How to use DIY content to boost your visibility and leads

From home services to SEO and everything in between, do-it-yourself (DIY) content is one of the best ways businesses can engage with their audience online. 

You’re probably wondering, “How will showing potential customers how to do my work going to help grow my business?” 

DIY content has always been popular, but the continued rise in popularity of social media video sites like YouTube and TikTok makes do-it-yourself tutorials and content more accessible than ever.

Sharing DIY content offers a variety of benefits to businesses, from improving E-E-A-T to increasing online visibility and even generating leads. 

The benefits of using DIY content

Here are a few of the critical ways DIY content can help you boost business, both online and in the real world.

Establishing authority and expertise

Creating and sharing DIY content related to your industry demonstrates your knowledge and expertise in your field. 

It positions your business as a trusted authority, which can help you gain visibility online and attract potential customers seeking solutions or insights.

Building trust and credibility

DIY content helps display transparency and a willingness to help your audience solve their problems, even when you won’t directly profit from the solutions. 

This, in turn, builds trust and credibility with your audience, making them more likely to choose your services when they need professional assistance.

Engaging your audience

DIY content tends to be relatable and easy to engage with and keeps your brand top of mind. 

By offering valuable tips, guides, or tutorials, you can keep your audience engaged and encourage them to interact with your brand. 

This engagement can lead to a more profound connection with potential customers, industry peers, and potential business partners. Everybody wins!

Educating your audience

Sharing DIY content can educate your audience about the problems your services solve. This education can help potential customers understand the value of your services and why they might need them – now or in the future.

Enhancing reach and visibility

DIY content is often shared and re-shared on social media and other online platforms.

This sharing can expand your reach to a broader audience, potentially introducing your service business to people who might not have encountered it otherwise.

The more your content is shared, the higher the platforms and search engines will rank your content, continuing to increase your reach and visibility.

Generating leads

Yes, DIY content can serve as a lead magnet. 

By offering valuable resources, information, or tools, you can encourage visitors to provide their contact information in exchange for access to exclusive content or offers. 

This helps you build a database of potential leads for your services. 

Even if you’re not collecting personal information, being helpful to someone now can pay off big in the future. 

That quick tutorial an electrician shares on how to switch out a light switch may turn into a panel replacement job or a rewiring project when the customer they helped is ready to move forward with a bigger project. 

Who do you think they’re going to call?

Marketing your business cost-effectively 

While people are generally intimidated by putting content out, especially video content, you don’t need much to get started. 

Audiences don’t care about production value when they’re looking for help on how to snake a drain. They want quick, easy, direct direction on what to do. 

Because of this, DIY content is generally cost-effective to produce, especially compared to the high costs of other types of marketing materials. 

It can be an excellent way to maintain a consistent online presence without a significant financial investment.

Improving SEO and online presence

Creating DIY content that is optimized for search engines can help improve your visibility in a variety of ways. Image and video content ranks well, especially for how-to searches. 

Combined with a well-optimized website, this can make owning the SERPs for industry terms an easy way to increase your online presence in a variety of places, which further increases trust and authority signals for your audience.

Gathering feedback and intel

DIY content can provide invaluable insights into what your audience is interested in and the problems they’re looking to solve. 

By analyzing the engagement and feedback on your DIY content, you can adapt your services and marketing strategies to meet your customers’ needs better. 

Establishing E-E-A-T with DIY content

E-E-A-T – or experience, expertise, authoritativeness, and trustworthiness – are critical elements in how a follower or customer determines if your content is trustworthy and reliable and how Google determines the quality of individual websites and search results as a whole. 

In the past few years especially, Google has increased the importance of E-E-A-T in a continued effort to ensure their search results are as reliable and helpful as possible.

What better way to share your experience and expertise than in a how-to video? 

Providing reliable, accurate information to your audience will also increase your authority in your field with your audience, which leads to increased trust. 

Your audience gets helpful information, you get a loyal audience, Google sees your value, and your audience continues to grow – everybody wins.

Dig deeper: How to create local content that builds trust and drives sales

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Ideas for using DIY content to grow your business

There are DIY content opportunities for every business. 

Helping your audience (and future customers) learn how to do simpler aspects of the services your business provides lets them – and your business – save time and money. 

We know tradespeople tend to be incredibly busy. Instead of charging someone a trip fee for a five-minute fix, why not shoot them a link to a quick video to troubleshoot the issue themselves? 

You can help with a quick fix and have availability to send your team out on larger jobs. 

Not sure what the client needs help with? Send them a video that walks them through diagnosing a problem. 

Then you’ll know what supplies to bring when they hire you to do the repair job. 

Here are a few content ideas for a variety of industries that will help your audience without taking work away from your team:

Electrician

There are various opportunities for simple tasks that are incredibly helpful to homeowners, like:

How to swap an outlet or light switch.

How not to connect extension cords in the garage.

How to install a ceiling fan.

Any of the other small requests you get that people balk at paying for. 

Medical

While you have to be very careful with medical advice, there are many safe topics you can share information for that are incredibly helpful, such as: 

How to best take a sick child’s temp