This month we’re doing a series of blog posts on how to do an effective online marketing strategy.
In the first part of the series, we’ll cover the case study on how to do an online marketing strategy for a luxury goods company called Tiffany.
The Luxury Brand
Tiffany is one of the most prestigious luxury brands in the world. Founded in 1881, the company is known for its timeless style and iconic yellow gold and diamond pigments. Additionally, their fine jewellery collection has become a symbol of feminine allure around the world. It is currently valued at $16.7 billion.
Tiffany is a brand that transcends generations. Their success comes from offering quality products at affordable prices, and creating a luxury-brand identity that is approachable by the average person. It’s no wonder that many consider Tiffany to be the ultimate luxury-brand embodiment of ‘the girl next door’.
Why An Online Marketing Strategy?
In today’s world, luxury brands such as Tiffany must fight for their customers’ attention against a sea of competition. Luxury brands have been known to spend over $30,000 per month on online marketing alone.
With most luxury brands controlling their own customer base, it is increasingly important to develop an online marketing strategy in order to gain and maintain a presence among the masses.
An effective online marketing strategy for Tiffany will consist of a combination of SEO, Social Media, and Email Marketing.
The Basics Of SEO For Luxury Brands
Search engine optimization (SEO) is the process of improving your website’s search engine rankings so that it will appear at the top of relevant searches when potential customers type in search terms. To optimize your site for keywords, you will want to use the appropriate keywords in your headings, description pages, and in the content itself. When a customer is searching for ‘jewellery mania’, your website will appear at the top of the results.
When a potential customer clicks on your listing, they will be brought to a specific website. This is how SEO helps you to gain the most exposure.
Why Is Social Media Important For Luxury Brands?
With over a billion active monthly users across social media platforms, it is easy for luxury brands to target and engage with this audience. Social media can be an invaluable tool in your arsenal; you can use it to drive traffic to your site, boost brand awareness, and even generate sales. You can do this by creating engaging content that mirrors the values of your brand, and encouraging your customers to ‘like’ and ‘share’ your content.
On top of this, you can use social media to directly communicate with your customers. In a world full of brands, many will be vying for your customers’ attention. By engaging with your audience on social media, you can showcase your commitment to quality and service, and allow people to connect with you on a more personal level.
What Is Email Marketing?
According to HubSpot Blogs, Email Marketing is “the practice of using email to communicate with customers about products or services”. Essentially, Email Marketing allows you to be more personal, and connect with your audience on a more human level. When your customers see your email addresses (rather than just a mass email blast from a brand), you will gain credibility.
Although many people consider Email Marketing to be less ‘sexy’ than other online marketing approaches, the truth is that it can be just as (if not more) effective. Why? Because it provides you with the opportunity to target individuals based on their interests, hobbies, job titles, etc. With Email Marketing, you can be sure that you will reach the right audience.
How To Do An Effective Tiffany Marketing Strategy
Now that you have an idea of the basic components of an SEO strategy for a luxury brand, let’s dive into how to actually put one together.
There are numerous tools that you can use to track keywords, and determine the best SEO approach for your brand. One of the popular keyword research tools is the Keyword Planner from Google. With this tool, you can enter your URL, and get a quick report with the most popular keywords that you should focus on.
You should also consider looking into getting automated email replies from Google, so that you can have more time to focus on growing your business. Getting automated replies from Google will make it easier for customers to get in touch with you, and will improve your SEO positioning as a result.
Step One: Set Up Your Email Marketing Strategy
The first step in creating an effective Tiffany marketing strategy is to set up your email marketing strategy. This is a crucial step, as without it, everything else you do will be in vain. Setting up an email marketing strategy will help you to create a brand voice, and decide on the tone of your copy.
Deciding on the ‘voice’ of your brand is an essential part of creating an effective marketing strategy. To achieve this, you will want to consider the following:
- Setting up automated email replies from Google.
- Optimizing your website for SEO.
- Deciding on the type and amount of content you will create.
- Creating content that is engaging and interesting.
- Deciding on the type of people you will target.
- Creating a brand identity that is approachable by the general public.
- Determining your target audience on social media.
- Determining the size of your target audience.
- Determining the ideal customer.
- Developing customer personas.
Once you have set up your email marketing strategy, it’s time to move onto the next step.
Step Two: Create Keywords And Content For Your Marketing Plan
The second step in creating an effective Tiffany marketing strategy is to create keywords and content for your plan. To make sure that you cover all the bases, you should create a keyword list of around ten keywords that you will use for your plan. Bear in mind that you should only include key words that are relevant to your niche, and not any keyword that you think sounds good. This will help to ensure that you are not optimizing your site for irrelevant keywords, which could potentially damage your SEO.
The next step is to create content for your plan. Ideally, you should aim to create at least two pieces of content per week. Using the keywords you have already chosen, and the relevant products/services that you offer, you can create content that is designed to attract potential customers to your site. Let’s say, for example, that you are a luxury shoe brand. You can create content that is designed to attract customers to your site, by focusing on topics such as:
- Wedding trends
- Mother-daughter relationships
- Men’s fashion
- Luxury footwear
- The meaning of ‘shoe addiction’
Each of these topics contains keywords that are relevant to a potential customer’s search, and something that you can add value to. With these content pieces, you will hopefully begin to see a substantial increase in website traffic.
Step Three: Measure And Optimize Your Progress
The final step in creating an effective Tiffany marketing strategy is to measure and optimize your progress. This step is crucial, as without it, everything else you do will be in vain. You should consider the following:
- Track the number of times your content has been viewed, read, or clicked on.
- Determine the conversion rates for each piece of content (for example, if you have a piece of content that brings in ten sales per month, but six months ago it only brought in three sales, you will want to re-examine what you are doing, and make necessary adjustments).
- Look into getting automated email replies from Google.
To summarize, in order to create an effective online marketing strategy for a luxury brand, you will want to focus on the following areas: