With energy prices climbing, regulations tightening, and global expansion, construction across manufacturing and engineering—marketing budgets are feeling the pressure as a knock-on effect of profit margins narrowing and operation costs growing. I meet many sales and marketing leads each week who tell me the stakes have never been higher. Their budgets are shrinking, their competition is intensifying, and innovation (especially around sustainability) isn't just expected—it's demanded.
I always tell them - this isn't the time for vague strategies or vanity metrics. Digital marketing is the most accountable channel for delivering measurable ROI, helping firms navigate these pressures while seizing growth opportunities.
Despite many firms cutting back on marketing spending, we know that reduced budgets don’t mean reduced impact. Instead, it's about doing more with less, using digital campaigns that deliver maximum ROI.
At Fingo, we help our clients maximise their budgets without compromising results. Our emphasis on Return On Investment helped us develop a laser-focus campaign for one of our clients in the luxury construction sector, who had experienced a catastrophic and overnight increase to his project's operational costs. Our team delivered a strategic, data-driven Paid Search campaign that achieved a remarkable 7:1 ROAS, well above industry benchmarks. The team achieved this through strategic precision targeting and intelligent optimisation, so as you can see, it's not about spending more; it's about spending smarter.
Beyond the budget crunch, sustainability and energy efficiency are emerging as critical selling points for firms looking to differentiate themselves. Digital marketing can amplify these efforts through:
For those willing to invest in messaging that highlights their commitment to innovation, the payoff is survival and market leadership.
Few industries feel the weight of regulatory changes as acutely as construction and manufacturing. But these shifts aren't universally negative. For some, changing regulations have created new revenue streams. I’ve recently supported many clients enjoying increased demand for retrofitting projects to meet compliance standards. Some of the recent regulatory updates we have seen have particularly focused on:
The challenge, however, lies in standing out among a rising tide of competitors all targeting the same opportunities. The firms succeeding in this space are tailoring their messaging to position themselves as trusted experts who understand the regulations and their practical implications.
Digital marketing plays a key role here:
For another of our clients in the manufacturing industry, we developed a strategy that focused on aligning their digital marketing efforts with industry trends and compliance. Through targeted Paid Search campaigns and keyword-driven SEO content, we not only elevated their share of voice by 175% but also delivered conversion rates 182% higher than industry benchmarks. By positioning their brand as a trusted leader in craftsmanship and energy efficiency, we helped them capitalise on opportunities created by tightening regulations.
In response to budget pressures, many manufacturing firms are testing overseas production. While this can lower operational costs, it also creates a branding challenge, especially for companies that have built their reputation on being "British-made.” Additionally, the transition period can require staggering upfront investment, which can temporarily reduce marketing budgets for smaller or medium-sized firms. Another trend I’m seeing is aggressive product expansion as firms look to drive additional revenue. While this strategy has clear benefits, it often comes with the added financial burden of a product launch. My clients need a partner agency that can pivot with these sudden new demands to help throw up good quality product launches with all the digital fanfare that comes with them- brand awareness campaigns, effective lead generation, and in many cases, new, impactful, cost-effective websites.
Because Fingo is an integrated digital agency with teams of specialists across content writing, creative design, web dev, SEO and advertising- we’re uniquely positioned to take on these challenges. We’ve been able to develop brand positioning to help our clients communicate their heritage and commitment to quality while positioning their global expansion as a forward-thinking advantage. We can leverage data-driven insights and audience-first experience to help our clients expand whilst ensuring their values remain at the core of their story, no matter the market.
At Fingo, we have over two decades of experience supporting development, construction, manufacturing and engineering through solid marketing strategy and delivery. We know these industries are no strangers to pressure, but we can help transform these pressures into growth opportunities, enhancing brand positioning and long-term resilience.
Let’s work together to create strategies that drive real growth. Contact us today at marketing@fingo.co.uk