Struggling to determine how much money your construction business should be dedicating to your marketing efforts?
As award-winning digital marketing experts, the Aqueous Digital team can help you to make an informed choice when creating an effective marketing budget and strategy.
Below, we explore the average marketing spend in the UK construction industry, as well as the importance of various marketing activities for these companies.
We’ll then move onto explaining how you can use this information to calculate the right budget for your marketing endeavours.
Average marketing spend in the construction industry
Keen to compare how much you spend on marketing your business to the wider construction industry?
According to data published in the Construction Manufacturers’ Marketing Report 2022, respondents had an average marketing budget equal to around 2.3 per cent of their revenue.
However, there was wide variation in these figures with some construction companies spending less than one per cent and others more than 35 per cent.
How to determine the right marketing budget for your construction company
Unsure how much of your revenue should be spent on marketing your construction company?
While it’s unsurprising that companies with lower revenues tend to have smaller marketing budgets than those with higher revenues, choosing the exact percentage can be difficult – and it’s no wonder!
In the UK, the recommended marketing spend for construction companies varies significantly between two per cent all the way to 15 per cent of their revenue.
The Association of Professional Builders, however, analysed data from nearly 2,000 building companies and advocates spending three per cent of your revenue on marketing.
While this rule of thumb can be a useful starting point, it’s important to bear in mind that there’s no set rules that need to be followed when calculating a marketing budget for your company and every business will have their own marketing goals and wider business aims.
Instead, it’s important to stay strategic by choosing the right marketing activities that are likely to deliver the most cost-effective results.
Plus, if your chosen marketing avenues aren’t delivering the desired results, having the flexibility to switch up your approach can be invaluable.
Key marketing activities and their costs
So, which marketing activities should you explore as a construction company based in the UK?
Below, we identify three of the most effective marketing channels for businesses operating within this industry and how much they cost!
From LinkedIn and Instagram to Facebook and TikTok, there are many social media platforms that can be strategically used by construction companies to market themselves.
Social media marketing allows them to showcase their case studies, engage potential clients, share positive testimonials, and build a credible professional reputation within the community.
Many construction companies carry out work that visually transforms a space, so documenting this process via social media can be particularly effective for connecting with their target audience.
When faced with a building or construction issue, the first place that people tend to look is online for professional guidance.
With a comprehensive SEO strategy (involving the implementation of technical SEO and keyword-optimised content), construction companies can capture relevant organic traffic.
With more organic traffic finding their website, these businesses are likely to benefit from increased enquiries, engagement, and conversions.
While SEO is a longer-term marketing strategy, PPC can provide almost instant results.
By simply charging the construction company a fee every time their advert is clicked, it can help these businesses to reach their ideal customers in a cost-effective way.
PPC can also play an important role in helping your company to build brand awareness amongst individuals that are actively searching for your construction services or related products.
Contact Aqueous Digital today!
Eager to start seeing results from your marketing activities? Trust the award-winning digital marketing professionals at Aqueous Digital to put the best interests of your construction company first.
Book your free website audit and initial consultation today by giving us a call on 0800 285 1424.
You can also reach out via email at hello@aqueous-digital.co.uk or submit your enquiry using our online contact form.
