I love writing. I love everything about it. I love words and how they come together. I love the different elements of creativity involved when I tailor writing to different target audiences.
For me, writing anything from a product description to a blog post to a long feature has passion wrapped into every level. This comes across most strongly when I write about fashion, travel, design, beauty and health because these are the topics that I am most experienced in – and most interested in.
At the end of the day, passion comes across. People buy emotions not things. That is the first lesson you need to learn if you want to succeed with your luxury e-commerce.
Keep your standards high
First thing’s first, the luxury e-commerce market has an extremely high standard that makes it exceptionally competitive. None of the top brands use a standard Shopify template and their websites always come complete with dreamy design patterns and flawless, captivating content.
Your words are the best tool you have to sell your brand and you need to invest time and finance into making them the best they can be. This needs to be the case in every aspect of your online and offline brand output including blogs, website content, e-newsletters, social media, brochures and events marketing collateral.
You will know your brand inside out, but hiring someone who knows the business of content and how to wield its power might just be the smartest thing you can do. That’s because the research phase is one of the most important parts of the purchase process and good content is often the make or break factor. If you can’t sell your own products through fantastic content, you can’t expect your customers to be convinced.
Consider the Research Phase
So let’s talk more about the research phase. The majority of e-commerce customers will research before they buy when large sums of money are involved. At the very least, they will expect each product to have a strong description that really works to create a sensory experience and sell itself.
Consumers will also want to know more about your brand before they trust enough to buy. This is why your e-commerce also needs a blog that is regularly updated with insightful content that anticipates – and answers – all of your customer’s questions.
With luxury products, there is also that need to create and fuel desire to encourage consumers to buy something that they might not necessarily need. Powerful content will turn this desire to buy into something concrete. It will close the deal. Just like the great salespeople who use the power of speech, you can use the power of the written word to sell your products, however high the price point.
Know your Niche
Having a solid business ethic is one thing. You must also have a unique angle with which to approach the market in order to facilitate organic growth in line with your brand aspirations.
Take Tush as an example. We work with luxury brands because that’s what we know best. This week, we designed customised marketing strategies for three luxury fashion brands based in London. Each brand was born from its own unique inspiration and set of circumstances.
We have tailored each set of content to fit with the individual brand image and ambitions. When you have your own personality and unique brand voice, content is the final piece in the marketing puzzle.
Don’t copy someone else. Having your own individual brand is a privilege and gives you a unique, tangible way to connect with your target audience. This is your opportunity to bring something to the market that will stand out against other luxury offerings.
Maintain your Strategy
Every luxury brand knows that a strong content marketing strategy is integral to success. Yet many people are concerned about spending the little budget that they have on paying someone to do their marketing. Brand growth is all about the bigger picture and the ROI. A blog that is updated every other month and left to fester in the meantime does not make a good impression.
Your content output must be strong, it must be unique and it must be consistent. We recommend updating your blog at least once a week in order to maintain the strongest online presence and keep people coming back to your site. A blog is also a great way to bring traffic to your e-Commerce for direct sales.
This is especially salient when you are selling your products via other channels, such as Wolf & Badger or Brilliantly British. Instead of spending money on commissions for other online outlets, invest it back into your brand and your content strategy.
Don’t ignore the SEO
It might be tempting to shy away from SEO (Search Engine Optimisation). We’ll admit, it sounds very complicated. But the fact of the matter is that impeccable content has an important job to do.
Regular high-quality blog content with the right keywords and backlinks will gradually increase your brand ranking on search results. It’s a long game but one that pays off handsomely.
Trust is Key
We could talk about building trust with your audience until the cows come home – and in this case the cows have gone a long way away. People do not buy from brands that they don’t trust. In the offline world, we gain a first impression and intuition about the people who we meet but we ultimately learn to trust them by talking, learning and growing together. In the online world, your content output is the space to build trust with your customers over time and pave the road to success with beautiful words.
As the old saying goes, “Trusting you is my decision. Proving me right is your choice.”
High-quality content will guarantee the first part. Exquisite luxury products and top customer service will guarantee the second.
We love the world of small business and believe it is wonderful for brands to help one another grow. We truly believe in every brand we work with and would love to play a part in your brand storytelling. Either way, it’s time to write all about it and show the world what your e-commerce brand is made of.
What’s your favorite example of great brand content? Tell us below or Tweet us!