27 Digital Marketing Tips for Luxury Brands
The internet has opened up new marketing opportunities for businesses like never before.
The luxury industry has some big players who are competing for attention so SMEs providing luxury goods and services may think that making an impact will present a challenge, especially when you consider that these larger companies have a larger marketing budget at their disposal, and often enjoy the benefits of an in-house marketing department!
Whether you’re beginning your journey on the path to success with digital luxury brand marketing or planning to upgrade your existing digital marketing activities, we have some guidance that you can use to ensure that your efforts are primed for success.
Read the first 9 of our 27 Top Tips on Digital Marketing for Luxury Brands
- Your website should be optimised to combine style, user experience and functionality. So many luxury brand websites appear stylish but are let down by their performance with regards to functionality and user experience. Having a sophisticated appearance is vital but if this is achieved using slow loading images and videos, it’s unlikely to do your brand any favours.
- Make sure the website is easy and intuitive to navigate – if potential customers are struggling to find what they’re seeking, they are likely to move on and purchase from a competitor.
- If you offer different categories of products, make sure that you group these together. For instance, if you sell handbags, tote bags, wallets and cosmetic bags, each item should be grouped with others of its kind so that a customer looking for a tote bag does not have to sift through all the other products you have available.
- Each product in a category should have its own page with a full description of the product, accompanied by professional high-quality images showing the product from different angles.
- Product descriptions should be comprehensive, leaving no details untouched. People who shop for luxury goods want to make sure they are buying the best. For instance, if you sell high-end clothing, make sure the product details include the types of fabrics used so that potential customers know that quality is guaranteed.
- Because so much of the in-store luxury shopping experience revolves around the individual attention that the shopper receives from the shop attendant, it’s vital to recreate that type of personalisation on your website.
- Optimising your website to provide an attentive and personal experience is an essential part of the digital marketing process for luxury brands.
- Personalised experiences are possible if you use insights gathered from third-party tools (such as a Customer Relationship Management tool and a Data Management Platform) to create a sophisticated personalised shopping scenario on your website.
- If you offer customisation on products (such as “build your own product”, engraving or embroidered monograms), showcase this clearly on items for which this extra value service is available.