Long-tail keywords hit the SEO landscape back in 2004. In those days, search engine optimization was still in its infancy, and only the biggest brand titans could dominate their search niches. Hundreds of Google algorithms have been released since then and, today, brands have a legitimate chance of dominating low competition keywords. Google has diversified, and long-tail keywords now represent 70% of all online searches. They’re not second prize anymore, so you can safely market to a small niche without losing your market share. 

First Thing’s First: What Are Long-Tail Keywords?

Competing for high search volume keywords is like vying for a Nobel Prize. The pool of talent ahead of you is vast and unremitting. Your odds of success are low. Long-tail keywords represent the lowest, gentlest arc of the search demand curve. While the highest part of the curve represents 60% of search demand share, dominating it requires you to be a big fish in an even bigger pond. Long-tail searches represent almost 40% of search demand, but you can get your share if you’re a medium-sized fish because the pond is smaller.

The highest peak of the curve covers the top 100 keywords in a broader topic. The lowest arc represents less than 10, 000, or 70%, of the top keywords. There’s an incredible power to be found in these shallow waters.

Put simply, keyword phrases with more words are easier to rank for, so you can attract targeted traffic more easily. Long-tail keywords also build search intent into your strategy. They can geolocate, cover consumer preferences, and diversify your business in several different ways at once. That means you can fish for the precise demographics you serve, thereby improving your click-through rates. 

Establishing Search Intent 

Long-tail keywords diversify your searches via any detail you can dream up. You can market to cities, genders, age groups, commercial clients, and more. By allowing you to customize your content, they attract the most relevant traffic within each niche. This is one of many reasons that long-tail keywords offer better conversion rates. They don’t just attract a large audience. They attract the right audience, and that means more sales. They often represent the lower portion of the buying funnel, so they usually appeal to users who are already ready to buy. 

Marketing to Several Niches at Once

If you’re running blog posts according to a range of different long-tail keywords, you can build even more short-tail keywords into your content, all while marketing to the smallest demographics within your target market. This way, you can attract all portions of the search demand curve at once. That, alone, optimizes your blog across several niches. If you’ve run out of blog topics, long-tail keywords will solve the problem. 

Analytics Benefits

Every time you target a demographic, you open yourself up to the analytics that follows. In pre-internet days, marketers had to pay a premium price for that kind of research. These days, it comes free of charge through your blogging platform, social media pages, and Google Analytics. You’ll receive important insights into your audience’s priorities and online habits, and you won’t have to pay a cent for it.

Of course, analytics shouldn’t be limited to the end of your campaign. Google’s Search Console offers a host of different tools to help you to monitor your online presence. It gives you the search queries your audience has been using to find your website and identifies your top-performing pages. With that data on hand, you’re in a better position to optimize the long-tail keywords that still need work. The console also offers a results report for new content ideas and keyword opportunities. 

Marketing to Location

72% of consumers perform local searches within five miles of their current locations, so long-tail keywords open you up to a whole new world of marketing power. Geotagging alone can improve your SEO results, but location mentions are equally important. Dominating your local search results opens up the field for customers who are ready to buy.

Location-based SEO has become increasingly powerful in recent years. Google has made several new improvements to location-based search results, with added opportunities for smaller niches. Your Google My Business and Google Maps inclusions will boost your reputation without costing a cent. If you lack a targeted top-level domain, long-tail keywords will allow you to mimic the results while optimizing for multiple locations. 

The Importance of Target Marketing 

SEO blogs rarely talk about target marketing these days, but it remains as crucial as it’s always been. The more precise your demographic, the more powerful your marketing campaign will become. Think of long-tail keywords as your route to exceptional targeting. There’s no reason to market to only one demographic, and longer keywords give you the option of building several tangential niches into your campaign.

When Hitwise studied 14 million search terms, it found that monopolizing the top 1, 000 search terms would lose you almost 90% of all search traffic. Dynamite doesn’t always come in small packages. Long-tail keywords are potent tools that can capture more potential buyers than ever before.

Author Bio:

Ian Carroll is the owner of Digital Funnel, a Digital Marketing agency that specializes in SEO in Cork and SEO in Dublin alongside Web Design. Ian and his team have helped numerous local businesses increase their online presence. Click here to learn more – https://digitalfunnel.ie/seo-dublin/

Before a customer buys a product online, they want to know everything about it. In fact, they want to see the products or services in use.

After all, seeing is believing.

Sure, photos are great to give consumers an idea of what your product looks like. But some details are better explained via a video. Nothing works like an engaging video to showcase your product and tell your prospects why it is so great.

For instance, photos of a bag can showcase what it looks like.

But on video, you can see how many things it can hold, how many different pockets it has on the inside, and so on.

With video marketing, you can also boost your sales. In fact, over 60% of shoppers said that online videos inspired them to make a purchase.

If you run an ecommerce store and are looking for strategies to get ahead of your competitors, you’ve got to take note of the video marketing trend. It can be a boon to accelerate your business growth.

In this post, let’s take a look at how you can leverage videos for ecommerce marketing.

How Ecommerce Marketers Can Leverage Video Marketing

When it comes to leveraging videos for ecommerce marketing, the first thing you need to know is what kind of videos you want to produce.

Let’s take a look at some different types of videos you can create to market your online products:

1. Tutorial Videos

You can give users a demo of your product and explain each feature in detail via videos. Tutorial videos can be a great way to familiarize people with your products.

You get the opportunity to show your target audience the value your product offers and why they should buy it.

Take, for instance outdoor grill company, Weber’s YouTube videos. When they launched their new SmokeFire grill, they released a series of videos explaining to users how to start their grill, clean it, and maintain it well.

