Bulletproof Marketing Strategies to Advertise Luxury Products
Luxury sales are under the major influence of digital marketing. As print and display advertising decrease in value and consumers are mainly concentrated in online, luxury brands need to adapt and keep up with the latest trends in advertising and marketing to keep up with the latest trends in marketing and advertising. Adapting and thriving in the digital age demands some efforts and discovering how the luxury product consumer makes their purchase decisions, plays a huge role in the process. Below are some marketing tips and tricks that will help luxury brand owners develop a holistic approach to their advertising methods.
Create Visually Appealing Content for Social Networks
Luxury product marketing is a bit more visual-oriented. When marketing luxury products, photographs seem to be the best mediums to send a certain image and message. These evoke the best aspirational emotions and help the consumer connect at a deeper level with the message sent by the image: wearing designer clothes, driving an expensive car or living in a magazine-like home.
All reputable brands have a professional photographer to collaborate with and shoot suggestive pictures to be distributed on social media networks. Visual social networks such as Pinterest, Facebook and Instagram are the perfect outlets and are immense opportunities for luxury brands to raise awareness and advocacy.
If you take a look at Chanel on Pinterest, you can easily notice that the luxury brand has some of the most pinned pictures on the platform, on a daily basis. What is truly amazing is the fact that the brand doesn’t even own an account on the platform. People simply aspire at wearing luxury brand clothing by the designer and act accordingly.
Other brands combine the visually-appealing pictures with educational and aspirational content which makes them Pinterest and Instagram celebrities.
Invest in a professional website with increased functionality
A thing that has been observed in the case of many luxury brand websites, they tend to look amazing but perform poorly. Besides, most luxury brands seem to have slow loading pages which lower the quality of the user experience with the platform.
Other luxury brands make themselves guilty of unintuitive designs which make the entire research process difficult to tackle and slow. Chanel, while excels at visual content, seems to not pay too much attention to the user experience with it comes to their website. Good websites you will find in Aston Martin’s and Versace’s case. Blending visual elements with functionality, the websites are easy to navigate and highly intuitive.
Use previous client experience to tell the story behind your products and/or services
When trying to advertise luxury brands, brand heritage and user experience seem to perform amazingly.
When marketing a luxury brand, you can always start with “WHY’. You should start marketing your brand by explaining why your company exists. But even if Simon Sinek advocates for this approach, many brands start their marketing campaigns by explaining what their products do. Communicate the story behind your brand and only afterwards use your products/and or services to differentiate your company from the competition. If necessary, use client experience to illustrate better what are those areas where your company performs superior as compared to others.
A team of professional luxury estate realtors explain that most of their marketing efforts revolve around creating a generous portfolio of powerful clients and using it to attract new buyers, based on the previous clients’ positive experiences and recommendations.
Advertising luxury properties seems to be increasingly difficult because of a very targeted audience. The luxury property consumer is focused on discretion and privacy and values the services of those specialists able to deliver elite properties for their clients, without putting their names on public lists.
Facebook Ads targeted at luxury shoppers
Maybe one of the most effective advertising forms in the online environment, Facebook Ads enjoy an incredible level of consumer segmentation and targeting. No matter how segmented your audience is, Facebook Ads will be able to meet your needs quite successfully.
For instance, if your target audience is the 30-something single female who searches for luxury properties, wears Prada and likes jewellery, Facebook Ads will reach all the females that fit the variables. You can target people depending on their workplace, job description and even what type of music they listen to.
For luxury brands, Facebook Ads seem to perform best when trying to reach a very targeted audience.
A good SEO campaign will help
Google is one of the most influential search engines as we speak. Shoppers use it to do their research on brands, products, to compare different products and few are the consumers who purchase something without thorough research previously.
We mentioned previously that most luxury brands have poor-performing websites. And unsurprisingly, those websites have incredibly poor SEO performances. This makes them have low Google rankings and potential customers are deterred from ever reaching their websites. Poor keyword targeting and poor-on site structure damages SEO ranking, as well. For luxury brands, SEO efforts are goldmine yet to be explored.
In your marketing efforts, make sure to invest in perfecting your SEO efforts and put an extra emphasis on these. They matter more than most of us think.
Educate customers through high-quality content
Maybe one of the most effective ways to generate traffic and boost customer engagement levels online is through high-quality, visual and written content seem to attract the right type of consumer. Focus on long-form visual content and share it online, focus on high-quality written content to create the aspirational atmosphere surrounding your products and services and you will enjoy higher levels of consumer engagement from the luxury consumer’s part.
These are some bulletproof tips and tricks that you can apply when tailoring a marketing strategy for luxury businesses. Make sure to collaborate closely with a professional team of marketers and advertisers and you will have better long-term results and higher consumer engagement rates.