Wouldn’t it be nice to be able to follow visitors to your website around with enticements to get them to book an appointment? We know that a vast majority of consumers looking for an attorney start their search online. We also know that yours is not the only website they visit. So wouldn’t it be great to be able to follow-up with all those visitors and dangle a carrot or two so they would call you instead of a competitor?
That capability exists, and it’s known as remarketing (or retargeting). If you have ever done any shopping online, then you have probably noticed how that pair of shoes you had your eye on keeps following you around wherever you go online. You may have even gone ahead and bought those shoes because their appearance on other sites you visited whetted your appetite. That is remarketing.
One of the keys to standing out among your competition is to invest in remarketing via ads on Google’s Display Network, which reaches 92% of all Internet users. Facebook is also an incredibly powerful platform for remarketing campaigns. With both, you can specifically retarget visitors to certain pages of your website or a blog post to regain their attention on any website they may visit, and you don’t need a big budget to do it. In fact, remarketing ads are about half the cost of regular display ads.
By combining remarketing with client segmentation, you can vastly improve your conversion rates at a low cost. Here are some examples:
Retarget website and blog visitors — you can specifically retarget visitors to certain pages of your website or a blog post to regain their attention.
Retarget past clients — segment your client list and create a retargeting campaign for those you have not done business with for the past year.
Retarget prospects — retarget visitors to a specific landing page you create for an offer of a free consultation or eBook.
According to WordStream, remarketing dramatically increases conversion rates, with previous visitors to a website clicking on remarketing ads at 2-3x the rate of new visitors. Plus, conversion rates actually increase with more ad impressions.
If you have not tried remarketing yet for your law firm, give it a go. Better yet, contact us for a free 30-minute strategy session with one of our Rainmaker marketing experts for an assessment of your current marketing plan. We’ll give you the recommendations you need to grow your law firm — free!
