Author: BUILT Strategies

As builders and contractors plan their budgets for 2025, it’s essential to understand how much to allocate for marketing to ensure sustainable growth. A typical B2B construction firm spends between 1 percent and 5 percent of its total revenues on marketing. In fact, according to market research firm Gartner’s 2024 CMO Spend Survey, marketing budgets as a percentage of company revenue averaged 7.7 percent in 2024, down slightly from the prior year

However, the percentage can vary based on factors like the firm’s size, competition in the market, and business goals. The key is to invest wisely across the right marketing channels to maximize your return.

In this guide, we’ll break down your marketing budget into four core areas:

• Paid – Largely Traditional and Digital Advertising
• Earned – Public Relations and Other Third Party Endorsements
• Owned – Websites; Collateral; Stationery; Promotional Items
• Shared – Primarily Social Media Marketing
• Marketing Technology – Tools and technology used to deliver messages to targeted audiences with clear calls to action
• Operations – Initiatives that support the delivery of the above
• Staffing – Internal and third-party, fractional resources to deliver the results of your marketing plan

1. Paid Media: Direct Investment in Results

Paid media refers to advertising efforts that you invest in to generate immediate visibility and leads. This is essential for reaching specific audiences quickly, especially during important business cycles.

Examples of Paid Media:

• Google Ads: Target search intent with pay-per-click (PPC) advertising.
• Social Media Ads: Use platforms like LinkedIn or Facebook to reach B2B clients or homeowners.
• Industry-Specific Ads: Paid placement on platforms relevant to construction (e.g., Houzz, BidClerk).

Budgeting Considerations:

• Allocate 15-25% of your marketing budget to paid media.
• Metrics to Watch: Cost per lead (CPL), return on ad spend (ROAS), and conversion rates.

2. Earned Media: Building Credibility through Publicity

Earned media includes any exposure you gain through unpaid channels, such as PR coverage, reviews, and customer testimonials. It is a powerful way to build brand credibility.

Examples of Earned Media:

• PR Coverage: Media mentions in industry journals or local publications.
• Client Reviews: Positive feedback on Google, Yelp, or industry-specific review platforms.
• Awards and Certifications: Highlight industry recognition.

Budgeting Considerations:

• Allocate 5-10% of your marketing budget to earned media.
• Metrics to Watch: Media coverage, review volume and sentiment, and website referral traffic.

3. Owned Media: Building Long-Term Assets

Owned media is any content or platform your business controls, such as your website, blog, or email marketing campaigns. It’s the foundation of your marketing strategy, allowing you to engage directly with your audience.

Examples of Owned Media:

• Website: A fully optimized, mobile-friendly website that represents your services.
• Email Marketing: Regular newsletters and updates sent to your subscribers.
• Content Marketing: Blogs, case studies, and white papers that provide valuable insights to your audience.

Budgeting Considerations:

• Allocate 15-25% of your budget to owned media, focusing on assets that provide long-term value.
• Metrics to Watch: Website traffic, SEO rankings, email open and click rates, and content engagement.

4. Shared Media: Engaging with Your Audience

Shared media includes any content distributed through social networks or online communities. Engagement in these areas can help build relationships and foster client loyalty.

Examples of Shared Media:

• Social Media Accounts: Posting project updates and engaging with clients on LinkedIn, Facebook, and Instagram.
• Community Involvement: Participating in relevant forums or industry discussion groups.

Budgeting Considerations:

• Allocate 10-15% of your budget to shared media.
• Metrics to Watch: Engagement rates (likes, shares, comments), follower growth, and referral traffic from social media.

5. Marketing Technology: Tools for Efficiency and Optimization

Marketing technology (martech) includes the software and tools you use to deliver and track your marketing efforts. Martech investments help automate processes, increase efficiency, and provide data-driven insights to refine your strategy.

Examples of Marketing Technology:

• CRM Systems: Tools like Salesforce or HubSpot for managing leads and customer relationships.
• Email Automation: Platforms that streamline email marketing campaigns.
• Analytics Tools: Google Analytics, SEMrush, or other tools for tracking the performance of your marketing efforts.

Budgeting Considerations:

• Allocate 10-15% of your marketing budget to martech investments.
• Metrics to Watch: Platform usage rates, data accuracy, and the ROI from automation tools.

