A guest post from our friends at Verb Brands, a luxury digital marketing agency based in London.
There is one key component to executing a successful digital marketing strategy for the luxury industry: understanding your audience. These are the people who are dictating how you as marketers should sell to your customers.
At Verb Brands, we help our clients in conceptualising and executing the strategies they need to achieve their goals. Here are our top three tips on how to understand your audience and see results via digital marketing;
1 – Optimise Your User’s Online Experience
Consumers want the ability to buy anywhere at any time. Not only that, they want to buy faster and more efficiently. Understanding how your audience are using your website is central to aiding conversion. Your website must be your brand’s number one asset. It has to combine style, user experience and functionality. The brand identity and the quality of your craftsmanship and sourcing has to be present across all channels.
Tools like Hotjar enable you to see your audience’s user journey. Based on this data, you can draw conclusions on how to optimise your website and make the user experience as easy and engaging as possible. This will aid customer satisfaction and increase your conversion rate.
Collect, analyse and embrace data results, these should drive all aspects of your business and marketing strategy, especially when considering segmentation and personalised marketing. The more personalised the experience of a brand, the more luxurious and unique the path to purchase will be. Brands should also look to embrace AI to automate processes, improve inefficiencies and enhance the customer’s instant gratification.
2 – Boost Marketing Channel Efforts Based on Data: Enter SEO
“According to retailers, most customers—82%—conduct research online”
According to the report ‘A Split Screen: Online information and human touch’ by Forbes Insight, the majority of consumers prefer to research online before purchasing a product (even if the final purchase is offline). When we analyse how we as consumers research online, Google is often our first source of information and reference.
Therefore, any brand, no matter what product or service you offer, should have a strong SEO strategy in place to rank higher than competitors in Google searches, increasing website traffic and in turn, drive sales.
Google AdWords can help you find out top keywords. Investing in SEO may not deliver immediate results but after 5-8 months, you will really start to reap the rewards. Luxury brands are aspirational, therefore overt selling narrative and strategies tend to be unsavoury. SEO and PPC lend well to a subtler marketing strategy.
Do not ignore the tertiary traffic sources such as email marketing, referral traffic or traffic from social media channels. These are touch points along the purchase funnel and do have a strong impact. When digesting data, favour the traffic sources with a lower bounce rate and longer session time.
3 – An Informed Social Media Strategy
Social media is more than just a promotion space. It’s an unmissable opportunity to engage with your customers and discover what they find aspirational and engaging. Along with being a platform to successfully sharing your brand’s story and narrative. Your digital presence must transmit your brand’s identity with as much case as you present your products in store – creating an atmosphere of luxury throughout the entire path-to-purchase process.
Luxury brands are prone to shy away from social media, but this isn’t a productive strategy. Building a social media presence will ensure aspirational influence, and future-proofing of your brand. Do not just communicate product launches, focus on the brand’s lifestyle, inspiration and thought leadership; brand narrative matters and is a sure way to communicate premium messaging. High-quality photography and production goes a long way here.
Create a community of people who love your brand and they will help organically and authentically grow your brand’s following. These brand ambassadors are a key tool for your future marketing. Encouraging your consumers to share their journey and experiences with the product will benefit your brand identity, but will also encourage engagement from the ground up. Invite commentary and reward loyal customers to ensure they grow with you and your brand.
If you’d like advice on any of the above three tips, or would like general help with your digital marketing strategy, do not hesitate to get in contact: firstname.lastname@example.org