Harvard Case - State Property Jewellery: Going for Gold with a Search Engine Optimisation (SEO) Strategy
"State Property Jewellery: Going for Gold with a Search Engine Optimisation (SEO) Strategy" Harvard business case study is written by Ernst C. Osinga, CW Chan. It deals with the challenges in the field of Marketing. The case study is 12 page(s) long and it was first published on : Nov 30, 2023
At Fern Fort University, we recommend that State Property Jewellery implement a comprehensive SEO strategy to enhance online visibility, drive organic traffic, and ultimately boost sales. This strategy should focus on optimizing their website, creating valuable content, building high-quality backlinks, and leveraging social media to engage their target audience.
2. Background
State Property Jewellery is a family-owned business specializing in handcrafted jewellery pieces, showcasing unique designs and high-quality materials. While they have a loyal customer base through their physical store and word-of-mouth marketing, they lack a strong online presence, limiting their reach and growth potential. The case study highlights their desire to expand their customer base, increase brand awareness, and generate more sales through an effective digital marketing strategy.
3. Analysis of the Case Study
SWOT Analysis:
Strengths:
- Unique product offerings: State Property Jewellery's handcrafted, high-quality pieces differentiate them from mass-produced competitors.
- Strong brand reputation: Their family-owned legacy and commitment to craftsmanship foster trust and loyalty among customers.
- Loyal customer base: Their existing customer base provides a solid foundation for growth.
- Passionate team: The family's dedication to their craft fuels their commitment to quality and customer satisfaction.
Weaknesses:
- Limited online presence: Their website is outdated and lacks SEO optimization, hindering online visibility.
- Lack of digital marketing expertise: They lack the resources and knowledge to effectively implement a digital marketing strategy.
- Limited marketing budget: They have a restricted budget for marketing activities, requiring a cost-effective approach.
Opportunities:
- Growing online jewellery market: The increasing popularity of online shopping presents a significant opportunity for growth.
- Social media marketing: Platforms like Instagram and Pinterest offer a powerful platform to showcase their designs and engage with potential customers.
- SEO optimization: Implementing a comprehensive SEO strategy can significantly improve their website's ranking in search engine results pages (SERPs).
Threats:
- Competition from online retailers: The online jewellery market is highly competitive, with established players offering a wide range of products.
- Changing consumer preferences: Evolving trends in jewellery design and consumer preferences require constant adaptation.
- Economic fluctuations: Economic downturns can impact consumer spending on non-essential items like jewellery.
Marketing Mix (4Ps):
- Product: State Property Jewellery's unique, handcrafted pieces offer high-quality materials and distinctive designs.
- Price: Their pricing strategy should reflect the value and craftsmanship of their products, while remaining competitive within the market.
- Place: Their online presence needs to be enhanced through a user-friendly website and a strong social media presence.
- Promotion: An effective SEO strategy, coupled with targeted social media campaigns, will be crucial for reaching their target audience.
Target Market:
State Property Jewellery's target market consists of:
- Age: 25-55 years old
- Gender: Primarily women, but also men seeking unique gifts
- Lifestyle: Individuals who appreciate handcrafted items, unique designs, and quality materials.
- Interests: Fashion, art, and luxury goods.
Consumer Behavior Analysis:
- Online research: Potential customers use search engines and social media to research jewellery options.
- Brand loyalty: Customers value authenticity, quality, and unique designs.
- Social influence: Reviews, recommendations, and social media influencers play a significant role in purchase decisions.
Competitive Analysis:
State Property Jewellery faces competition from both online retailers and local jewellery stores. They need to differentiate themselves through their unique product offerings, strong brand story, and personalized customer service.
4. Recommendations
1. Website Optimization:
- Technical SEO: Address technical issues impacting website performance, such as broken links, slow loading times, and mobile responsiveness.
- On-page optimization: Optimize website content with relevant keywords, meta descriptions, and headings to improve search engine ranking.
- Content creation: Develop high-quality, informative content about their products, craftsmanship, and brand story to engage visitors.
2. Content Marketing:
- Blog: Create a blog featuring articles about jewellery trends, styling tips, and behind-the-scenes glimpses into their workshop.
