Marketing strategies are mainly about the promotion of a particular product or service of the brand. Long tail marketing is quite different than normal marketing strategies. Such marketing does not focus on one specific product; rather it has a diverse number of inventories to promote.
It is said that having a number of products promoted at a single time can help the business to reach out to a more number of audiences and hence gaining more sales profit.
It was Chris Anderson who came up with this particular term in order to describe the marketing strategies of various online stores such as Amazon. Now, at the time, when voice-activated searches are gaining prevalence on the web, Long Tail Marketing is becoming more and more inevitable.
So, without any further ado, let us understand what Long Term marketing is
What is Long Term Marketing?
This kind of marketing revolves around Long Tail Keywords that are actually 3 to 5+ words phrases that are highly relevant to your products or services. This can be very productive in today’s time when customers prefer using very specific search phrases.
Let us understand the concept with an example of long tail keyword-
Instead of using ‘running shows’ as your keyword if you opt for ‘best Men’s Adidas Shoes’ as your long tail keyword, and design marketing campaign around this, it would offer you better outcomes. You can create useful and engaging Content around that keyword and channelize your Content Marketing Strategy in a result driven manner.
This can be very useful in increasing organic traffic and search engine rankings.
Who Should Use Long Tail Marketing Strategy?
It is said that the long tail marketing is very much designed for online stores such as Amazon and Netflix. When it is a physical store, the high in demand items are displayed at a huge space of the shelves. The other items that are not in much demand cover up the leftover space.
On the other hand, online stores do not have this issue of shelves to be covered. They have virtual displays and hence it is important to let the customers know about the products that they have. Hence, the long tail strategy is needed to display in front of the customers about what are the products that are trending.
Apart from the online stores such as Netflix or Amazon, the long tail strategy is also being used by a number of other service providers by now such as the microfinance businesses.
The key benefit of Long Term Marketing is actually incorporated in its power of targeting the customer in the more competent and customized manner.
Targeting the Customers via Long Term Marketing
When a single product is promoted, a single segment of a particular type of customer is targeted. But it is not the same in case of the long tail strategy. When you are making use of a number of products for the promotion, the number of consumer segments and types will be also huge.
The number of diverse products you are using, the number will be the type of consumer groups. So, people from different niches are connected and hence this way, the exposure is increased among a huge crowd of different tastes.
There can be a number of people who may even get interested in the products out of their interest in such a way and the sales can get hiked up.
How to Use of the Long Tail Marketing
When you have known the usage of the long tail marketing, it is important to know about the ways to use it. Here are some of the ways to use it.
1) Optimizing The Site With Different Keywords
The very first thing to focus on is the SEO of your site. This can be taken care of by the right keywords. If you are promoting many products at the same time, it is important for you to make use of many keywords for the SEO purpose. Also, make sure that you make use of the long tail keywords for the purpose.
Why is the use of the long tail keywords a great idea? This is great because they might target a low number of audiences but this crowd will be very much specific and highly relevant to the products. Hence, though the exposure will be limited the conversion will be much higher.
2) Creating Good Content
Many of the sites such as Amazon.com or eBay.com attract a lot of traffic because they have good contents. Contents do attract visitors and this is one of the finest examples of the same.
Create great and informative contents and make use of the long tail keywords relevant to the product in them and you can notice the number of page views on them. It has been noticed that such sites with informative contents always have a greater page view and this is known to be great business actually.
3) Increase Your Fan Base
In order to increase your traffic, it is very much important to increase your followers. When the number of followers is high, the promotion of many products can work really well. Make use of the social platforms to promote your site so that you can get more followers.
Getting more followers will mean that they will be getting the promotions that you are posting and hence the engagement will be more. This will surely increase the conversions.
4) Link Building
In order to get a proper long tail marketing done, it is also a great idea to get involved in strategies such as link building.
Here it does not mean to request others to link with your site or so. It is about creating great contents on the site so that people can come up to you to link to your site. Such practice will get you such sites that can offer a good amount of traffic and hence you will be able to increase your sales to a great amount.
5) Sharing The Contents
Just creating contents on your page is not enough to get the links and exposure. In order to get a proper long tail marketing done, it is also important to share the contents widely at different places.
You can share the contents on social sites, and many such places from where you can get an extra lead on your contents that can be converted into potential customers soon.
6) Increasing The Footprint On Your Website
One of the most amazing ways is to make use of tools that can help in growing the traffic. But again it is quite understood that it is not always easy for everyone to make use of such tools. For such people, it is quite convenient to invest in other options such as a blog or so.
Creating microsites is one of the ways that can help.
Examples of Long Tail Marketing
1) Amazon Marketing via Long Tail Keywords
You must have noticed that when you search for any specific products in Google, Amazon tops the search results. They efficiently use Long Tail Product descriptions –
In addition, their reviews also have long descriptions of the products. This way, Google finds such pages more relevant to search queries and hence increases the ranking of these pages.
Pages that are more relevant to search queries get better ranking, and Amazon exploited this to their advantage like a pro.
2) KISSmetrics gaining Huge Amount of Visitors via Long Tail Keywords
With the right implementation of Long Tail Strategy, KISSmetrics generated 142, 149 visitors by using long tail keywords in 2012.
The long tail strategy empowered KISSmetrics to create the right kind of content that is focused on user intent. They understood that for generating leads and customers, case studies do well, while for driving visitors, ‘how to’ or ‘top list’ sorts of content gives the needed result.
In the image below, you can see some of their top performing content that is created around long tail keywords –
It is again a very successful brand that has incorporated Long Tail Marketing to generate more traffic and customers. They created effective landing pages by using relevant long tail keywords. They are popular for creating the best performing and highly shareable content in their niche.
As per the SEMrush organic report about the Unbounce use of long tail keywords, it is obvious how adeptly their blogs have incorporated long tail keywords.
Their content strategies were channelized around some of the top performing long tail keywords that ultimately turn out to be a money-making strategy.
This one is again a top rated company that has understood the power of Longtail marketing.
Being one of the best Inbound Marketing Companies, they come up with best-rated Courses, e-Books, Guides, Stats, Infographics, etc. sorts of content.
Right inclusion of long tail keywords in their content helps them have top performing content on the web.
As per the analysis, there are more than 500K keywords for which HubSpot has ranked good, and in this Long Tail Keywords play the most significant role.
The strategy of long tail marketing can be great if it is used in the right way. The above-mentioned points are quite helpful in offering you a great platform so that you can make use of the strategy in the best way and get exposure and promote your products and get high sales profit from it.
If you have not received the kind of success you wanted from your online marketing campaign, it is the right time for you to opt for Long Tail Marketing. Producing top quality content by incorporating best suited long tail keywords is a sure shot way of sustainable success for online businesses.