Unlock Success with Luxury Content Marketing
I follow several luxury brand social media feeds and on email.
The reason isn’t just because I love their offerings (although hello, Dior is my brand 4 ever.)
It is because they have brilliant content marketing. Of course they do great visuals, because mostly Dior and the rest of the brands emphasis is on products.
But also it is to see which of the prestige brands are best adapting to the digital age. At one point, true luxury was walking into the store and touching the item in question (or test driving etc.)
In the digital age it is harder to stand out because you can’t open up a purse in an email, feel the smooth surface, or try it on while looking in a mirror with a salesperson cooing, “oh that is soo you!”
Emails tend to be impersonal and common. Which is the very opposite of how Dior wants to be perceived.
Luxury content strategies involve creating valuable, relevant, and engaging content to attract a target audience.
Prestige brands want to stand out. As you can imagine this is getting harder because of all the online noise. Have you read each email in your inbox? Me, either.
So creating the RIGHT content is more important than ever.
Even though most coaches and consultants know how to MARKET to their audience, they don’t understand the levers to pull in order to create a buyer.
If you have ever heard anyone say, why isn’t my audience responding to my emails? or I am leaving social media, the platforms don’t show my content to ANYONE!
Usually what is happening is the content isn’t speaking to the clients and is getting lost in the noise.
Social media like Instagram, Facebook, and Linkedin give preference to GREAT content. Brilliant content requires thoughtfulness and strategy.
Here is is list of ways luxury brands stand out and create trust and the desire for their products.
Show up with authority as your main attitude.
The way to be a leader in the market is showing up with a solution rather than just “thoughts.” Most thought leaders just state the problem over and over, state the solution, why you know and how it can benefit your clients.
Make sure your authority is consistent within everything you do.
Remember your client wants to be inspired and motivated, they want to be shown the dream of what life could be with you. If you unload your problems in marketing, you are giving subtle hints to NOT buy from you. Authorities don’t have to argue or prove themselves to anyone. They are respectful. You can speak volumes by being an ultimate expert.
Create as much value as possible in the mind of your clients.
You have likely been told not to “give away” too much. While it is true some layers of mystery are a wonderful asset for a luxe brand, you do need to create value for your clients. Create the highest quality content from their interests, values, and behaviors.
4. Figure out the motivating VALUES of why your clients buy from you.
Also, determine their motivation for what they do. Are they motivated more by security or status? Your best clients have similar buying motivators. Figure out what they are and use the motivations to color your content.
5.Develop high quality content
Start with visually stunning photos plus informative content with insights they cant find anywhere else. Go beyond the visual and use words engaging all 5 senses.
Words conveying colors, scents, tactile sensations, and movements. For instance: Bubbly, glassy, frothy, aromatic, bouquet, savory, intoxicating, polished, suave, rippling, frilly, dappled, dripping, soft, sparkling, etc.
The next step is to believe you are on the luxury level.
So many clients get stopped here. They know their programs bring transformational results to clients, but they lack the belief to actually claim the space of the best in class.
Luxury buyers want the best.
If you don’t believe you are the best in your niche, the content you create will be friend zoned.
I call it friendly expert syndrome.
Clients attend your challenges. They consume all the no cost content, and the next week they buy from another individual or program.
You have just been friend zoned! I get it. I have been there.
When it stopped for me is when I started believing there was no one else who could do what I do. There is no competition for my offers because there are no offers like mine.
I am a class of one. One of not many. One of one. Like Mercedes Benz says, the BEST OR NOTHING.
The key is to believing you truly are the best. Then moving to that space with every asset, and every thought.
When your content is brimming with the belief you are the best, along with the assets that support (stunning visuals, gorgeous and functional website, insights they can’t get elsewhere) you become the market of one.
Like the prestige brand. If you want a Dior, if you want Cartier, you must go to the source. Make your clients see you have no competitors. Then charge accordingly.
