subject: Why Long Tail Traffic Converts Better Offline Marketing for you [print this page] Why Long Tail Traffic Converts Better Offline Marketing for you
You'll be competing with thousandsor even hundreds of thousandsof other websites for those keywords, and even when you draw in visitors, your conversion rate will likely be small, as you probably won't be offering exactly what those visitors are looking for. That's where long tail traffic comes in.
What is long tail traffic?
Long tail traffic is traffic generated from long tail keywords, which contain more words than traditional keywords. For example, instead of using a keyword such as "sofa," you might use the long tail keywords "sofa bed mattress." The specificity those extra words grants you has several outcomes: one, you can rise in page rank faster because there's less competition in niche markets; two, you'll generate less traffic, because fewer people will search for your specific long tail; and three, your conversion rate will increase because those visitors you do get will be looking for almost exactly what you're offering. The net result will be less traffic to the website you made using a web site creator, but more sales: a tradeoff that any website would take in a heartbeat.
How does offline marketing fit in?
Rising in page rank for long tail keywords is only half the battle. You also need to convince your target audience to search for those keywordsa difficult feat using only online marketing, particularly in areas traditionally dominated by offline retailers. Once you've cornered the market (so to speak) on a handful of long tail keywords, then it's time to start using them in your offline marketing copy. This is a chance to get creative with your efforts, and ultimately drive high-value traffic to the ecommerce website you've built using an online website creator.
Ask questions in your copy without giving an answer. If you pique the viewer's interest, how do you think they'll look for the answer? Online, naturally, and if you've done your optimization work correctly, then it will be your domain name that pops up first when they type in their search terms.
Get detailed about your product. With online marketing, you have limited space in which to make your pitch, but print advertisements, pamphlets and brochures offer additional space that you can use to full describe what you're offering. By using "your" long tails, you'll make it more likely that they'll use those terms when they search online at a later date. This approach reinforces your strategy across multiple platforms, which is critical when even successful marketing takes repeated exposure before it converts viewers into sales.
Use offline marketing to brand "your" keywords. Through use of taglines or catchphrases, you can tie certain long tails to your company in the minds of your target audience as inextricably as you've tied them to your website (perhaps built using a website creator) via search engine optimization. This will have a trickle down effect of referrals and word of mouth, all of which will enhance your reputation and make it more likely that those people who visit your website will trust your business and convert into sales.
Long tail traffic is an invaluable tool for all websiteseven personal websites, music websites, and portfolio websites. Whether you're an established business refining your search engine optimization efforts or are just starting out and still exploring which free website creator to use to build your first website, blending long tail traffic with offline marketing will help you increase your conversion rate.
