Trying to sell Summer products and run a Summer/beach/tropical lifestyle business Australia, in Winter, and make consistent sales, is no easy feat.
(Unless you live in a consistently warm climate like in Queensland or the Northern Territory)
People aren't thinking of buying beach towels, snorkels, zinc, beach bags, and sand brushes, in the depths of Winter, they're buying electric blankets, warm clothes, ski gear and thick cozy socks.
So for a Summer-themed brand/business whose 'low season' is anywhere from May to November (generally speaking as there are nuances of course), to keep their business viable they need consistent sales all year around (especially important for very small businesses that are run by one single person who relies on those sales to make a living).
So my client asked me for help with the main question being:
"How do I get super visible online all year around, and get consistent traffic to my website and generate sales so that I don't have to close my business?"
I won't go into great detail about what I did exactly to help her, but during my research into all the things she was doing, wasn't doing, her website, SEO, keywords etc, I identified and suggested the following:
🤳🏻 Create engaging and "omg I NEED/WANT that!" content consistently enough, not putting her face or voice to her brand, and not leveraging platforms to build her online community. That somewhat tired old saying, "people buy from people" has never been more true, in my opinion and experience.
Take for example her sand brush - the use of the sand brush is exactly that; brush off sand from your feet and body to keep your car clean, your house clean etc.
Brilliant product, but you could think that your customers aren't looking for such a product in Winter because who is going to the beach in the middle of the year when it's freezing, raining and miserable?
People who go to the beach every day, all year around, because the cold water is good for your health and the fresh sea air is good for your lungs.
And according to travellers.com.au more than 85 per cent of Australians live within 50 kilometres of the coast.
You know who else could use a sand brush that's not beach-related?
Hikers: To remove sand from shoes and gear after trekking on sandy trails.
Campers: For cleaning up after beach activities or sandy campsites.
Gardeners: To remove sand from plants or garden tools after working in sandy areas.
Construction workers: For cleaning up sand debris from job sites.
Landscapers: To remove sand from equipment and tools after working in sandy areas.
Next...
⚙️ Her website still wasn't fully optimised for SEO even though she had been working really hard on it (proud mum moment!) but there was still a little bit more to do.
Such as:
Reducing the number of words in her meta descriptions for her products (they were over the character limit of 160 so they were getting cut off in Google which means you can't read the whole meta description, and meta descriptions are usually the main deciding factor for people browsing the web to click on a website or continue their search. So you need to get them right.
Fixing URL's that included 'copy-of' (happens when you duplicate a product in Shopify and you don't adjust the product URL)
Outside of her website, I did a holistic review of what she was doing to advertise her business to the online world, which resulted in me providing her with the following:
🩵 Support and encouragement (i.e convincing) her to put her face and voice to her brand to humanise it, engage with her customers and community regularly. This included making reels and videos and talking to camera which she was very shy about and lacked confidence.
And getting on TikTok!
📹 Video tutorials on how to improve her website SEO herself so she knows what she's doing, how it's done and why she needs to keep it up and not let it lag (so easy to do, I get it, and happens to me too!)
🔎 I looked into her website and keywords and Google performance to which we found some really exciting data, like being SO close to ranking on page 1 of Google for some MAJOR keywords we're targeting which will drive so much more traffic to her site and increase conversions - for example, 'snorkel sets' which she's on the cusp of a page 1 ranking (currently on top spot of page 2!) which gets over 8,000 searches in Google per month 🤩
Some of the amazing results she has achieved so far:
🤳🏻 Posting on TikTok of which one of her videos (she only has 5 so far) has generated 21,000 views! Guess which product she featured in this video - yep, the sand brush.
$ Having her best month of SALES in 2024 so far - in WINTER!!
Not bad for a Summer brand 😉
⬆️ Outranking major retailers (competition) in Google for specific products including Big W
And of course, we have to look at the data wins:
✅ More sessions on her website
✅ More engaged sessions on her website
✅ More users
✅ More views
✅ Increased engagement time
✅ Increased conversions
But the stat that stands out to me the most?
The website gets the most traffic from Organic Search - Google searches.
And direct traffic a very close second.
And organic social not far behind, either.
This feedback from Kylie, the owner of Sunny Bliss, is what makes me love what I do the most, though:
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