Maintaining the success of your content marketing isn’t always easy. Changing user behaviors and needs requires the ways to provide value to current and prospective clients.
Law firms are using content re-marketing as a way to increase their lead generation and online conversions. It gives you an opportunity to re-market to your site visitors and bring them back to your website after their initial visit.
Understanding content re-marketing and the benefits it provides your law firm increases website traffic and improves the results of your marketing efforts.
Content Re-Marketing Gives You a Greater Reach
A large number of visitors who land on your website return to the search engine results page without taking a specific action.
About half of website visitors require between 2 and four separate visits before responding to your call-to-action. This occurs at an even higher rate in e-commerce sites where users abandon their carts just before making a payment.
Converting website visitors into followers, subscribers, or paying clients is essential to the success of your lead generation strategies.
Content re-marketing recaptures the attention of prospective clients and moves them further into your sales process.
How Content Re-Marketing Works
Content re-marketing tags website visitors in a way that lets you re-market to them through additional content after they’re no longer on your site.
This qualifies users and identifies those who have expressed an interest in your products, services, and content. It creates new opportunities to continue the dialogue that builds relationships and increases conversion rates.
Through content re-marketing, law firms provide additional information when users are checking emails, watching a YouTube video, or visiting social media.
Sensitive Information Considerations
There are considerations that law firms must make when tagging users for re-marketing campaigns. Google has defined certain types of information as “sensitive.” Therefore, tagging for certain user interests or keywords is prohibited.
Categories such as personal hardships, beliefs, and sexual information can’t be used for tagging and re-marketing purposes. Information related to criminal records or charges can make it hard for some law firms to re-market successfully.
So you should review Google’s Personalized Advertising Policy to determine if re-marketing will be an effective strategy for your firm.
Benefits of Content Re-Marketing
Content re-marketing lets you remind past website visitors about your law firm. This brings them back to your site and increases the likelihood that they’ll take the next step in your process.
Additional information may provide them with the very thing they need to make a decision. You create additional leads from users who bounced from your website and make your brand more familiar.
Re-marketing supports all of your SEO and content marketing by reintroducing visitors to your site and the valuable information it offers.
Content re-marketing tags your site’s visitors so that you can provide additional content at a later date and drive traffic back to your site. Law firms use this strategy to effectively use their content in ways that support their business goals.
If you’re not sure how to create a content re-marketing campaign, let us know what questions you have in the comments below. You’ll improve the efficiency of your marketing efforts while increasing the performance of your website.