What is Retargeting? Can It Work for Your Law Firm?

Conventional marketing and advertising wisdom suggests that a person needs to be exposed to an advertisement seven times before buying. That was great when TV alone ruled advertising, but the web is a bit different.

People don’t have to sit through a commercial if they land on your website. They can click off and, more importantly, never come back. What should the average law firm do when a visitor lands on the company’s “services” page but doesn’t convert? That’s where retargeting can help.

A Little Background on Web Conversion

If your website fits the average, you can expect only two percent of the people who visit to convert to a sale of some sort. Sales, in this case, can be as narrowly defined as someone actually buying your product or it can be as largely defined as visitors giving you their email addresses to add to your mailing list.

So, here’s the issue: How do you get the random visitor who only visits once to come back so that he or she can be exposed to your message another six times or so? While this is a rhetorical question, the answer to it is very real. Retargeting is the key to this.

What is Retargeting in Marketing?

Basically, retargeting is technology that allows you to track visitors who come to your law firm’s website. The technology uses cookies made from a bit of JavaScript code. According to Retargeter.com, it places a pixel – that’s another name for a small piece of code – in your visitors’ cookies folder.

From there, the pixel follows that visitor around the web. The next time an Adwords advertisement pops up on their computer during a search, chances are pretty good that it will be for your law firm’s website. All because of a little cookie.

How Best to Use Retargeting in Legal Marketing

This type of marketing, like many other types, is part of a bigger marketing strategy. One of the best ways you can attract in-bound visitors to your website is by producing some useful evergreen articles about law, according to Coschedule.com. The hope is that these visitors will convert.

So, what would you blog about? How about topics like filling out legal forms yourself so that your lawsuit doesn’t get thrown out of court? For many people representing themselves in court, this is a major reason why their paperwork is rejected. Or how about the top 10 things you need to think about when creating a living trust?

According to Moz.com, you can then use your pixel to target that particular webpage if you want some specific traffic related to that topic. Or you can do a more general cookie-type for a broader reach.

What Types of Retargeting Are There?

There are several ways you can use retargeting. According to Ecoconsultancy.com. A few include search, contextual, and email targeting.

Email retargeting provides the boldest, most direct form of a please-come-back message. You can literally email the person who abandoned your site at the shopping cart stage and coax them to buy.

Search retargeting ensures that people who search the web will see ad displays that point them toward your site.

Finally, contextual marketing builds on the commonalities that businesses have. In the law context, it might be that your firm specializes in real estate.

For example, let’s say a searcher in question visits your site and then visits a site like Zillow to look at houses for sale. This visitor might see your ad. Why? Chances are good that the customer is a crossover visitor, meaning that the person who is shopping for homes or investment properties is going to want to have a law firm that specializes in real estate law.

This type of marketing is possible thanks to technology. Not only is it technology which tracks the visitor, but it does so in real time. That means, as a marketer, you can bid on ad impressions in an up-to-the-minute fashion, according to Marketingland.com.

Here’s what we mean: Let’s go back to the real estate client. If that’s your firm’s specialty, the pixel that’s in that potential client’s cookies folder ensures that she or he will see ads about real estate law. This is instead of family law or estate planning law.

The trick for you as the marketer is to decide which types of retargeting to undertake and how narrowly you want to define your niche.

Final Thoughts about Retargeting for Law Firms

As with all marketing tools and campaigns, you’ll want to test, test and retest each separate element of your message. This means that if you decided this month to add retargeting to your marketing repertoire, you should not also start running a TV or radio ad at the same time. You won’t know where you get your leads/sales from if you do.

If you’d like to learn more about how retargeting can help your law firm, contact MediaSmack today!

Zach Thompson Avatar
Author Zach Thompson
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