customer acquisition

The Complete Customer Acquisition Guide for Cash Strapped Start ups and Small Businesses (Part 2)

All businesses start with a light bulb going off in someone’s head and after a lot of never ending hard work a product is released. Now comes the hardest part, how do I get customers to my web site to buy it?

Many business owners have the mindset that: If I build it, they will come. That is not always the case and is one of the most common mistakes and leading reasons that over 80% of businesses fail in the first 18 months of existence.

Every new and existing company wants to drive more traffic to their web site and everyone has the same question: how!?. After a lot of reading, researching and thinking back on my own personal experiences, I came up with the idea for the: The complete customer acquisition guide for cash strapped start ups and small businesses.

I’ve broken this guide up into multiple parts so make sure to subscribe to our blog to ensure that you get notified of each new release! This is part 2, and if you want to checkout part 1, click here.

 

Part 2

Long Tail Keywords

What are long tail keywords and how can they help your business website? Long tail keywords are keyword phrases of usually three or four words, and are a major part of SEO.

When we all built our first website, we stuffed the keyword field so that there were more chances for search engine spiders to reach down into our keyword field, pull our keywords up, and give our site a higher ranking on the search results page.

Enter Long Tail Keywords

The theory with long tail keywords, and how it plays out in practice, is say you are searching for fresh organic Ceylon cinnamon. If you type only the word “cinnamon” in the search field of Google, Bing, Yahoo, etc., search engine, you will get, as I just did, “About 26,500,000” results on Google. If you search for “fresh organic Ceylon cinnamon” the search results will, in terms of probability, be fewer, because relatively few sites will have this keyword phrase in their content compared to the many many sites that have “cinnamon.” My search just pulled up “About 322,000” results. So by searching with the keyword phrase, we’ve reduced the number of results by more than 82 times.

Now think of that translating to your site, if you sell fresh organic Ceylon cinnamon (which I don’t), ranking 82 times higher in Google’s search results page!

This is also good because the potential customers for your products and services who search more specifically are more likely to purchase what they searched for when they arrive at your site than someone who searched generically for “cinnamon” and pulled up 26.5 million results. I mean, were they even looking for the best deal on cinnamon? And hey, we’ve got non-organic cinnamon on sale, if they don’t want the higher-priced higher-quality stuff!

All of this translates into the action item of you creating as many keyword phrases in your site’s content as fit the descriptions of your products and services. This way, you reduce the number of window shoppers way down and increase the number of buyers.

More Pages, More Long Tailed Keywords

Let’s think big. One big billboard I’ve seen recently says, “Okay, so you’re thinking big. Good. Now think bigger.” Bigger for a website means more—more pages.

Whereas a website can be one page, a website can also be many pages. That means Google and other search engines search not only one page, they search as many pages as your site has, but they are all your pages, your site. The more pages searched, the more long tailed keywords in your pages—in your site—and you already know what that means—more buyers. But beware the temptation of possible Black Hat SEO practices here, which may only get your site banned from search engines.

Customer Service

In the case of customer service, using long tailed keywords in your help pages provides more efficient help for your customers once they have bought your product or service.

For instance, on Cayzu Helpdesk Software’s tech support page, http://support.cayzu.com/, you can “Submit a Ticket” on the help you need. Or, alternatively, you can type in specifically what you need help with in the “How can we help you?” field. What you type in there is an example of a long tailed keyword.

All of the information available by seeking help in either of these ways on Cayzu, for example, is driven by our knowledge base. Thus a knowledge base, like a big website, has a lot of pages, wherein you can insert a lot of long tailed keywords—which, as in the case of the fresh organic Ceylon cinnamon, can improve your ranking in Google and other search engines many, many times.

Creating Long Tail Keywords

Always thinking bigger, thinking outside the box, etc., can be awesome. Remember, too, that thought precedes action, and now it’s time to execute the strategy of increasing the number of keyword phrases in your content—also creating more pages if you need to.

There are actually free and paid services that can help you create long tailed keywords. The bottom line here is creating as many relevant different keyword phrases that apply to your product, service, tech support or other customer service help issue.

You, of course, can “fill in the blanks” with your own stuff, but the free service that, for instance, Wordstream gives as an example creating keyword phrases for a site that sells fish tanks. The Free Keyword Tool generates 11 different long tail keywords, such as “fish tanks for cheap,” “huge fish tanks,” “fish tanks stands,” “gallon fish tanks.” So now the fish tank seller might create at least 11 more pages for the site—and indexed on Google—and attract more potential customers who are searching for specific kinds of fish tank.

And remember, current and potential customers who need help should be able contact you via any channel that they prefer which includes from your web site, knowledge base, Facebook, Twitter, phone and even chat and email. And that my friends is not old hat 🙂

Again, as a reminder.  I’ve broken this guide up into multiple parts so make sure to subscribe to our blog (below) to ensure that you get notified of each new release!  Enjoy!

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