We all love Netflix binge-watching now, but do you remember how you first learned about Netflix? I’m guessing it wasn’t by typing “DVD mail rental subscription” into Google on a whim.
And that represents a similar challenge for any business with a new or disruptive idea: how do you build engagement for something nobody knows exists?
Luckily, there is an audience for your product or service, regardless if they already know it. And you do have a category, regardless of its keyword volume.
