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Marketing Strategy for Construction Companies in 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 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:
- Assign expert authors and add author bios.
- Audit pages for depth—add case studies, UK examples.
- Remove shallow AI‑only content.
- 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 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
| Priority Area | Strategy |
|---|---|
| Audience | Target value, not volume |
| Marketing activity | Maintain momentum—shift channels, not cut |
| Content | SEO optimised for EEAT, intent, author credibility |
| Ad channels | Allocate to BVOD, mobile/social programmatic |
| Team development | Upskill on SEO, analytics, EEAT, new ad platforms |
Next steps for your business
- Content audit: Tag EEAT, depth, AI‑generated issues.
- Channel review: Shift ad budgets to BVOD and mobile SOC.
- Training plan: Map out next 6 months of staff upskilling.
- Metrics refresh: Focus on customer lifetime value, share of high‑margin orders—not just volume.
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