How to Market Your Luxury Brand Online

 

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Luxury doesn’t necessarily only refer to designer labels, diamonds, and expensive resorts. Small businesses can also offer luxury, and it really depends on your marketing. If you offer personalized service or artisan products, you could categorize your brand as luxury. The products and services you provide are sought after not only to fulfill a particular necessity but as a special treat for those who are willing to spend a little more for quality. Luxury services might include bridal hair and makeup, catering, and handmade products. You need to pay particular attention to how you market your luxury brand.

Research your competitors

Research any competitors in the field. You can find a number of luxury services in a luxury directory, for example. Find out how they’re marketing their products or services and what seems to be working for them. Have a look at online reviews and their website content for ideas. You might be able to get some pointers. See if you can offer something different to stand out from the rest. 

Personalize the customer experience

With more luxury items or services, it’s even more important to personalize the customer experience. Your customers will be paying more and will expect a tailored and quality service. The more your products or services cost the more your customers will want to be treated as individuals. Offer repeat customers incentives as well such as discounts and pre-order services, anything that will make them feel like they’re getting special treatment.

Showcase your talents

You need to clearly portray the quality of your luxury products or services. You can do this using a video tutorial or demonstration to showcase your talents. Customers will want to know why they’re paying more for your services. For example, if you offer bridal hair and makeup you could include an extensive gallery of photos and videos on your website. Use visual branding to fit your niche audience. Reach out to a high-end market using more sophisticated tech, graphics, and tone of voice on your website. 

Don’t neglect the offline experience

For most luxury brands it’s not all about the online experience and it’s important not to neglect offline marketing tactics. Often luxury items require an in-person service such as custom fittings. If you also have a brick and mortar store, make sure you the customer service there is of a high standard. Even though there is a huge focus on online marketing nowadays, your customers are paying for a quality service in person as well.

Tell your brand’s story

With luxury products, consumers want to know their history and a bit about the quality of the ingredients used, for example. Include a section to tell your brand's story on your website. For instance, if you’re selling a sustainable product such as homemade vegan cosmetics, you need to clearly outline how you’ve ethically sourced the best ingredients. The methods you choose to market your brand as luxury can depend on the field, but customer focus and quality should be key features.