Marketing for a new alternative solution (general keywords) and for it to show up under specific keyword searches

[swzhai]

Hi Moz Community!

I've run into a marketing dilemma for one of our customers that we provide SEO and internet marketing services to. Therefore, I need the help of you clever people!

The company is a high-tech innovative biotechnology company, so instead of using their product as an example which might be confusing, I will represent the problem with "DVDs" and a new technology similar to Netflix.

Customer wants to buy 500 Days of Summer DVD online and isn't aware of the new technology called 'Netflix' where we can stream it online instead of ordering it online.

Netflix marketing team wants their website to show up alongside search results so when people search for 'buy 500 Days of Summer DVD', you will see Amazon, blah blah and at some point also see 'Netflix: Stream Instantly Online!'

What is the best way to approach this? Micro (macro) site? Can I target 'DVD' and make the microsite use a direct match? Do I have to create a page for every single popular DVD in order for it to effectively rank? Any other clever solutions to this problem?

Thanks everyone!

Sheldon

[evolvingSEO]

Hi Sheldon

I love getting a little creative, but let me make sure I understand. You're talking about basically the name of the product being an "unknown unknown" to customers. They don't know the name even exists, so they don't know to look for it? But there's something else similar which they do know to look for - and your client needs to show up there instead? So essentially we have to find a way to call streaming movies "DVDs"?

Thanks for clarifying first

-Dan