Consumers use search engines to ask questions, find solutions and gain knowledge on a certain subject. As a marketer, you want consumers to identify with your company, products, and services. First, you need to identify what types of thoughts and search terms define certain areas. Marketers must develop a hybrid solution that satisfies both what the consumer wants and what the company is selling.
For example, people might associate any fuel-efficient vehicles with the term “hybrid”—although this term doesn’t refer to all types of fuel-efficient vehicles. A company that sells an “all-electric car,” wants to be a thought leader for fuel-efficient vehicles. But, because this company does not sell hybrid cars, they must explain that to customers somehow. For instance, they could say something like “All-Electric Car offer better MPG than any Hybrid”. By doing this, the electric car company is maintaining its position as a leader for people looking for fuel-efficient vehicles. They are not only using a solution that aligns customer needs but product sales. This helps them become top of mind for customers.
If you want to engrave yourself on the minds of your consumers you need to be there whenever they look. Choose terms that describe a customer need and go with a paid and organic search engines. The higher you rank on the search results page, the better your chances are of becoming a thought leader.