Long Tail Marketing Secrets

Keyword Research Feb 7, 2007

So, someone just found us on the Internet on the term “long tail marketing secrets”. Firstly, long tail marketing is a concept most aptly applied to Google and other Internet search sites, because seekers of products and services increasingly turn towards them for information. Long tail marketing strategies can be used to draw in prospective customers through both natural search results or paid search campaigns in these search sites.

Secondly, targeting these searchers using free natural search is ridiculously easy by way of making blog posts–once you have a reasonable idea of what it is they’re searching for, that is. But the choice of potential terms to target in the long tail is so enormous, that you could waste all your time wading through keyword lists, using your gut to pick out which ones will work best for you. Chasing the long tail can be a big waste of time.

Thirdly, if you have a logical way to zero in on the most productive long tail terms in your space, you save this time. There are precious few tools to aid in long tail marketing tasks, with HitTail being one of them. HitTail has occasionally been referred to as a marketer’s secret weapon, because it does the keyword analysis for you–for free.

All this freed-up time can then go into writing well. One of the most valuable skills in long tail marketing is the ability to genuinely write for your website, using the user-provided suggestions as the topic. While some think of this approach as pandering to search engines, it is actually rooted in a much older concept, known as total quality management, or simply TQM, pioneered by a business visionary named Edwards Demming. Demming helped rebuild Japan after WWII in a way that over time, gave them a reputation for quality.

The same can be said for using HitTail over time, because long tail marketing is greatly about taking the most effective hot spots in the tail, and systematically moving them into the head of the distribution curve. Over time, more and more of your topics that should TRULY be your features get premiered and moved into the head. Ideas that were quick to implement in blog posts can trickle into your overall website design.

The biggest secret of all is that over time, the long tail does indeed begin to wag the dog–but not in a way that is disingenuous or difficult to defend. Rather, it’s part of the greater movement in business of listening to your customers, taking their feedback, and continually plowing what you learn back into building a better product. Once you do that, you will not only have long tail marketing on your side, but the even more formidable force of word-of-mouth advocacy.

  1. Avatar
    Steve @ EndGame PR

    Great post.

  2. Avatar
    Steve @ EndGame Public Relations

    Whoops. Meant to type more. I have thought the same way as you for some time now, and find myself doing as much work that could be described as SEO as I do PR. Despite coming from the world of journalism, I really enjoy the pure SEO work.

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