or, they choose to visit your website, but they don’t convert. The retargeting technology drops an anonymous “cookie” on the client’s browser.  Later, as your potential client browses the Web, the cookie will let your retargeting provider know that your potential client is actively surfing the Web and shows them ads for your firm's services.

Why Is Retargeting Effective?

Retargeting is highly effective since it dedicates your marketing dollars to potential clients who are already looking for a personal injury firm or have become familiar with your firm since they have already visited your website.  Plus, it shows your ads to them repeatedly, so that each time your potential client sees your ads, they are being exposed to your brand and gaining interest in your firm.

Retargeting works best with a marketing strategy that combines search advertising with inbound and outbound marketing as well as lead generation.  You still need to use marketing that drives potential clients to your firm, either by searching for you or visiting your website, and then you can use retargeting to remind them of your firm, which can increase your marketing investment.  Retargeting is a powerful way to reach potential clients who are already searching for a personal injury lawyer online.



How Retargeting Helps You Gain More Clients and More Business:

·         Targets clients who have already shown an interest in your firm’s services by searching for you
or visiting your website

·         Puts your online ads in front of potential clients on an ongoing basis

·         Helps you stay top of mind with visitors who have already visited your site

·         Lifts the results of your search advertising efforts by 59%*

For more information about Retargeting, visit www.fullcirclemarketingservies.com


*Source: Research from Pretarget and Yahoo www.searchenginejournal.com

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