Luxury Content Marketing : How Today’s Biggest Brands Promote Themselves

As a modern luxury brand, you understand how stiff the competition is. In promoting yourself to new and potential customers alike, you probably use various marketing methods to stand out. These include email marketing, social media marketing, and digital…

luxury content marketing

As a modern luxury brand, you understand how stiff the competition is. In promoting yourself to new and potential customers alike, you probably use various marketing methods to stand out. These include email marketing, social media marketing, and digital marketing, like we wrote about here.

Without a comprehensive strategy, your campaign is incomplete. What is luxury content marketing?

Luxury content marketing is a means of using content—including blog posts, email newsletters, social media posts, videos, and more—to introduce your luxury brand’s products, convert leads, boost sales, and increase brand awareness.

If you’ve yet to implement content marketing into your campaigns, then you’re not going to want to miss this article. In it, we’ll clearly define content marketing. Then, we’ll explain how luxury brands use content marketing, including some real examples you can emulate.

WHAT IS CONTENT MARKETING?

As said, we’ll start with a definition of content marketing. After all, if you thought it was only about written content, then you’re missing half the equation.

Content marketing is a form of marketing and promotion that all companies should use, luxury brands included. You should produce many forms of content, putting it on your blog, your website, and/or your social media feed.

Then it goes live.

content marketing for luxury brands

The goal of this content is multifaceted.

You want to get the word out about your luxury brand and its products. You also want to draw in new customers, retain your current audience, and increase sales. With content marketing, you can achieve all those goals.

What kind of content should you focus on? While content marketing is still about the written word, your content doesn’t exclusively have to be email newsletters or blog posts. When you make a video and post it, that’s content marketing.

The same is true of some social media posts.

The type of content that goes into your content marketing strategy is incredibly important as well. Anyone can write a tweet and post it to Twitter, but that alone doesn’t mean you’re doing content marketing. Instead, your content should be appealing, informative, and—almost above all else—valuable.

What value is can differ from one part of your audience to another. Did you teach them something new? Point them in the direction of a great sale? Introduce a must-have product in their lives?

You can implement value into your content in many ways, so always keep it at the forefront.

HOW LUXURY BRANDS ARE USING CONTENT MARKETING

Now that we’ve explained what content marketing is, how do luxury brands use it?

Like with many other forms of marketing, a content marketing campaign begins with audience segmentation. When introducing your luxury brand to consumers, you want to ensure you reach out to only those who are the most receptive. These people may already treat themselves to other luxury products regularly, so they’re more willing to spend on these goods, perhaps even buying yours.

If you use customer relationship management or CRM software, then you can easily queue up a list of all your contacts in one convenient place. From there, scoring your leads based on their behavior acts as a good indicator of those you might want to focus on.

For instance, when a lead subscribes to your newsletter, opens your emails, visits your blog, or follows you on social media, they earn points for a better overall score.

Those are the leads you want as customers.

These prospects don’t always skew older, either. We recently wrote an informative post on luxury brand target audiences, which you can read here. This audience includes Generation Z, today’s current youngest generation, as well as millennials and some older consumers who straddle the line between millennials and Generation X.

When you know your audience, you can begin crafting your content marketing campaign.

As an example, data has found that millennials quite enjoy videos. They also prefer seamless, interactive experiences, something else to keep in mind.

luxury brands using content marketing

Luxury brands are highly visual, so the opportunity to showcase products through images and videos makes content marketing a viable means of promotion. The viral nature of social media is another can’t-miss element.

After all, as small business resource The Manifest found in a 2019 report, each generation is on social media.

Generation Xers are mostly outside of the luxury brand target market, but not all. Up to 81 percent of people in this older generation log onto social media at least once daily. Millennials, who didn’t grow up with social but have had it for years, also hungrily consume social media.

Most of them, 88 percent, check Facebook, Twitter, Instagram, and the like every day.

They’re beat only by Generation Z, as 89 percent of them are on social media daily. When you consider that this generation haven’t ever had to live without social media, these findings aren’t so surprising.

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Some of your target audience is even more engaged on social media than others. The Manifest notes that 79 percent of millennials and 77 percent of Generation Z are on social media more than once each day.

