How to become a trusted adviser and authority in your niche

In business, it’s smart to create a name for yourself. Be known for something. 

Yes, a Jack of all trades can seem like a good position to take from the outset – particularly when you’re starting out and need ‘any’ work. 

But, as time progresses, there are certain types of work you like doing more than others. And certain jobs that you’d rather never do again. 

Attracting more of the good jobs can be a challenge – which is why you need to be deliberate about how you go about it. 

By carving out some expertise and, critically, shouting about it, you can establish yourself as the go-to expert for smart homes. Or lighting. Or security systems. Or fault finding. 

But it doesn’t happen overnight, and it doesn’t suddenly happen because you position yourself as a ‘thought leader’. This takes time. It takes commitment. And if you stick it out, it’ll be well worth the effort. 

Key takeaways for electrical contractors

• Focus on one, two or three areas of expertise rather than trying to be known for everything.
• Consider both the work you enjoy and where future work is likely to come from.
• Regularly create or share useful content and opinions related to your area of expertise.
• Look for opportunities to contribute your knowledge to journalists, media and podcasts.
• Set aside consistent time for building your profile — expert coverage can typically take one to two months.

Why being known for something matters 

Digital PR specialist Michelle Tansey of Red Queen Marketing helps trade businesses build their reputation and expertise online, and says that ultimately it is all about trust. 

“When there are so many businesses out there similar to yours, then being someone who is perceived as an expert can just be the reason why someone picks you,” she says.

Establishing authority gives you credibility that goes beyond good craftsmanship – it underpins it. 

If, for example, you are expert at creating lighting plans that go beyond the functional for residential properties, that’s your focus. 

You could love working on big sports lighting jobs, or see huge potential in EV chargers. It doesn’t matter what it is – what matters is when someone thinks about that type of work, they immediately think of you. 

Establishing yourself as an expert: choosing your focus 

So, what to focus on… what to be an expert in? 

Overlay your interests with where the work’s likely to come from over the coming years – smart homes and EV/solar related jobs stand out, but it could be a perennial topic such as lighting. 

You don’t have to just confine yourself to one topic either – you could choose two or three, but don’t go beyond that for now or you’ll dilute the impact by getting back into that Jack of all trades territory.

Establishing yourself as an expert: how to get started 

The good news, according to Michelle, is you don’t need much to get cracking. 

“Experts tend to have two central points in common,” she says. “Firstly, they write, create or share their own expertise online somewhere.That could be writing a few articles with your opinion on your own blog on Linkedin, or recording videos on socials. The key here is to share your opinion on something within your space or answer some common questions that get asked of you. You can also talk about stuff that comes up in pop culture or news that are relevant to your skills or niche.

“Secondly, their expertise or opinions are shared by others. You can start that by signing up to platforms like SourceBottle or HARO to answer journalist requests, while also to podcasts that talk about your topic to see if you can be featured. If budget allows you could do a course on pitching or hire a professional, but it’s not a must have, you can DIY it.”

Creating content to establish your expertise 

To establish expertise you need knowledge to share and opinions to voice. Those opinions don’t have to be controversial, just informative. For example, ‘why lighting should be considered before you choose your new kitchen units’.

Then, post content online about that topic – new products, developments, work you’ve completed. The more you talk publicly about it, the more your reputation builds.  

Look out for callouts for media contributions that fit your niche too. This will take some concerted effort, but it’ll pay off. 

Michelle says, “I would try to spend two hours once a week creating, replying or pitching. You have to think of this like any skill; it is going to require consistency and practice to get right. It can typically take one-two months for you to get expert coverage as you get used to doing it and start to get your name out there.”

Frequently asked questions about becoming an expert in your trade niche

What electrical contractors should remember

Becoming known for a particular area of electrical work takes deliberate and consistent effort.

Choose the areas you want to focus on, share useful knowledge and opinions publicly, and look for opportunities for others to share your expertise. You don’t need to be controversial or position yourself as a ‘thought leader’. The aim is to build a reputation around the work you want to be known for.

And don’t expect it to happen overnight. As Michelle advises, treat building authority like any other skill: consistency and practice matter.