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Content Marketing, Marketing, SEO, Social Media

How to Reach the Do-it-yourself (DIY) Consumer

 June 9, 2022

By  Madelyn Young

It’s no secret that the industry for do-it-yourself (DIY) home improvement retailing has observed notable growth during the COVID-19 pandemic. However, according to ReportLinker’s DIY Home Improvement Market report, the DIY home improvement market is projected to continue on this trajectory with a compound annual growth rate (CAGR) greater than 3% during the forecast period, 2021-2026. 

Manufacturers of products used for building maintenance, plumbing, and other home improvement purposes are target products for this market. 

Research Dive’s Do-it-yourself (DIY) Home Improvement Retailing Market Report states the global do-it-yourself (DIY) home improvement retailing market is anticipated to rise at a CAGR of 4.37%, thereby garnering a revenue of $1,278.0 billion by 2030.

What will drive further growth?

  • The growing popularity for DIY projects, especially among homeowners across the globe, is expected to be the primary growth driver of the market in the forecast timeframe (ResearchDive, 2022). 
  • Increasing disposable incomes of global populations is predicted to boost the do-it-yourself (DIY) home improvement retailing market further.

Now more than ever, industry manufacturers should take advantage of the opportunity to connect and engage the DIY consumer by establishing themselves as an expert source providing advice and guidance.

Online Presence

We know that DIYers do research online before going to a store to make a purchase but which sites do they visit, and what information are they looking for?

After surveying 1,200 home improvement decision-making DIYers across three generations, the Farnsworth Group states that over three-fourths of DIYers said they shop or research on home improvement store websites, while just over half said they use Google or another search engine. 44% reported using Amazon, and around a third said they use manufacturer websites.

This data indicates a clear demand for building product manufacturers to establish a strong online presence.

Online Marketing tactics to reach DIYers

Partner with influencers

Influencers are a key part of the DIYer’s buyer’s journey because they help drive a consumer to make a purchase after seeing a post or blog with the product featured. . Instead of selling your products, allow influential users to be your ultimate ambassadors and product champions. Don’t shy away from allowing users to test or “try-out” your products. 

Allowing influencers to be creative will also ensure your brand receives exposure through influencer reels, stories and TikToks in an entertaining, informative and emotional manner. Consumers don’t want to be bombarded with over-promotional ads and posts, as they’re looking to be informed and entertained. 

Finding the right influencer for your brand is essential to the success of influencer marketing.

  • Be sure to assess the relevancy of an influencer before jumping into a partnership. Is their content relevant to your audience? Are their followers a part of your target audience in terms of demographics and location?
  • Determine the quality of their influence before partnering: What is their potential reach and level of engagement. Is their content in line with your brand’s look, tone, and values?
  • Spot FAKE followers: Some influencers buy likes and fans. An influencer with a low engagement rate but a large account is usually an indication of fake followers.

One example of a creative influencer marketing campaign is this partnership between popular DIY influencer AngelaRoseHome (1.4M followers) and Romabio Paints. She used the company’s paint on some of the brick walls in her home and partnered with the brand to give away an entire exterior home paint makeover. 

Content Content Content

According to the Farnsworth Group study, 36% of DIYers surveyed are looking for install instructions or how-to videos when they research and shop online. This behavior is generational with twice as many millennials as baby boomers reported looking for how-to videos or install instructions online.

Your website and social media channels

Create a content hub that promotes self-sufficiency by including the following types of content on your website and social media channels:

  • Installation Instructions
  • How-to videos 
  • Step-by-step tutorials
  • Tips, ideas, and inspiration. 
  • Checklists
  • Printable Instructions
  • FAQs
  • Product reviews

Keep your SEO and keyword strategy in mind and make sure your content includes relevant keywords for your DIY brand. Keyword research will also drive your content marketing strategy as it will ensure your content answers important questions asked through search engines. 

Sponsor or pitch how-to articles to DIY bloggers and media outlets

One of the best ways to gain exposure in the do-it-yourself marketplace is to contribute sponsored or guest blogs on DIY-blogger and media outlet sites. Extreme How-To, The Spruce, Ask the Builder, HomeTips.com, AD it Yourself, and Family Handyman are all excellent examples. 

Contributed how-to articles will not only educate the DIY consumer but will also help them identify your product as the best option for their particular project. Having your content on popular, authoritative websites will also increase the chance of it landing on the top of Search Engine Results pages. Good PR is an important part of an SEO strategy because it is a great way to build backlinks and increase traffic to targeted product or service pages on your website. SEO can greatly benefit PR efforts and vice versa. Learn more about PR and Search here

Want to learn more about creating an effective content marketing strategy? GreenHouse Digital Marketing + PR can help!  Our team has the resources and experience to take your company’s marketing strategy to the next level and deliver your desired results.