Tristan Fialko


My first foray into online marketing came when I was at university. I had started a Facebook page with my band and had no idea about how to promote my niche business online.

As with any newly formed business, it doesn’t take long before you realise just how much competition is out there. The reality is that most niche business markets are saturated with numerous individuals who are pining for positions in search rankings and results from social media sites.

Subsequently, this means that there is a plethora of information concerning content marketing and promotion through online channels. If you are in a broader niche, like fashion, you will find that there is an equal amount of information for your topical interest. But what happens when you’re in a very small niche, with low activity online and only a small amount of online resources to make use of?

This is a problem that I currently face. I spend my time raking the internet for blogs and articles to draw from, to build relationships and ultimately to promote my business but the majority of content I find has been covered a thousand times. It exists in an un-amusing and bland market.

Tristan Fialko – Lowcost Letterbox

Keyword research

One of the first steps I would recommend to anyone starting a blog, who intends to promote their business online, would be to do considerable keyword research. If you are already generating some traffic to your site, the best option would be to look at which keywords are organically drawing traffic. These keywords can be found by using free tools like SEM rush or by hooking up your site to Google Analytics (GA). Once you know how people are finding you, you should then decide which of those keywords are most relevant to your business – this is your first step towards crafting targeted content.

This is great initially, but as aforementioned, if you are operating in a tight niche like mine, Virtual Offices and Mail Forwarding services, then you will quickly run out of ideas for content. It can be very hard to expand on these ideas and make use of blogging techniques such as the skyscraper technique – a term coined by SEO specialist, Brian Dean.

The tip here would be to make use of lateral thought

Try to get inside the head of your customer, why would they use your product or service? What other topics would they be searching for that are related to your business? It’s often advised that you target your keywords and content towards specific niches and queries. However, we can only exploit this way of thinking for a short time before we are lost for ideas and end up boring our audience to death. So instead, make use of lateral thinking and cover topics that overlap with your niche.

Offer your customers insight that only you can provide

We recently had a number of queries from our customers, each related to very specific queries in our niche. Most of these concerns are not answered online and thus we have an opportunity to create valuable content based around missing knowledge spots. Plus the next time someone has a query of that type, we should be there to give them the answer.Illustration by Crazyarts -google, analytics, seo, search, engine, optimisation, optimization, internet, web, business, resources, technology, development, strategy, information, analysis, research, service, management, statistics, performance, tools, process, tool, solutions, application, data,

Take a look at your queries in Google Analytics

Under Acquisition > Search Console > Queries. You will be given valuable insight as to which terms individuals are searching for. You can use this to answer questions in your content or to update your bidding strategies for paid adverts.

Even though your niche business may be small, if you are able to find a niche within a niche and focus on that, you will be rewarded by search engines and could steal competition from completing niche sites. Combine this with detailed and well research writing and you could become a valuable resource at the top of Google’s rankings.

In conclusion

Operating in a competitive niche like mine will keep you on your toes. Finding content strategies that bring a focused demographic, to your site, can prove demanding. It’s those of us who are smart, and able to provide value that will ultimately win out the competition.

About the author: Tristan Fialko is Head of Digital at Lowcost LetterBox, a small startup based in central London.