As we head into the last stretch of the year, it’s a great time for business professionals and lawyers to hit pause and think about how they can set themselves up for success in their marketing and business development efforts—both right now and into 2025. Fall gives us that perfect window before the holiday chaos kicks in, offering the chance to step back, see what’s working, what’s not and make adjustments that can make a big difference.
Instead of just continuing what you’ve been doing without analysis and wrapping up the year, Q4 is an opportunity to reflect on what’s been successful, where you’ve had challenges and how you can improve. Whether you’re looking to build a stronger client base or strengthen your relationships with existing clients, this is the time to refine your marketing and business development strategy so you can start 2025 ahead of the game.
1. Streamline Your Client Experience
For lawyers and business professionals, client relationships are the foundation of success. Q4 is a great time to take stock of the entire client journey—from the initial onboarding to ongoing follow-up—and make sure you’re delivering the best possible experience at every touchpoint. This is when you can evaluate how effectively you’re communicating with clients, how smoothly the onboarding process is running, and whether you’re staying in touch in meaningful ways that add value to the relationship.
It’s also a chance to identify any gaps or areas for improvement, whether it’s refining your follow-up processes, offering more personalized service or finding new ways to engage clients. By taking the time now to strengthen these relationships, you’re not just improving client satisfaction in the short term—you’re also setting the stage for long-term loyalty and future referrals heading into the new year.
Action Steps:
- Conduct a client feedback survey to uncover gaps or areas of improvement.
- Personalize your communication, offering more tailored legal or business advice that addresses specific client needs.
- Simplify your invoicing and follow-up process to make it as smooth and transparent as possible.
2. Reconnect With Dormant Connections
Old connections can lead to new business opportunities. As the year wraps up, it’s a great time to reach out to former clients, colleagues or contacts you haven’t spoken to in a while. A quick catch-up, whether over email, coffee or even a LinkedIn message, can rekindle relationships and open doors you might not have expected.
People tend to reflect on their network as they look ahead to a new year, so reaching out now could put you back on their radar for potential projects, referrals and opportunities. It’s a low-pressure way to reconnect and remind them of the value you bring without feeling transactional.
Action Steps:
- Send a personal message or email to check in with past clients or colleagues, referencing something specific from your last interaction.
- Offer value in your reconnection, such as sharing a relevant article or suggesting a collaboration opportunity.
- Engage with their content on LinkedIn to stay on their radar and maintain visibility.
This approach helps reestablish relationships, which can lead to new business opportunities or referrals down the road.
3. Revamp Your Personal Brand for 2025
Your personal brand is everything when it comes to standing out and reaching your goals. As we head into the final quarter of the year, it’s the perfect time to take a fresh look at your online presence and make sure it lines up with where you want to go in 2025.
Whether it’s updating your LinkedIn profile, refining your messaging or showcasing recent accomplishments, a quick refresh can help you stay relevant and top of mind. This is your chance to ensure your online presence reflects who you are now and where you’re headed, setting yourself up for success in the new year.
Action Steps:
- Update your LinkedIn profile to reflect any recent accomplishments, speaking engagements or new areas of expertise.
- Start sharing thought leadership content that resonates with your target audience. This could be articles, client success stories or even a short video sharing industry insights.
- Align your brand with your goals for 2025. What do you want to be known for in the coming year? Make sure your brand reflects that.
4. Expand Your Network in Strategic Ways
Networking is important all year, but Q4 gives you a great chance to expand your network in meaningful ways as you gear up for 2025. With year-end industry events, conferences and local meetups happening, it’s the perfect time to connect with new people and strengthen existing relationships.
These events are not just about business—they’re often more relaxed, which makes it easier to build genuine connections. Whether you’re attending in-person or virtual events, making the most of these opportunities now can set you up with valuable contacts and fresh opportunities before the new year even starts.
Action Steps:
- Set a goal to attend at least one industry event, whether in-person or virtual, before the year ends.
- Use LinkedIn to connect with professionals you’ve met at events and follow up with a personalized message.
- Join professional associations or organizations that align with your practice area or business focus.
