Here are 6 marketing trends to help you stand out and stay competitive.

1. Position yourself as an expert / thought leader. Thought leadership has always been important, but the bar is higher now. Clients and referral sources want real insights, not summaries, especially in the age of AI. They’re looking for professionals who can interpret developments, provide practical guidance, offer a point of view and explain why something matters.

The biggest shift is to go narrow. Instead of trying to cover everything, pick a few core themes that reflect your strengths and goals. Create content around those topics, demonstrate depth and make it easy for people to connect the dots between your expertise and their needs. Then, repurpose and repromote your content extensively to expand your reach without adding more work.

2. Leverage AI as a smart tool, not a replacement. AI tools are getting more powerful and making it easier for smaller firms to compete with larger ones with bigger marketing budgets. However, they work best in the hands of experienced people. AI can help with research, drafting, data analysis, competitive insights and even outreach. What it lacks is creativity, perspective, authenticity and accuracy.

If you’re new to AI, test the waters with simple tasks. Use AI to get past the blank page and increase efficiency, not as a final product.

3. Focus on answering questions, not keyword stuffing. Online search continues to move toward natural language. While keywords are still important, many people now research by asking specific questions. Google’s AI or other tools then deliver an answer compiled from across the web. Having answer-based content can help you show up as a source for the AI overview and one of the top search results. This content also demonstrates your expertise when contacts and referrals check you out online.

A good way to begin is to make a list of FAQs and publish the answers on your website. Group them topically so answers on related subjects are easily found and link them to relevant pages within your site. This makes your site easier to navigate and shows Google the depth of your expertise. (FYI, your thought leadership content should also be organized in this way.)

4. Expand personal branding. In small firms, personal branding has traditionally centered on the rainmakers. What’s changing is where and how that brand is built. People now expect to learn about you online. A strong LinkedIn presence, visible expertise and stories about your personal and professional life help make you more relatable, credible and trustworthy.

Personal branding also shouldn’t rest on a few partners. Having more professionals within the firm build their reputation in person and online expands the firm’s reach, shows depth of expertise and strengthens the overall firm brand.

5. Actively engage on LinkedIn. LinkedIn has shifted to a platform that encourages conversations. The algorithm now favors interaction and discussion over self-promotion. To expand visibility, don’t just post; engage. Comments, videos and personal stories help professionals connect more authentically with their networks.

Spend 10–15 minutes several times a week commenting, posting and engaging with contacts to stay top of mind and build credibility.

6. Integrate relationship marketing and digital marketing. Digital marketing is essential, but it works best when paired with relationship-building. Staying in touch with the people who already know and trust you is still the most reliable way to generate business.

What’s different today is the ability to build a system for this and prioritize your key contacts. CRMs can remind you when to reach out. Emails can deliver personalized updates. Social listening tools alert you to relevant news. Combined with content, newsletters, social media and events, this creates steady, meaningful touchpoints.

At its core, marketing for small firms is about making it easier for the right people to trust you. Focus on showing up consistently, sharing what you know and strengthening the relationships that already drive your business.

If you’re not sure where to start, pick one small change from this list and commit to it for the next 90 days.

Need help with your marketing, contact us for a free consultation.

1. Review and prioritize your contacts. Not all contacts are equally valuable. Organize them into three categories—A, B and C—to help you allocate your time and effort more effectively.

– Bucket A has your most valuable contacts, including loyal clients, strong referral sources and people who genuinely appreciate your work and will recommend you to others. Invest the most time in these relationships. Reconnect regularly (in-person, phone or personal emails), help them when they need it, provide value and ask for referrals/introductions when appropriate.

– Bucket B contacts know you and may recommend you if asked, but they’re not yet your strongest advocates. Educate them about your services, stay top of mind through consistent communication and look for ways to strengthen your relationship.

– Bucket C are people you have a weak or distant connection with. Perhaps you met them at a networking event but haven’t built a relationship yet. Stay connected through bulk email and social media, but don’t spend too much energy on them unless you see potential for deeper engagement.

2. Focus on your messaging. With so many businesses offering similar services, it’s crucial to define and differentiate yourself to your contacts. Highlight your unique selling proposition (why someone should hire or refer you over your competitors) and unique value proposition (how you add value to relationships).

Avoid generic claims like you provide “great client service” or you “care about your clients.” Instead, be specific. Do you have a niche? Offer unique expertise or a different approach or perspective? A clear and compelling message will make it easier for contacts to remember and refer you.

3. Know who you want to target. Who specifically do you want to attract with your marketing and business development? Once you know that, communicate it to your contacts and figure out how they can help you reach those individuals. They may have valuable contacts or have insights into key decision-makers, trends and information sources in your industry or gaps in the market you could fill. Don’t just limit your conversations to getting an introduction. Use their information to refine your messaging and outreach.

4. Use content to stay top of mind. Content marketing helps you educate, engage and remind your contacts of your expertise. Effective content strategies include:

  – Email newsletters. Regular updates keep your name in front of your contacts.

  – Social media. Posting valuable insights allows you to stay visible and relevant.

  – Blogging. Showcases your expertise and improves search engine visibility.

