How to Capitalize on Past Visits Through Retargeting
You’ve probably heard this before, but not everyone who comes to your solo attorney or law firm site is ready to hire you or contact you right away. There could be a number of issues- they had to quickly jump off of their computers because their boss was coming, they weren’t 100% sure if they had a case, they wrote your number down and lost it, they were putting it off for a later time, etc- why a potential client didn’t fill out a contact form or pick up the phone to call you at that exact time. So, just like in every other business, a proper follow-up might be just what the doctor ordered for getting a potential client to at least commit to an initial consultation.
There are a number of ways to follow up with website visitors who have provided their e-mail address in one way or another- newsletters, drip campaigns, social media interaction, etc.
But how do you strategically re-market your services to those who have simply visited your website for a certain amount of time but didn’t bite on one of your calls to action?
The answer is re-targeting, and it might not be as difficult as you think.
The demographics for a potential client, especially a personal injury client, are very broad. It could be someone of almost any age, background, education, occupation, location, marital status, or gender. That being said, you know how difficult it can be to reach your target audience on the web, especially considering how competitive web marketing is in the legal sector. Your competitors are spending more and more money on Adwords, SEO, and other web marketing efforts, but through re-marketing you can easily and effective re-introduce yourself to those extremely valuable visitors, and without it being as obvious of a pitch as Adwords or other online advertising methods.
Re-targeting, which can be setup in Google AdWords or through other advertising network providers, works as follows:
- A user visits one of your main target/landing pages (usually your practice area pages for organic visits, or your landing pages for Adwords/PPC visits).
- In your Adwords account, you’ve created a setting that specifies that you’d like to re-market to users who visit this specific page. When you setup this feature, a code is populated that you embed into the footer of that specific page. This code:
- Installs a cookie on that particular user’s browser that says a) you’ve visited that particular page, and b:
- An ad for that particular service/practice area will be re-introduced to that user whenever they are on another website is within Google’s content network. The ads that are displayed are usually display ads and, depending on how well you fine-tune them, can be extremely specific when being re-marketed to that specific user (if that user visited your automobile accident practice area page, a banner that re-markets attorney services for that exact practice area could be displayed to that specific user in the future).
Do keep in mind, however, that the pages that you dedicate as being eligible for re-targeting have to reach at least 500 visits per month before being eligible for re-targeting. Sometimes, for local businesses such as local law firms, this can be difficult because you’ll want to add other interior pages such as blog pages and news items. The problem with that, however, is that those users have a higher chance of being from outside of your local market, so try to focus on main focus pages that are primarily targetting users within your target geo-specific area.
Outside of Google, there are also other ad networks which offer retargeting/remarketing such as Criteo, Fetchback, MyAds, and a host of others. Be sure to find out pricing, minimum requirements, and other information before looking into additional opportunities, or contact us for a recommendation regarding which ad networks are the most effective for solo attorneys and/or law firms.