- Social media: Utilize platforms like Instagram and Pinterest to showcase their designs, engage with followers, and run targeted advertising campaigns.
- Email marketing: Build an email list and send regular newsletters with product updates, promotions, and exclusive content.
3. Off-page Optimization:
- Backlink building: Develop relationships with relevant websites and bloggers to earn high-quality backlinks to their website.
- Local SEO: Optimize their Google My Business listing and engage with local online communities to increase visibility in their area.
4. Social Media Marketing:
- Content strategy: Create visually appealing content showcasing their products, craftsmanship, and brand story.
- Engagement: Respond to comments and messages promptly, run contests and giveaways, and collaborate with influencers.
- Paid advertising: Utilize targeted social media advertising campaigns to reach their ideal customer base.
5. Customer Relationship Management (CRM):
- Data collection: Gather customer data to understand their preferences and buying habits.
- Personalized communication: Use CRM tools to send targeted emails and promotions based on customer preferences.
- Loyalty programs: Develop a loyalty program to reward repeat customers and encourage referrals.
5. Basis of Recommendations
These recommendations are based on a thorough analysis of State Property Jewellery's current situation, their target market, and the competitive landscape. The proposed strategy aligns with their core competencies, strengthens their brand identity, and leverages the power of digital marketing to reach new customers and drive sales.
Assumptions:
- State Property Jewellery is committed to investing in their online presence and implementing a comprehensive SEO strategy.
- They have the resources to create high-quality content and manage their social media channels effectively.
- The market for handcrafted jewellery remains strong and continues to grow.
Quantitative Measures:
- Increased website traffic: Track website traffic growth through Google Analytics.
- Improved search engine ranking: Monitor their website's ranking for relevant keywords.
- Increased sales: Track sales growth through their online store and physical location.
6. Conclusion
By implementing a comprehensive SEO strategy, State Property Jewellery can significantly enhance their online visibility, attract new customers, and achieve sustainable growth. The key lies in creating valuable content, building a strong online presence, and engaging with their target audience through social media and email marketing.
7. Discussion
Alternatives:
- Paid advertising: While SEO focuses on organic traffic, paid advertising campaigns on Google and social media can provide faster results. However, they require a significant budget and ongoing management.
- Affiliate marketing: Partnering with relevant bloggers and influencers to promote their products can reach a wider audience. However, it requires careful selection of partners and performance tracking.
Risks:
- Competition: The online jewellery market is highly competitive, and it may take time to achieve significant results.
- Algorithm changes: Search engine algorithms are constantly evolving, requiring ongoing optimization efforts.
- Budget constraints: Implementing a comprehensive SEO strategy requires ongoing investment, which may be a challenge with a limited budget.
Key Assumptions:
- The proposed SEO strategy will be implemented effectively and consistently.
- State Property Jewellery will continue to create high-quality content and engage with their audience.
- The online jewellery market will continue to grow and provide opportunities for expansion.
8. Next Steps
Timeline:
- Month 1: Conduct a website audit and develop a detailed SEO strategy.
- Month 2: Implement technical SEO fixes and begin creating high-quality content.
- Month 3: Launch social media channels and start building backlinks.
- Month 4: Monitor website traffic and search engine ranking, make adjustments as needed.
- Month 6: Launch targeted social media advertising campaigns and implement a CRM system.
- Ongoing: Continue to monitor performance, optimize content, and adapt to evolving search engine algorithms.
By taking these steps, State Property Jewellery can position themselves for success in the competitive online jewellery market and achieve their goal of going for gold with an effective SEO strategy.
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Case Description
Afzal Imram, co-founder of State Property, a fine jewellery retailer rooted in Singapore, had achieved a lot. Numerous celebrities, including Michelle Obama, Lady Gaga, Nicole Kidman, and Emilia Clarke, had worn State Property's products. A second brick-and-mortar store had been opened in Singapore, and the company was successful in overseas sales using Net-a-Porter. Despite these successes, State Property's website traffic remained relatively low. Afzal felt that sales would greatly benefit from an increase in the company's reach online. If consumers encountered his company's website earlier in their journey, they could be directed to an online sales platform or a physical store. How could he improve the company's organic ranking in search engine results?
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