As a website owner, you know how often people visit your site – and you also know how often they leave without taking action. It may seem frustrating when your home page doesn’t look like it’s converting – but there’s a way to take advantage of the situation.

As a general rule, individuals must see an ad about seven times before they decide to take action. With that in mind, it becomes critical that you continue to make your visitors aware of your business. You can accomplish that with a well-known marketing technique known as retargeting.

What is Retargeting?

Retargeting in digital marketing is a form of online advertising that targets potential customers who have already visited your site. If they’ve already been on your site, chances are they are already partly interested in your services.

Internet cookies keep track of everyone who has ever been on your site. Whether they got there through word of mouth or a social media link, cookies have kept track. Enabling your ads to keep reappearing to those visitors gives you a higher chance of converting them into clients.  

For example, if your customer searches for ‘personal injury lawyers,’ cookies will generate your firm’s advertisement in the ad space of other websites, like on Google. Here are some tips on how you can bring back potential clients with retargeting.

You can practice retargeting through emails, social media, and web browser searches. Search engines like Google, Yahoo!, and Bing all have a variety of options for ads. Looking into these niche choices for ad distribution can save a significant impact on your firm’s advertising results.

How Do You Use Retargeting?

You can use the retargeting method in several ways.

Email allows you to reach out to visitors who may have expressed interest in your services but never converted. When visitors leave your site, it’s best to send an email within hours. A follow-up email can have a substantial impact on your conversion rate. In fact, most websites convert about two percent of visitors. Email retargeting can potentially increase conversions to around 40 percent.

You can also use contextual retargeting to reach out to past visitors who search for products or services similar to your offerings. So, say that an individual is planning to invest in real estate and is searching for a law firm that specializes in just that. Usually, an individual will look through a few different websites before choosing a service. They may click on your website and then get right off. Since that visitor’s search is related to your firm’s specialty, they will see your ad on a variety of associated pages. This re-exposure to your firm can nudge a potential customer to choose your firm for their business.

Lastly, there’s search retargeting. This type of marketing is the most general of the three and will display your firm’s ad around the web as visitors continue to browse online. As your previous visitors continue to view new websites, your firm’s ads may appear on any site that employs ad space. Advertising to advertise may not always have the best effect on every company.

Retargeting As Part of Your Marketing Strategy

Retargeting should comprise a small piece of your marketing strategy, but shouldn’t be your sole focus. As part of your bigger marketing picture, you should be sure to include useful content from which your visitors can benefit. You can then use retargeting to bring your audience directly to this content, helping you build credibility and trust in the process.

As with any marketing tool, be sure to test each strategy independently. If you’re planning to add retargeting to your marketing strategy, don’t run a radio or TV ad simultaneously. To market effectively, you’ll need to determine where your leads and sales are coming from, and employing several tools at once can make that process difficult.

If you’re looking to implement retargeting to increase your visitors and attain more potential clients, consult with Marketing 4 Legal. Our legal marketing experts are here to answer any questions you may have and help you get started with implementing retargeting. Contact us today to speak with one of your digital marketing experts.

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