Digital Marketing for Luxury Brands
Often luxury brands feel that Digital Marketing is not relevant to them due to a smaller potential audience and fewer opportunities than mass market brands. This is simply not the case. A recent study shows that 72% of people in the UK use the internet to research high value purchases regardless of where they buy them. Common sense tells us people put more thought into a more expensive purchase, so logically they are more heavily researched online than impulse buys.
Digital Marketing isn’t just about website optimisation. It covers the following elements:
Search Engine Marketing (SEM) - marketing a website online via search engines, either by improving the site's natural (organic) ranking through search engine optimisation (SEO) or buying pay-per-click (PPC) ads.
Email Marketing - promotion of a product or service through email via e-newsletters or direct email.
Online Advertising - the placement of ads on the internet, on websites, banners and in online magazines.
Online PR - Article Marketing (writing articles for inclusion on websites and online magazines) and Blog Marketing (Blogging).
Social Media Marketing - promotion by using Social Media such as Twitter, Facebook, Linkedin, Pintrest, etc.
Your store may be in upmarket Mayfair - but what about your Google location? Are you on the first page for all of your main keyword phrases? If a customer walks down New Bond St they expect to see all the best stores. But when they take a stroll through Google Gardens or Bing Boulevard the landscape is very different. At the recent Luxury Briefing Conference Bec Astley from Astley Clarke hit the nail on the head:
'For a luxury brand, not being on the first page of Google for your chosen keywords is like opening a store in the wilderness'.
So with this in mind, let me ask you some ‘searching’ questions...
Are your customers following you on Twitter and Facebook?
Do you have a Pinterest page?
Does your website match the quality of your showroom or office? If not, why not?
Is your website fully optimised for mobile devices?
Have you optimised all your meta tags? Do you tag your images and videos?
Do you have an authorative link building strategy?
Do you have a Pay-Per-Click strategy?
Do you use Google Analytics regularly?
Do you have you own You Tube Channel?
Do you send your customers regular newsletters and eShots?
Have you done an in-depth key word analysis for your business?
Some of these questions may resonate, others may not, but if the answer is no to any of the above, my associates and I can help. And for less than you may think. Why has Burberry grown so big in the last few years? Because they spend over 60% of their marketing budget on digital channels. Simple as that.
If you would like to find out more about Internet Marketing and the other secrets to marketing success for luxury brands, please contact me.