  – Speaking and writing for third parties: Establishes credibility and reaches new audiences.

  – Video marketing: Engages people in an impactful way.

The key is consistency. Regular, high-quality content keeps you on people’s radar, so when they need your services, you’re the first name that comes to mind.

5. Give first, then ask for help. Strong business relationships are built on mutual support. Before asking contacts for referrals, consider how you can help them.

– Make introductions between people who could benefit from knowing each other.

– Share their content to boost their visibility.

– Write them online recommendations or reviews.

– Offer valuable advice in your area of expertise.

By being helpful first, you create goodwill, making people more likely to return the favor.

Don’t overlook the potential within your existing network. Start implementing these strategies to grow your business with less effort and expense than constantly chasing new leads.

If you need help with your marketing, contact us for a consultation.

But there’s a challenge: your contacts likely know more than one person who does the same type of work as you. So why should they choose to refer you over someone else? To make sure you are the one they choose, focus on these five essential strategies:

1. Build a strong referral network.

Building a network isn’t just about meeting people; it’s about developing meaningful relationships. While you probably already know the basics of networking—meeting people, following up and nurturing connections, don’t overlook these steps:

  – Stay connected. Make sure your referral sources are in your contact database and connected with you on social media. Keep your database updated regularly to ensure your marketing efforts reach them.

  – Demonstrate value. Show your expertise and trustworthiness consistently as discussed below, so people feel confident referring you.

  – Use technology. Tools like CRM systems can help you keep track of your contacts and follow-ups, ensuring no one falls through the cracks.

2. Make yourself memorable.

To earn referrals, you need to be top-of-mind when your contacts encounter someone who needs your services. Here’s how:

  – Be specific. Clearly communicate what you do, who you help and what sets you apart. The more specific you are, the easier it is for people to think of you when opportunities arise.

  – Define your differentiators. Highlight what makes you unique, whether it’s your niche expertise, approach or background. Avoid generic claims like “I’m responsive” or “I care about my clients”—everyone says that. Instead, focus on what truly sets you apart.

  – Polish your online presence. Ensure your website and social media profiles reflect your expertise and values. Then google yourself. When people look you up online, they should find content that reinforces your credibility.

3. Stay top of mind for the long haul.

Even if people love and remember you today, you need to maintain long-term visibility. Use tactics like:

  – Email marketing. Send regular, educational emails to your contacts. Monthly updates may be enough, but frequency may vary based on your business. Even if recipients don’t read every email, seeing your name in their inbox keeps you top of mind.

  – Social media activity. Post consistently on platforms where your audience is active, especially LinkedIn for professional relationships. Share a mix of original and curated content, and engage with others by commenting on their posts.

  – Content: Create blogs, articles, presentations, videos and other content to showcase your expertise. Repurpose this content across platforms to maximize its reach and longevity.

4. Show appreciation.

Referrals often come after you’ve given something first. Consider:

  – Offering help beyond referrals. Introduce contacts to complementary businesses, send them useful information, comment on their posts or invite them to events.

  – Thanking referrers. Always express gratitude for referrals. Depending on your business, this could include a handwritten note, a small gift or even a referral fee.

  – Keeping referrers in the loop. Let them know the outcome of their referral. This reinforces their good deed and strengthens your relationship.

5. Have a plan.

Success with referrals requires consistent effort and planning. Get organized:

  – Set goals. Determine how much content to create, how often to send emails and how many contacts to reach out to monthly.

  – Prioritize your network. Focus on contacts most likely to refer you, such as those with complementary client bases or strong existing relationships.

  – Use a calendar or CRM. Schedule your outreach and follow-ups to ensure regular touchpoints with key contacts.

Getting more referrals isn’t luck. It’s hard work, but the rewards are worth it. Take the time now to map out your strategy for success.

If you need help with your marketing, contact us for a free consultation.

1. Check notifications regularly. This area, typically at the top of your social media pages, provides information on your contacts’ birthdays, anniversaries, and postings. It also lets you know who liked/commented/reshared your posts, mentioned you in a post, and viewed your profile. Pay attention to this information and reach out to that person with an appropriate message.

2. React to their posts. If your contact has posted something, at a bare minimum like it. However, that is not as valuable as commenting. Adding a comment draws greater attention to both of you than a simple like.

3. Affirmatively ask them for content. Reach out to contacts to see if they have any articles or tips that might be helpful to your audience and offer to share it through your network.

4. Create joint content. Many of us have contacts with complementary businesses that target the same audiences for marketing and business development that we do. Speak with those contacts about what you can do together.

5. Respond to comments to your posts. If someone made a substantive comment, respond in the comment field. Depending on the nature of the comment, you may also want to contact them privately to discuss it further.

6. Offer to give recommendations/reviews on social media. We all want them but often forget to ask. Reach out to referral sources, colleagues, vendors, and clients to provide them with a recommendation or review. Most will reciprocate without being asked but you can also request one for yourself. We all need to help each other.

7. Post helpful content. The key here is to make sure what you are posting is useful or interesting to your audience. You want them to see you as a resource. You can post your own original content. This includes written and visual content such as blog posts, articles, tips, videos, graphics, photos, podcasts, presentations, and PowerPoints. In addition, share third party content. This can be information from individuals and organizations you don’t know personally but consider reputable or it can be content from your contacts as discussed above.

