Getting your niche in the spotlight, whether it be a magazine or newspaper, on the set of a TV show or actually on a celebrity, can reap huge rewards in terms of brand exposure, buzz and bucks for your bottom line. And once you get mentioned in the media, posting these clips on your testimonial page clearly helps convert browsers into buyers.

But how does a small e-tailer make it happen? There are several approaches you can take, with some requiring paying outside help, naturally, while others simply involve a bit of moxie and creativity on your part. Fortunately, the former isn’t as pricey and smarmy as you may think, and the latter doesn’t take an M.B.A. in marketing.

For instance, you may have read in our story Find Your Niche for Fun and Profits that Brooks Lambert of TheBeerbelly.com sent a pitch to the technology blog Gizmodo days after setting up his Web shop. Gizmodo played it big and it was picked up by the mainstream media, which led to millions of hits and countless repeat interviews. The lesson learned here is to go ahead and take the few minutes to send some targeted missives to the appropriate bloggers in your industry, but don’t be afraid to woo some on the fringe, too.

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