Regardless of how great your landing page, copy and CTAs are, leads will inevitably slip through fingers. It’s just the way it is. In fact, research from Search Engine Land found, “the average landing page conversion rate across all industries was only 2.35 percent.”
So what do you do about your lost leads? Should you just move on and look for new ones?
Definitely not. More and more law firms are finding retargeting to be an effective solution.
What is Retargeting?
“Retargeting, also known as remarketing, is a form of online advertising that can help you keep your brand in front of bounced traffic after they leave your website. It’s a tool designed to help companies reach the users who don’t convert right away.”
It works by inserting small pieces of code onto the various pages your website. Whenever someone visits your site, this code drops a browser cookie, which is what enables you to “follow” that person as they surf the Internet and tells your retargeting platform when to serve ads.
From there, previous visitors will see your law firm’s ads, which will capture their attention and help you reel in clients that didn’t initially convert. It’s effective because the people you target have an existing interest in your law firm.
The Impact Retargeting Can Have
By and large, most companies have a high level of success with retargeting. Of course there are a lot of different variables that determine just how many lost leads end up converting, but you’re pretty much guaranteed to increase your client acquisition numbers by implementing this strategy. Here are a few statistics that shed light on the power of retargeting.
- Users who are retargeted to are 70 percent more likely to convert.
- Display ads get a click-through rate of 0.07 percent; retargeted ads get a click-through of 0.7 percent.
- Retargeted ads have the potential to increase branded search exposure by more than 1,000 percent.
These numbers are amazing! The simple fact that visitors are 70 percent more likely to convert speaks to the impact of retargeting. Just think of what this could mean for your legal marketing campaign if you could reach this level of efficiency.
There are several different platforms you can use for retargeting. Google Adwords is one of the most popular, but it’s also one of the more expensive options. Social networks like Facebook and Twitter offer retargeting. Some other platforms include:
- Perfect Audience
If you’re looking for a comparison of the top platforms, check out this post from Kissmetrics for details. And if you’re looking for some direction on how to get started and learn more about the logic behind retargeting, this guide from HubSpot should help.
It’s simply not possible to convince every single lead to convert the first time around. Even if you do everything right, you’ll probably have a maximum of a five percent conversion rate. But one way you can reel lost leads back in is with retargeting. It’s insanely effective and can have a tremendous impact on your long-term client acquisition.
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