If beauty is truly in the eye of the beholder, your luxury brand’s digital presence holds the key for increasing revenue.
With customer research going digital, brands that target audiences willing to pay for a more luxurious experience must reflect their value through the digital engagement they promote.
Crafting brand perception through content, design, optimization, and social integration allows top-quality brands to develop a unique experience valued above those sacrificing comfort for savings.
We’ve examined the best ways for luxury brands to position their value and identify the obstacles and opportunities faced within their industries.
Culture Relationships Through Social Authority
The significance and impact of social media on brands is massive. It can build relationships, increase brand exposure, drive sales, and shape brand perceptions. To achieve success, brands need to leverage a comprehensive social media strategy that ties social action back to brand goals and ROI.
Balenciaga is a European fashion house that sells luxury clothing and accessories at high-end prices. Their web presence is robust across search engines, retailers, and a strong collection of well-designed digital assets. Their biggest missed opportunity falls in their social media presence, which has a noticeable disconnect from the brand.
Each social network has developed its own presence and style. While this can often be good to have unique value on each account, Balenciaga falls short on binding together a unified voice, brand, and style guide across their channels.
On Facebook there is a misuse of capitalized words across status updates and inconsistencies across the brand name itself. On Twitter, the brand shares tweets over 140 characters, misused hashtags, and shares links that are not shortened or optimized for tracking as seen below. Balenciaga’s Tumblr also falls short of the luxury experience by posting groupings of similar imagery without any context or supporting content. This disconnect across social networks can disrupt the luxury experience a brand has worked to build.
There are additional opportunities for fashion brands like Balenciaga to grow social influence by leveraging new content mediums, paid social advertisements, and a comprehensive social media strategy to connect social accounts back to branding, company goals, and a luxurious digital footprint.
Create An Immersive User-Experience
To best portray your brand’s real-world luxury, you must first create a user-experience that reflects its unique assets and comforts across all digital platforms. A poor user-experience can damage your perceived value to users and decrease engagement.
In fact, 48 percent of people cited a website’s design as the number one factor in deciding the credibility of a business. This means your website’s appearance, optimization, and ease-of-use may be hindering sales and lowering your brand’s value.
Additionally, content and reviews are heavily tied to your brand’s user-experience and perceived value, influencing up to 90 percent of consumers.
Your website is often the first place users visit to understand your brand’s offerings and quality. Put yourself in their shoes — analyze how your website stacks up against the competition and if it delivers the right look and feel for your brand. As a luxury brand, it’s important that the design speaks to the image your users have grown to expect.
Below, we see that Fairmont Hotels uses high-quality photos that sync with their luxury image, but fail to utilize the available space with a responsive design.
Their separate mobile website offers optimization for smaller screens, but can vary from device to device. This means that users who visit the Fairmont website from a phone, tablet, laptop, and desktop will all experience the website differently, disrupting its luxury image.
Where Fairmont falls short on design, it flourishes in developing on-site content. For its individual resort locations, Fairmont’s content uses rich language that paints a vivid picture of the luxury experience and optimizes each page for search visibility in local markets.
This sets expectations for users and justifies a premium price with clear value; however, additional opportunities exist to increase site engagement and visibility through user-focused content, reviews, and a unity of its other digital assets such as social media. A strong digital PR strategy offers an opportunity to tighten up relationships and establish a powerful luxury brand image amongst its customers and potential clients.
Show Off Superior Search Visibility
Despite having a very specific demographic, luxury brands must still rely on search exposure to be discovered while users move through the research process of the customer lifecycle. A mix of highly targeted paid and organic SEO must be used to remain visible and outrank competitors or affiliate sites.
Bugaboo manufactures high-end strollers and leverages a combination of a direct eCommerce store and third-party retailers to sell their products around the world. Its beautiful website showcases the prestige and value of the brand with excellent design and a fully customizable shopping experience.
While Bugaboo has developed a wide breadth of digital assets that reflect the opulence of the brand, its optimization and visibility in search prevents many users from discovering its true value.
Remember: superior products, content, and web design only holds value if users can find these resources and want to engage based on what they’ve seen in search.
Search rankings and page authority are an indication of credibility. Currently, Bugaboo’s search presence is outranked by competitors, paid ads, and content from other online retailers. This can hinder its digital authority and ability to drive organic ROI.
As seen below, a popular search phrase, “double stroller,” generates over 40,000 searches on Google each month, and currently ranks no content from Bugaboo in the first 100 results. A lack of on-page SEO, link building, paid advertising, and content optimization prohibits the brand’s reach in search and exposure to consumers during the research process.
A robust search presence makes the brand more accessible and authoritative. Missed opportunities like this can discredit a brand’s affluent reputation and should be balanced with a comprehensive marketing strategy that ties valuable brand assets together.
The solution: content optimization and targeted advertising. This helps luxury brands currently struggling to be discovery dominate a SERP with the information consumers want to see before spending big money on a purchase.
Opportunities to Grow
By applying user intent to a comprehensive marketing strategy, luxury brands can adjust their digital focus to increase exposure, drive more conversions, and develop strong branding. Creating a strong digital presence across all channels of the web is crucial for constructing a consistent image in the minds of users. It is important that your brand ensures it’s strategy and execution ties all digital elements together with a common goal to not disrupt its luxury brand image.