Here’s how the social platform usage breaks down among these two audience groups:

• YouTube: 86 percent of millennials and 89 percent of Generation Z
• Instagram: 71 percent of millennials and 74 percent of Generation Z
• Snapchat: 52 percent of millennials and 68 percent of Generation Z
• Facebook: 87 percent of millennials and 36 percent of Generation Z
• Twitter: 42 percent of millennials and 29 percent of Generation Z
• Pinterest: 42 percent of millennials and 26 percent of Generation Z

This is good news for luxury brands, as YouTube, Instagram, and Snapchat are three of the most visually driven social media platforms out there.

social media content marketing for luxury brands

EXAMPLES OF LUXURY BRAND CONTENT MARKETING

Through this article, you now have some ideas and pointers on how to get started with your own luxury content marketing campaign. Still, you could use some ideas. Well, look no further. We’ve combed the Internet to find some fantastic examples of videos, blog posts, and other content that luxury brands have used as the basis of their content marketing campaigns.

Burberry Kiss Campaign

Back in 2013, fashion brand Burberry rolled out their Kiss campaign. It tied into their then-new line of lipsticks. You can watch a video that outlined the campaign here through Burberry’s YouTube channel.

This interactive email campaign allowed you to choose a color of the luxury brand’s new lipstick. You then got to pucker up and really kiss your smartphone. Burberry took a digital imprint of your mouth in the color of lipstick you chose.

Then, you could send this virtual kiss to anyone you wanted via email.

To make the campaign more interesting, Burberry even partnered with Google Places and Google Street View so you could watch your digital kiss travel all the way to its destination.

The interactivity and immersive qualities of this campaign make it an instant winner even all these years later. As you remember, a good portion of your luxury brand target audience prefer more interactive campaigns, and this one lets you put your literal stamp on something in an intimate yet sweet way.

It could be worth trying something similar for your own luxury brand if possible.

content marketing for burberry luxury brand

LV NOW

Louis Vuitton is a fashion brand that needs no introduction.

They regularly publish their own exclusive online magazine through a curated website called LV Now. This digital publication lets you stay abreast of the latest events and news coming down the pike for the fashion house. One of their most recent posts was about their new scented candle, with benefits going towards (RED), an organization that seeks to stop AIDS.

The chic imagery and attention to detail present in this digital magazine matches the rest of the branding consumers know and love from Louis Vuitton. The magazine not all just text posts with images, either, but video campaigns introducing new fashion lines. Besides that, you can also read interviews from key designers and glean other exclusive info that makes you feel like an insider.

You’re already writing content for your blog anyway, or at least, you should be.

If it’s a natural fit for your brand, then you can stylize the blog more like a digital magazine that’s on-trend like LV Now.

louis vuitton content marketing luxury brands

Burberry’s Art of the Trench Campaign

Here’s another interesting luxury content marketing example from fashion brand Burberry. This time, it’s their Art of the Trench campaign.

What exactly is Art of the Trench? It’s a campaign the fashion brand had used before and decided to resurrect back around 2016. This time, they tied in popular social media platform Tumblr to do it. Given that Tumblr supports videos, images, and text posts, it’s a smart if not underused platform for content marketing.

As Burberry says, their Art of the Trench page “is a living document of the trench coat and people who wear it.” That’s it. If you owned a Burberry trench coat and you photographed yourself wearing it (or someone else photographed you), you could have ended up on the Art of the Trench page. As we said, the campaign seems to have ended around 2017, since that’s when the last upload was posted.

You can still upload your photos though, maybe bringing Art of the Trench back to life for yet a third time.

What we like about this campaign is its simplicity. Burberry lets its product speak for itself without doing any kind of promotion or pushing. Their trench coats have a timeless style that works for many looks and for both men and women. Real customers have proven that through the Art of the Trench page.

If that’s not an incentive to buy, then we’re not sure what is.

burberry luxury brand content marketing

The Window

In the same vein as LV Now is The Window, Barneys’ own content hub/blog.

Here, they count down their hottest looks and accessories through list posts, write inspiring profiles on their designers, and try to intrigue you to do a little shopping as well.

Over on the right side of the page, they have a constantly updating area called “the latest pick from the fashion office.” Not only do you get to see the fashion garment in question, but you get a small description of the item and, of course, a shopping link.

