In an overly cluttered, spam laden online environment full of black hat techniques and false advertising, it is especially difficult to earn the trust of the consumer when selling a luxury product. Because of the amount of money being spent, the already prevalent caution of the older demographic of online consumers is magnified even more, which may cause them to overlook a good business in their attempts to avoid the scammers. |
Many companies with a fine reputation in the brick and mortal world can not quite find their footing online, even as they spend hundreds of thousands, or even millions, of dollars marketing their luxury brands online. And because of the third party nature of the luxury business, online retailers are mostly on their own and can expect little help or recommendation from the manufacturers.
As such, the strategy for advertising for luxury brands is a little different from other business niches. Here are a few tips to help maintain the reputation of a luxury brand business online.
1. Make sure the web site design is impeccable. The site design is the first impression that a consumer receives of the business, and that impression is likely to proceed on to the products advertised on that web site. Luxury buyers are paying not only for the product itself; they are paying for an experience. The web site design for a successful luxury brand seller should be free of error and provide a convenient, unique, and easy shopping experience for the consumer.
2. Provide access to live help. Many times luxury buyers will have an employee or associate vet several companies by calling them and screening their customer service representatives for any hint of impropriety or disservice. Counter this by not only providing excellent customer service, but actually leading your customer to it. Make sure your representatives are knowledgeable about your products. There should be no hold times while your representative looks up an answer.
3. Do not discount. Scammers discount. Luxury brands are bought at a premium.
4. Advertising should be specific. SEO for luxury brands should include many long tail keywords. Luxury buyers know exactly what they want.
The latter point being the SEO needs to be done and carried in highly methodical and structured manner as a means to ensure you are able to captivate and go after the most desired target audience, overall. This is for sure something which needs to be able to take place as part of a wider overall luxury marketing strategy so you can also be sure to attract the right type of customer.
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