Navigating E-commerce in the Beauty Space, with Robyn Holland
Creating a successful business in the beauty space can be intimidating. With many powerful brands to contend with, how do you set yourself apart in the niche? Where do you even begin? Our guest star today happens to be none other than Dean’s better-half, Robyn Holland. She’s here to walk us through her greatest challenges and successes—and living proof that a small business can succeed against powerhouse brands.
Robyn originally attended beauty school intent on being a makeup artist. She realized that there wasn’t a lot of money in her field of choice and veered into telecommunications sales. After 10 years in sales as a top-performer, she quit and started her own business in the beauty industry, which is now exploding onto the scene. This episode of Just the Tips walks through her winding entrepreneurial journey, so don’t miss it!
Outline of This Episode
- [1:40] Robyn Holland guest stars!
- [3:50] Where her focus is right now
- [6:25] Running an e-commerce business in the beauty space
- [17:00] Lessons she has learned along the way
- [22:40] Challenges to overcome to scale your business
- [27:10] Your business will never be problem-free
- [30:40] Don’t be afraid to change and adapt
Push beyond unrealistic expectations
When Robyn finally had enough of her poor treatment at her sales job, she decided it was time to move on. Dean, being the husband that he is, encouraged her to consider starting her own business. Because of her experience in the beauty industry it was a natural choice to settle on that niche. So she dove in and began building her business.
Everything she originally tried flopped completely.
Selling her product on eBay didn’t succeed. Marketing on Facebook was a dud. She even hired models for her product, and their videos never gained traction. But her first paid ad exploded. With over 600,000 views and climbing, it catapulted her sales. But she could never get her continuing ads to reach the same success. Keep listening as we talk about what she was doing wrong, how her expectations needed to change, and what she did.
Be the raw and real YOU
Dean had helped Robyn build out this amazing studio with a green screen and all of the bells and whistles they could need for shooting ads. He even hired a videographer to help her produce high-quality videos. No matter what she did, the videos never found success. But they learned something important through this process.
People want a human connection that is real and raw and lets them see who you are.
After years of testing, their highest converting videos were of Robyn sitting at her vanity demonstrating the products—filming on her cell phone. The expensive highly produced ads made customers feel as if they were being sold to. Humans see through the fakeness. They desire connection. As an entrepreneur it is our job to recognize that!
Scaling your business quickly
Robyn’s product has taken off quickly in the last 6-8 weeks—so much so that they are completely out-of-stock. They’ve currently switched tactics from selling an in-stock product to allowing customers the option to pre-order. Here are a few tips she has to help you scale quickly (and avoid running out of stock):
1. Her product takes a while to produce, package, and ship to their warehouse. She recommends having at least a couple of different production channels so that running out-of-stock never happens.
2. To scale your business, you need to have a customer service and fulfillment team in place that doesn’t consist of just you. Your home can’t be a warehouse and distribution center forever!
3. Build a relationship with your customers. Create content that they’ll love. Offer them something of value that only you and your product can give. Interact with them on social media platforms.
While Robyn didn’t predict her spike in sales in the last few weeks, she now has a better idea of how to be prepared. Listen in as we chat about her experience.
Just keep moving forward—solve problems as they come
Something that entrepreneurs don’t necessarily realize in the beginning is that your business will never be easy. Ideas will fail. Sales vary. Every problem creates a new challenge to overcome. Problems can be a good thing—especially when it’s because your product is selling so well that your stock plummeted overnight.
Just keep pushing forward.
Don’t be afraid to change and adapt as the market is changing. Robyn learned that you cannot be overly attached to anything, especially if it isn’t working. Sometimes, you will need to rebrand and start over—and that’s okay. Overcome worrying about people will think, ask for help when needed, and keep moving forward.
Resources & People Mentioned
Musicfor “Just The Tips” is titled, “Happy Happy Game Show” by Kevin MacLeod (http://incompetech.com) Licensed under Creative Commons: By Attribution 3.0 License
Audio Production and Show notes by
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