Several luxury brands reduced the size of their business operations or closed due to COVID-19, and these contributed to big declines in the industry. Besides, many individuals have less salary or are jobless, so they are seeking more affordable substitutes for the products they once used to purchase before the onset of COVID-19. So, the demand for an online-based strategy has become apparent for premium luxury brands, which are progressive and paying attention to growth.
Ecommerce SEO experts having much experience in working with luxury brands always emphasize the ‘own your space’ motto. For them, it means owning keyword ranking and the organic SEO market, but it also possibly covers owning the internet market share through other types of marketing. It is more significant than before to own your space, so we will share some tips regarding the ways to do this.
Targeting Your Niche
While this may appear to be obvious, but avoid trying to attract one and all in a bid to win back customers. The quality of being unique enough to attract a niche might have caused yours to be a luxury brand, so you should continue to target it in different means. Think about the following when targeting the niche.
- Whether you can start offering discounts for each sale to please those who desire luxury and who fear financial uncertainty.
- Whether you are frequently reaching out to customers through email.
- To what extent is navigating your website easy.
For the brands, online is a potentially big avenue to target the niche of them. Further, many individuals stay at home most often, so the demand for advertising through cinema and print media is lower.
Being Creative, And Leading Change
There are businesses having stunning designs on their websites, lovely and expensive advertisements, and a clean social media marketing strategy that involves responding to any customer. You can easily come across these entities that belong to the luxury segment. Earlier, you might have escaped any negative effect of customers considering you a luxury brand due to the aforementioned things. However, it is now important to lead change and be a new form of the brand.
We recommend creating deeper category webpages, such as yellow, blue, red and white shirt pages, instead of a slim website. The same goes for benefits, plus materials such as cashmere and linen. It may seem a silly idea to optimize a website towards luxury, but your audience would like to see this move from you. It will allow targeting more specific long-tail keywords, and reaching the kind of audience who is likelier to purchase than those who only search for ‘men’s shirts’.