Owning an independent lumberyard, like any small business, is demanding. Marketing is essential to drive demand; and yes, the savvy lumberyard owner can tackle it on their own using social media, free design platforms, AI-powered writing tools, and affordable email marketing software. Still, knowing where to start can feel overwhelming, and finding the time can seem impossible.
The good news is it doesn’t have to be. Lumberyard owners just need to know where to invest their time for the most impact. While a full-time marketing employee is always a smart hire (disclaimer: I may be biased), any small business owner can lay the foundation for a real presence on their own by dedicating just a few hours a week. What they need is a plan.
Start with Social Media
Social media is your digital storefront, and two platforms are non-negotiable: Facebook and Instagram. With 71% of Americans on Facebook and over 250 million U.S. users spanning all walks of life, it works for both B2C and B2B businesses. Instagram reaches about 50% of Americans, with half of its users between 18 and 34; ideal for brands with a visual story to tell.
Meta Business Suite lets you manage both from one free dashboard. Schedule posts, stories, and reels; track performance metrics; and run paid ads all in one place. You can boost a post or launch a targeted campaign for just a few dollars a day. B2B businesses should also add LinkedIn, where 47% of users are millennials in decision-making roles.
Pro Tip: Block out two hours each week to plan content around your sales, promotions, events and holidays, then schedule posts to publish automatically. You could start by posting as little as two or three days a week to build momentum.
Get on Google
Social media helps people discover you passively, but Google is where they find you when they’re already looking. With 84–87% of Americans using Google as their primary search engine, you can’t afford to ignore it.
Set up a free Google Business Profile, fill it out completely, and actively collect reviews; it’s one of the strongest signals for appearing in local search results. While you’re at it, start a YouTube channel. It’s owned by Google and is the world’s second-largest search engine. Even a few simple product or how-to videos can dramatically boost your visibility and create value for your customers.
Pro Tip: Create a YouTube playlist featuring videos from the manufacturers of the products you carry. Start an additional one for any short-form videos you create for social media.
Don’t Overlook Email (and Text)
More than 90% of Americans check email regularly. For that reason, eeason, email marketing delivers one of the highest ROIs available; it reaches people who already want to hear from you. Platforms like Mailchimp and Constant Contact are affordable, beginner-friendly, and built for exactly this. Many also support SMS (or text message) marketing. The numbers make a compelling case for SMS: Text messages have a 62% open rate compared to 12% for email. Use both: Email for deeper content, texts for time-sensitive updates.
Pro Tip: While planning your weekly social content, build email and SMS into your plan at the same time. Start with a cadence that works best, perhaps once or twice a month. Most platforms offer drag-and-drop templates that make designing your email faster than you’d expect.
Don’t Forget the Room
In a world of feeds and inboxes, it’s easy to forget that some of the best marketing still happens face to face. In-person networking and community events remain among the most powerful tools for independent lumberyard owners; not despite the digital age, but alongside it. People do business with people they know and trust, and trust builds faster in person than through a screen. Attending a local chamber of commerce event, hosting a lunch and learn, or simply showing up consistently at the right gatherings builds name recognition that ripples through your community for years.
Reminder: Every post you publish, every event you attend, every review you earn, and every email you send is building something; visibility, trust, and a customer base that knows you’re there when they need you. Start small, stay consistent, and you’ll be ahead of the game.
Jillian Silver Calsetta has spent more than two decades in the building materials industry building brands, driving engagement, and amplifying revenue. Most recently, she served as Director of Marketing for Holden Humphrey Company, where her efforts helped drive 7x revenue growth throughout her tenure. She is currently exploring her next professional chapter. Visit her website at jilliancalsetta.media or reach her at jilliansilvercalsetta@gmail.com.
