Longtail keywords and the buying cycle
Most customers follow a typical sales cycle in deciding what products buy to buy and from whom. First they research, then compare and finally they buy. As a retailer it is important for you to provide the right support for customers as they travel through the purchasing cycle.
Research Mode - gathering information on products to buy
Comparison Mode - deciding which product to buy
Buying Mode - deciding who to buy the product from
Post-buying Mode - seeking reassurce of a good purchase
Emergency Mode - desperate to buy something quickly
Your job as a retailer is to get into as many customers sales cycles as profitably possible.
The right keyword at the right time
Different stages of the buying cycle will involve different search queries. Shoppers will often start with broad search terms and then narrow their search as they find products that meet their requirements. A search for some new wellies may start broadly and then end with a very specific product requirement.
The buying cycle stage that you want to target customers determines which keywords you should use in search marketing. Using longtail keywords allows you to target people whilst they are in their comparison and buying modes.
Longtail keyword benefits
Competition - longtail keywords are generally less competitive than head terms
Cost - longtail keywords are usually cheaper than head terms
Relevance - longtail keywords are more relevant to your products
Volume - longtail keywords in aggregate can generate significant volume
Adverti.se selects longtail keywords and writes ad copy to attract customers in comparison and buying mode.
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