New Year Marketing Predictions

Top Marketing Trends for Professional Services in 2025

We can't quite believe the time has come to write another round-up of marketing predictions for the year ahead and see what 2025 has in store for professional services marketing.

From advancing AI technologies to shifting client focus and expectations in the age of instant gratification, here is what you should consider in your 2025 marketing strategy to stay ahead of the competition. 

Leaning Further into AI

In last year's round-up, we highlighted generative AI's popularity, predicting unprecedented growth in use by marketing professionals in 2024. It's safe to say that we were not wrong about this one. AI did, in fact, take centre stage this year, with a staggering 967% increase in Google searches for 'AI marketing tools' since late 2022. According to a Poll of European CMOs, 47% of European marketers already actively use AI.

AI will become integral to creating a personalised marketing experience in the coming year. We can already see this in the emerging omni-channel presence of businesses online, where AI is leveraged to unify consumer data across all channels. AI search optimisation, voice search, and customer service chatbots will all feature heavily in professional services marketing strategies this year. Knowing how client, prospect and referrer search habits are changing is essential, whether it be for law firms, accountants, surveyors or wealth management professionals.

AI and machine learning will also become critical in providing the analytics businesses use to decipher changing client needs in professional services firms. Once businesses know their customer's pain points and goals, a focus on automation tools to provide a customised outreach will help place the right content in front of key decision-makers. 

Although embracing AI will be vital to staying ahead of the curve, it's important to caveat that AI works most effectively when used in collaboration with a skilled marketing team. In 2025, clients will understandably remain sceptical of businesses overusing AI, with only 26% of people saying they trust organisations to use AI responsibly. Although AI has its benefits, people still want to see that human touch within professional services marketing too.

New Search Strategies

Google's AI search features

With around 26.4% of Google SERPs showing images and Google's expansion of its AI Overviews to more than 100 countries, SEO is no longer purely keyword-focused. These AI Overviews are intelligent listings developed by Google that provide a comprehensive summary of the search topic, aiming to keep users on the search engine rather than clicking on the website links listed. This means achieving clickthrough by keyword SEO alone shouldn't be relied upon in 2025.

Professional services businesses must plan their digital marketing with advancing AI technologies in mind. Businesses that ignore it will risk falling behind in rankings and conversion rates. 

Search Everywhere Optimisation 

But it's not just Google that businesses need to keep tabs on. Many people are ditching traditional search engines in favour of AI-centric search (ChatGPT), video search (YouTube ) and social media, with 40% of Gen Z currently using TikTok as their primary search method.

Voice and visual search are also rising in popularity, reinforcing the overhaul of traditional search engine use. As AI technology such as Google's Alexa becomes more popular, businesses should use a conversational tone of voice in their content, catering to voice-based queries. Additionally, Google processes over 10+ billion visual searches each month.

Whilst Google still holds over 87% of the US search engine market and shouldn't be forgotten, knowing where your target audience is searching and tailoring your content to new search trends should be a priority in the upcoming year.

Client Expectations are Exceptionally High

With over 38% of customers willing to decrease their spending after a bad experience and 15% who will stop buying services altogether, achieving client satisfaction has never been so important. 

With ever-increasing AI capabilities, we are now entering an era of instant gratification, with 70% of people claiming they trust the results produced in seconds from generative AI. This means the margin for error in client communications, relations and service quality is decreasing. This year, professional services businesses should focus on delivering faster, more personalised communications, building trust and creating additional value through thought leadership content marketing. 

Demonstrating Sustainability and Social Responsibility

Millennials now make up to 75% of business buying teams, so professional service businesses need to know how they think and what they value. This new generation of decision-makers typically leans towards environmental and social responsibility. It has therefore become increasingly important to adapt your marketing strategy to demonstrate that your business aligns to those values. If your company runs any sustainability initiatives or social responsibility efforts, such as reducing carbon footprint, supporting local communities, or promoting diversity and inclusion, then this should be front and centre in your marketing strategy. This will be key to building trust and loyalty with clients, prospects and referrers. Not to mention, reflecting a strong culture across all communications channels will help go a long way in your recruitment marketing to attract and keep the best talent for your growing business.

Showcasing your Expertise Through Content Marketing

Thought leadership has always been the bedrock of trust-building for professional services businesses. This definitely won't change in 2025. Businesses need to double down on their content marketing efforts to establish authority in their space and stand out, making them the automatic and obvious ‘choice’ for clients, prospects and referrers.

Used correctly, AI has the potential to help improve quality, personalisation, and assist with research and ideation of content. However, 95% of marketers using AI have said they still need to make significant changes to content produced by AI, confirming that AI is best used as an assistant in content creation rather than its source. Relying solely on generative AI for your business’ content output can create an echo chamber effect, due to the same AI-produced information used by other businesses and brands. This year, content strategies should be optimised using AI for ideation, research and editing tasks – not as a replacement for human creativity and industry specific insight.

Prepare to get Personal 

As we have found with our own clients at Cal Partners, marketing has increasingly become about building meaningful relationships rather than simply ‘lead generation’. This has always been the foundation of B2B marketing efforts, especially within professional services. However, advancing capabilities in communication personalisation and data analysis should be utilised to ensure your business is getting in front of key decision-makers.

Leveraging AI will help produce content that speaks to the specific needs of your clients, prospects and referrers. This way you can cost effectively offer personalised solutions, deliver added value and adopt a consultative approach to meeting your target audience’s needs and pain points.

Taking personal content a step further, 2024 saw a rise in user-generated content (UGC), less so in the professional services space specifically, but this demonstrates a demand for relatable and human-centric content. This year, the idea that ‘people buy from people’ should encourage you to generate more personable content. Consider posting less anonymous and generic content about your services, focusing on a more ‘human-centred’ approach. Think about delivering webinars, face to face events, podcasts and video-based thought leadership content.

Making a Start on your 2025 Marketing Strategy

Marketing trends and technologies are moving at lightning speed, so keeping your finger on the pulse is essential to your business' success. When developing a marketing plan that works, it can feel overwhelming and hard to know where to start. As your marketing partner, our award-winning team of CIM Chartered Marketers can help you hit the ground running.

We’re an award-winning specialist marketing and social media agency working with a range of professional services businesses including law firms, accountants, financial advisers and property professionals, to attract their ideal clients and drive leads. 

Get in touch today to find out how we can work with you to provide insight into the latest marketing developments and create a marketing strategy that resonates with your target audience.

For more information or a free consultation, complete our contact form, call 0333 050 6015 or email hello@calpartners.co.uk.