As a small business broadband provider, we've conducted research to uncover the true value of the millennial market for home improvements and DIY to help small businesses grow online. The research has revealed the huge amount of income tradespeople miss out on by having a non-existent or poor social media presence, especially when it comes to targeting the younger generations.
The research, polling 2,000 homeowners aged 23 – 38, reveals 41% of millennials admit they’re unlikely to fix a household problem themselves, with nearly half even turning to a professional when it comes to painting a wall (47%).
Over half (55%) of millennials rely solely on the internet to book a tradesperson and avoid speaking to a professional in person or over the phone at all costs. They also claim that online reviews and a social media presence is the biggest thing they look for when looking for professional help.
Being on Facebook or Instagram is even more important than word of mouth and low prices – with a quarter being actively put off hiring someone with no social media at all.
While the UK’s 17 million millennials spend £320.22 on tradespeople per year – £29 more than the national average – the results show just two new customers per month could add a huge £7,685 to their pay packet.
The busy lifestyle of millennials could be an indicator of the high amount spent on household work – even the smallest tasks like changing a lightbulb are reported to take over three weeks to get done.
As a small business provider who recognises that some businesses will be missing out on this online trade, and eager to get more tradespeople using social media to grow their business, we challenged Nicki Bamford-Bowles of Netflix’s Interior Design Masters to help a London-based decorator improve their DIY social media skills. Nicki, who runs @AndThenTheyWentWild with over 70k followers, has helped Edwin from Jose Construction & Decoration use Instagram to create amazing content and appeal to new customers.
To support other independent contractors in taking their first digital steps, we've also teamed up with small business experts Enterprise Nation to create ‘The Blueprint: A Guide to Building a Social Business’. This guide aids small businesses of all shapes and sizes into creating a social media strategy with tips for Facebook, Twitter and Instagram written by business owners who have created thriving businesses in the online world.
Speaking on the results, Nick Silverwood, Head of Business at Plusnet, said: “We know the internet is a powerful tool for business and as a company that strives to support small businesses, we wanted to find out the real difference it can make to independent business owners. The results of the survey were incredibly surprising – social media overtaking word of mouth for tradespeople recommendations is a big moment and a fantastic opportunity for tradespeople and all independent businesses to take advantage of social media.”