6. Operations: Supporting the Delivery of Marketing Initiatives

Operations support the execution of your marketing initiatives, ensuring that your strategies are implemented smoothly. This includes costs associated with project management, communication tools, and internal processes.

Examples of Operations Initiatives:

• Project Management Tools: Platforms like Asana or Trello to manage campaigns.
• Internal Communication Systems: Tools like Slack or Microsoft Teams to ensure efficient coordination.
• Workflow Processes: Implementing standardized processes for campaign execution.

Budgeting Considerations:

• Allocate 5-10% of your marketing budget to operations.
• Metrics to Watch: Project delivery times, operational efficiency, and internal team productivity.

7. Staffing: Internal and Fractional Resources

Your marketing team plays a crucial role in implementing your strategy. This includes internal staff as well as any third-party or fractional resources that help manage campaigns, content creation, and marketing operations.

Examples of Staffing:

• In-House Staff: Marketing managers, content creators, and social media coordinators.
• Fractional Resources: Fractional CMOs, external consultants, or specialized marketing agencies.
• Third-Party Vendors: SEO specialists, content writers, or web developers hired on a project basis.

Budgeting Considerations:

• Allocate 10-20% of your marketing budget to staffing, depending on your internal vs. external resource mix.
• Metrics to Watch: Employee productivity, project completion rates, and overall marketing ROI.

Final Thoughts: Allocating Your Budget Wisely

A well-balanced marketing budget should reflect your company’s goals and market conditions. Here’s a suggested breakdown:

• Paid Media: 15-25%
• Earned Media: 5-10%
• Owned Media: 15-25%
• Shared Media: 10-15%
• Marketing Technology: 10-15%
• Operations: 5-10%
• Staffing: 10-20%

This structure ensures that you’re investing in both immediate results (e.g., paid and shared media) and long-term growth (e.g., owned media and martech), while also maintaining the necessary infrastructure and team to support your initiatives.

To get started on your 2025 strategy, request your Digital Marketing Snapshot Report to gain insights into your current marketing performance and discover areas for optimization.

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When it comes to the construction industry, maintaining accurate online listings can be particularly challenging due to the dynamic nature of projects, multiple locations, and varied service offerings. Marketing consultants specializing in this sector can provide invaluable assistance by employing automated listing management tools, ensuring that all business information is consistently up-to-date and accurate across all platforms. Here’s how these consultants can offer peace of mind to construction businesses:

Comprehensive Listing Management

Marketing consultants with expertise in automated listing management tools can efficiently manage and update business information across various online directories and platforms, including Google My Business, Yelp, and industry-specific sites like HomeAdvisor or Angie’s List. These tools allow consultants to centralize all listing information, making it easy to push updates across multiple platforms simultaneously. This automation reduces the time and effort required to keep listings current, allowing construction businesses to focus on their core operations.

Enhanced Accuracy and Consistency

For construction businesses, accurate listings are essential for communicating key information such as office locations, service areas, contact details, and project updates. Marketing consultants use automated tools to ensure that this information is not only accurate but also consistent across all online platforms. This consistency is crucial for maintaining search engine rankings and ensuring that potential clients can easily find and trust the business’s information.

Monitoring and Alerts

One of the challenges construction businesses face is the possibility of listings being altered by third parties, such as competitors or disgruntled customers. Automated listing management tools provide real-time monitoring and alerts for any changes made to listings, allowing consultants to quickly address discrepancies and restore accurate information. This proactive approach ensures that construction businesses maintain control over their online presence and reputation.

Customized Solutions

Marketing consultants understand that each construction business is unique, with its own set of services, target markets, and goals. By leveraging automated listing management tools, consultants can tailor solutions to meet the specific needs of each business. This customization ensures that listings highlight the most relevant and attractive aspects of the business, helping to attract more qualified leads and drive growth.

Peace of Mind

By partnering with a marketing consultant who utilizes automated listing management tools, construction businesses can enjoy peace of mind knowing that their online listings are always accurate and up-to-date. This reliability not only enhances the business’s online presence but also builds trust with potential clients, leading to increased opportunities and a stronger reputation in the market.

