Build an eCommerce business that competes with great brands
Want to attract new customers to your business without the fuss of complex strategies? It can feel an uphill struggle for most business owners, fighting feast or famine for sales, enquiries and leads for the chance of consistent revenue. The reality is, marketing hasn’t really changed much in the last 100 years. Only the platforms have. Just remember you are marketing to people not the technology.
“The reality is, marketing hasn’t really changed much in the last 100 years. Only the platforms have.”
-Steve Irvine
If you're eager to see your business flourish and sales soar then make sure you are covering the first four methods on a regular basis. The fifth one will take care of itself if you are working hard on providing great customer service, high quality products and value. Read on to help you connect with potential customers and turn them into loyal patrons.
1: Reach out to people privately
A personal touch goes a long way. Instead of waiting for customers to come to you, take the initiative to reach out to them directly. Although cold calling works for many companies it may not be a suitable choice for premium products and services. I would consider some of the following areas to connect with people directly:
QUICK WIN 👍 : Create an email newsletter and send it out to your customer base 1-2 times per month. Add some news and a simple offer e.g ‘product of the month’.
Send a card: Yes an actual written card, with handwriting and a signature! A personalised message to new or existing customers, lets them know that you value their interest and business. Mention something specific about them or previous interactions to show that you care. Alternatively send out wedding day, anniversary or birthday cards with nothing other than a personalised message. Be careful not to ruin the sentiment by trying to sell something.
Email marketing with a personal touch: Create emails that don't feel like generic promotions. Address the recipient by their name and share how your luxury products or services can enhance their lifestyle. Keep the tone warm and inviting, avoiding pushy sales pitches. Most web platforms now have the facility to collect customers details and create simple email campaigns that are easy to track
A human touch to social media: Social media marketing is a fantastic way to build a loyal fan base with some simple tricks. Choose a platform such as Instagram, Facebook, or LinkedIn. Spend 10-20 minutes a day following and connecting with potential customers or supporting brands. Leave thoughtful comments on their posts, engage in conversations, and, when appropriate, gently introduce your business. Build a genuine connection first, with making sales a secondary part of the process.
Direct messages (DMs): Engage in one-on-one conversations through direct messaging on social media platforms, Whatsapp or via personal contacts. Express your genuine interest in providing them with products or experiences that aligns with their tastes and preferences. This is more effective for higher priced products or services where a relationship helps create a more personal connection.
Host exclusive events: Consider hosting small, exclusive events or webinars for a select group of potential customers. This creates an intimate setting where you can showcase your products or services, highlight your values and personally interact with attendees.
Follow up with gratitude: After an initial contact, don't forget to follow up with a heartfelt message of thanks, whether they decide to make a purchase or not. This leaves a positive impression and keeps the lines of communication open for future interactions.
Provide value first: Before diving into a sales pitch, offer something of value to your potential customers. This could be in the form of informative content, exclusive insights, or special discounts. Building trust and credibility is essential in the luxury goods market.
Remember, the key is to make potential customers feel valued and understood. By reaching out personally, you show a genuine interest in their needs, which can set the stage for a long-lasting and profitable relationship.
2. Make content that attracts people to you
Creating good content is a fab way to draw new customers to your luxury business. It's about showing your expertise, sharing your company story, and offering information that helps or inspires your audience. Here's how you can start writing more content easily:
QUICK WIN 👍 : Start a blog. Write about what you know. Answer common questions. Tell people why you are the best. Write about your experience, expertise and provide customer reviews. Don’t overthink it. Create at least 1-2 posts per month.
Know your audience: Understand who your ideal customers are and what interests them. Tailor your content to address their needs, preferences, and aspirations. Speak directly to their desires for luxury and exclusivity.
Educational blog posts: Write informative blog posts that highlight the unique features and benefits of your luxury products or services. Explain how they can enhance the lives of your potential customers in a way that's easy to understand.
Stunning visuals: High-quality images and videos are essential in the luxury industry. Invest in professional photography and videography to showcase your products or services in the best possible light. These visuals should evoke emotions and create desire.
Storytelling: Share the story behind your luxury brand. What inspired its creation? What values does it hold dear? Personal stories and brand narratives create a deeper connection with potential customers.
Social media aesthetics: Build your social media profiles with consistent and visually appealing imagery. Share content that exudes luxury, elegance, and sophistication. Use platforms like Instagram and Pinterest to display your offerings in a visually captivating manner.
Exclusive behind-the-scenes access: Give your audience a sneak peek into the world of luxury that surrounds your products or services. This could be through behind-the-scenes videos, interviews with designers, or glimpses of your craftsmanship process.
Guest contributions: Collaborate with influencers or experts in your industry to create content together. Their endorsement can help you reach a wider audience and lend credibility to your luxury brand.
SEO optimisation: Ensure that your content is optimised for search engines. Use relevant keywords and phrases that potential customers might use to find businesses like yours.
Remember, the goal is to position your brand as a trusted source in the luxury space, offering valuable information and inspiration. When customers see the value you provide, they'll be more inclined to explore what your business has to offer.
3. Create paid ads
Running paid ads is a great addition to a good SEO Strategy. Adverts can be run immediately and It helps your business connect with the right customers quickly. You can ensure your products are desirable by looking at traffic, vs enquiries and sales. In a busy marketplace, paid ads make sure the brand stands out and gets noticed.
QUICK WIN 👍 : Speak to google directly and let then help you set up your new ads campaign and help you monitor it. Who is best to help you get the most out of your budget than a trained google expert.
Let's break down creating paid ads into simple steps to get the most out of your money and time:
Choose your platform: Start with a platform where your potential customers spend time. For beginners, consider popular options like Facebook, Instagram, or Google.