Image via YouTube

2. Influencer Ads

When people buy products, they want to make sure that they’re investing their money in a trustworthy brand. When you have a familiar face or an influencer is endorsing your brand, it can help win their trust.

It’s like piggybacking on their reputation.

What’s more?

Through influencer partnerships, you can reach a targeted audience.

Here is an example of how the adventure gear company, Sierra Designs, collaborated with professional backpacker, Andrew Skurka, to promote their products.

Image via YouTube

3. Product Close-Ups

One of the best ways to advertise your online products is to shoot product close-up videos. They can show your products from different angles to give users a feel of the product.

Want inspiration for videos of product close-ups?

Take a look at Apple’s YouTube page. For most of their new products, they have around a minute-long close-up video that showcases their products more clearly.

Image via YouTube

4. Story-Based Videos

Great storytelling can move people and bring out emotions in them.

Story-based videos can be a powerful tool to showcase your brand values and appeal to your audience. These kinds of videos are not about directly selling your product but capturing a lifestyle or a feeling.

For instance, a German supermarket corporation, Edeka, came out with an emotional ad to convey the spirit of Christmas.

Image via YouTube

In the ad, an elderly father is very disappointed when his children convey the message that they won’t be able to come home for Christmas.

In the next scene, the children are seen rushing back home when they receive his funeral invitation. However, they reach home to find out that their father is still alive. He tells them, “How else would I have been able to get you all together?”

The ad ends with everyone spending time together at the dinner table and enjoying themselves. Without selling their products or brand, Edeka manages to establish an emotional connection with the audience with this ad.

5. Explainer Videos

If you have a new service or product, explainer videos can help communicate the core concept well. For instance, Microsoft uses an explainer video with infographics to explain how their Azure Cloud solution works.

Image via YouTube

4 Tips For eCommerce Video Marketing

Now that you have an idea of the kinds of videos you can create to promote your ecommerce business, let’s move forward.

While leveraging this ecommerce trend, keep the following tips in mind:

1. Be Clear About Your Goals

Before you start making your video, ask yourself what the true purpose of creating it is. If you are clear about your key performance indicators (KPIs) from the onset, it will help you determine the kind of video you want to make. In addition to this, it will also help you measure the effectiveness of your videos.

For instance, it’s better to make an influencer ad to drive sales or make your video viral. On the other hand, an explainer ad might be more suited to drive brand awareness.

2. Highlight Your USP

Regardless of the type of video you’re creating, make it a point to highlight your USP.

After watching the video, users should know the benefits of using your product and why your product is better than those of your competitors.

3. Write a Concise Video Script

Your video script should communicate the idea for your ad in a concise manner. Typically, you have 60-90 seconds to capture your audience’s attention. So, trim out any bits that are repetitive or uninteresting.

4. Include an Effective Call-to-Action (CTA)

After viewers have seen your video, what is the next course of action that you want them to take?

Visiting your website, subscribing to your content, or buying your product — whatever it is, communicate it clearly.

Even the most engaging videos need a prominent CTA.

It may seem obvious, but if your ecommerce videos don’t have a CTA, you might not get drive engagement or sales.

Ready to Create Videos to Promote Your Ecommerce Business?

Videos are a dynamic medium. They allow you to see a product in action and even view it from different angles.

What’s more, you can get a feel of the product along with all the details before you buy it. If you are an ecommerce marketer, you need to leverage video marketing. Use the tips mentioned above to create interesting content to promote your ecommerce business.

Do you have any questions regarding ecommerce video marketing? Please feel free to ask them in the comments section below.

When it comes to internet marketing, increasing your conversion rates is vital. This represents the percentage of people who shop from your website. The higher your conversion rate, the higher your sales volume goes.

Value Proposition

Your conversion rate is heavily dependent on your value proposition– i.e. what exactly are you offering the reader and why should they buy something from you. Many marketers spend hours on improving the landing page but pay little attention to the unique selling proposition. Crafting the best value proposition requires focusing on what makes your company unique and what your competitors are up to.
 

A/B Testing

This technique is useful if you have two headlines for your landing page and are unsure which one to use. You can simply use any A/B testing software (such as Google Content Experiments) to create two pages with different headlines, but with a strong call to action, and observe which page gets more traffic and leads. There’s your winner.
 

Jargons

A lot of businesses go all fancy with their call-to-action and value propositions. They include jargons and complex words. And this is where they go wrong. Your readers are looking for clarity and easy reading. So make sure to write in a simple and easy-to-understand language that focuses on people, not the company itself.

Sales Funnel

 
At times, what really destroys your conversion rate is your eagerness to “jump” into conclusions. Your reader might simply be browsing through your page for information and not necessarily interested in buying something. Here’s where a sales funnel comes in, as it allows you to plan your content so as to:

• Offer valuable advice to your reader
• Work as their trusted advisor
• Convince them why they should sign up to your email list
• Send them free content through emails
• Redirect them to your sales copy page and ask them to place an order

Concerns

Whenever two or more people go through your content, there’s bound to be a problem. They may find certain content sections redundant, invalid or offensive. To improve conversion, you need to address their concerns and hesitations through blog comments and social media engagement.

Buying Process

Your ultimate goal is customer retention and loyalty. For this reason, you will have to make it easy for them to do business with you. Your readers should be able to place an order with just a few clicks. The process of order placement should be so simple, obvious and straightforward that even a first-time online shopper should be able to find the right button to click.

Build Trust

If some random person offers you a fancy electronic gadget, would you go ahead and buy it right away? Or will you hesitate and inquire more about the person? If you chose the second option, then you need to know that this is exactly what readers think about your website.

Building trust is essential for conversions. To build consumer faith, you should make it easy for readers to verify the accuracy of your information, prove that your business is real, focus on your expertise, make your website look professional and make it easy for them to contact you.