The luxury goods sector is fiercely competitive with thousands of different brands vying for the same clientele. This is why new brands in this niche need to be creative and find new ways to get the attention of the public. Digital marketing is a tool that allows small brands to compete with mega-companies and, when used right, it could help you boost awareness and sales with a modest budget. Let’s take a look at a few digital marketing strategies all luxury brands should be using.
People want to see what they’re buying when they’re buying luxury goods online. Brands that can showcase their products the best will always have an advantage in this field, and one of the best ways to make visitors feel like they’re actually holding a product is through 3D rendering and marketing.
You can use 3D renderings on your product page to allow people to see products from all their angles. One study found that interactive marketing campaigns saw an increase of 40% in conversions, which is very impressive. Most visitors who interacted with 3D renderings also stated that they preferred this format over video playback.
If you think 3D marketing is too complex or expensive, think again. You have services like Apviz who will create 3D renderings of your products which you’ll be able to use on your website immediately. They have various 3D marketing solutions whether you’re in jewelry, clothing, or cosmetics. They also have an article that explains how powerful 3D marketing can be and how you can use it for your business.
This technique could be your single greatest asset. This is because email marketing is one of the best ways to reach a large number of people fast and without deploying a huge marketing campaign. Email marketing is also a format that works particularly well in retail, especially luxury retail. It is a great way to keep your clients informed about upcoming or current sales. It’s one of the best ways to build loyalty and a solid client base too.
Implementing a newsletter is extremely easy and can be done in minutes. All you have to do is find an auto-responder program, compose messages, and post them to your list. You will need to add an email capture form on your page, which is nothing but a small piece of code. Most e-commerce platforms will have tools that will allow you to integrate email marketing easily into your website.
The true secret to efficient email marketing is segmentation. If you aren’t using a CRM, you should do so right now. You should organize your contacts based on their average spend and how often they buy from you. You also want to separate them based on where they are in the sales funnel. You don’t want to send the same emails to people who have made several purchases to someone who has just interacted with your brand for the first time.
A newsletter is also a great way to promote your other products or provide content you believe your clients will like. Interviews with designers or behind the scenes videos at big fashion shows are all examples of things that could pique your audience’s curiosity.
Email marketing should be about providing value first, so try to give your subscribers as many perks as possible. It all starts by incentivizing them to sign up. You can frame this as some sort of club they can join or give them an instant discount. The next step is making sure that you only contact them if you have something of value to offer. This way, you’ll ensure that they pay attention to every message you send them.
Social Media Marketing
Social media marketing is another great tool for luxury brands. There isn’t a single luxury brand in the world that doesn’t have a strong presence on social media. Here, Instagram is the tool of choice. Instagram is a great medium to showcase new collections, but it can be much more than that. Brands that are good at social media marketing are able to build a sense of community. They make their followers part of the page, and you should too. Try to encourage your followers to post their own messages. One of the best ways to do that is to hold a contest.
Just a selfie video competition showcasing some of your products with a good hashtag could spread like wildfire if you give them a good reason to join. The more you get your followers involved, the less heavy work you’ll have to do. Social media algorithms also love this type of fan engagement, so you could get many benefits on the back end.
SEO should be part of any luxury brand’s marketing strategy as well. Major brands secretly spend lots of money on making sure that their page and products appear near the top results on Google for searches, and so should you. One of the many benefits of SEO is that the results accumulate over time, and at a certain point, all you have to do is preserve them. It takes a lot of effort at first, but once you start gaining positions, it’s all smooth sailing from there. It’s also one of the best ways to build brand recognition. Once someone sees your brand appear over and over in search results, it will automatically up your profile.
SEO is something that you can start on your own, but it’s always better to have an expert deal with this. They will be able to look over your website and where you can improve. SEO is not only about the keywords being used, but user experience as well, and they might be able to make or suggest modifications that will not only improve your visibility on Google and other search engines but make the experience more pleasurable on your site. This will translate to better conversions.
One of the tools we wished luxury brands would use more often is SMS marketing. SMS marketing can be used like email marketing, but it can be even more powerful. People will routinely phase out email messages, but not text messages. Here, making sure that they know that they will get messages from you and that you follow through with great offers is key.
The best way to get their contact information would be in store through a loyalty program. You should also input this information in your CRM and segment it as well. You should then hit them with an introductory offer as your first message. Make sure it’s good too so they remember you and pay special attention to your next messages.
Another potentially powerful technique that you could use is geo-fencing. Geo-fencing allows you to erect a virtual fence around an area and have text messages sent to everyone within or going through that fence. This could be used to let people know that there’s a sale when the pass by your store, but also to send messages to people gathering at an industry event, for instance.
These are all digital marketing techniques that could allow any luxury brand to get its name known and get more recognition. Make sure that you consider all of these and see which ones would work for your brand the best.