Building digital trust applies to not only the content you create, but also how, where, when and to whom you deliver said content. For example, consider email marketing. Implementing sound strategies in this space — say, creating a sunset policy to protect your sender score and improve results — can help you boost trust by not just what you communicate but how.

2. Stick with influencer marketing.

Influencer marketing continues to have huge upsides, becoming a $13.8 billion industry in 2021 (Statista). Wray Ward’s clients have built successful influencer campaigns in the builder and designer markets by tapping into the pros most trusted by other pros.

This will likely persist, especially as brands move away from one-off campaigns toward longer-term partnerships with trusted influencers. Consider, too, that nearly 50% of people are spending more time on social media than they did before the pandemic (and, while they’re at it, turning to influencers such as custom builder Matt Risinger and designer Emily Henderson for tips and tricks). Social mainstays such as Instagram are still going strong, but rising stars are also moving the needle: Consider that in 2020, TikTok home renovation content grew by 156%.

We presented on influencer marketing for home improvement brands at the 2021 Home Improvement Research Institute Summit. Download our presentation for more on influencers and social media trends.

3. Remain prepared for the unknowns of in-person events.

Every company is trying to build relationships with customers during a time in which in-person events and experiences remain challenging to plan and activate. Some brand experiences and events are coming back as small, more intimate affairs. Many people are ready to get out there but maybe not quite ready for crowds. Like everything else the past two years, there is a lot of planning, waiting and seeing, replanning, and then making the best decision possible.

In early 2022, Wray Ward got a firsthand look, joining our clients participating in the AHR Expo and International Builders’ Show. Stay tuned for real-time updates and post-show insights.

4. Remember the fundamentals.

During the last two years, we’ve seen a big push down the funnel toward measurable, engagement-focused media tactics and sales or lead-building campaigns. With in-market shopper demand sky-high, this seems to make logical sense.

However, the fundamentals are still your best strategy for long-term growth. Resist the urge to chase every new, shiny object at the expense of effective and proven strategies and activations. Marketers who stay the course, driving awareness for their company and products and ensuring those products are easily found for purchase while capturing in-market customers with a well-defined digital sales or lead funnel, will ultimately see the best results.

Need help navigating the vacillating world of marketing planning? Email me.