Creating a strong Digital Marketing Strategy, for a local business, in collaboration with IE University, and sponsored by JP Morgan.

1. DH JOYAS
1
Group c:
Julian Schreib, Eleonore Anglade, Camila Arizpe, Shivang Kapoor, Clara Herberg

2. Status Quo
2
Diana Hernandez
● Based in Madrid
● Founder of dh Joyas
● Contemporary jewelry
● Unique pieces
● Tell your own stories

3. 3
Products
Rings
Eclipse Luna
Planetas 1 & 2
Eclipse de sol
Estructuras
Geometrias Posibles
Necklaces
Eclipse Luna
Eclipse de sol
Estructuras 1 & 2 & 3 & 4
Estructuras oval
Engagement rings
Completely customized
for each couple
Tell your own story

4. 4
CHANNELS
-
PLATFORMS

5. 5
1 2 3 3

6. 6
Bodas.net
● Very good ranking with 5
out of 5 stars.
● Is a valuable platform for
new customers for
engagement rings.

7. 7
COMPETITION

8. 8
Maria Goti My Little Bonheur Dime que me quieres Irene Zaera Joyas
OUR COMPETITORS

9. 9
GOALS

10. 10
TARGET GROUP
● 25 - 44 years old
● Women (70,8%) & Couples
● Want to be / feel unique
● Customize (free expression)
● Want their belongings to have
a story and be one-of-a-kind

11. 11
TARGET PERSONA
Persona Profile:
Marta
Identifiers
Appreciates the arts
Loves individuality
Motivations
Being confident in your own skin
Surrounding herself with meaning
Self-expression
Frustrations
Mass production
Cheap quality products
Background &
Demographics
Magazine editor, 28
From an artistic family
Engaged to be married
Lives in Madrid
How dh Joyas Helps
Provides bespoke wedding
band designs created in-store
with the designer herself
Turns products into experiences
Real Quotes
"I like it when the things I have
or do say something about me."
"I'm not very materialistic, but I
do treasure objects I have a
personal connection to."

12. 12
Our Goals
● Sell more products online with less effort
● Easy-to-use online marketing strategy
● Increase website traffic
● Internationalize website
● Increase Instagram followers
● More exposure for teaching classes

13. 13
+ Online sales
+ Web traffic
+ Instagram
followers
+ Exposure for
classes
Easy-to-use
online strategy
"Diana"
Authentic
Intimate
Casual
Honest
Artisan craft
Unique pieces
Wedding expertise
Workshops
Value
A personal touch
Made just for you
Territories
Personalized
weddings
Special occasions
Unique jewellery
Handmade
jewellery
Female
entrepreneur
Website
Instagram
Facebook
Bodas.net
Social Media Ads
Social posts
Web store
Madrid workshop
25 - 44 years old →
GenY & GenZ
Women (70,8%) &
Couples
Support local
businesses
Appreciate
personalization
Prefer quality over
quantity
Express
individuality
Photography
Advertising costs
Website upkeep
Personal, one-of-a-kind touch
Turning jewellery into an experience
Creating lifelong memories through jewellery

14. 5
14
RECOMMENDATIONS

15. Focus on
Gen Y & Gen Z
● E-commerce should be mobile friendly
● Impulsive shoppers attracted via
emotion
● Storytelling has potential for brand loyalty
● Actively engage with favorite brands
● Seek experiences and ways to share
them
15

16. 16
Business Advertising Website
Social
MediaSEO
Action Plan

17. 17
1. BUSINESS
1. Attract new customers
2. Set up client database
3. Promote all her services &
experiences

18. Google Market Finder
18Top Three Markets

19. 19
● Reach international community of
29 million members worldwide
● Extensive range of personalized items
● Handmade and Vintage Goods suits dh Joyas brand
● Dedicated Wedding & Engagement category

20. ● Create newsletter & generate content
● Track results and check responses
● Automate mailing
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● Build a customer database
● Design, create, and save mail templates for easier use

21. 21
CONVERSIFIC
● Connects multiple platforms
(WooCommerce, Shopify, Google
Analytics, Ads etc) for simplified use
● Aggregates all data together to
provide better 360-degree insights
● Quick and easy management of tool

22. Google
Business
Profile
● Create Google Business Profile
● For better exposure and increased visibility
● Increase interaction with audience, using the
review system and replying to people’s concerns
22

23. Think with Google tools

24. 24
2. ADVERTISING

25. Create Campaigns based on the product
categories, and the keywords for the
specific Ad Groups.
￮ Target it to the right location,
potential customers
￮ Set your budget (auto/manual)
￮ Focus on one product, create an ad
group with sole purpose of making
sure your ads are very specific. More
ad groups can be added later.
￮ Write engaging ads (Ad Text)
￮ Choose keywords to trigger your ad
25
Google Ads

26. Google Ads
Location: Spain
Budget: €100
26
Rings
Engagement Rings Wedding Bands
Rings
Engagement
Customizable
Free Delivery
Customizable Rings
for the love of your
life, because she
deserves the best.
Free Delivery.
Rings
Wedding
Customizable
Couples
Couple's
Customizable
Wedding Bands:
Design your rings
to tell your personal
love story
Campaign
Ad Group
Keywords Ad Keywords Ad

27. Step by step
27
1
2
3
4

28. ● Creating Ads similar to google ads (categories,
keywords…)
● Should be a combination of boosting single
posts, promoting and growing page.
● Create Lead-Ads (helps to create database, easy
and quick for both sides)
● Reporting 28
Facebook Ads

29. 29
4. WEBSITE

30. URL
Canonicalization
Link https://dhjoyas.com
30
To https://www.dhjoyas.com

31. Pop-up with
Personalized offer
● Have Pop-up, with personalized offer for
audience who comes on the website for the
first time.
● Have them include their email to receive the
code, and connect it using Mailchimp to
send them automated email with the code.
● You will gain a possible sale and a new
Mailchimp subscriber.
31

32. FAQ Page
Use a FAQ Page, with relevant information
regarding the products, return policy in the header.
(Use divi:https://www.elegantthemes.com/blog/divi-resources/free-divi-faq-layout-
pack)
32
Chat-Bot
A dedicated Chat-bot using the Plugin in
Wordpress.

