According to a 2014 McKinsey research,
technology now impacts at least 45 percent of all luxury sales.
Understandably, luxury businesses have been wary of going online.
However, with print and display advertising returns declining and luxury buyers
spending more time online and on mobile devices,
I’ve learned a lot about the do and don’ts of luxury online marketing over the last twelve months.
In this piece, I’d like to provide some strategies and lessons that might
help luxury businesses use digital marketing more successfully.
1. Take advantage of visual social networks
Photographs are one of the finest tools
for generating the aspirational sentiments
that people associate with driving a luxury automobile, wearing designer apparel,
or experiencing anything unique when selling luxury items.
As a result, visual social networks such as Pinterest provide the massive potential
for luxury businesses to increase brand recognition and advocacy.
Chanel is one of the most ‘pinned’ brands on the social network, with approximately
1,244 pins of Chanel items posted on the social network on average every day.
This is even more remarkable when you realize Chanel does not even have a Pinterest account.
77 Diamonds in London is a premium business that I found uncovered that
does an excellent job of selling itself on Pinterest.
Their Pinterest profile is aspirational, informative, and strikes an excellent mix
between not being overly commercial while also
boosting awareness of 77 Diamond’s products.
2. Build a website that combines style, user experience, and functionality
In general, luxury brand websites are highly beautiful
Take, for example, Dom Perignon’s website.
After completing a non-essential age verification page, you sent to a slow-loading flash
site that takes around 13 seconds to load on a high-speed Internet connection.
If you persist, you will arrive at a website that is extremely tough and complicated to browse.
While the colours and graphics on the Chanel website are lovely,
the design is so unintuitive that it’s nearly hard to locate what you’re searching for, much alone buy anything.
While I recognize the importance of aesthetic design, luxury businesses
must also invest in websites that are intuitive and well-designed from a user experience standpoint.
Both Aston Martin and Versace are excellent examples of what premium firms
should accomplish with their websites.
Their websites are visually gorgeous while still being extremely user-friendly and useful.
3. Use brand heritage to tell the stories behind products
Simon Sinek outlines in his book ‘Start With Why’
how successful marketing begins by explaining why it exists.
Despite this, most brands continue to promote their products by stating what they do.
Take, for example, Apple.
Here’s an example of how Apple communicates with its customers:
“We believe in disrupting the status quo in all we do.
believe in thinking beyond the box (why Apple exists).
We disrupt the current quo by creating products that are attractively designed,
easy to use, and user friendly (How Apple achieve their why).
We just happen to produce excellent computers (as does Apple).”
Effective luxury marketing requires communicating the story behind your products
and defining the qualities that distinguish a luxury brand.
On all of their production sites and digital material,
Aston Martin does an excellent job of presenting the tale of their brand’s origins.
You will find it simpler to generate online endorsement for your brand if you
explain that your brand offers an assurance of luxury, quality, performance, style,
or whatever value you stand for.
4. Use Facebook Ads to reach luxury shoppers
Because of the great amount of segmentation and targeting available,
Facebook Ads are one of the most successful types of internet advertising.
For example, you might target advertisements
to married 35-year-old males from Paris who enjoy the labels Prada, Gucci, and Versace.
You can even go a step further and target people based on where
they went to college, where they work, what job title they have, what music they listen to, and much more.
5. Don’t underestimate the value of good SEO
When it comes to assisting luxury buyers in finding items,
learning more about companies, and making purchases,
Google is one of the most powerful platforms.
As previously said, most premium brands have terrible websites.
Unsurprisingly, the majority of those websites have poor SEO,
making it impossible for them to rank well on Google for search phrases that might otherwise catch potential clients.
Take, for example, Prada.
When I search for Prada handbags, I not only do not get a connection
to Prada’s handbag page (due to their bad keyword targeting, sluggish site, and poor on-site structure)
but the results are also cluttered and unfocused.
For luxury brands, SEO is an undiscovered goldmine.
If your site isn’t SEO-friendly, you’re probably missing out on a lot of potential visitors and income.
6. Create aspirational content to educate customers
Creating highly visual and aspirational content,
such as our guide to kitchen islands,
has proven to be one of the most successful methods we’ve discovered to increase traffic and interaction for Qosy.
We produced tens of thousands of social shares and a massive quantity of SEO traffic
by focusing on long-form graphic content.
While content marketing is widespread in many other industries,
it is vastly underutilized and hugely beneficial for luxury businesses.
7. Supply content that appeals to people’s desire to display their status
In Jonah Berger’s book, Contagious, he argues that one of the primary reasons individuals
talk about things and spread word of mouth (online or offline)
is to demonstrate the characteristics that they want others to perceive in them.
Charities, for example, are one of the most popular types of Facebook sites.
While part of this can explain by altruism,
it has shown that the primary motivation for a charity on Facebook is to demonstrate to others that you are philanthropic.
