13 Tactics Businesses Can Use To Capitalize On The DIY Craze

www.creattiv.net  – Many businesses realize that consumers are getting more conscious about their spending. While in the past a customer might consider tossing out something old or broken in favor of a new purchase, today’s consumers are more cautious about their investments.

The growth of the do-it-yourself market is proof that the average consumer is beginning to prefer fixing items or making secondhand purchases to new. To help businesses get a handle on the changing retail landscape, we asked 13 members of Forbes Communications Council how a company that isn’t mainly focused on the DIY market can remarket itself and appeal to this demographic.

Become A Leading Educator In Your Field

The benefits of shifting some attention toward creating educational, DIY-type content are twofold: 1) you’ll position your company as a thought leader and likely generate more inbound interest than you’ve ever had, and 2) you’ll establish a deeper sense of trust with your targeted audience—a critical brand differentiator that is earned rather than bought. – Cameron Conaway, Solace

Make Your Product Easier To Understand

If you don’t comply with DIY then do something about it. Making your services or product easier is one way to do that. Provide how-to videos and make common friction points of your current customers a thing of the past. If the market is saying we want DIY, why would you not listen? Building functions with your product or service that make people’s lives easier serves the purpose of DIY. – James Gilbert, CloudCherry

Focus On Customer Wants, Needs, Values

With the customer being the main tenet of all marketing efforts, companies should prioritize the gathering of customer insights, even with a shrinking budget. Their feedback is instrumental in ensuring that companies are aligned with their customers’ wants, needs, and values. As a result, companies can act confidently within their budget and course-correct where needed. – Michelle Huff, UserTesting

Create ‘Innovations In A Box’

Whether you’re marketing products, solutions or services, create “toolkits” or “innovations in a box” that enable users to customize what they want at a lower price. Then, ask for feedback to both improve the result and build a stronger, interactive relationship around the DIY experience. – Alex Goryachev, Cisco

Showcase Your Dedication To Going Green

Using recycled products for your company’s traditional marketing can appeal to a DIY market and create awareness around your brand. When ordering or creating products like shirts or bags, think local, personalize and go green. This will allow you to better position yourself as a credible brand within the DIY market, which strongly supports custom reused and recycled products. – Maura Kennedy, Pond Lehocky Stern Giordano, LLP

Make A Relationship With You Indispensable

Apps make it possible for us to do our taxes or prepare a will. And even though lawyers or CPAs rarely promote DIY over the expertise they offer, professional service providers like these can build brand equity by becoming part of the DIY process. Planning tools, FAQ docs or insights into complexities are ways of offering valuable information that can maintain mindshare and even generate new leads. – Eric Fletcher, Eric Fletcher Consulting Group

Focus On Projects Over Products

Having led word of mouth for many DIY clients, research reveals that people search for project how-tos and inspiration more than they do specific products that help them achieve that project. Keep that in mind when creating content. Pinterest is a great platform for these stories. And tap into the creativity of influencers to experiment with projects and write about what DIY products helped them do it. –Meghann Craig, Empower

Be Empowering

DIY is about empowering people with the confidence and knowledge they need related to a project. All companies have expertise within their walls; it’s a matter of recognizing what you do well. Maybe you’re a finance firm. Offer some steps on creating a budget. Landscape company? Talk about the best things to plant in each season. Your audience will find this quick, bite-sized info valuable. –Aldo Maragoni, California Society of CPAs

Offer A Budget-Friendly Version

Offer a pared-down version of your product, with the idea that it will save the customer money. Once they are hooked on your company and can’t live without your products, they will be more willing to pay a higher price point for the full version of your products. – Kara Cowie, SkillPath

Let Your Doers Do The ‘DIY-ing’ For You

There’s no substitute for letting your customers, your actual DIY-ers, do the educating for you. Seven in 10 millennials turn to YouTube videos for help on DIY projects, and are two times more likely to prefer YouTube tutorials over a book or other resource. This tells me that it’s just as (if not more) important to invest in a strong, reliable influencer community to make your solution more accessible. – Yoni Solomon, G2 (formerly G2 Crowd)

Focus On Value And Customer Experience

While consumers may be looking for DIY or bargains, they aren’t looking for low quality. Focus on highlighting the value of your product or solution with transparent pricing, clearly articulated benefits, and customer testimonials. Take this one step further by thinking about customer experience from how they learn about the solution through the usage of the item or service. – Maria Pergolino, Former Anaplan, Apttus and Marketo

Partner With A Well-Known Influencer

Influencers are the new celebrities among the DIY market and can offer a ton of budget-friendly options. With a large percentage of the reach of traditional celebrities, they bring a real-life perspective and feel to traditional celebrity marketing—with quick and easy solutions that are practical and cost-efficient so audiences don’t need to break the bank, from sources they trust. – Wayne LeeloyG7 Marketing

Understand The Specific Audience

As with any consumer trend, you should know what it is about the DIY market that appeals to buyers, then assess if there are any parallels in your branding you can wield to those ends. A comprehensive understanding of the specific culture and buyer persona is not the only key in guiding efforts toward possible product development but will also inform content and messaging. – Daniel Lalley, Brondell Inc.

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Creative Entrepreneurshttps://creattiv.net
My name is Reza Barauntu. I am passionate about entrepreneurship, technology, web design, art, and music. I design and develop experiences that make people's lives simpler. Follow Creative Entrepreneur on Instagram @founders.guides
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