Since 2014, the number of customers visiting subscription box company websites has grown by over 800%. Brands like Ipsy, BirchBox, Home Chef and Dollar Shave Club have helped create a huge industry, and now, new subscription boxes pop up every day.
There are 5.7 million subscription boxes in the U.S., leaving small business owners wondering how to gain a competitive advantage. If you’re interested in learning how to sell more subscription boxes faster, social media can be the entry point you need, to market a subscription box.
1. Start with Data and Analytics
You probably already have social media accounts for your subscription box business, and if your page is set up as a business profile, you already have data and analytics at your fingertips.
We've learned that the best way to market a subscription box (or any product or service) is to get to know your audience, and the data and analytics on your social media platforms can help you uncover valuable audience insights. For example, Instagram Insights will give you a snapshot of the days your followers were most engaged. It will also tell you the gender, age and location of the majority of your followers.
Facebook will also give you a snapshot of your post performance, by showing you the type of post, time of the post, and overall reach and engagement of your posts. There’s also a handy feature in Facebook that allows you to watch competitor page performance.
You can create the perfect social media strategy, by using this information to cater content to your audience and learn more about what works to convert followers into customers.
2. Mix and Match Lifestyle Images, Styled Stock, Flat Lays and Compelling Graphics
Creating a consistent visual appeal across social channels should be top priority, when marketing a subscription box. In addition to using your brand colors and fonts consistently, aim to mix up your feed with a variety of images and graphics.
Set the expectation that your followers will see people using items from your box, standalone product shots and promotional and quote graphics. SHEclub Monthly does an incredible job with this, leaning heavily on styled stock photos and flat lays. Play around with tools like WordSwag, Canva, GIF Maker, Boomerang and Whitegram, to create a unique visual style for your own social feed.
3. Create a Branded Hashtag
Keyword and hashtag research is one of the first things we do, when we’re working on social media management for small business. If you aren’t using a branded hashtag, you’re already leaving money on the table.
Branded hashtags allow you to track what your audience is saying about your product. When you pair your branded hashtag with general topics like #subscriptionbox and #subscriptionboxaddict, you make it easier for potential customers to find you.
And don’t just stop at sharing on social. Incorporate your branded hashtag into your packaging, website and other marketing materials, to remind customers how to engage with you online.
4. Use Captions to Provide Value
Many business owners overlook what’s being written in the caption of their social posts, relying heavily on the visual content, to make them memorable and different.
Your captions shouldn’t always be the place for a sales pitch. Use captions to tell a story, share an insight, and ultimately create a holistic experience with your subscription box. If you generally have trouble with storytelling, check out 7 Content Marketing Tips That Drive Women to Purchase, for ideas.
5. Use Video and Adopt Stories
In a Smart Insights report on 2018 social media strategy trends, it was estimated that by 2020, video will make up 80% of all online consumer internet traffic. Video is one of the most popular forms of content, and it has proven time and time again that it attracts more customer attention than static images. In fact, the report shares that 90% of all content shared by users on social media is video.
Instagram, Facebook and Snapchat stories are ephemeral content, or content that disappears within 24 hours. Generation Z, in particular, have embraced this form of content, so if you want to market to Generation Z, stories may be an option for your subscription box business.
Don’t get me wrong, the appeal of stories is not limited to Generation Z. You can also effectively market to millennial women this way. Stories provide another way for your brand to express its authenticity, offer flash sales, share a sneak peek, and make your brand more attractive and memorable.
There is no single answer for the best way to market a subscription box, but I hope these tips help you improve your current marketing strategy.
Leave a comment and let me know what you did well in 2017, and what you plan to try out in 2018. If you'd like more tips on how to market a subscription box, subscribe to our newsletter and blog, so you never miss an update.