Retargeting Marketing for Legal Professionals as a Tool for Reputation Reinforcement
A simple yet effective digital marketing tool is retargeting (or remarketing). If you have ever had a banner ad appear right after you visited a specific website, it’s highly likely you were served a remarketing ad.
Retargeting is a digital marketing technique that enables your brand stay in front of your most likely prospects. In the legal industry, customers might take some time before deciding on whom to work with. Once you have visitors to your website, retargeting can help you drive them back to your website and ultimately choose your law firm.
Increased Brand Awareness Online
At the initial stage of choosing a legal professional, a client will look your reputation up and read about your practice. The aim of your online presence is to have customers always recognize your brand. A law firm’s image can be reinforced by maintaining a strong messaging in front of an audience that’s already interested.
Retargeting can be a highly efficient technique — your ads will only appear to people who have visited your website in the past, meaning they have already shown an interest in your services. The more people see your brand message online, they more likely they are to gain confidence about your company.
Getting Ahead of Competition
Retargeting can also help your brand get ahead of the competition through differentiation. Prospective clients will naturally have a lesser degree of trust in companies if they’re unfamiliar with them. Conversely retargeting will instil trust in your firm because of its frequent visibility.
- Formulate a clear message that you want your customers to see and create professional looking ads. Your ads should have a clear message, call to action and relevant high quality photos.
- Since your website will be using cookies, add a privacy policy to your website that mentions the use of cookies and tracking.
- Monitor your clicks and conversions when you are ready to run your retargeting campaign.
Retargeting is a great tool that should be used by law firms of any size, from individual attorney to big practices. Its value-to-cost ratio is extremely high and will bring only traffic of the highest quality. It is also easy to monitor and easy to get insights from.
Your ads start targeting prospects that are most likely to convert– the people who have already been on your website and shown an interest. These are the prime candidates to choose your firm over your competitors with the help of retargeting.
