For most luxury brands, retail was still a viable distribution channel in 2011. Sales of online items were rising. Online shoppers at that time were wary of purchasing expensive items sight unseen. The reluctance has now almost completely disappeared. There is around 17 billion pounds worth of Digital Marketing luxury goods sold online. It equates to 8% of all global sales.
Ten years ago, few of us owned portable touchscreen computers with black slabs. The devices we carry around allow us to research and compare luxury goods and everything else in seconds.
Seven years ago, 45% of the sales influence by the internet. Today, 80% of sales are influenced by the internet. Some of these touchpoints are beyond the control of brands. Influencers, bloggers, and social media peers are all sources consumers turn to for advice.
Brands that sell luxury goods are investing much more money. The goal is to increase sales using new forms of marketing. It means building meaningful relationships with a larger audience online.
Here, we look at the most successful ways luxury brands have used digital marketing. Specifically, social media campaigns and websites.
Search Engine Optimization (SEO)
The advantages of established brands are inherent. Their products are searched for online when they have established brands. You will need to search for Pandora bracelets, Pandora charms, Tiffany engagement rings, or Tiffany’s necklaces. Their organic search results finish in first place on Google.
Both companies avoided the trap that many well-known companies fall into of relying on power. The popularity of their brands drives visitors to their sites. In non-brand-specific search results, Pandora’s SEO strategy is keyword-driven, and its URLs are tightly structured. Tiffany’s also tops the list for women’s jewelry and fashion jewelry.
Choosing keywords that match your product range is the best strategy. It would help if you didn’t rely on a customer typing your brand name into a search engine. If you do, you can compete with luxury brands worldwide. If your products are affordable, you can compete with them. Whenever I was ready to make a purchase, I would not have used your brand name.
Great Content Can Tell Your Brand’s Story
Adding and updating your site is what Google prefers. Pandora and Tiffany both post regular blog entries on their websites.
It would help if you focused on pillar content for most of your written content. It should be so comprehensive and informative that others will link to it.
The history of your company and the products you offer should be covered in articles. Make sure your visitors can make informed decisions by providing them with information.
There are also exciting possibilities when it comes to video marketing. If a luxury tour operator wanted to create extensive articles about the destinations, they might do so. They might direct customers to content on the destinations’ history: restaurants, art, and other opportunities for visitors back up. Even more, opportunities to immerse themselves even further.
So, by promoting your content via social media and your email newsletters. Adding value to your content is definitely possible. This is regardless of how you present it.
Create Excitement For Your Products
Others require further contact with the prospect before they will sell online. An online sale can occur when a visitor visits a page that allows for this. It may include leaving contact information.
You may see them one last time. Make your brand stand out by using compelling text, stunning images, and engaging videos. Describe why your product or service is the right choice for the person.
Show visitors why other people think your brand is excellent by including testimonials from customers and reviewers. The product you sell was also a good choice for them. Luxury brands rely heavily on social proof, after all.
It is possible that Apple is a luxury brand or not. It is a controversial subject. Apple may be a smartphone. So, another reason is the way their site presents the iPhone 13 Pro. Furthermore, many people consider their products high-quality, beautiful, and luxurious.
Creating An Email List For Digital Marketing
Email marketing will increase your return by 2,500%. Companies are increasingly sending promotions via email. Luxury goods and services are purchased in part due to their exclusivity. The product or service they use is a lifestyle choice and something they enjoy.
It is no different from direct mail. It would help make your email layout, word choice, and overall aesthetic. Feel as if they are part of your more extensive external communications process.
Creating A Sense Of Exclusivity
Luxury products can still be exclusive even if they are online. Some might argue the reverse is true. A luxury product may also serve as a status symbol.
Due to the Internet, the public is becoming more aware of these products quality. Individual brands are becoming more exclusive. These new products and services are now in high demand. However, most people find the price of these products unaffordable.
Therefore, there is still a demand for these products. Over time, this gap in satisfaction fuels the perception of exclusivity. Which in turn heightens the perceived exclusivity. Online, you can create a sense of exclusivity for your actual customers through:
- Perks for loyal customers
- Services provided by a concierge
- Members-only online groups
Social Media For Luxury Brands of Digital Marketing
Luxury clients post two times as often as average users, according to the Business of Fashion. The content they consume is five times greater as well. Luxury brand sales will be 45% driven by Gen Z by 2025. These consumers spend six hours per week shopping online.
Social Networks Using Visuals
The physical appearance of luxury products is often admired. Additionally, luxury service providers provide experiences and moments for their clients.
You can tell your brand’s story on Instagram by using images and videos. Your customers and followers will appreciate it. Users can create a community by sharing their experiences through user-generated content. For luxury brands, Pinterest’s 460 million users target.
Marketing And Sales Using Social Media
Luxury brands that are comfortable selling on social media platforms. Using Facebook Ads, you can reach your target audience highly targeted manner. Customers can take action immediately by ordering from you. Luxury brands can use social media to connect with their new and future customers personally. Most of your content mustn’t be overtly commercial.
Facebook and Instagram are great places to reach out to potential clients. There is no control over an online platform your company is a guest. The rules governing the platform are not in your hands.
Invite your followers to visit your site via social media. You’ll be able to collect their direct contact info whether they subscribe to your newsletter or buy from you.