5 Simple Tricks To Transform Your Luxury Brand Marketing Strategy
We are here to introduce the 5 simple ways you can transform your business’ marketing strategy, whether it’s for a luxury fashion brand or lifestyle brand, to make sure you are targeting the right customers and maximising your marketing budget!
We are going to be using the example of luxury vintage jewellery throughout, to show how each of these theories looks in practice.
1. Don’t Scrimp On Your Imagery
The first thing you need to do when it comes to your luxury marketing strategy is to invest in high-quality imagery. This will be used across your website, social media channels and paid adverts, and users are now very image-centric. When they are buying a luxury product, they will want to see exceptional quality images to show them why they should be paying a significant amount of money for it.
Looking at our vintage jewellery example, taking an image of a ring with a substandard camera on a white background is not going to cut it. You will probably have your more simplistic e-commerce shots of just the products as many retailers do on e-shops like Etsy or eBay, but you should also have an image of the jewellery on someone, videos of what it looks like from different angles, luxurious looking background and most importantly, an exceptional quality!
Having exceptional imagery is one of the main things that is going to get someone to invest in your product, so this should be a priority.
2. Choose Your Keywords Carefully
The next thing you need to do to make your brand marketing strategy a success and to maximise your budget is to choose the keywords that you target on your website carefully. If you target generic keywords in your SEO or Google Ad campaigns, like engagement rings or necklaces, when people arrive on your website and don’t find a generic product and it is actually a luxury product with a luxury price tag, they are very unlikely to convert into customers.
So, you need to think about the user intent behind the keywords that you are choosing. If you specialize in vintage jewellery, you would target keywords like “vintage sapphire engagement rings”, so that when they arrive on the website, they come with an idea of price as the piece is vintage. You may interchange the word “vintage” for things like “luxury” or “high end”, depending on the type of product you have.
The main thing to consider when deciding on keyword targets is whether when someone lands on the page, they will find exactly what they are looking for in terms of both the product and the price point!
3. Invest In A High-Quality Website
Similarly, to have the best quality imagery, you need to invest in a high-quality website. If you don’t have a website that looks luxurious, shows the products in their best light, is easy to navigate, loads quickly and is great for user experience, then you are going to fall way behind the competition.
Even if people don’t actually make the purchase on the website and they come to your store at a later date, the first impression that they will get through a high-converting website is often enough to get them interested and engaged with the brand.
Website migrations can be a difficult time, especially from an SEO perspective, so invest in an excellent website the first time around and you will really reap the benefits in the future.
4. Target Luxury Shoppers Through Social Media Advertising
Our next tip is for social media advertising, where you can specifically target luxury shoppers. As with your keyword targets, if you just target generic interests like Jewellery, you will definitely be wasting a large majority of your budget.
Luckily, you can target very specific interests, by combining things like Luxury Lifestyle, Vintage and Jewellery to create carefully tailored interests. Additionally, you could target other large luxury brands that are similar to yours, so you know that you are reaching qualified users.
Think carefully about the audiences you are targeting and don’t be afraid to try out different things to find what works. Social media advertising is all about trial and error, where you will eventually find a combination that is successful in bringing qualified users to your website through smart Instagram SEO strategies for example.
5. Create Aspirational and Educational Content That Truly Informs
Last but not least, you should create aspirational and educational content that is going to truly inform your audience. As a brand creating products to sell at a luxury price point, you should be showing your potential customers that you are highly experienced in the industry, and this has helped you to create the best possible products.
One way to do this is to create a blog and share the content across your social media platforms. These could give an insight into the process needed to create the product, introductions to your team and why they love the industry, and then also a range of lifestyle blogs relating to the product.
Identifying the best strategy for your luxury business can be difficult, as the approach required is different for any e-commerce business to convert sales! However, when you get it right, you will seriously reap the benefits. Invest in your marketing and you certainly won’t regret it!