Top marketing trends small firms need to know

10th, Dec 2025

How do professional service firms bring in business? Word of mouth and referrals will always be at the top of the list, especially for small firms, but they’re no longer enough. Firms need a multi-pronged approach to ensure they get the attention and calls to keep their business healthy and growing.

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

marketing trends wooden cubes1. 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.

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