Retargeting as a Method for Marketing to a Niche Audience

For Lawyers, Doctors, and Dentists

Alexa Davis - Social Media Specialist
January 27, 2017

Practices in the legal, plastic surgery, dental and ophthalmology fields must identify and market to a niche audience in order to reach their target clients. As a practice owner or manager, the thought of niche marketing can be a very daunting thought. How will you be able to capture the kinds of leads you’re looking for? That’s a great question – and one that I recently had to answer for a client of mine! Now I’ll share it with you.

Here’s some context:

My client is a securities and investment fraud attorney who is most interested in representing the municipal bond investors who were affected by the Brogdon senior-living investments scandal. Never heard of it? In short, Christopher Brogdon, an Atlanta-based businessman, “committed fraud through at least 43 entities he owns or controls by falsely claiming in offering documents that investors would receive interest from the revenues generated by the projects in which they thought they were investing. Instead, he commingled investor funds and used the money for personal expenses and other personal business ventures, including restaurants and commercial real estate, according to the SEC.”

In order to capture the audience of individuals seeking representation against Brogdon, my client is running a Pay-Per-Click campaign targeting a list of relevant keywords – all of which include Brogdon’s name either as the prefix or suffix. Because the number of monthly searches for keywords including Brogdon’s name is relatively low, I proposed that we run a retargeting campaign in conjunction with the PPC campaign in order to increase the conversion rate of the traffic we’re driving to the site.

How can you do that with retargeting? Good question!

How Does Retargeting Work?

Retargeting is a marketing mechanism that allows your practice to stay top of mind by ensuring that your advertisement will follow a user in their journey from website to website. This strategy is beneficial for conversion optimization because it makes your brand “inescapable”, so to speak. (Now you know why that one pair of shoes you looked at keeps popping up everywhere you go!)

Thus, if you’re trying to market your services to a niche audience – for example, a dentist who is trying to attract patients interested in porcelain veneers – retargeting is a highly effective tool as it optimizes your spend solely on users who already showed interest in the service.

If you’re interested in hearing about how retargeting could work for you, please contact your IMC and they can provide you with a detailed proposal and a quote.