We’ve seen this a lot: a business posts on social, updates its website, maybe runs a few ads, but it still feels like something isn’t quite clicking. From experience, it’s rarely the marketing that’s the issue. More often, it’s the strategy behind it.
In sectors like construction, engineering, logistics, transport, leisure and marine, services are complex, clients are knowledgeable and relationships matter. That’s why a clear, joined-up marketing strategy makes such a difference.
From our experience, it starts with knowing where you’re going
In these industries, clients aren’t just buying a service. They’re buying reliability, experience and the confidence that you understand their world. When your marketing strategy reflects that, along with your values, everything starts to align.
Your messaging makes sense, your brand feels consistent, and your team knows what they’re working towards.
And the data supports it too.
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Only around 33% of UK SMEs have a marketing action plan in place (The Marketing Centre, 2024)
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Around 67% have no plan at all, meaning most are working reactively rather than strategically (Marketing Week, 2024)
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SMEs make up over 99% of all UK private sector businesses, employing over 16 million people (GOV.UK, 2024)
If two-thirds of businesses are operating without a clear plan, that leaves a huge opportunity for those who get strategy right.
What good strategy looks like in practice
A strategy isn’t about writing long documents that no one reads. It’s about creating clarity. From our own work, here’s what that looks like in real life.
Construction and Engineering
When every case study, proposal and web page tells a consistent story about your expertise, people start to recognise and trust your name.
Logistics and Transport
Clients value dependability and communication. A strategy helps you show both through every touchpoint, from social content to client updates.
Travel, Leisure and Marine
These industries rely on experience and emotion. A strategy helps you balance storytelling with professionalism, keeping everything connected.
Six practical steps to sharpen your strategy
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Define your goal & ‘North Star’
Be clear on what success looks like. Is it more enquiries, new markets or a stronger reputation? It might also include understanding your exit strategy. -
Define your ‘future’ audience
Know who you want to reach and what matters most to them. -
Clarify your message
What makes you different? Keep it simple and confident. -
Choose the right channels
Focus on where your audience actually spends time. You don’t need to be everywhere. -
Be consistent
Keep your visuals, tone and message aligned. Consistency builds recognition and trust. -
Measure and refine
Track what’s working, adjust what isn’t, and keep improving as you go.
Why strategy changes everything
When your strategy is strong, marketing becomes easier and far more effective. You stop guessing and start building.
You can see what works, tell your story with confidence and attract the kind of work you actually want. Your team feels more focused, your communication flows better and your results start to compound over time.
A final thought
In sectors like construction, engineering, logistics and marine, success comes from planning, precision and relationships. Marketing is no different.
A strong strategy brings all your effort together and helps your business stand out for the right reasons. If your marketing feels like it’s not landing, don’t throw it out. Refine your strategy instead. Once that’s right, everything else starts to fall into place.