In conclusion, marketing consultants equipped with automated listing management tools offer construction businesses a streamlined, efficient, and effective way to manage their online listings. By ensuring accuracy, consistency, and timely updates, these consultants help construction businesses maintain a competitive edge and focus on delivering exceptional service to their clients.

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A professionally built and maintained website is the front door for many home services or “service area” businesses. Without a traditional brick and mortar storefront, companies offering services such as plumbing, electrical work, landscaping, or cleaning that lack a solid online presence are missing significant opportunities to grow and sustain their businesses.

A website serves as the virtual storefront of most companies today. Without one, potential customers have no way of discovering the company’s services or understanding its value proposition. A well-designed website establishes credibility, showcasing professionalism and expertise, which can differentiate a company from its competitors. This is particularly important in an industry where trust and reputation play vital roles in customer decision-making. (Pro-tip: This is also true of your company e-mail address – ditch the “companyname@gmail.com” for an easily acquired company e-mail like “yourname@companyname.com.”

A website also allows for effective communication with potential customers. It provides a platform for companies to display customer testimonials, case studies, and detailed service descriptions, which can influence purchasing decisions. Companies without a website may find it challenging to convey the quality and range of their services, leading potential customers to choose competitors who have invested in a digital presence.

Another missed opportunity is lead generation. A website optimized for search engines can attract new customers searching for services online. Without a website, companies miss out on capturing valuable organic traffic and converting visitors into leads. Additionally, websites can integrate with other digital marketing efforts, such as social media and email marketing, to further expand reach and engagement.

Finally, websites provide valuable insights through analytics, helping companies understand customer behavior, preferences, and needs. This data can inform business decisions and drive continuous improvement. Companies lacking a website are deprived of this crucial feedback loop.

In conclusion, a professionally built and maintained website is essential for home services companies to remain competitive, attract new customers, and build lasting relationships. Without it, companies risk losing market share and missing growth opportunities in an increasingly digital world.

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In today’s fast-paced digital world, news travels faster than ever before. A minor issue can quickly escalate into a full-blown crisis that could severely damage your company’s reputation and bottom line. Recent events, such as the construction accident at Tampa International Airport, have highlighted this vulnerability and the critical need for businesses to have an updated crisis communications plan.

Understanding the Incident

On July 31, 2024, a construction accident occurred at Tampa International Airport, causing significant disruptions and drawing media attention. The incident involved a crane collapse that resulted in injuries to workers and halted construction efforts. As information about the accident spread rapidly, it underscored the importance of having a robust crisis management strategy in place.

The Importance of Crisis Communications

This incident serves as a stark reminder of the unpredictable nature of crises and the necessity for organizations to be prepared. Without a well-prepared crisis communications plan, companies risk mishandling the situation, leading to misinformation, public outrage, and long-term reputational damage.

Key reasons why an updated crisis communications plan is essential include:

• Immediate Response: Crises demand immediate attention and response. A well-crafted plan enables organizations to react swiftly, providing accurate information and mitigating the spread of rumors.
• Consistency in Messaging: Consistent messaging is vital to ensure that stakeholders receive the same information from different sources. A crisis plan helps maintain message consistency across all communication channels.
• Stakeholder Management: Effective communication with stakeholders—employees, customers, partners, and the public—is crucial during a crisis. A crisis plan outlines strategies for engaging with these groups and addressing their concerns.
• Media Relations: The media plays a significant role in shaping public perception during a crisis. A crisis communications plan includes protocols for interacting with the media, ensuring that accurate and timely information is shared.

Key Elements of a Good Crisis Communications Plan

To safeguard your organization’s reputation and ensure a swift recovery from crises, it is imperative to develop a comprehensive crisis communications plan. Here are the key elements that should be included:

• Crisis Management Team: Identify a dedicated team responsible for managing and responding to crises. This team should include representatives from key departments such as communications, legal, and operations.
• Risk Assessment: Conduct a thorough assessment of potential risks and vulnerabilities that could lead to a crisis. Understanding these risks allows for proactive planning and mitigation strategies.
• Communication Protocols: Establish clear communication protocols, including who will communicate with the media and how information will be disseminated internally and externally.
• Messaging Framework: Develop a messaging framework that outlines key messages and talking points for different scenarios. Ensure that messaging is clear, concise, and aligned with the organization’s values.
• Stakeholder Engagement: Define strategies for engaging with stakeholders during a crisis. This includes identifying key stakeholders, understanding their concerns, and addressing them effectively.
• Training and Simulation: Regularly conduct training sessions and crisis simulations to test the effectiveness of the plan and ensure that all team members are prepared to respond effectively.
• Monitoring and Evaluation: Implement tools to monitor media coverage and public sentiment during a crisis. After the crisis, evaluate the response and identify areas for improvement.

