Social Listening: Do You Know Your Luxury Audience?

One of the biggest tools right now in marketing is social media platforms. Brands are able to use social media to better connect with potential customers, build brand credibility and show authenticity. Social media however…

One of the biggest tools right now in marketing is social media platforms. Brands are able to use social media to better connect with potential customers, build brand credibility and show authenticity. Social media however, isn’t just for presentation. Social listening is how brands use the platforms to create a two-sided dialogue; brands are able to look at their followers or target audience and learn more about how they think.

Learning About the Conversation

Brands can use social listening tools to find out what consumers are saying about their products, staff, services or industry. A social listening tool can be set up to find specific keywords that are relevant to your brand or industry. You can then see what people are talking about, helping you react in an informed way. Some companies use social listening to respond to disgruntled customers in a professional and prompt manner. Other companies use the social listening tool to help them stay plugged-in to industry trends, needs and changes. Luxury brands often have a reputation of being a bit above the fray, but this doesn’t mean they shouldn’t be informed every step of the way. Just because you don’t know a relevant trending topic is happening, doesn’t mean your brand is exempt from it. The conversation is happening whether you want to benefit from it or not.

Understanding Your Audience

Every brand has to understand what motivates, engages and interests the ideal consumers within their target audience. Not every customer is going to be the same kind of qualified lead. In order to attract the ideal customers, brands will want to build in-depth buyer personas that try to pinpoint exactly what customers they are going for in their marketing efforts. Social media is a great place to get to know more about those ideal customers. Companies can use profiles to learn more about interests, posting habits, business pains and other factors that may help with marketing strategies.

Shopping for luxury brand items

Brand Watching

There are a lot of brands that might not be competitors to your brand or even in your industry, but they share a similar target audience. Social media is a great place to look at other brands to see how they are engaging their audience. While you won’t have all of their analytical information available for measuring their success, seeing what other brands do successfully can cut down on the brainstorming and trial strategies that your own company needs to do before having a successful campaign. Social media makes it easy to see how often other brands are posting, what
kind of a voice they are using, what visual aids are getting attention from the customer base, and more.

Not All Platforms are Equal

Through social listening, you will start to see trends in what brands are able to excel on what platforms. Different social networking sites are set up for different types of users. A high-end brand is more likely to be effective on Instagram or Pinterest if they are using strong visuals to back their products or services. On the other hand, LinkedIn is a better platform for luxury brands that want to focus on the business professional as an ideal customer. Facebook and Twitter can be a good platform for trendy brands, but the down-to-earth nature of the platform can be a difficult place for luxury brands to fit in. A brand will want to successfully build one social profile and marketing strategy before moving on to explore the next platform, so it is important to know where the ideal customers are more likely to be reached.

Finding Audience Influencers

There are people out there who are influencing your ideal customers. The audience influencers might be celebrities, bloggers, critiques, talk show hosts or many other people that hold sway over the target audience you are trying to address. Social media can be a great place to identify those influencers and then reach out to them yourself for improved exposure. If you know who your best customers are, then you might be able to find out who they are following in common. An influencer might be willing to review a product, guest post on your blog, highlight your brand or advertise your company on their own space. Audience influencers are an important way to get your brand into many hands in a direct and effective manner.

Mediaboom is experienced in helping brands like yours build a stronger online presence and reach a bigger audience of qualified leads. For more help with your branding, marketing or high-end design needs, contact us today!

Not All Customers are the Same: Email Segmentation

Email marketing is incredibly important when looking to build a brand that is connected to its audience. Your emails are 6x more likely to get a click-through than your Tweets, according to Campaign Monitor. But, a high-end…

Email marketing is incredibly important when looking to build a brand that is connected to its audience. Your emails are 6x more likely to get a click-through than your Tweets, according to Campaign Monitor. But, a high-end brand can’t afford to look sloppy or generic. You need to differentiate your list in order to strike a personal chord with your consumers and improve your ROI.

Segmenting Your List

Not all customers and clients are the same. They don’t like the same things, they don’t live in the same areas and they aren’t even in the same stage of the buyer’s journey. So, you need to segment. Segmentation simply means gathering data on each lead or customer and then establishing campaigns that would appeal to part of your list. If you are marketing a new winter sweater, you won’t want to push it on consumers in Florida like you might market to those in New York. Your list should be organized to tell you where a lead lives, what he or she does for a living, past purchases, estimated point in the funnel and more. As your lead continues to interact with your company, you should continue to automatically mine information in order to create a list that is as detailed and beneficial as possible to your campaign strategies. This will allow you to send out emails to those just discovering your brand that are far different in nature from those who are nearly ready to purchase and even more different from those who already have purchased from you. When consumers are loyal customers that continue to come back, you can offer special deals and sales that you aren’t offering the prospects just stumbling onto your site.

Email Marketing Automation

Another great thing about email segmentation is in being able to set up email automation. This means you don’t have to push the buttons to send emails to specific consumers at specific times. If someone decides to sign up for an account on your site, a welcome email is automatically triggered and sent. You can automate emails to be sent on birthdays, based on locational seasons, to highlight products that are similar to past purchases made by the consumer, to highlight services available in their area and more. Every time you are able to automate a campaign and set up factors for sending it to the right person at the right time, you’ve simultaneously saved yourself time and improved fast communication with the user.

Remarketing

Email segmentation can also help track who is looking at what you offer and considering a buy. One of the biggest missed opportunities for a company comes in failing to remarket. You can send out abandoned cart emails to remind a user of the items they clearly wanted that are still sitting in a cart. You can re-introduce a service or experience opportunity to someone who has backed out of completing registration. For the average company, 68 percent of carts are abandoned. VWO did a survey that found 72 percent of consumers ages 25-34 were very likely to purchase a product that was remarketed to them during a sale if they had abandoned it in their cart. Marketing Sherpa found that those who were reengaged through abandoned cart email reminders spent 55 percent more than the original abandoned cart total when they returned to the website. And, Listrak reported that an abandoned cart email sent within 3 hours is opened 40 percent of the time with a 20 percent clickthrough rate. If this holds true with a shopping cart (that is a bit easier to track), then you can imagine it is similar to those considering event tickets or registering for a class. No matter what you offer, you will want to remarket to those who have only really entered the awareness stage of your funnel.

Want help segmenting your list for greater reach and more impact? Let Mediaboom increase your ROI with targeted email marketing campaigns that offer real value to your audience.