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It was reported a few weeks ago that brick and mortar stores were losing revenue. Online retailers, on the other hand, were experiencing revenue gains.
So, what’s behind this revenue shift? It’s long tail marketing.
What is Long Tail?
Although it was discussed in a previous blog post (read it here), here’s a brief explanation of what long tail is:
Long tail is a marketing strategy that involves making a profit off less popular items in a niche.
To help you better understand this, consider this example: when was the last time you’ve seen Watkins White Liniment at your local grocery or drugstore? Have you ever heard of this product?
If not, then you’ve been missing out on a product that’s not only a great muscle reliever, but also very popular on ecommerce sites such as Amazon.
And the reason for its popularity on Amazon is because this e-retailer engages in long tail marketing; which is carrying a product that’s ignored by brick and mortar stores.
In short, brick and mortar stores fail to carry products they deem as unprofitable. As a result of their poor judgment, they not only lose money, but help online retailers gain mass profits from these same products.
How Long Tail Marketing Can Help Your Business
The failure of brick and mortar stores can be a great advantage for your website. If your website carries a physical or digital product that can’t be found in stores, then help visitors find your product.
You can help visitors by using long tail keywords that befit your website’s niche. These are the phrases they will likely be searching with.
Keep in mind that long tail keywords are low in competition. Hence, you increase your chances of getting your target audience to your website and its product.
There’s no need for despair if your product is unique, especially if it’s being sold online. Simply incorporate long tail marketing as part of your business strategy, and get the right target traffic by using long tail keywords.