Whether you’re just starting out in the world of luxury online business or have been running one for some years already, nothing is more important than having a strong online presence, and without one, you could be missing out on thousands in revenue each year – if not, much more. The digital marketplace is more competitive than ever before, which means it’s now even more crucial to stand out from the crowd and to form meaningful connections with your target audience – but in our fast-paced world, where flicking between apps and screens every few seconds and cramming in meetings, lunches and all sorts of other engagements with minimal time to spare is commonplace, how can you possibly attract – and hold – the right people’s attention?
A robust public relations and marketing strategy is the answer, and will help you to reach your target audience in a way that resonates without compromising on that carefully crafted image of opulence and exclusivity and staying true to your brand values. From investing in influencer marketing to launching a loyalty programme, there are many avenues to explore – but first, you must lay the foundations.
The starting point for this is a fast and responsive website, as you’ll need somewhere to direct people once they start to take notice of your brand – and decent hosting is the key to ensuring that your online shopfront offers rapid loading speeds, secure transactions and minimal downtime. Without it, all of your PR and marketing efforts will go to waste, so go for a reliable WordPress hosting service and be sure to get this sorted before anything else, because the luxury consumer expects nothing less than perfection in every interaction.
Once you’ve laid the technical groundwork, it’s time to get creative. Here are some ideas to get you started with an impactful strategy that will help you to elevate your luxury online business and build a loyal customer base that is here to stay.
Create an engaging brand narrative
The luxury consumer isn’t impressed by high-end products and services alone, and the story behind the brands they choose is just as important. It’s this that helps convey that all important sense of exclusivity, and will help to make your offerings all the more sought-after by the right people, so craft a narrative that is steeped in history and heritage if you have it, or if yours is a new start-up then tell the story of how your brand and your offerings came to life. By weaving elements like this into your brand narrative, and focusing on ideas such as the expert craftsmanship behind each product and the meticulous process that brings them to life, you can create a captivating story that will pique the interest of your target audience and add an extra layer of appeal to what you’re selling.
So you’ve got the concept, but how exactly do you put this idea into action? Through carefully crafted website copy, blog content, social media posts, and email newsletters, which will serve as the vehicles for telling the story of your brand’s heritage, values, and the people behind it. From insights about the design process to how and where you source materials or the inspiration behind collections, it will all help you to create an emotional and meaningful connection with your target customer base.
Collaborate with influencers and brand ambassadors
For a long time, the luxury sphere shied away from the idea of influencer marketing, fearing it would cheapen brands. But since the early days, it has become apparent that it is now one of the most powerful marketing tactics to leverage, and by carefully selecting individuals who align with your brand and its values, you don’t have to risk detracting from your carefully crafted brand image,
In luxury marketing, influencers and brand ambassadors now play a crucial role in increasing visibility and in fact, when chosen with a strict set of criteria in mind, actually help to reinforce a brand’s image. The key is to go for individuals whose personal brand and following are on par with yours – and don’t underestimate the power of working with micro-influencers. While those with the largest followings are often the first to catch the eyes of marketeers and PR professionals, it is often working with those with a niche but highly engaged fielding that can yield the best results. They will be best placed to help showcase your products in a way that speaks directly to your target demographic, enhancing brand prestige and driving highly targeted traffic to your online store.
Virtual events and exclusive online experiences
Looking to take customer engagement to the next level? Then hosting a virtual event could be a game changer and cement the mutually beneficial relationship between you and your most valued customers. From product launches to fashion shows, private online viewings, or behind-the-scenes tours, there are a plethora of different types of online events that will allow you to offer VIP customers an exclusive experience reserved for them only. The luxury consumer adores being made to feel special and offering them the chance to see or be part of something before everyone else is a sure fire way to win their attention.