Don’t wait for a crisis to strike before taking action. Protect your business and reputation by ensuring that your crisis communications plan is up to date and effective. If you need assistance in developing or updating your crisis communications strategy, schedule a consultation with our expert team today. We’ll help you navigate potential challenges and safeguard your organization’s future.

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In the realm of digital marketing, particularly for the construction trades, the distinction between physical location businesses and service area businesses (SABs) is crucial. This differentiation significantly impacts how companies rank on Google Business Profile (formerly Google My Business). Let’s delve into the key differences and their implications for your business’s online visibility.

Physical Location Businesses – Physical location businesses have a brick-and-mortar presence where customers can visit. Examples include construction companies with showrooms, offices, or headquarters where clients can come for consultations.

Google Business Profile Impact:
1. Local Search Ranking: Physical location businesses benefit from a strong local presence. Google’s algorithm prioritizes businesses that are geographically closer to the searcher, making it easier for companies with a tangible address to appear in local search results.

2. Visibility and Trust: A verified physical address enhances credibility. Potential clients are more likely to trust businesses that have an accessible location, perceiving them as more established and reliable.

3. Google Maps Integration: These businesses appear on Google Maps, making it convenient for customers to find directions and visit the location. This visibility can drive foot traffic and increase client engagement.

Best Practices:

• Ensure your business address is accurate and verified on Google.
• Optimize your profile with high-quality images of your location.
• Encourage customers to leave reviews about their in-person experiences.

Service Area Businesses (SABs) – SABs operate by serving customers at their locations rather than having clients come to a fixed address. Construction trades often fall into this category, as services are typically rendered at the client’s site.

Google Business Profile Impact:

1. Service Area Specification: SABs can define a service area instead of a specific address. This flexibility allows businesses to target a broader region, reaching potential clients across multiple neighborhoods or cities.

2. Ranking Challenges: Ranking for SABs can be more challenging. Google’s local search algorithm heavily relies on proximity, and without a physical address, SABs might struggle to rank as prominently in local searches compared to businesses with a fixed location.

3. Visibility Strategy: To compensate for the lack of a physical location, SABs must focus on other aspects such as robust SEO practices, consistent online reviews, and active community engagement.

Best Practices:

• Accurately define your service area on your Google Business Profile.
• Regularly update your profile with photos of completed projects.
• Gather and respond to client reviews to build a strong online reputation.

Comparative Analysis

Local Search Visibility:

• Physical Location Businesses: Generally have an advantage due to their fixed address, which helps Google identify their proximity to searchers.
• SABs: Must rely on service area configuration and other SEO strategies to appear in relevant local searches.

Customer Trust and Credibility:

• Physical Location Businesses:** Often perceived as more trustworthy due to their accessible location.
• SABs: Can build trust through detailed project portfolios, client testimonials, and an informative online presence.

Google Maps Presence:

• Physical Location Businesses: Benefit from a clear Google Maps listing, driving foot traffic.
• SABs: Appear on the map without a pinpoint location, focusing instead on the service areas they cover.

Conclusion

Understanding the differences between physical location businesses and service area businesses is crucial for optimizing your Google Business Profile and improving your rankings. Whether you have a showroom or serve clients at their locations, leveraging the right strategies can enhance your visibility and attract more customers. For physical location businesses, focus on local SEO and making your location a key asset. For SABs, prioritize defining your service area and building a robust online presence through reviews and project showcases.

By tailoring your approach to your business type, you can effectively navigate the digital landscape and ensure that your construction trade services reach the right audience, driving growth and success.

By understanding and leveraging these differences, you can optimize your Google Business Profile to better serve your business’s needs and improve your online visibility.

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