Marketing after Maternity Leave: What’s Changed in Professional Services

Back in May, I returned to the world of professional services marketing after 10 months of maternity leave following the birth of my (in my opinion, and that of every older couple I meet on the street) GORGEOUS son. 

In the blur of sleepless nights, nursery rhymes, and generally trying to keep a small human alive, I hadn't really had time to keep my finger on the pulse of 'what's cool in marketing this week,' so a large part of my reintegration to the working world has been catching up with the team and finding out exactly what IS cool in marketing this week – and in some cases, what's really not cool.

AI…AI..OH! Artificial Intelligence is everywhere!

Before I went on maternity leave, AI was, of course, already a huge talking point, but there was still a certain amount of suspicion and caution surrounding its use in professional services marketing. The industry’s focus has always been around building trust with audiences and establishing our expertise and skills, and there was some concern that using AI ineffectively could do more harm than good, so maybe it was easier to avoid altogether. 

Skip forward 10 months, and now that we've had time to assess the relevant use cases and understand when – and when not – to use it, the relationship with AI and where it can ‘fit in’ is starting to become clearer. Rather than just using AI like a fancy Google search bar, it's seen more like a bonus team member who can efficiently and effectively support tasks from brainstorming content ideas to formatting slide decks, even responding to emails for you (I’m not sure I’m quite on board with that last one yet, but you get the picture)!

Professional services marketers aren’t alone; HubSpot found that in 2025, 43% of marketers are using AI for writing copy, creating images, and formulating new ideas. However, as we enter this new phase of AI adoption, the question is no longer whether we should use AI but rather how we can use it responsibly, strategically, and creatively. For professional services marketers, the answer lies in blending the best of both worlds: letting AI handle repetitive, time-consuming tasks so we can focus on the human aspects, such as injecting personality, demonstrating technical expertise and building trust.

AI might not replace our judgment or sector expertise, but it’s definitely taking a seat at the table. And if we treat it as a partner (not a shortcut), the potential for delivering more effective, hyper-relevant, successful marketing is only going to grow. I'm definitely more excited to see where it'll take us than I was in July 2024! 

On that note, search is changing

It’s not just how we create content that's changed; it's how people find it, too. Before I went off, I had started to see the rollout of Google's AI search results and the introduction of the Search Generative Experience (SGE), which was being developed to provide more contextual, conversational answers to queries, as opposed to a simple list of links and websites; but this was initially being introduced in the US before going worldwide.

During my numerous maternity Google searches ("Will I ever sleep again?" etc.), however, I started to see AI overviews appear in my search results more frequently, summarising answers and citing sources directly at the top of the page.

This might sound convenient for users (especially sleep-deprived ones!), but it’s a real game-changer for professional services firms. Instead of encouraging people to visit your website, AI summaries now extract the answer, resulting in fewer clicks (‘zero click search’), fewer conversions, and potentially a sharp decline in organic traffic. If your firm isn't producing the kind of content that gets referenced in these summaries, you're not even in the conversation.

It’s why the focus for search visibility is shifting from traditional search engine optimisation (SEO) to Answer Engine Optimisation (AEO) and Generative Engine Optimisation (GEO). Both of these methods are essentially focused on optimising content so that it feeds directly into Google's AI Overviews and other LLM (Large Language Model) platforms like ChatGPT and Perplexity, which are becoming trusted search tools in their own right.

At the same time, social search is becoming a serious alternative to traditional search, especially for younger UK audiences who are turning to platforms like TikTok, YouTube Shorts and Instagram Reels for quick, digestible information, feedback and reviews. Users can find answers to everything from "how to set up a limited company" to “first-time buyer tips”. In fact, TikTok recently reported that over 25% of users begin a search within 30 seconds of opening the app.

For professional services firms, this means content strategies need to evolve. Your audience may no longer be searching “best solicitor for property purchase in Manchester” on Google, instead they might be watching a 60-second explainer video on TikTok or reading an AI-generated answer in a chatbot window.

Basically, a lot of what I knew about search behaviours has changed, and professional services marketers need to change too or lose out to their search-savvy ‘answer engine’ optimised competitors! However, it's not like learning a whole new language; in fact, these new search behaviours are way more conversational and informal, so we need to ensure our content is aligned with this shifting approach. 

