How home improvement and gardening businesses can target DIY lovers this Spring

While it may not feel like it, Spring is on its way. As the seasons change, many people will be looking to improve or renovate their home or garden, or possibly even get their house ready to sell.

In fact, Blinds Direct’s 2021 DIY Fulfilment Survey found that 68% of UK homeowners are opting to undertake several DIY tasks themselves, rather than investing in a third-party contractor or specialist. The survey also found that feeling satisfied with their property’s style added to be people’s feelings of happiness, with a third (33%) of homeowners reporting a sense of pride when the décor of a room matched their vision for it.

It’s clear there is a market for consumers carrying out DIY projects. Whether you sell homeware, gardening tools, paint and wallpaper, furniture, soft furnishings, carpets, or something else, check out our four top tips to catch the eye of DIY lovers this Spring.

1. Pick the best social media channel for your audience

Whether it’s Facebook, Instagram, Pinterest or TikTok, there’s no doubt that social media is a powerful tool for any business. Instagram has almost 75M posts under the DIY hashtag and TikToks using #DIY have had more than 145B views.

But which social media channels should you use to promote your business? Typically, 25- to 45-year-olds are most likely to undertake home improvement projects. However, different generations prefer different social media channels.

Facebook and Instagram are used predominately by Millennials, TikTok by Gen Z and Pinterest and Twitter by Millennials and Boomers, according to software firm Sprout Social. Think about which platforms your target audience use and prioritise these.

2. Invest in location intelligence software

While we said above that 25-to-45-year-olds are most likely to do it themselves when it comes to home and garden improvements, the available funds that homeowners have to spend on projects will vary according to their:

  • Age
  • Income
  • Demographics
  • Home ownership type
  • House type
  • Aspirations
  • Working hours
  • Commute time and length

A location intelligence platform can help you to understand your customers and potential customers further, connect with your audience more effectively and enhance your customer service. Our flagship product – Periscope® – is an advanced location intelligence platform which uses your client data, as well as local demographics, to provide valuable insight that’s bespoke to your business.

While using the right social media and marketing channels is important, it only gets you so far. Periscope® can be used as a key marketing tool, as it enables you to see who your ideal customers are and where they live quickly and easily. In a matter of moments, you can find other areas where your perfect consumers reside near your business premises. Why does this matter? It could be that your ideal customers are close to one of your stores or sites but aren’t buying from you yet. You can then target your online and offline marketing and advertising to them to boost awareness and sales.

Periscope® can also help you to make smarter, more informed decisions when it comes to expanding your business. Let’s say you operate a group of homeware stores and are looking to open new premises. Using Periscope®, you can identify locations where homeowners likely to have a high demand for your home goods live in order to drill down a list of viable areas for expansion.

3. Make your content sing

With millions of posts on social media, how do you stand out from the crowd? You may want to think about creating interesting content over hard sell posts. As TikTok’s mantra for businesses states, ‘Don’t Make Ads. Make TikToks’. This not only allows you to be more creative with your marketing, but it can also create authenticity and trust with your audience.

One way is to create how to videos or posts, showing your merchandise or service in action. This can encourage customers to become excited about their next DIY project and get started. Another option is to educate people with tutorials, for example on the best way to use a product or decorate a certain room. This can give your business credibility and people may follow your social channels for useful tips and advice.

A further option is to involve your audience to boost engagement – if you’re launching a new product, why not ask your followers to pick the name, colour or even style? You could also use user generated content (UGC) – this is content that your customers create. Whether it’s a photo, video, testimonial, or review, sharing UGC can make your customers feel involved and help you to create an engaged community.

4. Show how you’re committed to sustainability

From upcycling old furniture to creating cushions and throws from recycled materials, many homeowners are opting for more sustainable options when decorating or renovating their property. According to a survey carried out last year by Deloitte, two-fifths (39%) of UK consumers are buying fewer new goods and one in three (28%) have stopped buying certain products because of ethical or environmental concerns.

If you have sustainable products, practices, or production methods, highlight this within your marketing, advertising, PR and on your website to show your commitment to the environment.

You could also focus on how your products can help people complete more eco-friendly DIY projects. For example, if you sell paint show how your shades can give their current furniture or rooms a new lease of life without needing to buy lots of new products, only one tin of paint.

Book your free Periscope® demo

At Newgrove, we’ve been at the forefront of location intelligence for 25 years. Our aim is to help companies like you to gain significant, commercial insight from your data, so you can reach your business goals.

To find out how Periscope® can help your home improvement, home goods or gardening business, book your free demo today. Alternatively, you can email us on or call +44 (0)20 3397 4711.