Should you keep scrolling to the bottom of the page, you’ll see the “we adore” section with a rolling list of recommended Barneys looks. Beneath that is their featured video. While we think the video could do better being more prominent on the page—and definitely above the fold—the elements here all combine beautifully into one consistently effective luxury content marketing blog.

barneys luxury brand content marketing

GETTING STARTED WITH LUXURY CONTENT MARKETING

Content marketing is the creation and publishing of content that educates, inspires, and drives value. It can be written content, as it’s been traditionally, as well as videos, images, email newsletters, digital magazines, and even social media posts.

To position your brand, drive more sales, and showcase new products, luxury retailers must engage in content marketing. Any successful approach should begin by filtering and scoring your audience. Then you can decide which form of content marketing appeals to this audience more, be that video or social media.

Many major brands have blazed trails with their content marketing, among them Louis Vuitton, Barneys, and Burberry. Through their examples, you can craft your own luxury content marketing campaign to achieve your desired goals.

MedSpa Digital Marketing : The Complete Guide

As medspas have grown across the country, so too has the rise of medspa digital marketing. This form of marketing encompasses…

MedSpa Digital Marketing

Utilizing Digital Strategies for Your Medspa

Today more than ever, businesses across all industries must market themselves. It’s crucial for drawing in leads, converting them to customers, making revenue, and driving repeat business. What if you’re a medical spa or medspa? How would you achieve the above goals and more?

As medspas have grown across the country, so too has the rise of medspa digital marketing. This form of marketing encompasses web design, content and email marketing, automation, PPC, SEO, social media, influencers, and more to achieve the various goals of medspa owners.

In this informative, detailed guide, we will delve deep into medspa digital marketing. First, we’ll share a clear definition. Then, we’ll go even further into the many facets we mentioned above, explaining how to use these to further your business.

Medspa Digital Marketing: An Introduction

As promised, let’s begin by talking more about what medspa digital marketing is.

We’ll start with medspas themselves. Medical spas or medspas are treatment facilities that offer a variety of services, including:

  • Medical-grade peels and facials
  • Acne therapy
  • Laser hair removal
  • Sun damage repair
  • Facial fillers
  • Botox

According to a 2017 report in Modern Aesthetics, there were 4,200 United States medspa facilities that grossed $945,000 in 2016. That led to a revenue increase of 6.9 percent from the year prior.

Data from this year in Global Newswire states that, by the time we get to 2026, the global revenue for medspas should grow to $34 billion. Parts of the world besides the US that have really embraced medspas are Thailand, China, and India.

Okay, so that’s the medspa part of medspa digital marketing. Like we talked about in the intro, companies of all types must market themselves to bring in new customers, retain their current ones, and continue to earn revenue. Considering that the data from 2017 says there are more than 4,000 medspas in the US and the industry has only grown since then, we can reasonably assume more 4,200 medspa facilities exist in 2019.

The competition is fierce then. Even if those other 4,000 medspa facilities aren’t in your neck of the woods, you can’t get lax. You need an engaging marketing campaign that will check off your company’s goals one by one. From lead generation to a goal as simple as increasing revenue, digital marketing can help.

How? We’re glad you asked.

medical spa marketing strategies

Responsive Web Design

The medspa world is all about improving the appearance of its clientele, so it makes sense to have a website that’s very visual. From showing pictures of the services you offer to before and after photos, these types of images could convince someone who finds you website to make a consultation.

Besides just images, your medspa can’t go without responsive web design.

What does this mean? Well, for one, responsive websites are optimized for mobile use. If your customer looks at your site on their phone and then later on their tablet, all the elements line up correctly. Nothing, including your beautiful images and your drop-down menu, looks misaligned, squished, or cut off.

To achieve this, responsive web design encompasses CSS media queries, layouts, and grids. All have flexibility to show the website on the device the customer is using.

Stumped on how you can even begin to design a medspa site that’s appealing and responsive? Go to our blog, where we have a stellar article on 10 medspa websites from real companies.

That ought to give you a jolt of inspiration. We also wrote a great post about 12 strategies for earning website traffic in the medspa world. Make sure you check it out.

