Propelled by the global health pandemic this past year, the much-vaunted but oft-postponed digital transformation that’s filled reams of thought leadership blogs for the past decade happened in a few months. However, it’s easier for some businesses to adapt than others – for instance, a digital marketing agency which already does much of its business online will find switching to 100% remote working far easier than an artisan sock suspender manufacturer. If you’re struggling to work out how to go digital with your own specialist business, don’t panic – read these 5 erudite ways to market niche businesses online.


Google My Business

Other search engines are available, but with a near-global monopoly Google is the only game in town in many territories. And even if you don’t yet have a website, you can stake your claim to a lucrative slice of the search giant’s online real estate with a Google My Business account. This is basically a handy free Google listing that contains a business photo, description, opening hours and contact details – bagging one is a no-brainer.

Well-designed website

If you really want to establish and cement a robust online presence, it’s worth investing in a website. It’s still the best way of showcasing your products and services, introducing customers to your brand values and facilitating online sales by setting it up for eCommerce. You’ll need to fill your website with SEO (Search Engine Optimised) content too, so that it ranks highly on the likes of Bing and Google, while disciplines like conversion copywriting and good UX (user experience) will drive conversions like sales once people land on your site. Additionally, effective e-commerce copywriting can significantly improve the conversion rates of your online store by engaging potential customers with persuasive product descriptions and compelling calls-to-action.

Convincing case studies

What you do or sell might be a little dry and technical to laypeople, but the results it can deliver for customers are probably really exciting. This is where well-written case studies supported by attractive photos or an explainer video are really effective – for instance, Ormiston Wire is a specialist firm with lots of fascinating case studies where its products are used in everything from TV puppetry to architectural art.

Social media

Used properly, social media can be a really effective way of connecting with customers in a relaxed, conversational, yet business-driven manner online. But if you expend too much energy on every platform, you’re likely to disappear down a rabbit hole – find the platforms where your audience actually hangs out and focus on these. For instance, LinkedIn is by far the best option for B2B firms, while Instagram is great for firms with visual products, like tattooists and craftspeople.

Video content

Video content gets lots of traction these days, especially on social media platforms like LinkedIn – so whether you want to create a short, snappy explainer video clarifying what you offer and why customers need it, or personal branding content that lets new customers put a human face to your firm, it’s worthwhile. You don’t have to be an expert either – take a #MadeOnAMobile course with filmmaker Jon Gill and you can be creating your own corporate videos on your mobile in no time at all.


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