About the Client
Indiatrend is a D2C website selling affordable yet beautiful Jewellery pieces. Recently, it had forayed into bags, clothes, and other fashion accessories. The brand came into existence in 2006 and has since been delivering contemporary South Asian Jewellery globally from India. It offers the perfect fusion of ethnic and modern styles via its stunning designs
Challenge
The client was encountering a decline in sales, due to which the ROAS dipped. It didn’t have any well-defined digital marketing strategy to propel the brand in improving its sales & net profitability.
Our Approach
Robust digital marketing strategy
The first step was to create a comprehensive digital marketing strategy for Indiatrend. We did multiple discussions to know more about their business, products, target audience, and USP. This led to the creation of a plan that included audience testing, creative analysis, intense retargeting, and SEO to drive both organic as well as inorganic growth to the business.
Audience testing
Choosing the right target audience for the brand was a challenge. The target market for Indiatrend was primarily the US and Australia. We decided to test our ad campaigns on multiple audience segments. Committing to a select few audience sectors limited the exposure of the brand. On the other hand, audience testing reduced the wastage of ad spending while allowing us to find an audience that is actually interested in the brand.
For Indiatrend, we focused on the brand message and based the target audience group on that assessment. We created multiple groups for audience testing. These were –
- Wedding interests
- Jewellery interests
- Online shoppers
- Bridal interest
- Bollywood interests
- High net worth
- Indian clothing
- Jewellery brands
- Indian ex-pats
- Regional languages
- Discounts
Based on the results, the target audience that gave a good conversion rate were bridal interests, high net worth, and Bollywood. When we were assessing the products of Indiatrend, the one thought that came across our mind was the interest of Indians abroad or people in love with the Indian culture worldwide. That gave us the idea of pursuing Bollywood-related or bridal interests.
The perfect amalgamation of ethnic yet modern designs in Jewellery pieces made Indiatrend an appealing choice for people globally. That led us to discover our niche target audience.
Creative analysis
One of the most crucial components of our digital marketing strategy was the selection of creatives. We opted for an experimental approach to decide which format or style worked better. We tested different types of creatives for Indiatrend. For instance, we tried carousels, videos, and static images.
As per our results, static images did not perform well. But, carousels and videos gave us maximum purchases. Moreover, we tested creatives for various products so as not to rely on only one for sales or revenue. We wanted exposure for all products and to see what the audience takes an interest in.
Retarget marketing to increase sales
Acquiring new customers is a complex and time-consuming process. Undoubtedly, brands spend a significant amount in getting a customer. However, having more customers is vital for the growth of the company. For Indiatrend, we did extensive retargeting to increase the conversion rate.
But why is retargeting such an important parameter in digital marketing?
Before we understand the importance of retargeting, it is crucial to understand what retargeting means.
With retargeting, you can remind potential customers of your services or products. You can highlight the benefits or the USPs in order to grab attention.
For Indiatrend, our retargeting campaigns gave us an excellent result. We retargeted Instagram and Facebook users who have interacted with the brand previously. Apart from that, we also focused on website visitors and users who have gone ahead with adding products to carts but ultimately didn’t make the purchase.
Catalog ads, carousels, and videos worked well for our multiple retargeting campaigns.
E-commerce SEO
Apart from paid advertising, organic growth plays an equally significant part in the expansion of the brand. We researched and implemented an efficient eCommerce SEO strategy for Indiatrend. Organic traffic leads to more conversions while increasing the authority and relevance of the brand. It helps in establishing a healthy & sustainable business for the brand in long run by increasing natural pull for the brand & reduce dependability only on paid media to get performance.
We had a five-step approach for the SEO strategy for Indiatrend. Let’s take a look –
Identifying purchase intent keywords for improved organic conversions
Purchase intent keywords are terms or phrases that match the purpose of the user’s search. It is, in fact, the terms that we think match what the users might search for when they want to buy a particular product or service.
Upon extensive keyword research, we made a list of primary and long-tail keywords. Here, ensuring the relevance of the keywords to the website was of critical importance. Just choosing keywords with high search volume was not our objective.
Long-tailed keywords pose a double-edged sword to researchers. These are longer, precise and thus have immensely less competition. But that is what makes them more effective. If your website ranks for terms people are actively looking for, that’s what matters!
Improving User Experience on the website
To get more traction on the website, our team suggested a few optimizations to Indiatrend. Implementation of these changes made a significant impact on the overall revenue.
- Reduce the page loading speed
- Use attractive high-quality images
- Consistency in the website pages
- Upload engaging content
Creating lifestyle focused keyword-rich content
Careful research on the niche led to the discovery that keyword-rich content made a massive difference. We suggested Indiatrend create compelling yet keyword-focused content around lifestyle.
Implementing a content outreach program
A content outreach program is the strategy in which the content is shared, promoted, and spread through any platform which offers value. We implemented an excellent content outreach strategy for Indiatrend and successfully promoted the content across various third-party websites.
Regular monitoring and improvement of the website for any crawl errors
Simply creating a website is not enough to improve revenue. There is a constant need to monitor and check if there are any crawl errors. Basically, crawl errors take place when the search engine fails to access pages on the website. As a result, the search engine stops the task and fails to index the content, leading to poor ranking on the SERP.
To ensure top-notch website crawlability, we made several changes for Indiatrend. For instance, we made the website more responsive. We also ensured user-friendly website navigation, increased page loading speed, and fixed broken links! Our expert team also submitted an XML sitemap and removed orphaned pages.
Results
We achieved the following results over a period of 6 months –
- The overall ROAS increased to 13.97
- Rank 1 on Google for important business keywords like “Indian bridal Jewellery sets online” & “rose gold bridal Jewellery online”
Our Learnings:
To meet the objective or overcome the challenge of the digital marketing campaign, dedicated research, and implementation of the findings are crucial. Execution and subsequent monitoring of the campaigns lead to success.
The increase in revenue and thus the ROAS helped the client re-establish their authority in the market. With our highly targeted and comprehensive digital marketing strategy, the brand has improved sales and cemented its position in the industry.