While having a website is a fantastic starting point for your medspa digital marketing campaign, you will need more than that.

responsive website design for medspa

Content Marketing

Next, you need to pay attention to your content marketing. This means of marketing is all about your blog. If you’re not already doing so, you need to begin filling your blog with phenomenal content.

We recommend you start with an editorial calendar. Here, you can plan how often you’ll publish (twice a week, once every other week) as well as what you’ll publish.

Okay, but how do you decide what goes into your blog, anyway?

Well, your team can brainstorm. You may have a list of articles that came easily to you, but eventually the well runs dry. Keyword research will also help, especially if your blog isn’t driving the kind of traffic you want.

Through keyword research, you can see what people search for in your industry. You can then use these relevant keywords and shape an article around them. The articles should get more traffic.

digital marketing for medspa

Search Engine Optimization

Keyword research is a major element of search engine optimization or SEO.

In case you’re not familiar, SEO can determine how visible your website is, namely on which page of search engine results it shows up on. Every company wants to be the first result when a person searches for a certain query. How to do that though seems to change every few months as Google algorithms shift.

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If you want to focus on methods that actually work, we’ve got you covered. Here are some ways to boost your SEO today:

  • Make sure your snippets or important paragraphs are optimized, especially since carousels, knowledge graphs, recipes, and answer boxes have taken over.
  • Use on-page optimization, such as reworking your title tags and meta descriptions or rewriting content so it’s better optimized.
  • Don’t forget your structured data, or code designed for search engines. This code, which goes on your website, tells search engines where and how to display search results.
  • Remember that you’re marketing to people at the end of the day, so keep user intent in mind. Don’t make it hard to find information on your site. Also, go beyond basic text and share audio, video, images, or infographics if they’re a better way to present the information.

Search Engine Marketing/PPC

Besides SEO, you also want to pay attention to search engine marketing or SEM for your medspa business.

While SEO relates to the organic traffic you can drive through people finding you on search engines, SEM is about paid traffic. Pay-per-click or PPC advertising allows your site to appear on search engines by paying by the click (hence the name).

To succeed with PPC and SEM, you should start with a competitive analysis.

This will tell you what’s already out there so you know what to do differently to stand out. You also may want to consider targeting by geographical data with your PPC ads. Having a keyword list will keep you from spending too much money on advertising as well, a must for growing medspas.

Social Media Marketing

Today’s consumers expect you to have a social media presence, but more than that, an active one.

While we have video marketing as its own separate section, you should have an account on YouTube. Other social channels to focus on are Twitter, Facebook, LinkedIn, Instagram, Pinterest, and even Snapchat.

The visual platforms should prove especially easy to fill with content. As we said earlier in this guide, medspa is a very visual industry. With your clients’ permission, you can post photos and videos of your procedures in action as well as the above-mentioned before and after photos.

Social media marketing and content marketing often intersect. You can take the content you’ve written for your blog and promote it to your social media audience.

By encouraging them to share, you can earn even more traffic to your blog and your website.

Don’t be afraid to share content that other people have made, too.

The point of a social media feed is to provide value, and that doesn’t all have to come from you. Think of your social feed like a TV channel. If you’re showing commercial after commercial after commercial (selling, selling, selling), your audience will tune out. You need to give them varied, interesting content to keep them coming back.

If you have relevant videos, images, or articles to share that your customers would appreciate, please post them. Yes, even if they’re from other people. Just make sure to give the proper credit.

Influencer or Affiliate Marketing

Speaking of social media, if you’ve ever scrolled through Facebook or Instagram, then surely you’ve seen an influencer in action. This person has a huge following and an equally large audience. If they promote a product or service, their audience will listen and probably even buy.

Influencer marketing, while not always free, can be a great way to put your medspa on the map.

Rather than reaching out to the big fish in the pond, like your Kim Kardashians of the world, make sure there’s a fit between the influencer and your medspa. Otherwise, the whole arrangement will seem inauthentic, which could lead to lost sales for you.

If you can’t find an appropriate influencer or you don’t want to go that route, you can always use affiliate marketing.

This is sort of like a referral program. You have an affiliate who gushes about your medspa. The affiliate, like an influencer, has a large audience of eager buyers. Then, each time someone schedules an appointment, that affiliate gets some of the money.

medspa digital marketing

Video Marketing

Let’s circle back around to video marketing. The viral video has been a phenomenon for more than a decade now (yes, it’s hard to believe YouTube has been around since the mid-2000s) and doesn’t seem to be slowing down anytime soon.