A strong network is one of the best assets you can have, particularly as you head into the new year.
5. Assess Your 2024 Wins and Losses
The end of the year is the perfect time to review your marketing wins and losses. What worked, and what didn’t? By reflecting on your marketing, business development and client strategies, you can decide what to keep and what to adjust. This reflection sets you up for smarter, more effective moves in 2025.
Action Steps:
- Write down your biggest wins of 2024. What contributed to these successes, and how can you replicate that in the future?
- Reflect on any challenges or setbacks and analyze what went wrong. Was it a matter of timing, resources, or approach?
- Set new goals for 2025 based on what you learned from both your successes and failures.
A thoughtful review of the year ensures that you go into 2025 with clear objectives and an informed approach.
6. Invest in Continuing Education
Staying current in your field is important for staying competitive, and as the year winds down, it’s a good time to think about how you can continue to grow in 2025. Whether it’s improving a skill you’ve been wanting to work on or exploring new trends in your industry, focusing on your professional development now can help you handle the challenges and opportunities that come your way. Taking a little time to invest in yourself will help you step into the new year feeling prepared and confident.
Action Steps:
- Enroll in continuing legal education (CLE) courses or professional development conferences/webinars relevant to your practice area or industry.
- Subscribe to industry journals or newsletters to stay informed on emerging trends.
- Consider learning new technology tools that can streamline your workflow and increase efficiency.
The more you invest in your professional growth, the more value you can offer clients and colleagues in 2025.
7. Strengthen Relationships With Existing Clients
While gaining new clients is always a goal, strengthening relationships with your existing clients can be just as impactful. Use the end of the year to show appreciation for your clients and demonstrate that you’re invested in their success. A strong relationship with your current clients can lead to repeat business and referrals in 2025.
Action Steps:
- Send a personalized year-end thank-you note to key clients, reflecting on the work you’ve done together and looking ahead to 2025.
- Offer a complimentary consultation or strategy session to help your clients prepare for the new year.
- Share useful content with your clients, such as a year-end checklist or a legal update relevant to their industry.
8. Refresh Your Marketing Strategy
If some of your marketing efforts have lost their impact, Q4 is a good time to rethink your approach. Whether it’s updating your website, refining your messaging or exploring new channels, adjusting your strategy now can position you for stronger results as you move into the new year.
Action Steps:
- Conduct a website audit to ensure it’s user-friendly, mobile-optimized and up to date.
- Refine your messaging to focus on your unique value proposition and how you solve client problems.
- Explore new marketing channels such as podcast guest appearances, social media or webinars to reach a wider audience.
9. Prioritize Work-Life Balance
As we move into the holiday season and beyond, it’s important to reflect on your work-life balance. Burnout is a real issue for lawyers and business professionals, and taking care of yourself is key to long-term success. A healthy work-life balance ensures you’ll enter the new year refreshed and ready to tackle new opportunities.
Action Steps:
- Set clear boundaries between work and personal time, especially during the holiday season.
- Schedule time off or downtime to recharge before the new year starts.
- Make self-care a priority. Whether it’s exercise, meditation or spending time with loved ones, ensure you’re taking care of yourself as you plan for 2025.
10. Set Clear and Achievable Goals for 2025
Finally, use Q4 to set clear and achievable goals for the coming year. Whether it’s expanding your client base, growing your personal brand or improving your work-life balance, setting concrete goals now will set you up for success in 2025.
Action Steps:
- Write down three to five specific goals you want to achieve in 2025, making sure they are measurable and realistic.
- Break those goals into smaller, actionable steps you can take throughout the year.
- Share your goals with a mentor or accountability partner to help keep you on track.
As we approach the last few months of 2024 and look ahead to 2025, now is the time to take action. Whether it’s refining your client experience, strengthening your personal brand or expanding your network, the steps you take now will set the foundation for a successful year. By focusing on growth and setting clear goals, you’ll not only thrive in Q4 but also enter 2025 with confidence and momentum. Which of these tips resonates most with you?
Copyright © 2025, Stefanie M. Marrone. All Rights Reserved.