33. CTA -SHOP NOW
Button
Have a bigger button with text in the
product page that specifies the “Add to
Cart” action, and not just use an icon.
33

34. Improve Translation
Translating the website to English, for Non-
Spanish speakers, and correcting possible
mistakes
34
Jewelery = Jewelry .
Helps in getting a better Quality Score on
Google Ranks.

35. More website tips
Add Gallery/Video, instagram
Feed of all previous work, and
include videos for better visibility
on google search.
35
Dedicated Footer of
Contact Us, with a CTA:
send queries, email, or
personalized
suggestions.
A direct CTA on landing page:
SHOP NOW!

36. 36
5. SOCIAL MEDIA

37. 37
User-generated content: Share their content (My Little Bonheur)
Description: Add more detail; list products and services you sell (My Little Bonheur)
Instagram Stories: Highlight stories under different segments (Irene Zaera)
CRM: Build customer relationships on social media; tag customers in posts (María Goti)
Learn from your competitors

38. 38
Videos: Moving images generate biggest reach
Events: Push workshops and events on Instagram
Photography: More professional product shots (Dime que me quieres)
Instagram analytics: Provide insights into your audience and their interests
Learn from your competitors

39. Social Media Sharing
Use of bitly, to create shortened links in social
media posts.
(https://bitly.com/)
39

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6.SEO
Important factors for SEO
Optimized Website
(Priority: High to Low)
￮ Page Speed
￮ Word Count
￮ Mobile UX
￮ Title tags
￮ Heading Tags
￮ Internal Linking
￮ Images With Alt Tags
￮ External Linking
￮ Video (depends on search)
￮ Meta Description
￮ Schema Markup
￮ OG Data

41. Page Speed
41
Your website loading time is around 5.9 seconds
and is over the average loading speed which is 5
seconds.
Optimizing Page speed by compressing the
images used on the website.
Tools that can be used:
Tinypng.com,
Smusher (Wordpress Plugin)
Compressor.io
Formats such as JPEG 2000, JPEG XR and WebP
provides better compression than PNG or JPEG,
resulting in faster downloads and less data
consumption.

42. Add Rich Snippets
While structured data markup for rich snippets
does not work as a ranking signal, it can generate
indirect SEO benefits by making your page more
easily indexable and providing more accurate and
targeted metadata.
42

43. Keywords
(Currently Used)
On Homepage:
43
Joyas - 6 times
Home - 4 times
Anillos - 7 times
Esculturas - 7 times
Pendientes - 4 times

44. Google
Keyword
Planner
(in Google Ads)
44

45. 45
Alianzas de boda: prepare
dream wedding; look perfect on
your wedding
Keywords
Using Longtail

46. SEO Friendly URL
46
E.g. https://www.dhjoyas.com/tienda/pendiente-plata-redondo-eclipse-1
Suggestions for descriptive URL:
product type, material, shape (customizable?), product name.
Missing Sitemap.xml
Insert the sitemap url inside the robots.txt file.

47. Word Count
(based on averages)
If the top pages ranking on Google have 1000
words and you only have 300, you might want to
optimize for the average.
A 250-word blog post could be considered “thin
content.”
To snag that top spot in the search result, you
need to have more than 1000+ words on your
website.
47
Hire freelance writers to write 5-10 blogs in
relation with your product. Possible
website leads:
https://www.freelancewriting.com/

48. Mobile UX
This is easy enough these days, if you're using a content
management system, just make sure the theme you go
with is mobile friendly.
Few Tips:
1. Add a search bar so people can type specifics for
what they’re looking for on your site
2. Avoid complex, multi-level, or confusing menu items
48

49. <title> and
<heading> Tags
49
- One - two Keywords can be added to Title
Tag. (266 pixels used, out of 512)
- Include H1 tag
- Both H1, and title tags to have similar
content and keywords.

50. Schema Markup
Schema Markup is a language created by Google,
Bing, and Yahoo which they can interpret on a page to
understand what it is about.
Schema tells the search engines what your data
means, not just what it says.
If you use schema markup, you’ll automatically have a
leg up on the vast majority of your competition.
50

51. OG Data
(Open Graph tags)
The official definition of the Open Graph protocol
indicates that this is a protocol which allows a web page
to become a "rich" object in a social network.
It is your social share data and is very important if you're
going to be aggregating your content to other
platforms.
Use a Wordpress plugin called WPSSO
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Before:
After:

52. Backlink
52

53. Yoast Plugin
Yoast Plugin helps in extending the standard SEO
features provided by Wordpress. You can optimize
tags, and the posts which adheres with the keywords
you chose. I also helps in enabling the links and
optimizing them. 53

54. 5
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Thank You!