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The Top Marketing Trends for Professional Services in 2024

Happy New Year! How is it 2024 already?

As we prepare for another year and the inevitable fast-paced way of life, professional services marketing is certainly no different! We have seen a significant shift in the technological and digital advancements in how we market and communicate with clients, prospects, and potential new talent - it can sometimes be a challenge to keep up!

In our recent snapshot of marketing in 2023, by no surprise, artificial intelligence (AI) was a key topic and will continue to be in 2024. When we look back at marketing reviews and predictions from a few years ago, the difference is staggering, and given the fast pace of change, strategies discussed then will no longer be as effective or even talked about today. Will Twitter/ X disappear in the near future?

What is becoming clear is that professional services firms can no longer rely solely on traditional referrals such as word of mouth and recommendations. To remain competitive, firms must stay up to date with current trends. Let’s take a look at the 2024 professional services marketing trends.

The Rise of AI

Generative AI is definitely one of the key trends for 2024, and it is certainly here to stay and likely to continue to grow at an exponential rate! Last year, we saw, and most of us trialled, how AI can enhance content creation. A recent McKinsey report reveals that 69% of businesses are using AI to generate creative content. The adoption of generative AI will continue in 2024 and transform content to help brands produce high-quality content and at scale.

Clients are also expecting (and if you’re anything like me, probably demanding now) fast responses and answers to queries instantly. We are likely to see a rise in more AI tools, such as chatbots and virtual assistants, to provide prompt replies to increase conversions and, ultimately, leads.

Google is enhancing its search experience with Search Generative Engine (SGE). This AI system aims to provide more relevant and comprehensive information to users based on their search queries and will make the search experience more conversational to allow follow-up questions. This is being rolled out in early 2024, and although this will have a big impact on search, one downside is it could potentially decrease website clickthrough rates.  

Will content still be King?

Yes, content will still be king, but now it must integrate with AI. Personalised content will be essential (we are human, after all), and firms can leverage new tools and AI to create tailored content for their target audience which will help to build relationships and increase engagement.

It is essential to create high-quality EEAT content. Google’s has updated its EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) search quality rater guidelines and reiterated the significance of human expertise and experience required in content marketing - which AI cannot replace. It is vital to build trust and authority within content, and this is where working with an agency with niche industry experience can be beneficial. We discuss more here.

Research shows that 80% of consumers are more likely to buy from a company that offers personalised experiences. In a previous blog we explained how to create authentic content. Interactive content is also expected to rise in 2024, with the likes of polls and surveys to engage audiences and encourage participation.

Video content is still as important - sharing business information, showcasing employees, enhancing employer branding and demonstrating client satisfaction. 89% of B2B marketers consider testimonials the best marketing tool, and using video can be an effective way to highlight social proof. Here, we explain why video content is a necessity.

Sustainability Matters

As we become more aware of our environmental impact, firms need to embrace sustainable marketing strategies in 2024. There is evidence of increasing interest in sustainability beyond consumer goods. One in ten consumers have switched some or all of their personal financial investments to more ethical or sustainable investment options.

By emphasising sustainability and showcasing the measures taken to protect the environment, firms can strengthen their relationships and attract clients who share the same values. Also, with professional services in particular, attracting the best talent has become increasingly competitive, so any opportunity to demonstrate that your business’ values and aspirations, including sustainability, align with prospective colleagues should not be overlooked. This is something we explore further in our blog about recruitment marketing.

Humanising Brands

As we embrace AI, with professional services in particular, it’s important not to forget about human interaction and personal connections. Firms need to align the technological aspects of their marketing strategies with building authentic connections. Firms must not lose sight of connecting with their audience on a human level by being approachable, relatable, and trustworthy. Examples of ways to do this include highlighting successes with real-life clients through case studies and testimonials, including video.

Also, leverage the business’ greatest resource, its employees, by being advocates, encouraging them to create and share content on social media or build online communities via groups to engage with a particular target audience. Our blog about authenticity provides useful tips on how to make marketing more ‘human’.

The Power of Influencer Marketing

The influencer marketing industry has more than doubled since 2019, and in 2023 the market was estimated to be worth a record $21.1 billion. This will only continue to grow with more B2B and professional services picking up on this trend.

With a well-planned social media marketing strategy, you can enhance your business credibility and reach a wider audience with an industry-specific influencer. Our previous blog highlights how influencers can be used in professional services. We’ve also seen professional services firms, such as lawyers, accountants and financial advisers, jump on the TikTok bandwagon to showcase their expertise and establish themselves as accessible thought leaders in their field.

LinkedIn has also ‘come of age’ having reached over a billion users and now offering the option of AI features.

What trends will you focus on this year?

Keeping up with current trends and staying ahead of the competition is essential in developing and executing a successful marketing strategy. With such a rapid pace of change and so many different options, marketing can feel overwhelming. As your marketing partner, we’ll help you hit the ground running.

Get in touch today to find out how we can work with you to provide a fresh perspective and develop a marketing strategy that gets results.

About the author

Rachel Wright

Rachel is Head of Marketing Operations at Cal Partners and is a Chartered Marketer. She began working in marketing in 2007 and has a particular specialism in the professional services sector.

Marketing for Professional Services

Cal Partners

The go-to strategic marketing partner for ambitious professional services