8. Host an event. Everyone is participating in virtual networking and webinars these days. LinkedIn and Facebook let you create public and private events. However, even without using them, you can use social media to send invitations to selected contacts as well as promote your event publicly to connect with new people.

9. Help nonprofits. Many nonprofits are struggling. If you have a cause or organization you support, you can share some of their postings. It benefits the nonprofits but also resonates with your other contacts who may also want to help and puts you in a positive light.

Some people treat social media as the equivalent of going to an event, handing out your business card to everyone in the room and then hoping they will reach out even though you never speak to them again. That is not a good way to network in person or on social media. Make sure you stay in touch with people regularly in ways that are helpful and meaningful to them, so you build a relationship.

If you need assistance with your social media, contact us for assistance.

1. Ask how you can help. How can you really assist someone if you don’t know what they need? Do they want to meet certain types of people or get an introduction to a specific person? Maybe they would like to spread the word about an event, find opportunities to speak to business groups or get an internship for their child.

2. Be a connector. When you talk with people ask them what types of individuals they would like to meet (profession, job title, industry, etc.). Then make a real effort to think about whether you could make an introduction that would benefit both parties. This isn’t about sending them business. It’s about connecting individuals who may have similar or complementary interests.

3. Give referrals. We wait around for others to refer us business but when was the last time we referred business to the other person? It doesn’t have to be quid pro quo but both sides should be making the effort.

4. Provide helpful information. The essence of “content marketing” is that when you provide people with useful content, they are more likely to remember you when they have a problem, see you as credible and knowledgeable, and trust you because you offered free information. Give genuinely helpful tips in a blog, newsletter, article or eBook. Speak at seminars (your own and for other organizations). Answer simple questions from contacts. Don’t be afraid of giving away too much information; that’s rarely the case.

5. Share information from or about your contacts. Content marketing isn’t just about giving people useful information written or spoken by you. In fact, sharing other people’s content is a great way to demonstrate that you do want to be helpful even when you aren’t touting your own abilities. You can post content to social media written by people you know or strangers. Of course, when it relates to people you know, they will be particularly grateful. When you share, like or comment on other people’s content on social media, your network will see it, so it gives the individual extra exposure which will be appreciated (and often reciprocated).

6. Volunteer. If there is a cause that is meaningful to you, get involved. It’s an opportunity to help others in need and you will also meet like-minded people. Some of the best relationships are built when you work together with others who share your commitment to something. People also prefer to do business with those they like and trust and volunteering together helps on both counts.

It’s the season of giving so give back to your contacts. The rewards will be worth it.

Here are some of the best ways to accomplish your goals:

1. Email newsletter. A monthly newsletter is a low cost and effective way to remind your contacts about your work and share useful information with them. Even if they don’t read the whole email, it has value because your name is showing up in their inbox. It’s kind of like seeing someone across the room at a networking event. It reminds you of them even if you don’t get a chance to speak with them.

2. Social media. Every time you share content on social media your contacts can see it. What’s great about social media is that you can share original content as well as articles others have written. However, be careful about overdoing it or sharing junk. The key is that you want to post information that is useful or interesting to your audience. You want them to see you in a positive light.

3. Blog. Blogging is a wonderful way to highlight your expertise and it is fuel for your social media and email marketing. When you promote this content, you are also driving traffic back to your website where someone can learn more about you.

4. Educational program (ex. lunch and learn, workshop, webinar). You can do your own event, partner with someone else, or go in-house to a company to do it for their employees, clients or contacts.

5. Guide/eBook. Offering more in-depth content that your referral sources can use for themselves or easily pass along to others is a good way for them to remember you.

6. Articles and speaking engagements. When you write for third party publications and speak to groups relevant to your referral sources, it’s another chance for them to see you. It also demonstrates that others recognize your expertise. All of your writing and speaking should be promoted via email and social media.

7. Promotional product. If it’s distinctive and genuinely useful, then it can act as a reminder to others of your name and brand.

8. Networking. Active networking is crucial for staying top of mind. Periodically you should evaluate whether your networking groups are a good fit. You should also consider creating your own group to supplement the bigger groups you belong to.

9. Say thank you. Many professionals are prohibited for ethical reasons from giving referral sources a monetary gift, but a sincere thanks is always welcome regardless of whether the referral turned into actual new business.

10. Free advice/consults. Sometimes your referral sources have a problem or they have a client with an issue and they just need some advice. By offering at least some assistance for free, you’ll be remembered and appreciated.

11. Regular follow up with your best referral sources. You can’t meet personally with all of your contacts, but you should meet in person with your key contacts periodically. Other ones may merit a phone call or personal email, in addition to other marketing they may get from you. And don’t forget to affirmatively ask them for referrals.

12. Make introductions and give referrals. It’s better to give than to receive. Instead of expecting others to send people to you, you should take the initiative to send them good people.

If you want to keep getting those referrals, use these tips to make sure your sources remember you first.

If you need help with your marketing, contact us.