As an attorney, you come across potential clients interested in your practice all the time, whether it be online or in person. However, the number of those potential leads naturally outweighs the actual number of those who convert and eventually hire your firm to take on their case. Perhaps they forgot the name of your firm or they ended up getting another referral from a friend. Whatever the reason may be, what you can learn from that as an attorney is that one first impression doesn’t always do the trick when it comes to converting clients.
Because of this, law firms should assure that they’re top of mind whenever possible. One solution to this is remarketing, also known as retargeting – it’s a way for you to once again expose your firm to an audience that has already shown interest in your practice. This is done through ad creatives placed on third-party websites, like Facebook, that target your previous website visitors.
As a consumer, you’ve likely experienced these remarketing ads after browsing an ecommerce site, for instance. You leave the site, start browsing elsewhere and boom – there’s the jacket you were just looking at, tempting you to give in and buy it. This doesn’t only work for ecommerce sites, however. Service-based industries, like those in the legal field, use various remarketing platforms to attract prospective clients.
Now that you’re familiar with what remarketing is, let’s dive into how you can use it for your law firm to convert leads the second time around.
How to Remarket Your Ads
First, you’ll want to establish who you’ll be retargeting. For the most part, your remarketing audience will be previous website visitors, although you can target based on email address and profile ID via Facebook (more on that in a bit). When it comes to retargeting your website visitors, you’ll want to understand their behavior in order to serve them the most relevant ad.
Let’s say you’re a full-service law firm using Google AdWords as your remarketing platform. You see that users often visit a particular practice area page on your website, but most never actually submit your contact form to get in touch with you about hiring your firm. You can use AdWords to target your ad to visitors of a page (your practice area page) who did not visit another page (your contact form submission page). That way, you weed out those who have already gotten in touch with you and stay top of mind to those who didn’t as they browse other sites online.
If your demographic spends time on Facebook, you can target them separately through Facebook’s own ad platform. Someone would visit your website (or a particular page), leave, eventually go on Facebook and would once again be exposed to your law firm’s offerings by being served your remarketing ad. Another method you can use in this platform is to upload a spreadsheet file of email addresses and target those consumers’ Facebook accounts. Some examples of emails that would be helpful to target include potential clients who have inquired about your firm but never actually followed up with you.
Where to Remarket Your Ads
Remarketing ads, depending on how they’re served, can have a reputation of being overbearing. If you’ve been exposed to them, you probably know that some can get fairly repetitive, possibly even turning you off from the business. But, that doesn’t have to be the case. That’s why platforms have frequency capping, allowing you to show up on your target market’s screen only a certain number of times per day. This eliminates the annoying factor and makes for an effective campaign.
Now comes the question of where you want your clients to see your remarketing ads. We’ve already discussed Facebook as a placement, but what other third party sites will be the most favorable to place your ads on?
Through Google AdWords, you can refine your targeting to only appear to your website visitors who visit certain other websites. You can either specify these placements by selecting the individual sites and / or sites that fall under a general topic. If you want to catch users as they’re browsing for attorney information, for example, you can include sites like lawyer.com. You can also target those browsing webpages related to a certain legal topic, like personal injury law.
If your website doesn’t get that many visitors, to the point where visiting your site and another specific site would result in minimal impressions, it’s best to just filter by topic or interest. Just remember to monitor what websites AdWords has been placing your ads on and exclude any if necessary.
There’s no better market to target than those who are already interested. Ultimately, your remarketing ads will be a reminder to potential clients that your law firm is ready to take on their case.
Want to launch your remarketing campaign, but not sure where to start? Get in touch with us at LegalElite, so we can establish the best custom plan for your law firm.