Zach Williams, Marketing Manager . "DIY consumers are savvy and modern shoppers who want a tailored shopping experience. They cover a large population and are more concerned with buying unique high quality products than pinching pennies. "
While most companies assume that DIYers are primarily looking to save money, this is not always true. According to a study only 39% of DIYers specifically seek to save money. Although this is a factor, most people like these projects because they feel they can do the job and enjoy the work. A recent study by Google confirms these findings, discovering that 47% of residential improvement projects are carried out because the owner takes pleasure in the project.
Do-it-yourself projects and services span the gamut. Home Improvement Projects – of which 70% of the owners are comfortable with – for sale by the owner (FSBO) real estate – whose popularity is increasing – the Today's consumers are more than ready to perform simple and far-reaching tasks.
Although people appreciate DIY projects and services, most people do not have the knowledge to do these tasks themselves. Take the process of changing a flat tire as an example. Once considered common knowledge, 60% of people now admit that they can not change a puncture. However, most of them are convinced that they could search for it and do it themselves.
It's there that content marketing comes into play. Companies have the opportunity to develop content that fills the lack of knowledge of do-it-yourselfers between their desire to do something and their ability to do it.
7 Steps to Powerful DIY Content
It is necessary to develop a content strategy that targets do-it-yourselfers and their desire to participate in various processes and services. Here are some steps to get you started:
1. Teach, Do not Read
DIY content should be seen more as a workshop than as a conference. In other words, your goal is to show readers / viewers how to do something. Imagine running a single client, step by step, to complete the task, rather than standing in front of an auditorium filled with hundreds of people. When you adopt this posture, your content becomes warmer and more personal.
2. Provide an overview …
Whether it's a video, a blog post or a podcast, the DIY content has to start with a whole picture of the task or process. When people have an idea of the beginning and the end, they can contextualize the experience and have a better idea of what they have to do to move from beginning to end.
3. … Then Zoom In
Once you have provided an overview, you must then zoom in and process each component or step. The more detailed you are, the clearer your clients will be.
4. Use a lot of visuals
Good DIY content is very visual. The human brain processes images 60,000 times faster than text, and 90% of the information transmitted to the brain is visual. If you want your content to stand out and be effective, you need to use a lot of visual elements.
Images and graphics are obviously effective, but nothing replaces video. Whether you're trying to show customers how to change a tire or create a photo frame, video is the most effective way. It allows you to show the process from different angles and guide viewers through the task in real time.
5. Underline the advantages and disadvantages
Trust is the key ingredient to a successful business-to-customer relationship. If you want to be successful in reaching DIYers, you must be honest and transparent. To do this, you can always be aware of the advantages and disadvantages of any project or task that you teach your clients.
6. Reply to comments
In real life, would you ignore someone who asks you a question, reaches out to shake your hand or smiles and greets you? Unless you're a moron, probably not.
"This same principle applies to comments on your blog," entrepreneur Matt Cheuvront believes . "And that's why I take the time to answer everyone. It is above all a sign of respect and appreciation. It's common sense, and when the conversation is done, everything goes well. This is where relationships are forged and connections are made. If you neglect this, you really miss the bus. "
The comments section is particularly important when it comes to DIY. People will inevitably have questions about the details of the task or process. Responding to comments allows you to engage those people and bring more clarity.
7. Take a step to reduce friction
Assuming you're not just telling people how to do things themselves, you need to wrap up each element with a friction-reducing argument that brings people closer to your business. Whether you want to buy a product or service directly or suggest you continue to consume additional content, do not miss the opportunity to make a natural call to action.
Modernizing Your Content Strategy
While most companies believe that DIY trends are bad for businesses, companies have the opportunity to engage these consumers in a meaningful and profitable way. It all starts with the development of a content strategy that solves problems and moves clients from awareness to action. Start modernizing your content strategy to keep pace with the boom in DIY, otherwise you will not be able to reach this segment of the market.