Crafting an effective content funnel strategy is essential when targeting ultra-high-net-worth individuals. A well-defined content marketing funnel ought to take the individual on a smooth journey from awareness to retention. Luxury brands require a digital presence at each stage of the high-value purchase funnel to keep clients engaged and moving forward on their purchase journey. Our luxury digital agency work with clients across industries to develop, create and optimise such sales funnels for maximum efficiency.
The pre-awareness stage: ‘Here we are’
The pre-awareness content funnel stage creates an emotional connection between the UHNWI and a luxury brand. Well-curated adverts, campaign ideas, collateral images e.g photos and videos work well across paid media, organic social media, and traditional offline PR methods. Likewise, creating relevant and interesting landing pages that are connected to the initial campaigns creates harmony within the user journey. This is the perfect stage to transmit your brand’s ethos and values; for example, showing that your brand cares about things that resonate with your audience.
The awareness stage: ‘Get to know me’
The awareness stage of the content marketing funnel is created to create awareness around a brand’s product or service. Landing pages, press releases, social media content and showcase what your brand is about and what it offers.
The interest stage: ‘Consider me’
The interest stage is the change for luxury brands to answer the consumer question, “Is this product right for me?” Lookbooks, blog content, articles and insights into the brand are all tools that can help the consumer connect and answer their questions.
One of the most important messages, if not the most important message to push here, is how and why your product and service matches and fits with the needs, values and wants of your UNHW client.
The desire stage: ‘Want me’
The desire stage of the content funnel also covers the previous phase. It should promote the message that a luxury brand's product or service is unique and of the highest quality, justifying the purchase.
Desire stage content works well in-store and on a brand’s website as testimonials and visualizers, including augmented reality and virtual reality. Likewise, lifestyle imagery can help to reinforce the brand’s identity and the emotional desire for the would-be client to purchase the work.
The action stage: ‘Buy me’
At this part of the content marketing funnel, the audience is ready to purchase, searching for information on where they can purchase the product or service and reassurance that they are getting a good deal. A luxury brand will want to rcomfort its audience that they are buying the product or service from an official or brand-certified outlet. If the product is being sold by a third party, e.g an art gallery, likewise they will want to know about the history and find reassurance in the dealer.
Product pages on a brand’s website, virtual meetings and face-to-face meetings in stores, live chats and product presentations all work well at this mid-funnel stage.
The retention stage: ‘Stay with me’
During the retention stage of the content marketing funnel, clients will be looking for reassurance that the product or service will be of value to them. A brand will need to demonstrate this with content that showcases personalised moments, community stories, and customer collaborations.
Premium brands need to convey that they understand their customers' needs and care about their relationships with them. A brand’s website, newsletters, personalised content, and organic social media are all great places to post content that highlights this commitment.
If you require assistance in creating a luxury marketing content funnel strategy that grabs the attention of the world’s richest audiences, then contact our boutique team at our luxury marketing agency via hello@theluxurymarketingagency.com.
