Build Your Firm logo

Generating More Leads from YOUR Website

|

by Hugh Duffy

|

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 take action 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

Remarketing Image

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 on your social media account and internet browser sidebars. 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.

How Retargeting Works for Accounting Firms

Build Your Firm combines the power of pay-per-click advertising (aka - PPC) from Google Adwords in conjunction with organic search engine optimization to drive prospects to your website. After these prospects visit your website and browse elsewhere on the internet, they will soon see online ads for your accounting firm, in an effort to raise the brand awareness of your firm and seek to motivate them back to your website so you ultimately obtain a lead. Within the accounting space, Build Your Firm (BYF) is the only marketing firm providing this combined service to maximize your lead generation. We've been running successful PPC and Retargeting Advertising campaigns exclusicly for the accounting idustry for over a decade, so we know the keywords and tactics that work for your business.

The availability of BYF's combined service of pay per click campaign management along with retargeting advertising is limited on a market by market basis. Call us at 888-999-9800 x1 to hear the projected costs. Or, learn more about our Pay-Per-Click (PPC) Advertising for Accountants.

Build Your Firm is a certified Google Adwords Premier Small Business Partner and has been providing pay per click advertising services since 2005.

admin image
Hugh Duffy, BYF CEO and Co-Founder

Hugh is the consummate marketing coach for accountants and takes pride in the impact that it has on their practice, and lives. Hugh has more than thirty years of marketing experience. Since 2003, he has been teaching accountants on how to improve their marketing and make more money from their accounting practice.