Even if you don’t make the next viral video, you still want to use video to grow your medspa digital marketing footprint. According to a 2019 infographic from Shopify partner Oberlo, many consumers, 54 percent, wish their favorite businesses would make more videos. The infographic also mentions that, of all content on social media, videos are the average consumer’s top pick.

Further, by using video marketing, you could earn more annual qualified leads (up to 66 percent) and boost the amount of time your audience spends on your site (by 88 percent). Sounds good to us!

medspa video marketing

Email Marketing

No digital marketing campaign is complete without email marketing, including yours.

Through opt-in forms, you convince your blog readers and website visitors to share their contact information with you. In exchange, you might offer them a discount for a medspa service or something similar.

Once these customers opt in, they become part of your email list. You’d then send them a welcome email to get the ball rolling. Through targeted, personalized emails, you can engage and nurture with your new subscribers. In building that professional relationship, you might convince them to come to your medspa.

Now, what kind of content do you share in your email list? It depends.

You could write a newsletter, share blog posts, email your audience when you introduce a new product/service, and of course, reach out when you’re having a sale or offering a discount.

Marketing Automation

You’re a busy person, and if it sounds like the above marketing tasks are all over your head, don’t distress.

Marketing automation allows for a more hands-off approach while still getting things done. For instance, you can use email marketing automation to schedule when you send out your daily or weekly emails. You don’t have to be up around the clock, sitting at your computer to hit the send button manually anymore.

Speaking of email marketing, drip campaigns can also be automated. With these, you send out message drips, often pre-written, to convert leads and boost sales.

Customer relationship management or CRM software can automate areas like customer support, deal management, phone calls, lead management, lead nurturing, and so much more. If it has to do with your customers and you have too many to manage yourself, then you need to buy a CRM program ASAP.

Your customers will never fall through the cracks again.

Display Ads

Last but certainly not least, your medspa should consider investing in display ads.

These advertisement banners may include audio, video, flash elements, images, and/or text. From AdSense to social media platforms like YouTube and more, paid ads could fluff up your website traffic and net you a few more appointments at your medspa.

You may also consider remarketing ads.

Remarketing is one such Google Ads service that acts as a second chance to go back and convert site visitors or leads. These more targeted ads push your brand awareness to the forefront and hopefully convert these leads into customers once and for all.

medical spa marketing

Getting Started With Medspa Digital Marketing

Medical spas or medspas are a growing industry that could rake in $34 billion by 2026.

As such a major field, the digital marketing measures medspa companies take have become more pronounced. With SEO to SEM, social media marketing, email marketing, paid advertising, content marketing, influencer marketing, and responsive web design, medspas have a lot to focus on. In doing so, they can drive results like more conversions and higher sales, making every step of the way worth it.

Who Is the Target Audience for Luxury Brands?

Your company deals in luxury products, making you a prestige name that doesn’t sell to the average consumer. As you introduce your latest product, you want to ensure you market it appropriately. That means…

Understanding Your Luxury Audience

Your company deals in luxury products, making you a prestige name that doesn’t sell to the average consumer. As you introduce your latest product, you want to ensure you market it appropriately. That means knowing the consumers most receptive to your company.

Who is the target audience for luxury brands?

According to a 2019 luxury market report, today’s luxury brand target audience is 25 to 44 years old. They comprise 64 percent of this overall audience. Don’t sleep on the younger generation between 16 and 24 years old, also known as Generation Z. They’re another big chunk of your target audience.

In this guide, we will provide a detailed breakdown of the groups in the typical target audience for luxury brands. We’ll also discuss these groups’ respective values as well as provide tips for targeting the different parts of your audience.

Breaking Down Your Luxury Brand Target Audience: Who Are They?

With age often comes financial stability.

Not only are you settled in a job, but you’ve ascended the career ladder, earning new titles with increasingly higher salaries. You would think then that it would be an older generation that mostly builds up a target audience for luxury brands.

Per data from the report we mentioned in the intro, it turns out that’s not all true.

While you will still want to put in your marketing efforts for consumers in their 40s, it’s actually two younger and thus unexpected groups you should also focus on. These are Generation Z and millennials.

