Increasing Conversion Amongst Visitors to YOUR Website
Generally, 98% of visitors to your website never take that next step. In other words, they read a couple pages on your website, may like what they see, but don’t call or register on your website. If you think about your own behavior, this probably makes sense to you as a prospective buyer. In other words, you like to browse online for tons of information and prefer to shop online incognito.
As a business owner, what proactive steps should you take to increase the number of inquiries and target your advertising to people who are actively shopping for accounting and tax services? Have you considered behavioral retargeting?
Behavioral retargeting (aka – remarketing or retargeting) is a form of online advertising targeted to consumers based on their previous internet shopping behavior. In other words, suppose you were shopping online for an SUV and noticed that you were all of a sudden seeing lots on ads for SUVs. In fact, the ads were for Jeep, Toyota Land Cruiser and Ford Expedition, all of which you were seriously considering. Is this a coincidence that you were seeing tons of online advertising after visiting the Jeep, Toyota Land Cruiser and Ford Expedition websites? No, this would be an example of behavioral retargeting where these brands have placed a cookie onto your browser after you visited their website, and they are now targeting ads based on your potential interest. This is behavioral retargeting, at its best.
Another example might be Salesforce contact management. You may have visited their website to better manage your marketing and realize Salesforce is advertising everywhere you visit online. This is retargeting and they are trying to raise your awareness of their brand, seeking to influence your perception of them, and encourage you to return to their website.
Basically, retargeting is serving ads to people after they left an advertiser’s website. Retargeting pinpoints advertising to prospects soon after they visit a website and is very effective. Retargeting helps companies advertise to visitors who leave without making a purchase – which is approximately 98% of all website traffic.
Early Adopters of Retargeting
To help accountants generate more leads from the internet, Build Your Firm has been using remarketing to help their Outsourced Marketing clients improve the quality of lead generation and increase the quantity of leads. This is particularly true for those that have niche accounting services because the ads are extremely targeted, and stand out. For example, if someone is searching for an international tax firm and conduct a Google search, they will easily find Inemer & Wolf as a provider of international tax services. Regardless of where the prospect comes from, they will probably land onto the Inemer & Wolf website for international tax services, a cookie is placed onto their browser, and they will see advertising for Inemer & Wolf over the next thirty days. This targeted advertising raises the awareness for Inemer & Wolf and encourages them to return back to the international tax website.
Another example would be a doctor or dentist in Wisconsin who wants to hire a CPA firm. They may have conducted a search for a CPA and landed onto The Neal Group website, which targets medical professionals. And for the next thirty days, they will see The Neal Group advertising as they navigate the internet. The retargeting advertising will elevate awareness of The Neal Group amongst doctors, dentists and medical businesses, and attempt to bring them back to the healthcare website.
In summary, retargeting increases lead generation amongst prospects who are actively searching for accounting and tax services by keeping your brand name front and center. And, it seeks to bring “window shoppers” back when they are ready to buy. If you would like to generate more traction amongst visitors to your website, consider using retargeting.
About the Author
Hugh Duffy is co-founder and chief marketing officer of Build Your Firm, an accounting website design and accounting practice development firm. Hugh teaches a series of Accounting Marketing Workshops; provides Accounting Marketing Webinarsand manages outsourced marketing for accountants. He can be reached at 888-999-9800 x151, or at [email protected].