As PB Link continues to grow its Construction Chapter, SLT Media carried out a short research project to better understand how small and medium-sized trade businesses approach marketing in the UK. The research was conducted by SLT Media with the support of intern Chloe, thanks to the University of Warwick Micro-Internships Programme. It focused mainly on SME businesses employing up to 50 people across Birmingham, Manchester, Coventry and London.
The sample was not huge, and more responses may still come in, as some businesses received an online form if no one answered the call. However, even from the early findings, a few patterns are already clear.
Many trade businesses still rely heavily on word of mouth. In fact, referrals remain one of the strongest sources of new work. This is not surprising. In construction and trades, trust matters. People want to know that someone is reliable, shows up, does the job properly and does not disappear when there is a problem.
But word of mouth has one limitation. It is hard to scale when there is no system behind it.
A business can have happy customers, but if nobody is asking for reviews, following up, sharing finished projects or making it easy to recommend them, a lot of potential marketing value is lost. Referrals work best when they are supported by simple habits and clear processes.
Another strong theme was cost. For many smaller trade businesses, marketing is still something that needs to justify itself quickly. Some spend nothing. Others spend a small monthly amount. Even those who spend more still want clearer guidance on what is actually worth doing.
This tells us something important. The solution is not always "do more marketing". Often, it is "do the basics better".
Google Business Profile and reviews stood out as especially important. For many local trade businesses, this is where customers check credibility before making contact. Reviews are not just nice to have. They help people decide who to call.
There was also an interesting human takeaway from the research process itself. Chloe found that people were often more willing to talk after lunch. Maybe a full belly really does make people happier to answer questions - need to cold call a client? Try in the afternoon!
The early conclusion is simple: small construction and trade businesses do not need overcomplicated marketing. They need practical, affordable and consistent actions that support the trust they are already building through their work.
For the PB Link Construction Chapter, this creates a useful opportunity. We can bring together businesses, share what is working, help members understand the market better and support more practical conversations around growth.
Because in this sector, marketing is not just about visibility. It is about trust, reputation and making it easier for the right people to find you.
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