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13 Ways Companies Can Connect With The DIY Service Market

By News Creatives Authors , in Leadership , at August 26, 2021

The do-it-yourself trend is as popular as ever, and smart businesses are capitalizing on the movement toward DIY and self-serve products and services. And it’s not just companies in the home improvement space jumping on the DIY bandwagon.

While it might seem like a strategy that would only apply to specific industries, products or services, any business can market to these dedicated and driven consumers.

For guidance on getting started, 13 members of Forbes Communications Council offer their best insights to help companies discover new ways of leveraging their existing products and services to connect with and accommodate the booming DIY service market.

1. Make Your Customers The Stars Of The Show

Make your customers the stars of your campaign—not the “customer” you pay to represent your brand, but the authentic mom or dad who has created content and for whom being recognized by a brand would make their day. Create a campaign where the real customer is the star of the show, incentivize them with swag or some other premium, and you’ll be amazed at the content you are able to create and the engagement you will receive. – Lee Gordon, Brunswick Corporation

2. Create How-To Content That Plays To Your Expertise

Creating how-to content is a great way to build a presence in the DIY movement. However, the content (usually in video or written format) needs to be relevant to your brand, which can be tricky. As an e-commerce platform, we launched an education platform that is relevant to our business, which shows how to sell and promote things online. This plays into the hugely popular “make money online” movement, so it’s a win-win. – Kuba Poraj-Kuczewski, ClickBank

3. Start By Enabling And Empowering Customers

It all starts with empowerment. In order to be successful when providing a DIY solution, your brand/product needs to be approachable, easy to use and customer-focused. Focus on creating bite-sized communications that can enable and empower customers to achieve their end goal with your DIY solution. – Kate Farmer Rojas, Notion, a Comcast Company


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4. Get Creative With Entertaining Educational Content

The DIY trend is not just for DIY offerings. Can you incorporate your product into a 15- to 30-second how-to video? Then join the party. Get creative! If your product is an apartment community, for example, show container gardening on the patio. Selling kitchen tools? Use them in a quick recipe video. Keep it short and fun so that your viewers are thoroughly entertained as they watch, learn and connect to your brand. – Esther Bonardi, Yardi Systems

5. Embrace Crowdsourced Stories Of DIY Innovations

In many cases, the products we sell are utilized for more than they were initially intended. The wisdom of crowds can result in some innovative uses. If they’re safe and legal, consider embracing these DIY innovations and include the stories and the innovators in your marketing campaigns, social media and website content. – Tom Treanor, Treasure Data

6. Give Back To Your Customers With Useful Tutorials

It’s true that people who take the time to “do it themselves” can be a difficult audience to reach. You might just need to take a different approach. Start by giving back. Delight your customers with useful tutorials and videos on how to do things better or more efficiently. They’re the kind of customer you hope for—not the kind who will wander as soon as they find somebody offering a lower price. – Haseeb Tariq, Haseebtariq.com

7. Enable Customers To Help Each Other With A Q&A Forum

Often, DIY products and services miss an opportunity when it comes to customer service. While a strong set of how-to guides, chatbots and even call centers can be beneficial, a great way to engage DIY customers is via a Q&A forum. For the DIY market, often the best teachers (and evangelists) are the power users, so give them a forum where they can show off their expertise. – Patrick Ward, Rootstrap

8. Leverage DIY Influencers Whose Fans Match Your Target Demographic

Leveraging influencer marketing to position your brand or product is a great way to step into the DIY space without having to produce videos or content on your own. Selecting DIY influencers with a following or geography that match your target demographic is key. – Sarah Little, StorageMart

9. Create Visual Content That Shows How To Use Your Products 

Content marketing is key to capitalizing on the DIY movement. Highlight your products and show how they can be used, built or produced easily. Visually demonstrating how easy it can be for DIYers to use your product will help with your success. – Jessica Pantages, NSF International

10. Offer B2B Customers Virtual Experiences

Leveraging the popularity of DIY in marketing is not limited to traditional B2C businesses. B2B businesses can also capitalize on the movement by offering virtual experiences for their customers. In the tech space, for instance, offering block diagrams with interchangeable components or a virtual reality lab space can be extremely effective for reaching the engineering community. – Kris Pugsley, ON Semiconductor

11. Prove The Ease Of Using Your DIY Workarounds And Solutions

DIY projects are often inspired by photos or videos that make something look “easy enough” to do, so prove that ease through your marketing. Show creative workarounds and solutions. Create written, video and infographic content offering step-by-step instructions. Invite customers to share experiences on social media or in forums. Share testimonials or case studies of others who have already been successful in their efforts. – Jocelyn Sexton, Dover Fueling Solutions

12. Be Like IKEA

IKEA offers a great example to emulate and follow. The company has built its audience with a specific rigor and discipline, simple communications, fantastic customer service and limited product options. Build services that are simple to use, deliver a fantastic customer experience and have round-the-clock support that actually solves customers’ problems. – Raghunath Koduvayur, IQM Quantum Computers

13. Do A Cost-Benefit Analysis Of A Staff- Versus Self-Operated Model

Think about the aspects of your business that are currently staff-operated and analyze the cost versus the benefit of moving those to a self-operated model. For instance, if you’re a coffee shop, consider investing in a self-operating coffee machine where customers can order from their smartphones and “DIY” their lattes and favorite drinks. It could increase sales while capitalizing on an emerging trend. – Melissa Kandel, little word studio

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