Growing and owning new key phrases?

Can you "coin" and brand a new key phrase?

[JayCee]

Suppose you have identified one or a few key phrases in your niche, phrases that people in that niche use and that resonate with them, but which are not (yet) popular search terms nor used by other advertisers (no Google "history"). As an example, "flexible segmented widgets".

Because few people are searching on these terms (lets say you researched them in WordTracker), you can't just start using them in AdWords and expect much traffic. It seems like you have to popularize these terms more first, as memes or viral objects.

How would you go about "marketing" "seeding" or "branding" these phrases, to get them into more general use and showing up in searches, so you can try to connect them to your value proposition/product in the minds of your nichefolk?

Just starting to think on this and so far:
* All the usual places you use keys
* In AdWords copy (along with established keys)
* Use them in niche fora posts
* Put them on your product and ad media
* Use in emails to existing customers
* On your site/blog
* Create a section in your forum
* Maybe Wikipedia
* Use in conversation or training with customers

Ideas anyone?
Does this seem a practical process?

Thanks All!

[Drag_Racer]

I would think most searches would come from words/phrases people use in their normal speach habits, but many also would come from what they think the proper verbage should be.

In answer to your question, my first feeling would be mostly your expecting too much to get people to change habits. If the above is true and people do search with words they normally use, then you may want to ask yourself how you came up with the set of terms you want to get people to use that they are not already using in searches. If your set of terms is not being use, maybe your association is with a group that is not using search that often.

If you want to create "branding" to get a set of "buzz words" being used so you can dominate for a short period, then thats a lot of money and effort for a short term return. Others will quickly jump on your bandwagon.

I would think much less time, effort and capitol would be needed in learning how to better achieve placement in the current flow of habits... but things are very different, and many times opposite, if your dealing with IBM compared to the corner market selling widgets.

[edited by: Drag_Racer at 6:00 pm (utc) on May 17, 2007]

[JayCee]

Thanks for your comments, Drag_Racer.

I too would like to know why people in this niche use these terms but don't search on them. A Google search on the key phrases i'm thinking about shows that advertisers use them in their site descrptions, blogs and such - yet no one is advertising with them.

Maybe they are just on the verge of comming into use?

I had a past experience with a different client, where we took a key phrase that was new to the US, popularized it and dominated it for a couple of years (could have been longer, but the clients stopped using PPC when their brick & mortar retail location numbers grew large.)

Anyone else?

[edited by: JayCee at 5:11 am (utc) on May 18, 2007]