Set a budget: Decide how much you're comfortable spending on ads each day or for the entire campaign. Start small and adjust as you get more comfortable.
Design your ad: Use eye-catching images or videos that clearly showcase your luxury product or service. Keep your message clear and straightforward.
Write a compelling message: In a few words, explain what makes your luxury offering special. Mention any discounts or exclusive benefits to entice potential customers.
Target your audience: Pick who you want to see your ad. Think about their interests, location, and age. This helps make sure your ad reaches the right people. You can be very specific here, such as gender, age, location and earning status.
Monitor and adjust: Keep an eye on how your ad is doing. Check if people are clicking on it and if they're buying. If not, you might need to tweak your ad or audience.
Be patient and learn: It's normal for your first ads to be a learning experience. Take note of what works and what doesn't. With time, you'll get better at creating effective ads.
Remember, simplicity is key when you're just starting out with paid ads. As you gain confidence and experience, you can explore more advanced strategies. Happy advertising!
When should I use an Agency? If you want to take the hassle out of setting up and managing your ads campaign an agency might be great idea. They will have experience and understand the process a lot more and are more likely to get better results. The only downside is you will have to pay a management fee on top of your advertising budget. My tip is to find an agency that specialise in creating PPC ads for Google and Social media. Don’t get caught up in lengthy contracts and look for results within 2-3 months. A good agency will guide you through the process and not just keep asking for more money.
4. Affiliates and partners
This is the area that most companies struggle to implement because it seems a little more daunting and untested than other areas. Partnering with affiliates and other businesses however, is a great way to grow your luxury business. Partnerships are about mutual benefit. When both parties gain something positive from the collaboration, it's a win-win. Don't be afraid to start small and learn as you go.
QUICK WIN 👍 : Find one complementary business and promote each others products and services within your own. E.g you sell bridal jewellery, partner with a company that sell wedding dresses or a wedding venue that offers the complete wedding package. Together you can all refer and suggest customers to each others businesses.
Find Suitable Partners: Look for individuals or businesses that share a similar target audience. They should complement your brand, not compete with it.
Set Clear Agreements: Outline the terms of your partnership in a written agreement. This includes things like commissions, responsibilities, and expectations.
Provide Good Resources: Give your partners access to high-quality images and information about your luxury products or services. This makes it easy for them to promote your brand.
Decide on Commissions: Determine how much your partners will earn for each sale they generate. Make sure it's fair and motivating for them. Do not expect people to work for free. ‘Exposure’ does not pay the bills.
Stay in Touch: Keep communication open and helpful. Offer support, answer questions, and provide guidance to help your partners succeed.
Keep Track of Sales: Use tools or software to track the sales made through your partners. This ensures they get the right compensation for their efforts.
Encourage Authenticity: Remind your partners to be genuine in their promotion. They should share their real experiences with your luxury products or services.
Celebrate Success: Acknowledge and reward your partners for their hard work. This can motivate them to continue promoting your brand.
Review and Adjust: Regularly check how well the partnership is working. If something isn't working, be open to making adjustments.
Shared marketing is a great way to reach a larger audience. Create packages, discounts and events that can utilise your shared contacts.
5. Customers tell other customers
People refer other companies because recommendations from trusted sources, like friends, family and colleagues, carry a high level of credibility and trustworthiness. Personal referrals offer tailored suggestions, reducing perceived risks and providing a sense of social connection. They also serve as a filter in a world of information overload, helping people make informed decisions. Additionally, referrals validate choices and provide a sense of community, while showcasing social proof of a product or service's value. This human touch in recommendations often surpasses the impact of traditional advertising, making referrals a powerful influence in consumer decision-making.
QUICK WIN 👍 : Start asking every customer if they would mind sharing a contact with someone that might benefit or like your products and services. This could be in person or via an email post purchase. A simple incentive such as a discount or a voucher for every referral will increase results.
You can employ several strategies to cultivate and increase customer referrals to your business. Here are some effective approaches:
Deliver Exceptional Service or Products: Providing outstanding quality and service is the foundation for generating referrals. When customers have a positive experience, they're more likely to recommend your business.
Ask for Referrals: Don't hesitate to ask satisfied customers if they know anyone who might benefit from your products or services. Make it a regular part of your customer interactions. If only 1 in 10 people make a recommendation that leads to a sale, this could increase in sales by 10%.
Offer Incentives or Rewards: Provide incentives for customers to refer others. This could be in the form of discounts, exclusive offers, or even a referral program with tangible rewards.
Make Referral Process Easy: Simplify the process for customers to refer others. Provide them with clear instructions or a user-friendly platform to share referrals.
Follow Up and Show Appreciation: After a referral leads to a new customer, be sure to follow up with both the referrer and the new customer. Express your gratitude for their trust in your business.
Provide Shareable Content or Resources: Offer content that customers can easily share with their network. This could include informative articles, videos, or special promotions.
Leverage Social Media and Email Marketing: Encourage customers to share their experiences on social platforms. Use email marketing to remind them about your referral program and highlight the benefits of sharing.
Highlight Testimonials and Case Studies: Showcase positive feedback and success stories from happy customers. This not only provides social proof but also encourages others to share their experiences.
Provide Outstanding Customer Support: Exceptional customer service can lead to organic referrals. When customers feel well taken care of, they're more likely to recommend your business. Remember don’t be afraid of bad or negative reviews. How you deal with problems is just as important as trying to provide a perfect service. Work hard to be helpful and kind and customer focussed even if things don’t go as planned. There’s nothing more off putting than negative reviews that have had no response, provide no back story or is left with just a generic, boilerplate response.
Remember, the key to successful customer referrals is creating a positive experience that customers are eager to share. By implementing these strategies, you can actively cultivate a referral-friendly environment for your business.
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