Because one of the major incentives for purchasing luxury items is to demonstrate status,
businesses may capitalize on this by developing and distributing content that,
when shared by others, makes them appear trendy, clever, or cool to their friends.
We discovered this with Qosy when researching the greatest scotch.
Within 48 hours of its publication, the guide had shared by over 4,000 individuals, many of whom were using it to demonstrate their scotch expertise.
8. Create a sense of exclusivity online
Exclusivity is essential in luxury brand marketing
because it keeps customer demand alive via scarcity and uniqueness.
If everyone could come into Louis Vuitton and buy a handbag, Louis Vuitton would lose its attraction to people who want something that others do not have.
Given the Internet’s accessibility and autonomy, many luxury businesses are concerned that coming online would erode their feeling of exclusivity.
This, however, is faulty reasoning.
The Internet does not signify a greater distribution of genuine items for premium businesses.
It is the greater circulation of content that arouses the urge to purchase luxury goods.
In the offline world, successful digital marketing is equivalent to placing more advertisements
on buses, more TV commercials, or having more businesses in Central London.
Online, exclusivity may achieved through exclusive member clubs, concierge services,
or digitally delivered loyalty incentives intended particularly for prior customers.
9. Never stop building your list
Email marketing is highly successful for e-commerce marketing and boosting
client loyalty since it allows brands to educate consumers and inform them about new experiences or items.
Harrods excels at email marketing campaigns and is certainly worth subscribing
to for email campaign inspiration.
10. Take the in-store experience online, and the online experience in-store
Soon, discussing online and offline will be analogous to discussing the advantages
of our left limb against our right leg. Both are essential to one another.
Burberry is one luxury brand that is pioneering the integration of the in-store and online shopping experiences.
Keep the Focus on the Visuals
Digital marketing allows you to easily include graphics into all of your advertising
to highlight the attractiveness of your items.
As a premium brand, you guarantee that all of your products look as beautiful
as they perform, regardless of the industry in which you operate.
So, you may as well invest that work into making your items seem good in your marketing.
Using social media sites such as Pinterest and Instagram to maintain the focus
on images is a wonderful method to do so.
These social media organically keep you focused on digital marketing through graphics,
making them a simple method to enter into social media as a luxury business.
Using these social media platforms is also a wonderful method
to connect with your consumers.
You may also utilize graphics to develop a great website for your business
that highlights what makes your items distinctive.
The Apple website is a wonderful example of a premium business employing
design and graphics to successfully promote its products.
Their most popular product, the iPhone, is described in merely a few brief pages.
The remainder of the product page completely comprised of images.
This reinforces their established brand of easy-to-use goods while
also showing you exactly what an iPhone can accomplish without telling you.
Tell Your Customers Why You Exist
While your consumers must understand exactly what your products accomplish,
they also want to know where they can acquire products from.
You may create an effective emotional connection with your audience by simply telling
them why you began your business and what makes you unique.
This increases brand loyalty and encourages consumers to talk about your brand narrative
to their peers, resulting in a referral network.
Most luxury businesses believe that simply having an About Us website provides
their customers with enough information about their company,
but who reads about us pages?
Instead, highlight the reason for your brand’s existence right on your home page.
This creates an emotional connection with your clients as soon as they visit your website.
You may also put a brief tale on your product pages detailing how and
why you created the product.
By explaining to your consumers why they feel as if they are
purchasing items from a real person rather than a large corporation.
The significance of explaining why you exist to your clients cannot overstated.
It’s so essential that advertising thought leader Simon Sinek published a whole book
about it called “Start with Why.”
Utilize Content Marketing and SEO
As a premium brand, you want to present yourself as an industry expert
that understands exactly what your clients want.
This is something that content marketing can help you with.
You may provide your consumers with the information they need to use your goods
to their maximum potential by employing long-form blog articles.
By generating these sorts of educational pieces,
you can also explain to your consumers exactly what problems your goods can
answer without being limited to just a few lines.
This allows you to get into as much depth as you desire.
Increased SEO through content creation is another advantage of incorporating
content marketing into your digital marketing activities.
This SEO boost delivers organic traffic to your site anytime
someone searching for a solution to a problem that your product addresses comes across a piece of your content.
When this occurs, you may consider that person as a warm lead rather
than a cold lead since they already comprehend what your product can accomplish for them.
All you have to do now is answer a few questions they have to convert them into a paying customer.
How to Choose a Digital Marketing Agency for Your Luxury Brand
You may be contemplating hiring an agency to manage this area of your business
now that you understand some of the main benefits of incorporating digital marketing into your organization.
But how do you pick a marketing agency that would carefully create a marketing plan
that will assist your business to establish itself as a premium brand rather than hurt it?
The first step in choosing a digital marketing firm that understands luxury companies
is to look for one that has expertise with luxury brand marketing.
Whether you hire a digital marketing firm or do it yourself for your luxury business,
take the time to plan out your marketing strategy so that you can reinforce your existing brand image without hurting it.
You may contact Nummero, a top digital marketing agency in Bangalore.