When it comes to creating a robust marketing plan, much depends on what your business has to offer and the approach best suited to reach specific goals.

Yet, while many businesses may choose to specialize and stick to promoting just one or two main products or services, is this always the best strategy to take these days?

Not always.

In fact, a digital transformation is occurring, and the concept of long tail marketing may be the approach your business needs to take to ensure its longevity and competitiveness.

But what exactly is long tail marketing?

In short, instead of narrowing your focus, you promote a wider inventory of products or services, attracting a broader, diverse audience, and also boosting your sales.

How you go about this, however, will make all the difference. Here is what we will cover:

4. Influence the Decision-Making Process with Social Proof and Testimonials

Incorporate into your digital marketing strategy the use of social proof and testimonials to influence the decision-making process of website visitors and potential customers.

Compile positive testimonials from your current customers and add them to your product or service marketing pages in a review section. 

Make sure they include long tail keywords which will get noticed by search engine algorithms.

Also, push to the forefront social proof, such as recommendations by your customers and influencers, rankings on review sites, and shares on social media.

Depending on where website visitors are along the buyer’s journey, these testimonials and social proof can help them make a quicker decision to convert to a paying customer for one or more of your offerings.

Long Tail Marketing Examples

For a closer look at long tail marketing successes, here are three examples.

One thing that often gets overlooked with long tail marketing is just how well it can shape the way customers find lesser-known products or services. When people type oddly specific things into Google—like “adjustable standing desk for short people” or “vegan, gluten-free carrot cake near me”—they’re basically dropping straight onto the pages of businesses that use this wider net approach. You’re not shooting in the dark as much as it seems; instead, you reach those folks who thought they were searching for something no one else cared about. There’s a certain satisfaction in being the answer to such a niche question, even if you don’t become an overnight sensation.

This strategy also gives smaller businesses a fighting chance, which, honestly, feels kind of rare these days. Competing with giants on “laptop” or “pizza” is brutal. But land somewhere specific, like “reconditioned ThinkPad with extended battery,” and suddenly you don’t have to outspend the big guys. It’s a bit like finding a back door into the conversation. Sure, volume is lower, but those who show up are ready to buy—or at least, they think harder about it most of the time. That’s not nothing in 2025.

Amazon

Amazon sells millions of products and consistently appears at the top of search engine results pages.

Much of this high-level success can be attributed to Amazon’s usage of long tail product descriptions, a strategy it uses to target more high-quality traffic and an increase in sales.

Another tactic the online retailer uses is the recommendations of other products, many with no relationship to the product a viewer selects to learn more about. Look for these under such headings as “People Also Buy” as part of a unique personalization strategy.

Its product reviews also include long descriptions, which get them noticed by Google algorithms as well.

As a result, Amazon may sell equal or higher amounts of the lower demand products as compared to the more popular products.

Netflix

Take a look at the offerings of Netflix, the video-based platform.

While popular hits jump out at potential subscribers, drawing them in and convincing them to sign up for the Netflix services, long tail marketing concepts are lurking behind the scenes.

Netflix does indeed offer a high number of popular movies and shows, but it also provides access to numerous less popular offerings which may be attractive to different niche audiences.

With the help of AI-powered tools, recommendations are made based on a user’s online activities and selections, steering subscribers to the long tail content it has available.

This strategy, in turn, convinces users to remain loyal subscribers.

eBay

The online eCommerce giant eBay incorporates a massive amount and variety of great content on its website, creating an online environment conducive to both buyers and sellers.

While eBay’s initial focus was on electronics, today, it has a wide array of products available.

The use of keywords, including long tail key phrases, increases eBay’s visibility in a potential customer’s search results, and this results in more website traffic and higher sales.

Wrap Up

By combining high demand and low demand products or services and incorporating a strategy that focuses on long tail marketing tactics, you can reach more consumer segments and vastly expand your customer diversity.

The strategy can also take your sales to the next level by combining popular product sales with the low demand product sales for a boost in overall profits.

One way to ensure success is to maintain an effective SEO strategy that puts you in front of more consumers and leads to higher traffic to your website.

If you’re not sure where your current strategy stands or how to improve it, let us help. Start by taking this SEO Maturity Assessment to find out more.

 

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