The Secrets of Success in Niche Marketing Revealed with Rob Dando
Release Date: 08/11/2025
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info_outlineHow did this marketing agency transform its approach to become a leading expert in the engineering and manufacturing sector during the pandemic?
In this episode we’re welcoming Rob Dando, MD & Co-Founder of FINALLY Agency, to get insights from his fascinating journey that took him from web development to becoming a leading figure in niche marketing for engineering and manufacturing. We explore how FINALLY Agency's strategic pivot during the COVID-19 pandemic allowed them to leverage Rob's technical background and family connections to become trusted advisors within their niche. Through his impactful stories, Rob emphasizes the importance of aligning personal interests with business strategies, and the critical role that genuine relationships play in business success.
As we get into the intricacies of niche marketing, Rob shares innovative tactics like transforming trade show booths into eye-catching bars to spark curiosity among attendees. He discusses the strategic use of LinkedIn to connect with the UK manufacturing industry, as well as the power of speaking at industry events to build brand authority. We also touch on the importance of balancing traditional methods with digital strategies, particularly in family-owned engineering businesses transitioning to new leadership. Rob also underscores the significance of authenticity and trust, drawing on timeless wisdom from his 99-year-old grandfather that "people buy from people."
Topics covered during this episode include:
- How Rob transitioned from a web developer to a marketing expert in engineering.
- How FINALLY Agency's strategic pivot during the pandemic enhanced its reputation in the engineering sector.
- Why building trust and crafting strategies are crucial in niche marketing for engineering.
- How trade shows and LinkedIn have been incredibly valuable for Rob’s business.
- Why genuine relationships and understanding technical needs are vital for client retention.
- Why balancing traditional methods with digital strategies is essential for growth, especially in family-owned businesses.
- How strategic changes, like simply updating a LinkedIn profile, can aid in niching and personal branding.
- Deciding where to put your budget in the context of trade shows.
- Why it's important to focus on a niche market while remaining open to aligned opportunities.
- How long it took FINALLY Agency to get their first inbound lead and what it demonstrates.
- Why Rob believes niching is now essential, not just a “nice to have.”
Harness the power of niching down for business success and learn the art of building genuine relationships in this compelling episode!
Rob Dando on LinkedIn: https://www.linkedin.com/in/robertdando/