At AIM Internet, we specialise in helping engineering and manufacturing businesses grow with strategic, ROI-focused digital marketing. One of the questions we get most often is:
“How much should we spend on digital marketing, and where should it go?”
This guide breaks down how to plan and allocate your budget effectively to achieve real, measurable results.
1. Start with Clear Goals and Resources
Before setting numbers, you need clarity. Ask yourself:
- What are your growth goals this year?
- Are you focused on lead generation, visibility, or client retention?
- What internal resources do you have—staff, time, tech?
We help our clients align their budget with strategic business goals, ensuring every penny spent drives value.
2. Understand Your Current Performance
Review past data to identify:
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- Which marketing channels brought in quality leads?
- What campaigns underperformed?
- How much did each channel contribute to revenue?
We often recommend a SWOT analysis. It helps highlight opportunities, risks, and gaps—making sure your budget reflects your priorities, not guesswork.
3. Map the Customer Journey
Your prospects go through a series of steps before making contact or purchasing.
Ask:
- What stage are most of your customers at when they find you?
- What do they need at each step?
- Are they aware of your services or do they need educating?
We tailor strategies to each phase of the buyer journey—awareness, consideration, decision—to maximise conversions.
4. Choose High-Impact Digital Channels
You don’t need to be everywhere—just where your audience is.
For most engineering businesses, we recommend:
- SEO for long-term, sustainable visibility
- PPC (Google Ads) for immediate lead generation
- Content marketing to build trust and educate buyers
- LinkedIn advertising for targeting decision-makers
- Email marketing for lead nurturing and retention
The key is integration. Each tactic should support and amplify the others.
5. In-House vs Outsourcing: What’s Best?
Many engineering firms don’t have the time or team to execute marketing in-house.
That’s where we come in.
Working with AIM Internet means:
- Access to a full team of SEO, PPC, content, and design experts
- No hiring or training costs
- Strategy and delivery handled for you
- Transparent reporting so you know what’s working
We act as your external marketing department—focused on growth.
6. Setting Your Marketing Budget
So how much should you invest?
Typically, B2B companies allocate 5–10% of annual revenue to marketing. Of that, 50–70% is spent on digital.
If your revenue is £2 million, a realistic digital marketing budget could range from £5,000–£12,000 per month, depending on your goals.
We help businesses scale campaigns over time—starting smart, proving ROI, and growing sustainably.
Final Thoughts
Digital marketing isn’t a cost—it’s an investment. But only if it’s done strategically.
At AIM Internet, we help engineering and manufacturing companies build measurable, performance-led marketing plans that support long-term success. From SEO to PPC to content strategy, we align your spend with results.
📧 Email: info@aiminternet.co.uk
📞 Call: 0207 856 0418
🌐 Visit: www.aiminternet.co.uk
FAQs: Digital Marketing Budgets for Engineering Companies
1. What’s the average budget for digital marketing in engineering?
We recommend 5–10% of your annual revenue, with most going toward SEO, PPC, and content marketing.
2. Why invest more in digital over traditional marketing?
Digital delivers better targeting, real-time data, and scalable results. You know exactly what works—and what doesn’t.
3. Can you help us set a realistic budget?
Yes. We assess your goals, competitors, and current performance to build a tailored plan that fits your budget and delivers ROI.
4. What if we already have someone doing marketing in-house?
No problem. We can complement your team by handling specific services—like SEO, PPC, or technical strategy—so you get better results faster.
5. How do I measure return on my marketing spend?
We track everything. Leads, conversions, cost-per-acquisition—you’ll get monthly reports showing what’s working and how we’re optimising.