Marketing Strategy for Construction Companies in 2025

March 28, 2025

Marketing strategy for construction companies in 2025 must be sharper, more data-led, and customer-focused than ever. With market competition rising and digital ad channels evolving fast, builders, suppliers and fenestration firms can’t afford to rely on old tactics. Google’s latest update has made low-effort content and scattergun campaigns ineffective. If you want to win high-quality enquiries, retain margins, and grow brand trust, your strategy needs to be planned and built for today’s buyer.

1. Don’t chase the volume target value

2025 UK landscape:

• Mobile connections: 88 million (127% of population)
• Internet penetration: 97.8% (67.8 million users)
• Social media users: 54.8 million (79% of population)

Amid evolving consumer behaviour, aim to attract high‑value, loyal clients. Measure ROI per segment, not just volumes.

2. Maintain momentum, even when busy

Marketing budgets globally saw the first cut in four years in Q1 2025 (‑4.8%)

Smart businesses:

• Shift spend to direct, measurable channels: email, social, content
• Invest in organic search and owned media to offset ad market volatility

Busy order books are no excuse to pause. Competitors are pushing harder, don’t fall behind.

3. Align content with Google’s March 2025 core update

Google’s update (rolled out 13–27 March) reinforced:

• EEAT (Experience, Expertise, Authoritativeness, Trustworthiness)
• People‑first content, not AI fluff
• Intent alignment and topical depth

Action checklist:

1. Assign expert authors and add author bios.
2. Audit pages for depth, add case studies, and UK examples.
3. Remove shallow AI‑only content.
4. Optimise for real user intent, answer key questions and “why” needs.

4. Harness UK ad channel shifts

• Traditional TV is steady, but BVOD digital streams are now £1.1 billion
• Sky, ITV and Channel 4 now offer self‑serve ad platforms targeting SMEs
• Social ad spend grows ~9% annually; mobile accounts for over 80%

Budget focus:

• Reallocate part of your media to BVOD via self‑serve.
• Prioritise mobile‑first creatives.
• Use programmatic buying for efficiency.

5. Build your team’s capability

Digital marketing skills demand rose 33% year‑on‑year in UK & Ireland.
78% of UK marketing teams now have dedicated training budgets.

• Invest in upskilling staff on SEO, analytics, AI tools.
• Focus training on EEAT, SERP intent and BVOD buying.

Summary Table: 2025 Focus Areas

Next steps for your business

• Content audit: Tag EEAT, depth, and AI‑generated issues.
• Channel review: Shift ad budgets to BVOD and mobile SOC.
• Training plan: Map out the next 6 months of staff upskilling.
• Metrics refresh: Focus on customer lifetime value, share of high‑margin orders, not just volume.

This entry was posted in Marketing Strategy