When running a luxury brand, you need a digital marketing strategy; you never want to sacrifice your brand image through failed marketing attempts, yet you need to test different strategies to find a marketing plan that works for you. So, how do you test your marketing strategies without sacrificing the luxury image you have worked so hard to achieve? This explains why luxury brands sometimes experience difficulties in fine-tuning their digital marketing strategies.
Well, today I will be listing a few ways you can utilize digital marketing for your luxury brand without damaging your brand image.
Digital marketing makes it relatively easy to use visuals in all your advertising to display the beauty of your products. No matter what industry your business operates within, as a luxury brand you must ensure all your products look as good as they work. So, you might as well put that effort in making your products look great into your marketing as well.
A great way to keep the focus on visuals involves using social networks like Pinterest and Instagram. These social media naturally keep you focused on digital marketing through visuals, so they make for an easy way to break into social media as a luxury brand. Utilizing these social media also makes for a great way to engage with your customers. Research has shown that, approximately 93% of all customer commitment with luxury brands occur on Instagram.
Even though it is always imperative for customers to understand precisely what your products do, they also want to know about who they buy their products from. By simply telling your customers why you started your business and what makes you different, you can build an effective emotional connection with your audience. This builds brand loyalty and gets people talking about your brand story to their friends creating a strong network of referrals.
Don’t make the mistake of thinking having an About Us page gives your audience enough information about your brand, because people don’t usually read this pages. Instead, you should include why your brand exists directly onto your home page. This immediately builds an emotional connection with your customers as soon as they pull up your site. The importance of letting your customers know why you exist can never be overemphasized.
As a luxury brand, you must portray yourself as a business expert that fully understands what your customers need. This can be achieved through content marketing. By using blog posts, you can supply your customers with the information they need to use your products to their full potential. With the creation of these types of informational posts you also tell your customers the exact problems your products can solve without limiting yourself to just a few paragraphs. This gives you the option of going into as much detail as you want.
An added benefit to implementing content marketing into your digital marketing efforts are the boosts in SEO (Search Engine Optimization) through the creation of content. This boost in SEO drives organic traffic to your site whenever someone who is experiencing an issue your product can solve stumbles onto a piece of your content. When this happens, you can treat that individual as a warm lead instead of a cold one since they already understand what your product can do for them. Now, all you have to do is respond to a few questions they may have to turn them into a purchasing customer.
Now that you comprehend some key benefits of the implementation of digital marketing into your business, you might be considering hiring an agency to handle this aspect of your business. But, how do you choose an agency to carefully create a marketing plan that helps further establish your business as a luxury brand instead of harming it? The first step in hiring a digital marketing agency that understands luxury brands is finding one with experience in luxury brand marketing.
Due to the unique nature associated with marketing a luxury brand, you want to hire an agency that understands all of your specific needs. By hiring an agency with luxury brand experience, you can also find out how effective they were in marketing their previous clients. This helps reduce your risks while turning over a higher ROI. While an agency specialized in luxury brands might cost more, in the long run it pays off.