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Pro tips from the frontline
- Invest in professional photography. It is simple, but makes a world of difference. Too often, small businesses settle for average photos, which undersells their products or services. For Stuart Dickson Produce, standing out was easy: their competitors relied on mediocre visuals, so they tapped into high-quality photography. These striking images were then used across their website, Google My Business, and beyond.
- Create a consistent and optimised presence across all online platforms - your website, Google My Business, LinkedIn, and more. Connect every element of your business with aligned information, visuals, and tone of voice. This ensures anyone who interacts with your business, no matter where, will have a cohesive and high-quality experience.
- Highlight your unique identity. For Stuart Dickson Produce, these included their circle logo, the spinning feature on the website’s top corner, and the market signage with a 45-degree arrow. These real world assets were brought to the forefront and showcased across their website.
Setting the scene
Everything Stuart Dickson Produce had built over 50 years was at risk of falling apart.
As a trusted B2B wholesale fruit and vegetable supplier in Sydney and Canberra, they’d built a thriving business based on handshakes and goodwill at Sydney Markets, Homebush. But with the industry consolidating into a few bigger players and less money circulating, sales were starting to slip.
To make matters worse, they had no real online presence—just a LinkedIn page—while competitors had a stronger digital footprint. Yet, this also presented an opportunity: many of their competitors had weak, disjointed online strategies, with some wasting resources on TikTok videos in a B2B space.
Two critical challenges stood out:
- No online presence: The business had thrived on personal relationships, but in today’s digital world, a visible, trustworthy online presence was essential to draw in new customers.
- No clear positioning: While Stuart Dickson Produce was well-known by name, it lacked a distinct identity. To stand out and be chosen over their competitors, they needed a compelling position.
This is when Stuart Dickson Produce realised it was time to ‘start a project’ with our Pros to secure their future.
Kicking the project into gear
They asked our Pros for help: “Design a wholesale produce supplier website that sets a new standard in the industry, moving away from outdated corporate designs to something fresh and engaging.”
After the kick-off call with Unjumble, they realised that while the website would be the focal point for competing and succeeding, a full online presence was essential. The scope of the original brief was expanded to ensure a comprehensive online presence, which included setting up a Google My Business profile, optimising the new website's SEO to be best in class, ensuring their LinkedIn profile reflected the new positioning, and capturing professional photography to be used consistently across all online channels.
The Pros began by strategically positioning SDP to stand out from their competitors in a way that resonates with their customers. They then brought this unique positioning to life across every aspect of their online presence.
Delivering results that matter
In the first month after launch, 57 customers found Stuart Dickson Produce through Google My Business. For a B2B supplier focused on building relationships with grocery stores in Sydney and Canberra, this was a huge win.
It is still early days though. A full review of website analytics and business results will take place after three months. According to Dreamdata, B2B marketing typically has a time lag, with more than a third of the total impact showing up after the first three months**.
The early results show great promise, setting the stage for continued growth.
*Google My Business Insights December 2024. Note: 8 users also used the platform to explore SDP’s new website.
**Dreamdata 2024.
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