For instance, Averton is an eBike brand whose audience searches for the term “eBike.”
However, their audience also searches for more specific products like “folding eBike.” This category could have hundreds of features.
Averton eBike search via Semrush
Averton folding eBike search via Semrush
Tip: The audience may search for the category with a brand term. For example, the audience searches for “Averton eBike” on Google when searching for the brand.
With the target category in hand, dig deeper and uncover pain points or problems the audience has in that category.
Step 2: Identify pain points
What are the audience’s problems related to the category?
Each situation may require a different technique to understand audience needs better. A few methods are:
Google Autocomplete: This can show issues related to the query.
Social surveys: Run a survey on LinkedIn, X or other websites.
Social post, then analysis: Analyze the audience that is engaging with your social about pain points.
I examined the eBike category below to highlight how to uncover insights quickly.
First, using an autocomplete search for “eBike” shows three potential problems:
Classes: eBikes are dangerous and people may not know how to ride them.
Battery: This can be an ongoing expense
Conversion kit: Instead of buying an eBike, it’s cheaper to convert a regular bike to an eBike.
Determine whether the audience’s interest is growing or declining to get a deeper and more meaningful picture of the audience’s search behavior.
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Step 3: Analyze audience behavior around the topic
Are the pain points a growing trend, declining or stagnating trend?
Digging into the “eBike classes” example, the consumer interest in “classes” is growing.
Because the eBike consumer demand is growing and Google Autocomplete is including “classes,” then this seems like a substantial need to address.
An eBike company can use this insight to develop a training course to improve safety. This could also lead to a new built-in training feature with a gyroscopic stabilizer.
Quick tip: Use this litmus test to determine if this trend has sustainable growth.
Is the trend pattern scalable?
Urgency and time-sensitive?
Emotional versus practical problem?
Lack of existing solutions solving the problem?
Using Google Trends, Autocomplete and Semrush drastically reduces the time needed to find emerging needs and problems.
By systematically selecting your audience category, identifying their pain points and analyzing behavioral trends, you can develop targeted strategies to build a strong and genuine connection with them.
And that’s money!
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