More consumers are forgoing the traditional brick-and-mortar experience for the convenience and increased options that come with shopping online. This means every brand needs to maximize its presence online with effective digital marketing strategies.
In particular, luxury brands need individualized yet data-driven strategies to keep themselves at the front of the pack. To stay ahead of the competition, you’ll need to create a presence and an experience across all channels that rivals one your customers would receive in person.
While there are many approaches, here are our top five most effective digital marketing strategies for luxury brands:
1. Search Engine Optimization
Search engine optimization (SEO) is the backbone of any successful marketing campaign. This means optimizing your content to rank higher during organic searches on search engines like Google. The better your SEO, the more likely people are to discover your products.
Only about 7% of shoppers start their search for products with a specific company’s name. So very few people who search for particular luxury items already know where they want to buy.
While customer retention plays a role, many people default to organic searches to make their next purchase. You can also reach a larger market using a strategy like Helixa suggests in audience segmentation. Staying on top of your SEO strategy is essential to reaching a huge portion of your target market.
2. Reconsider Your Creative Strategy
Luxury brands are all about glamour and polish, so you should project that image across all platforms. Using innovative ad formats like dynamic creative optimization means your audience will only see your best content.
3. Upgrade Your Email Marketing Campaigns
Email marketing campaigns can reach a large audience, but you’ll need to catch their attention to get them to open your messages. A brief but intriguing subject line will catch eyes, but the email contents should captivate your customers too. Brochure or magazine styles are best for luxury brands, similar to what you see in a hard copy.
4. Invest in Paid Social Media
One of the biggest changes to the luxury market is that buyers are now younger than ever before. This means using social media in your marketing strategy is vital.
Organic social media, like your profiles and posts, is part of the strategy, but the most successful brands invest in paid social media campaigns as well.
5. Use Influencer Marketing
Since the luxury market is trending younger, influencers are a powerful tool. Using advertising in influencer videos or receiving other endorsements means you’ll also reach more millennials and the younger Gen Z audience.
Influencer marketing is essential for luxury brands because your customers will receive a personalized message on a channel they trust. However, it’s important to vet any influencer thoroughly before associating your brand with them. Picking someone with a long and trusted history of content creation is a solid bet in most cases.