Case Study
Original Vasavi Jewellers
Services I offer for OVJJEWELS
Local SEO+ Google My Business + SEO + Pinterest Marketing + Few parts of Instagram marketing
About The Brand
Original Vasavi Jewellers has been an integral part of Dindigul since 1942. Since its inception, the brand focussed on one of a kind designs, superior quality gold, and innovations. All this made an indelible mark in the minds of the customers in Dindigul and its vicinity. Emboldened and encouraged by the enthusiastic responses from customers, the brand went on to establish 2 more branches and a flagship silver store.
Challenges
As Dindigul is a small town, the management of OVJ wanted to join the digital revolution to reach and serve customers across geographical boundaries. They felt that establishing online would help them meet competition head-on.
They started on Pinterest and received responses, but not in the ideal range. Most posts were without keywords, content, and proper link strategy. Pinterest Boards were not updated/maintained consistently. They had followers, but not the right kind of followers who would engage with the brand eventually.
When it came to GMB, the brand's direct competitor was ranking for many location-based keywords, categories and product Related Keywords. In addition, the website traffic from local audiences was less.
They approached me for expanding their business through digital marketing and reach more people from different locations. Also, increase their local market share through different digital marketing KPIs. They also took consultation support.
This was a challenge for me as drafting a solid strategy and implementing it for a traditional store was no mean feat. I knew instant results were impossible, but I was willing to take on the challenge head-on.
SEO challenge was to get more local traffic by ranking for different local keywords and awareness for audiences beyond Dindigul and Oddanchatram.
Less video call shopping enquires
Repeated and new customers as store walking for Ivanah boutique.
Strategies I Implemented
As a part of Seo, activities performed competitor analysis and did a website audit to analyse the changes required for more engagement and store walk-ins. Based on my findings, a new user-friendly website is being developed.
Did extensive competitor analysis by analysing 100+ websites across the globe
Local SEO activities performed – local keywords research, and and and and Location-based pages on the website were implemented post my consultation.
I felt that a good proper GMB profile setup and content calendar and regular updates to users through GMB would strengthen the brand. So, I created a unique content calendar based on competitor analysis
Performed competitor Analysis. I analysed the old website as a part of Seo activities and communicated the required changes.
Seeing the business cost and a number of valuable suggestions OVJ team planned to shift their website to a different platform. New website is under development.
Recommended the importance of website blog as the old website did not have any blog page. To bring in more engagement. The team implemented it.
Researched Pinterest users to study user behaviour. Post implementing my Pinterest strategies, I realised favourite jewellery products were being created on boards, and most of these products that went viral were from antiques and diamonds.
Performed Pinterest SEO for the brand that Strengthened the Pinterest profile.
I started posting user-generated idea posts and product posts with consistency. We received encouraging results.
Created effective content calendars for Pinterest marketing.
I also got the opportunity to work on their Instagram profile. Instagram hashtags strategies were framed and implemented, and Location-based posts and offer posts got good results. Consulted to use Instagram reels, as consistency is the key to success in the online sphere.
Helped set up a Linkedin brand page and created posts to bring in more meaningful B2B connections and followers and to create awareness about their corporate gifts.
Less video call shopping enquires – Marketing it with video marketing strategies and top of the funnel strategies.
Measured all data with Analytics to consistently develop data-driven strategies.
Repeated and new customers as store walking for Ivanah boutique – Awareness activities and Referral program introduced.
Results
I believed in data-driven strategies rather than blindly relying on competitor analysis or market trends. I am so glad that the brand has started receiving orders from people across geographical locations (the most recent one is a customer from Hyderabad)
Improvement in number of customers visiting Ivanah store is what the owner mentioned.
Pinterest is OVJ’s currently the number 1 highest social network for their website traffic. I take pride in saying this happened as I followed the funnel approach and data-driven strategies. I have also got good results from my Organic Pinterest marketing strategies ( Pinterest SEO) keeping different stages of the marketing funnel as a goal. From Brand awareness to getting Leads.
Page Impressions – 1M ( the peak result ) ( September 2021 – January 2023 )
Viral Idea pin – 1,13,976 Impressions
Viral Pin – 86.13k Impressions Outbound clicks – 524 + from ( September 2021 – January 2023 )
Total Impression – 7.97M ( September 2021 – January 2023 ) with 100% organic results.
Total Audience – 1.81M ( September 2021 – January 2023 ) with 100% organic results.
Engagements – 312.93k ( September 2021 – January 2023 ) with 100% organic results.
Outbound clicks ( Organic website traffic from Pinterest to website ) – from 0 outbound clicks to 11,880 clicks
Saves/regular engagement – 12,150
Followers increased – from 547 to 2.2k Followers ( September 2021 – January 2023 ) with 100% organic results.
Enquiries and Leads – 0 to 50 with 100% organic results.
I worked on improving brand awareness and enhancing engagement, and this eventually led to solid leads and more enquiries.
Google My Business provides you with an online interface that can shape how your jewellery shop is displayed on Google and get more visitors to the store. Your consistent marketing activities in GMB will be reflected in other Google services, primarily Google Maps. This makes it easier for people to find you.
. More inbound leads through GMB marketing efforts. 150+ calls & 200 website visits per month from gm
. The brand ranked for multiple keywords due to my content strategy.
Now, OVJ is a well-known brand in the online space. It positions itself as a brand with 1000+ varieties of products in each category. They are gaining a good reputation online, Brand Awareness, Engagement and store visits and a few cases sales concerning providing data-driven strategies and exceptional customer service.
Instagram Results: 7+ users who visited the store showed Instagram images and enquired about products they also purchased. The brand was super happy as hashtag strategies worked well.
We were also able to get sales from Hyderabad bad and other locations. Through all our strategies.
The management team was happy and asked me to work on their other brand Ivanah Silver Boutique.
Based on my performance, I was requested to work on the Pinterest profile, GMB and SEO of Ivanah, OVJ’s exclusive silver jewellery store in Coimbatore. Identified the target audience, devised the content strategy and got good results.