Let’s face it – social media is changing; from politics and controversial platforms to algorithm shifts and trends, the digital landscape is seemingly in a constant state of change. As anyone who has run a social media campaign knows, what works on one platform, may not be effective on another, and the type of content that received major engagement last month, may fall flat today.

So, how does a construction business keep up with the ever-changing social environment? The truth is that if you are relying solely on social media for your marketing strategy, you are most likely missing out on some other major, and often overlooked, opportunities. While a social-first approach may prove to be effective for some brands, social media marketing is certainly not the only way to reach your target audience, and a successful marketing strategy requires that businesses diversify marketing efforts.

For this reason, here are five effective ways to expand your marketing beyond the framework of social media:

1. Email Marketing – Email is still alive and kicking, along with email marketing. To make the most of this opportunity, you should develop an email list and nurture relationships with personalized content. With HBW building permit data, your personalization can address individual’s immediate needs and goals based on the status of construction projects on their property and in their area. Consider sending newsletters, promotional offers, and industry updates directly to your contacts, and leverage automation for timely follow-ups and customer engagement.

2. Search Engine Optimization (SEO) – The term “SEO” can be intimidating to those who are not involved with website development and digital marketing, and while it can require time and effort, anyone can give a boost to their SEO with a few basic adjustments. To start, you should identify keywords for your services and industry and optimize your website content to rank higher in search engine results. By enriching your copy and content with keywords, you will gain traction in driving organic traffic. Additionally, if you don’t already have one, consider developing and maintaining a blog with valuable, evergreen content.

3. Content Marketing – Right in line with SEO, content marketing plays a key role in attracting and engaging your target audience. Think of creating content that counts and contains subject matter that addresses your audience’s interests and needs. You can start by creating and publishing high-quality blog posts, whitepapers, and case studies, along with video content, podcasts, and webinars; the format you choose should match the information you are sharing and method for distribution.

4. Networking and Partnerships – No matter how much we are involved in and inundated with digital content, nothing quite matches face-to-face interaction and communication. While valuable networking can take place online, it is also important to be front and center with prospects by attending industry conferences, networking events, and expos/trade shows. Businesses can also benefit from building partnerships within the industry for cross-promotion opportunities.

5. Public Relations (PR) and Media Outreach – Public relations and building relationships with media partners can take some time, but with a focused effort, you can reap a wealthy return on your investment. For starters, you can submit press releases to news outlets and industry publications; there are multiple options available for smaller businesses that want to publish press releases on a limited budget. Additionally, explore options for guest appearances on podcasts, radio shows, or industry panels. By leveraging media coverage and putting your brand in the public eye, you can establish credibility and authority.

While social media remains a powerful tool, businesses must adopt a diversified marketing approach to ensure long-term success. By implementing multiple strategies, you can reach a broader audience, strengthen brand credibility, and reduce reliance on any single platform.

For more information on construction business marketing tips, stay connected with the HBW Blog.  To get ahead of construction activity and gain access to the latest permitting data in Florida, Texas, Georgia, Alabama and Oklahoma, contact HBW for more information on construction data reports and industry leads.