Expert View: Stand Out! Becoming a Respected Specialist in Your Sector or Industry

For many SMEs, marketing resources are limited. You may not have a big team or a large budget - but that doesn’t mean you can’t compete. In fact, one of the most effective ways to stand out is by becoming a respected specialist in your sector.

When you're seen as an authority, people listen. You attract better clients, open up new opportunities and build credibility without needing a huge marketing spend. It's not just about being good at what you do - it's about being known for it.

Whether you're an SME owner or a professional looking to build your reputation, becoming a trusted expert can transform your business. So how do you establish influence in a crowded market? Here are seven ways to do this:

1. Define Your Niche

In an increasingly competitive and noisy market, especially for SMEs, clarity of purpose is essential. Over the years, working across Asia, North America and Europe, I’ve seen how businesses that clearly articulate what they do best consistently outperform generalists. For SMEs, defining your niche isn’t about limiting opportunities - it’s about focusing your energy where it can have the most impact. Ask yourself: What specific problem do you solve better than anyone else? Who is your ideal customer? Specialisation helps you stand out, command higher fees, and build a reputation as the go-to expert. It also makes your marketing more targeted and effective.

2. Create High-Quality Content

   
   Content isn’t just a marketing tool - it’s a platform for thought leadership. In my previous role leading global PR for a major global recruitment brand, we launched The Adecco Institute, a research hub for labour market trends. This positioned the company not just as a service provider, but as a trusted industry authority. For SMEs, content can be your competitive advantage. Blogs, LinkedIn articles, short videos or even infographics that provide useful insights are incredibly powerful. It’s not about quantity - it’s about consistently publishing value-driven content that builds trust and reinforces your expertise.
   
   

3. Engage with Media

   
   Getting noticed by the media doesn’t happen overnight - but it’s worth the effort. When I started contributing insights to Reuters and Bloomberg, I had to prove myself through timely, data-led, and genuinely helpful commentary. For SME leaders, this starts with building a media list and regularly sharing relevant, well-crafted story ideas or commentary. Think about the media and platforms your customers read and the issues they care about. Start small - local media, trade journals, podcasts - and build from there. Over time, you can become the person journalists call when they need credible and timely industry insights.
   
   

4. Speak at Industry Events

   
   Public speaking is one of the fastest ways to build credibility and visibility. I’ve spoken at high-profile forums like the World Economic Forum, but I can trace much of my early profile growth back to smaller, local engagements. SME leaders should look for opportunities to share their expertise at conferences, sector-specific or community business events. Even a 15-minute slot on a panel can lead to new business, media interest or partnerships. Prepare well, tell stories, and leave people with something useful - and your reputation will grow organically.
   
   

5. Leverage Social Media

   
   Your digital presence matters - especially for small businesses. LinkedIn is particularly powerful for B2B leaders: it’s where potential clients, journalists, collaborators, and investors go to check your credibility. Regularly share insights, comment on industry news, and highlight your business’s successes. On platforms like Instagram or X the tone can be more informal, showcasing behind-the-scenes moments or customer testimonials etc. The key is consistency. People want to buy from people - so let your personality and values come through.
   
   

6. Network Strategically

   
   In business, whoyou know often matters as much as what you know. Being part of a local business club in Cambridge, where I live, has helped me connect with individuals with real-world SME challenges and has opened doors to collaboration and referrals. For SME owners, this kind of strategic networking is more than socialising - it’s about positioning yourself where opportunities arise. Choose networks aligned with your goals - whether industry-specific associations, chambers of commerce or other groups. Show up consistently, offer advice and be visible.
   
   

7. Offer Value First

   
   The strongest personal brands are built on generosity, not self-promotion. In mentoring junior marketers, I noticed that those who gave freely - whether through advice, connections or support - quickly built influence and trust. For SME leaders, this might mean publishing practical tips, offering free consultations, hosting a workshop or simply sharing a template. This approach attracts people to your brand and starts relationships from a place of trust. Over time, it positions you as someone who is knowledgeable andgenerous - which is a powerful combination.

Why This Matters for SMEs

For SMEs, being recognised as an industry leader can directly impact business growth.

• Increased Trust & Credibility – Customers prefer to buy from businesses led by recognised experts.
• More Opportunities – Speaking engagements, media coverage and partnerships become easier.
• Higher Conversion Rates – Clients are more likely to engage with an industry leader.
• Competitive Advantage – Standing out from competitors leads to better pricing power and brand loyalty.

At The Marketing Centre, we help SMEs develop their brand positioning and marketing strategies. Whether it’s crafting a thought leadership plan, refining messaging, or increasing visibility, a well-executed strategy turns business leaders into key industry voices. By positioning yourself as a respected specialist, you don’t just grow your profile - you create a magnet for business success.