Generation Z

When we say young, we do mean young. Generation Z includes those born between 1997 and 2003, making them 16 to 22 years old today.

  • Of those Gen Z’ers surveyed in the report, only 14 percent of them said they never buy luxury items.
  • A small group, 19 percent, said they rarely do so.
  • An equally sized group, also 19 percent, said they treated themselves to these luxury products regularly.
  • More Generation Z respondents, 25 percent, answered that they occasionally treat themselves to luxury goods.
  • Most of them seem to buy these as gifts for others, as 33 percent said they do.

You might not have imagined marketing your luxury goods to those 20 or younger, but that’s today’s reality. When you think of how this generation grew up, it makes sense. They never knew life without the Internet. Social media boomed when they were kids or tweens and were thus more malleable to its influence.

They’re privy to a lot of brands and companies then. They also have entered the workforce or soon will, meaning they have the disposable income to spend on luxury goods.

Millennials

Millennials are no longer the youngest kids on the block.

They also encompass a bigger audience than you may have realized. To fit this grouping, your audience would have had to been born between 1983 and 1996. That makes today’s millennials 23 to 36 years old.

The luxury market report surveyed millennials ages 25 to 34.

  • While 16 percent never bought luxury goods and 18 percent rarely did, the numbers only went up from there.
  • Only 22 percent were occasional treaters, down three percent from Generation Z.
  • Fewer bought luxury goods as gifts, 23 percent, a decrease of a whole 10 percent when compared to Gen Zers.

Instead, more millennials are buying luxury items for themselves, with 34 percent saying they do so. That makes this age group your biggest buyers. Per the data, it’s men who spend more than women, with them consisting of 62 percent of that millennial audience.

Although they all didn’t grow up with the Internet, it arrived when most millennials were maturing from childhood.

They glommed onto it quickly. They were also the first to use social media platforms like Facebook, Twitter, and YouTube. They’re incredibly smart shoppers who know when they’re being sold to.

Now in their 20s and 30s, they have the money to spend as they see fit.

Older Millennials

The last group that buys the most luxury goods doesn’t really have an official name.

They’re too old to be millennials, as that group cuts off after you’re 36. This group is also too young to be Generation X, which are those 43 to 56 years old.

That’s why we’ll call this group older millennials. They’re 35 to 44 years old and they’re also another big part of your target audience. Up to 33 percent of them regularly treat themselves to luxury goods. They don’t buy them as gifts often (15 percent).

Make sure you don’t confuse this group for Gen Xers.

Only seven percent of Generation X adults buy luxury products often. Even more of them, 27 percent, said they do so rarely. You’re not likely to make as much of a profit from this group then.

What Are Your Target Audience Groups Buying?

Now that you know who’s buying, it would help as well to know what they’re buying. It seems to vary depending on how often your target audience treats themselves to luxury products.

For those who only do so occasionally, they mostly buy electronics, as 53 percent do this. These items include smartphones, premium headphones, tablets, computers and laptops, and the like. Another 34 percent splurge on pricy food ingredients like caviar and truffles.

The customers who buy luxury goods for others but not themselves lean towards different products. They’ll pick up travel tickets as a gift (30 percent).

They also purchase experiences like VIP event access or glamping, with up to 25 percent reporting as much.

The regular luxury good buyers will also nab plane tickets for themselves (36 percent). They quite like furniture and household items, too (36 percent) as well as automotive and car products (26 percent).

What Values Drive Your Luxury Brand Target Audience?

As you begin brainstorming what your luxury product marketing campaign will look like, you have to consider the values of your target audience. These are the qualities most important to your potential customers.

You also want to ensure your company checks off the values we’re about to share with you.

Then, as applicable, make sure these values appear in your marketing campaign to appeal to the most members of your audience.

Exemplary Customer Service

Today’s customer service is not about calling a number, being asked to wait, and sitting on hold for 30 or 40 minutes. Your older consumers might do that, and some younger ones, too, but you have to offer more than a hotline.

Keep your social media inboxes open.

When messages arrive, try to answer them in real time. A chat function on your website also helps to this end. Maybe you have an employee who mans this or you use artificial intelligence (AI).

Customer service in 2019 is about speed, yes, but also the quality of the interaction.

