The age of digital solutions is changing the way we do things. We are gradually moving online to study, work, entertain ourselves, shop, sell, communicate, make appointments, meet our love interests, and do many other no less important things using our computers and mobile devices.
Luxury brands (just like any other brand) need to be right where their target audience spends so much time – online – to communicate, stay connected and keep potential buyers engaged.
The influence of traditional advertising has diminished. Ad agencies report that their profits have significantly dropped lately, while digital marketing agencies are up and running. Digital marketing is clearly a more effective and relevant marketing channel today compared to ads in print , on TV, billboards, etc.
In today’s market, putting your brand’s name in front of a vast audience of Internet users and establishing a strong online presence has never been more important. Brands that want continued recognition, ongoing customer loyalty, and a steady stream of new customers in the future must be proactively present online today.
How Luxury Brands Can Embrace Digital Marketing
#1 Build a Perfect Website
This is where it begins. Your website is your storefront in the digital world and it counts just as much or more than your physical storefront. Your brand has already proven to the world that it deserves widespread recognition and love, and it should evoke the same positive feelings when people are using your website.
Your website must include the right blend of style, great UX and functionality. The style of your website should align with your brand. User experience, in turn, has to be as great as customer service at your physical shop. Your site should have a high level of functionality that is user-friendly and not confusing.
#2 Embrace the Power of Visual Content
Luxury brands are highly dependent on visual content. Nothing can be better than high quality visual content when it comes to marketing luxury brands. For example, pictures and videos with people wearing beautiful designer clothes and jewellery or driving a super fast sports car help brands awaken the interest of viewers, and fuel the desire to have and use the same luxury item. Visual content does a great job of building and strengthening your brand awareness, especially when used for social media marketing purposes.
#3 Use Social Media Platforms
Social media marketing is an integral part of a digital marketing strategy for luxury brands. Marketing via social media platforms make it easy to target specific audiences and increase the effectiveness of your reach. The more effectively you reach your target audience, the better chance you have of delivering your message and achieving your goals – showcasing and selling your products.
#4 Make Use of SEO
Every brand should know how important it is to appear at the top of search results. As your brand’s name has already become a household name, many Internet users may be quite specific and type in your brand’s name while searching for products they want to buy. However, many searchers may not know for sure what brand is a perfect match for them. For instance, one can be looking for “custom designed diamond engagement ring,” not having a specific brand name on mind. And this is where SEO comes into play, putting your brand at the top of the list.
#5 Educate Your Customers
Educative quality content can be a great source of traffic and user engagement. Users often turn to search engines to find answers to a question, or when looking for ways to solve a problem.
If you provide comprehensive answers to questions users ask online, you will gain users’ trust and establish yourself as an authority on the topic. By opting for long-form content, you will also enjoy more favourable positions on SERPs, as it performs better for SEO purposes.
#6 Be Exclusive Online
Be exclusive and create a sense of exclusivity to your potential buyers online. Luxury brands remain luxury because not everyone can walk into a luxury store and buy whatever they like. The desire to have an exclusive and one-of-a-kind thing is what persuades people to spend thousands of dollars on something that others cannot afford. You can provide a feeling of exclusivity for your website users by creating private privilege groups, or by offering exclusive incentives and services to your loyal customers only.
#7 Share the Story
Leave no room for doubt that your customers are buying an exclusive item of high quality and value. Tell your users the story behind your products to reassure them that your brand embodies the perfection of style, quality, prestige and originality.
You can take stunning pictures and videos to share the story of where your idea to create a product came from, what inspired the creator, and other moments that make this product unique. Try this and you will see user engagement rates growing.
Luxury brands need to utilize the power of digital marketing to remain visible at a time when the Internet plays such a central role in our lives. The younger generation – your next potential customers – is almost 100% Internet-dependent and there may soon be no other way for them to discover your brand and learn about you, other than online. Make sure you are not left behind as digital marketing becomes the marketing medium of the future.