Longtail Marketing

Keyword Research Jun 30, 2006

Our goal with HitTail is to become the defacto standard for longtail marketing. You won’t hear it stated so bluntly elsewhere, but you will be more successful in marketing to niches because it becomes less competitive. It’s easier to be a big fish when you choose to live in a small pond.

And so the thinking goes with longtail keyword marketing. If you target keywords that are less popular, you have less competition. But when a hit DOES occur, that customer is every bit as valuable. In some markets, niche customers are even more valuable. HitTail is a long tail keyword tool that will help you find such keywords for your niche.

Long tail keyword marketing is most effective in undefined markets that actually DO exist. It’s liking a gold miner hitting a vein of gold. Geoffrey Moore of Crossing The Chasm fame might argue that markets are defined by having a customer base that are somehow socially connected through newsletters and other media or gathering venues (tradeshows, trade publications, etc.).

But if there is a “pent up” worldwide demand for some niche product that has previously undefined terms associated with it, then you have a dispersed worldwide market that needs all the sales opportunities aggregated to a single source to be a big enough “virtual market” to make it worth your time. Such was the case in fires where I forged the HitTailing methods… digital signage. Think about it: using flat panel technology as signs. What are you going to call it? Electronic displays? The varieties are endless. Who is going to buy it? How big is the market? Which terms to target? What terms are sales prospects going to be searching on?

Digital signage is a niche product indeed, but also an example of a super-niche. It’s not nachos. The development time that goes into a digital signage product is massive. You wouldn’t think it, but keeping oh, say 10,000 PCs running in a stable fashion, each delivering customized programming and messaging to each location, and each doing graphics-intensive and hard drive intensive tasks takes awhile to develop. Small players try to hop into the market constantly, only to throw themselves on the jagged shards of the unanticipated reality. Scala really does have a superior product.

And it is in this environment where super niches come into creation. An effective search engine based long tail keyword marketing campaign with a very real, yet geographically dispersed market, backed up by a superior product or service creates super niches. I’ve seen it happen, and it is to the continual frustration of small players trying to enter the market. Because when sustained over time, you start to occupy so much space in your small pond that there just isn’t enough food for the other fish.

And therein lies the double-whammy win of long tail marketing. By being in it for the long run, you are going to occupy a lot of real estate in a small town. Anyone else trying to get into that market has to compete with you, and will inevitably be forced into buying keywords through a PPC campaign. So, while your hits are free, 24/7 on more free keywords every day, they’re paying for every visit they receive. You are acquiring new sales prospects at a higher rate than your competitors, and forcing them to spend more money to keep pace.

Visit www.hittail.com to learn more about the benefits you get with this tool.

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