Make sure you’re fully answering a customer’s question or putting them in touch with someone who can.

Immersive Ads

Another value you can’t skimp on is immersive advertising, sometimes also referred to as immersive marketing. This all-encompassing form of marketing includes coupons, samples, digital marketing, word-of-mouth ads, public relations, and other advertising avenues.

Make sure your marketing campaign has a well-designed website, a social media presence (more on this shortly), email marketing, online surveys, blogs, radio and television advertising, paper surveys, flyers, and billboards.

Additional Services/Content Offered After the Sale

Sometimes when a consumer buys a product, they also need ancillary services or content. It’s annoying if they have to seek out another retailer for these accessories or secondary services. Your customers will respond much better to your initial offer if you also put forth these additional services and content to buy with their product.

Authenticity

Up to 48 percent of luxury good customers who occasionally treat themselves said authenticity matters, according to the 2019 luxury market report.

That’s far too many people to ignore.

Authenticity is all about transparency and honesty. You don’t have to give away company secrets, but let your customers get a behind-the-scenes glimpse into how the magic happens. If you make a mistake, own up to it instead of burying it.

Be real and your audience will respond in kind.

Quality Craftsmanship and Materials

Given that you’re a luxury products brand, it almost goes without saying that your customers will expect a certain level of quality. This should be exceedingly high.

The adage that you get what you pay for matters to your audience.

From design to construction, material selection, and everything in between, make sure you have a strong quality control team in place. They must make sure that every product that leaves your warehouse is of the best possible quality.

Online Presence

As we said before, Generation Z has always had the Internet and social media.

Even most millennials find it hard to remember what life was like before online connectivity took over.

You can expect most of your audience to use some forms of social media, be that Instagram, Facebook, Snapchat, or Twitter. You must also have accounts on the major platforms. More than just having a presence, make sure it’s an active one as well.

Brand Narrative

The luxury market report notes that 29 percent of those who regularly buy luxury goods prefer the company to have a narrative or story. How can you build your luxury brand? How did your brand come to be? Who had a role in it? How has your company grown from those early days to now?

Put this somewhere on your website and tie in your story whenever possible, including in your marketing materials.

Tips and Pointers for Targeting Your Ideal Luxury Audience

The above values should act as a starting point for what to do (and not to do) during your luxury product marketing campaign. In case you need more advice, here are some of our best tips for tailoring and targeting your audience.

Create Buyer Personas

A buyer persona also goes by the name customer avatar. Essentially, it’s like a blueprint for selling and marketing to your customers. In a nutshell, you survey your current customers, your most qualified leads, less qualified leads, and even some referrals and third parties. Then, you take the most common information from those interviews and use it to create personas.

Since your target audience includes those as young as 19 as well as older, more established adults in their 40s, having a slew of buyer personas is to your benefit. Don’t just create these avatars based on age, but also on such values as income and pain points or challenges.

Target by Income with Google Ads

Your typical target audience for luxury brands includes a wide range of ages, as we said, but also income levels.

If you know a product might disqualify some of your audience because of the price, then you don’t want to market to them. Instead, you want to focus on those who can afford it. With income targeting, you can.

This form of geotargeting, which is available on Google Ads, comes from US Internal Service data on household income. By using income targeting, you can market with confidence, assured that the segment you’re reaching out to will have the money to buy your goods.

Use Facebook Ad Targeting

Google Ads isn’t the only company that lets you geotarget.

You can also use Facebook Ads. Now, as of 2018, Forbes mentioned that the social media giant cut out a lot of targeting filters, mostly to avoid discrimination.

To get around it, you want to begin targeting interests your higher-end customers could have, like boating or yachting. You can also use geotargeting to display your Facebook ads to those living in wealthier neighborhoods. Facebook did not change anything pertaining to using job titles for ad targeting, so that’s yet another option at your disposal.

Finding the Best Target Audience for Luxury Brands

If you’re a brand that produces luxury products, finding your target audience isn’t always easy. You may be surprised to hear that the audience skews younger, as young as 19 in some instances. From Generation Z to millennials and those just outside that group, your audience is at different life stages.

By understanding the values they appreciate and then using the marketing tactics we recommended above, you can market your luxury products to your target audience more effectively.