X no longer marks the spot

Speaking of the change in social media use since I’ve been away, the platform formerly known as Twitter has seen a mass exodus from companies and brands.

Pre-2022, Twitter felt like a useful channel for B2B marketing. It was a good place to share thought leadership, live-tweet industry events, and stay plugged into professional conversations. However, since Elon Musk's acquisition in late 2022 and the rebrand to "X", things have seen a rapid decline, one that is sending brands and companies across various industries running for the hills (or to Bluesky), and this seems to have really ramped up during my time off.

Reduced content moderation, the re-platforming of controversial voices, and an algorithm that has become increasingly erratic have resulted in a platform on which many professional brands no longer feel comfortable associating. Professional services marketing is all about authority, reliability, demonstrating technical expertise and audience trust, and X just doesn’t seem to be providing that security anymore.

It's not all doom and gloom, though; it actually seems to have provided us and our clients with a really exciting opportunity to mix things up a bit. Rather than forcing ourselves to maintain a presence on a platform that no longer aligns with our brand values or audience expectations, we have reinvested that energy into platforms where conversations are happening more authentically; think LinkedIn, TikTok (yes, really), or even specialist communities on Facebook. It’s all about meeting your audience where they actually are and where they want to engage.

Less Polished, More Personality

One of the biggest creative shifts I’ve noticed since returning is how professional services businesses are embracing a more human, less polished yet more approachable style of content. The days of stiff, overly produced videos and formal (often dull), repetitive messaging are slowly fading, and honestly, that feels like a relief. Instead, there is a growing appetite for content that feels authentic, relatable, and perhaps even a bit imperfect.

Short-form video is at the heart of this trend. Platforms like LinkedIn, TikTok, and Instagram Reels have experienced explosive growth in popularity, thriving on quick, casual, and ‘snackable’ clips that cut through the noise with personality and authenticity. Whether it's a partner sharing a candid insight, a behind-the-scenes glimpse of the team's day, or a simple "how-to" tip in 60 seconds or less, these videos make professional firms feel approachable and real. According to Wyzowl, 93% of marketers report that video marketing has provided a good return on investment (ROI), and short-form content is leading the charge in engagement.

But it’s not just about marketers or leadership going on camera; there’s been a notable rise in employee advocacy, empowering staff at all levels to share their own stories, expertise, and experiences. When employees become brand advocates, it humanises the firm and builds trust organically. According to LinkedIn, while only 3% of employees share content about their company, those shares are responsible for driving a 30% increase in the total engagement a company sees. Clearly, people want to hear from people, not logos.

Then there’s the power of user-generated content (UGC). Encouraging clients, referrers or team members to share testimonials, case study highlights, or even quick video shoutouts creates social proof that’s far more genuine and therefore compelling than traditional brand-led content. UGC feels authentic because it comes from real voices, and it’s often easier to produce than resource-consuming marketing campaigns.

In a world where clients are more sceptical and overloaded with information, this move toward personality and authenticity is a breath of fresh air, and I personally love seeing the faces behind the brands and hearing from real clients about their real experiences. It’s about ditching the corporate jargon and polished perfection in favour of personality and authenticity. 

Need Help Navigating These Changes? Let’s Talk...

It would be rude of me to write about all these changes and updates without letting you know how your firm can stay on top of them – get in touch with us! We're a small but mighty team of Chartered Marketers who have all come from in-house professional services marketing backgrounds, so we understand your day-to-day marketing struggles better than anyone (we have literally been there).

We're not just an agency; we act as your outsourced marketing department, supporting you with everything from day-to-day marketing activities to one-off projects and even strategy development. We understand your unique challenges and offer bespoke, cost-effective marketing plans designed to enhance your reputation, expand your client base, and solidify your position as a leader within your network. We are committed to helping you achieve your business objectives through targeted, integrated marketing strategies that deliver tangible results.

If you're looking for a marketing partner who truly understands professional services, get in touch. Whether you need strategic support, digital marketing expertise, or a fully outsourced solution, we're here to help.