What Nobody Tells You About Starting up an Online Beauty Business

Are you a business start-up? Facebook ads not working for you? Enjoy watching paint dry? (Sarcasm intended) If you answered YES to the first two questions then you're probably still investing a huge amount of time and money and not getting the sales you expect in your online business. According to sensis, 2019, 72% of Australian business owners suffer in silence when their business isn’t achieving what they’d hoped for. This long and arduous process takes time, money, stamina, perseverance and guts. 

Wondering why it hasn't happened for you yet? There’s a good chance you’re exactly where you're meant to be right now. Focus on the outcome you’re chasing and just keep going.  This all part of the journey and in everything you do this one is a lesson taking you closer to your end goal. 

I know how hard it is to create an online business. After four years of battling chronic ups and downs of running my own e-commerce business, I've learned a few things along the way which I wanted to share. It's not easy and your wallet will be stretched just like your patience, creativity, and stamina. 

First things first, every man and his dog will try to sell you something on facebook. Some will be better than others at marketing their skills and will trap you into signing up and getting your payment added to the dotted line before any sales arrive. Don’t get sucked into a facebook ads beginners course, a course showing you how to get organic instagram sales, or how to reach more tiktok followers or increase your Pinterest followers to help you convert. Please just block, delete and move on. You don't need to pay anybody to help you learn how to stuff up you can quite rightly stuff up yourself. And trust me you will.

Meanwhile, in the land of free business advice, nobody will share the name of their amazingly smart ads strategist because it's their best-kept secret and why give others a perfect piece of the pie? They found the genius that helped them get sales and conversions, and you need to work that one out for yourself.

Trust me, when you find that one person or ad agency that helps you convert you won't want to share them either. These people are like finding a needle in a haystack. You will, however, receive lots of tips to follow a sister-in-law, brother or business colleague who needs a boost.... it's just so predictable. 

It might seem easy at first, but it's not. You think you're doing everything right. But, setting up your own business as a sole trader is a gamble. You start off creating and designing a beautiful online store, you enrol in a $1k facebook course to learn how to get high conversions, then you enrol in a $2k SEO course to learn how optimise your website and use search engine optimisation keywords to get organic traffic, you develop business relationships with skincare and beauty brands who love your website and would love you to stock their brands, you purchase wholesale beauty products, you then advertise these beautiful products using social media with stunning photos, use SEO meta tags H1,H2,H3, and wait for the sales to roll in.

WAIT!! Nothing is happening. No sales or very few sales. People will talk about you, compare you to others, use you, they will view you as a service and value your hard work less than a big department store. 

I've spent hours and hours designing my dream store only to watch my google analytics and google ads campaign statistics go up and down like a yoyo. 

Online advertising is a beast and the minute you think you've worked it out, the rules change again, the algorithm changes and the sales stop. Despite following every piece of advice offered to you for free from facebook and instagram marketing gurus, business coaches (who promise you that organic sales are possible) sales professionals and facebook ad experts, your sales remain low or non-existent. More than half of small business owners lodged a tax return in 2019 declaring less than $25,000 per annum in turnover.

If you’re not achieving your financial goals, please don’t suffer in silence. Be aware you are one of the lucky few who has the talent and the strength to step out and build the business of your dreams. 

The unfortunate truth of owning and running a business is that you need to be the director, the worker, the administrator, the marketing team, the accountant, the gift wrapper. You will get so many things wrong, but you will learn and you will bounce back to succeed time and time again. One win after 20 fails is so worth it. 

There’s a reason you don’t see many people succeed in small businesses after 5 years. Be kind, be patient, support small businesses…….and hopefully more of us will stick around! And never give up. That's the only time you'll actually fail. And for all those that hustle, remember to rest which is just as important to keep your brain sharp and make those entrepreneurial business decisions. 

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