Interesting article and infographic on SEO.com about the importance of using long tail keywords to promote your business online. There's no point in going straight into battle with the big boys who have most of the popular and well searched terms sewn up.
Build your authority more slowly and make like Andy Murray in the tennis seedings. Rank against websites where you stand a chance and let the computer notice you there. It's all about trust and performance.
Take a look at the Long Tail Keywords Infographic