(Newswire.net — March 28, 2015) East Aurora, NY — Remarketing, often called retargeting, has been the domain of the nerdy tech savvy internet marekting crowd. However, due to drops in consumption of traditional media, attorneys are starting to take a look at remarketing for their online digital marketing needs.
What is it?
Retargeting tracks a company’s website visitors and displays the company’s retargeted ads to those visitors as they visit other sites online. A simple JavaScript tag on the company’s website accomplishes this and places anonymous retargeting “cookies” in the browsers of those visitors who have not yet converted.
Why retarget?
The Traffic & Conversion Summit 2015, which featured guest speaker Daymond John of ABC’s Shark Tank, highlighted remarketing as the most important marketing strategy of 2015.
The number of hours people spend on the web dwarfs all other media. Be it at home surfing the net or on the go with mobile smartphones, the web is where the majority of eyeballs are turning to, several times a day, for several hours at a time.
Law firms that continue to use radio, TV or billboard ads just aren’t staying competitive and up-to-date with where their prospective clients really are. They lose an amazing wealth of clientele and throw hard-earned marketing dollars out the window by not staying current and on trend with digital marketing strategies.
The sad fact is that only a very small fraction of law firms use remarketing.
According to Paul Beauchemin, New York-based digital marketing consultant and founder of Digital Marketing Returns, remarketing is an incredibly effective marketing tool that offers businesses solid branding, repeated exposure and higher click-through rates and conversions.
Think of how often ads are repeated on TV and radio spots. Advertisers know that repetition is essential to make prospects feel comfortable enough to call. Statistics indicate that it takes five to nine “touches” before a customer will go ahead and make that call. For this reason, these remarketing techniques help a company “remind” customers of its services by staying in the minds and sights of the customers until they are ready to pick up the phone.
According to SlideShare, retargeting:
• Can boost ad response up to 400%;
• Makes customers three times more likely to click on an ad than people without previous interaction with the business; and
• Gets 26% of customers to return to a site.
According to Beauchemin, when Google AdWords and Google Analytics are linked and conversions tracked via Analytics, clients can see what role pay per click (PPC) plays against organic searches and remarketing. Often, the data shows that remarketing plays a proportionately larger role than PPC, yet may cost only a fraction of the PPC budget.
What about the backlash? Potential clients might not like it!
Some have argued that remarketing is an unwanted form of advertising that annoys and alienates potential clients. Examples include the feeling of being watched by these companies, having one’s privacy invaded or, where a visitor has converted, seeing ads appear continually after the fact.
Yet according to SlideShare statistics, it seems that 59% of people have a neutral reaction to retargeting ads and, in fact, 25% of online buyers enjoy receiving the behaviorally retargeted ads because they act as a reminder of what the buyer needs to accomplish.
Avoid backlash by retargeting properly.
The best way to avoid backlash is by hiring a digital marketing professional who uses best practices. For example, remarketing can and should be tailored so that ads are shown only to those in a group who have not converted. The retargeting ads must have a clear call to action and promote an offer.
Digital Marketing Returns specializes in helping attorneys grow their practice with five essential elements: Differentiation – Positioning – Traffic Generation – Conversion – Referrals.
About VerdadCara Inc.
VerdadCara Inc. is a US based marketing agency focused on digital marketing strategies that help Attorneys and Private Investigators. Operations include 48 Hour Local Leads for Google AdWords management, Digital Marketing Returns responsible for Search Engine Optimization, Facebook advertising, press releases and orchestrated referral systems and PI Profits for private investigators.