(Source: https://pltfrm.com.cn)
Introduction
Entering China’s search engine landscape can be daunting for overseas SaaS brands. Mainstream keywords are saturated and often dominated by local incumbents. But long-tail keywords—those precise, low-competition queries—offer a smarter path. In this article, we explore how SaaS companies can leverage long-tail strategies on platforms like Baidu and Shenma to gain qualified leads, increase ROI, and establish a foothold in competitive niches.
1. The Strategic Advantage of Long-Tail Search Terms
1.1 Granular Targeting of Niche Buyer Intents
Long-tail terms capture specific pain points—e.g., “small business invoicing software in Chinese”—enabling brands to align content with real customer needs. These users are closer to making purchase decisions.
1.2 Bypass Competitive Saturation
Unlike short, generic keywords often dominated by big players, long-tail terms are less contested. This gives new entrants a cost-effective edge and quicker wins in smaller, underserved segments.
2. Tools and Methods for Finding High-Performing Long-Tail Keywords
2.1 Baidu Index and Zhanzhang Tools
Use Baidu’s native tools to uncover trending low-frequency queries, especially those rising in second-tier cities and niche B2B categories.
2.2 User-Generated Content and Forum Mining
Scan Zhihu, WeChat groups, and industry forums for how local users phrase their problems. These conversations reveal organic, real-world language that can fuel your long-tail keyword list.
3. Mapping Long-Tail Keywords to the SaaS Buyer Journey
3.1 Awareness to Decision Phase Alignment
Early-stage: “What is CRM software?”
Mid-stage: “CRM software with Chinese UI”
Decision-stage: “Free trial CRM software for Shenzhen SMEs.”
Mapping these ensures every ad and landing page serves a strategic purpose.
3.2 Creating Supportive Content Funnels
Develop Baidu-native content (like Baijiahao articles) that target long-tail topics and link to paid ads or product landing pages. This improves SEO while warming up traffic for conversion.
4. Budget Allocation and Optimization Tips
4.1 Allocate Budgets by Keyword Profitability
Assign budget caps based on historical performance data: CPC, conversion rate, and lead quality. Scale keywords that generate low CPL without sacrificing lead relevance.
4.2 Ongoing Expansion Through Search Term Reports
Review your actual search queries weekly. Often, new long-tail variants surface from user behavior—these can be added back into the keyword set for continual refinement.
Case Study: Canadian SaaS Startup Builds Niche Awareness in Tier-2 Markets
A Canadian team management SaaS faced weak visibility on general keywords like “project software.” PLTFRM identified dozens of long-tail terms used in manufacturing zones across Chengdu and Wuhan. By focusing SEM campaigns on those regions and phrases (e.g., “team planning tools for factory teams”), the startup saw a 220% increase in trial signups and achieved a 43% lower cost-per-click.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
