Social Media and Subscription Boxes
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As a blogger I have had an opportunity to review several Subscription Boxes throughout the years, some were FREE and other’s were those that I had to pay a monthly fee.
On the Podcast a few weeks ago, I interviewed Yolanda Kennedy, owner of Blissful Crate a subscription box for moms and babies, you can check out the interview here.
Today more than ever consumers are dollar-conscious, and budget savvy thanks to social media. We want to know if we’ll like something before committing to a purchase which is why samples are so popular in those big box stores like Costco and BJ’s. While the idea of sampling is hardly new, the concept of putting your brand inside a box is.
This business concept is a two-pronged approach – 1) provide customers with products they’ll enjoy while using a fresh, direct-to-consumer platform 2) market products nationally without ever having to leave your home or office.
There are literally subscription boxes for everything from cosmetics from Birchbox to dog related products from Barkbox.
For the entrepreneurs who’ve started these sample subscription services the business model provides a steady and predictable revenue stream. Inventory management is not a huge problem, and the cost of goods is minimal as the samples are usually subsidized by the manufacturers. Many of these manufacturers may even pay you for including their products in your subscription boxes.
Manufacturers and big brands understand that sample products in a subscription box can lead to conversion to full size purchases. They can measure this with specially coded coupons or offers placed inside the box that recipients can later use in stores for purchasing regular sizes, or to order online on the brand’s website, this is a win-win for everyone.
10 Social Media Tips to Market Your Subscription Box
Most subscription boxes are business-to-consumer, so Facebook, Twitter, and Instagram are usually good starting points. Think about your target audience’s age and demographics and what social media are they already using then head over there.
Tell Family & Friends
Ask your family, friends, neighbors, co-workers, sorority, fraternity, church members everyone about your new subscription box and if they aren’t interested, perhaps they will tell others who are. Make sure to have a sample box with you to show and tell – of course non-perishable items
Follow your niche
This is one of the easiest ways to find customers, use your social media accounts that your target customer is already following. Make sure to follow your followers and their followers as well.
Encourage your fans to share photos
Remind your subscribers to share with a custom hashtag printed directly on your subscription box. Selfie contests and subscriber discount programs are fun, especially during the holidays.
Get influencers to share your subscription box.
Send complimentary boxes to bloggers popular with your target audience. Even if they don’t give you a glowing review, you’re increasing awareness of your brand among people likely to buy. Bloggers are always sharing on social media platforms so you are increasing your own social shares.
A ‘Try Before You Buy’ promotion to targeted followers and especially influencers in the industry or niche. Google them to get on the radar of product review bloggers especially those who host link parties.
The beauty of a subscription box is that you always have new surprises to share each month. While your subscribers are waiting for their next box, use this opportunity to tease what’s coming up. By offering these sneak peeks, you’re providing extra value to your followers.
Pay attention to what’s working and try new things
Get creative and create media like videos, Infographics, Livestreams and Flipgrams. Experimenting with different posts is what will keep you ahead of your competitors.
We have all heard the phrase ‘Content is King’ then let your customers wear the crown! Creating a blog that will appeal and resonate with your target audience, and then sharing across your social media networks is exactly how you will organically build a loyal community around your business.
Once you have those followers on board you can aim to convert them into paying customers. Additionally, Blogging also works wonders for your SEO if you do it right. If you can rank high in Google’s search results for those targeted keywords you could be getting a bunch of organic traffic and customers too.
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