Voices

Getting visitors to your website to take the next step

Generally, 98 percent of visitors to your firm’s website never take that next step. In other words, they read a couple of 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 (which is also known as remarketing or retargeting) is a form of online advertising targeted at 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 have left an advertiser’s website. Retargeting pinpoints advertising to prospects soon after they visit a website and is very effective. It helps companies advertise to visitors who leave without making a purchase — which is approximately 98 percent of all website traffic.