You’ve probably seen or heard of subscription boxes. From the quirky charms that make up Bag of Truffles to the luxurious presents of Kiki Koala, subscribing to a beauty or fashion box isn’t something new. However, despite the prevalence of subscription boxes, many brands still struggle to effectively market their brands online. That’s a problem. After all, according to HubSpot Blogs research, people are more than twice as likely to purchase a product or service online as they are in person. For companies that struggle to effectively reach consumers in person, the online world represents a golden opportunity to market their products or services.
Here are five tips on how to market your subscription boxes online:
1. Consider Video
According to HubSpot Blogs research, people are more than twice as likely to purchase a product or service online as they are in person. For companies that struggle to effectively reach consumers in person, the online world represents a golden opportunity to market their products or services.
That’s why you should consider video marketing when promoting your subscription boxes. While video marketing isn’t a new concept, platforms like YouTube, TikTok, and Snapchat allow for marketers to take advantage of the medium and create engaging content that resonates with their target audiences. Videos also enable you to test different messages and determine which ones resonate with your audience.
Creating videos isn’t as hard as you might think. All you need are a few smartphones, a decent microphone, and a laptop or desktop computer. With that, you’d have everything you need to record yourself explaining why someone should subscribe to your box. You can also use the videos to demonstrate the products inside your box. For example, you can show how cutting edge makeup techniques, such as fusing skincare with beauty products, can help customers achieve their perfect look.
Plus, you can use the videos to engage with your audience. After all, marketers have known for years that video content leads to a more memorable and effective marketing experience.
2. Use Calculated Campaings
Another way to effectively market your subscription boxes is to use calculated campaigns. While you should always consider demographics when marketing, the fact is that not all demographics are created equal. As you might imagine, people who are more likely to buy a product have different characteristics than people who are less likely to purchase that product.
For example, if you’re offering fans of the hit TV show, The Handmaid’s Tale, a discount for a womens’ leather handbag, you might want to specifically target those individuals in your campaign. That way, you can be sure that your campaign will have the effect you desire.
Similarly, if you’re offering fans of the show, Stranger Things, a discount for a men’s winter jacket, you might want to tailor your campaign to specifically focus on men. That way, you can be sure that your campaign will have the effect you desire. (Just remember: you should never make assumptions about your audience. Always consider demographics, but never solely rely on them.)
By taking the time to determine who your target audience is, you’ll be able to craft custom messaging that resonates with them. And, at the end of the day, that’s the best way to ensure that your marketing is effective.
3. Test Subject Matter For Best Effect
When it comes to marketing your subscription boxes, it’s important to try as many methods as possible. After all, you never know what might work best.
That’s especially relevant for companies that sell subscriptions. Just because a method worked for one product doesn’t mean it will work for yours, especially since you’re always trying to figure out the best way to market your product or service.
As a rule of thumb, tailor your content to the various platforms you’re using. For example, if you’re using social media to promote your subscription boxes, create a separate Twitter account for your company.
Then, when you’ve determined that YouTube videos work best for you, use that platform to create and share your content. Similarly, if you’ve determined that Instagram photos work best for you, use that platform to share your photos. (You can also use all of the platforms you’ve determined work best to market your product or service.)
This way, your content will be easier for your audience to find, and you’ll increase the chances of them visiting your site or engaging with you on social media.
4. Measure The Results Of Your Campaign
As you’re testing different campaigns and various subject matters, it’s important to keep track of the results. This way, you’ll be able to determine which methods work best for your product and your audience.
To measure the results of your campaign, you can use several tools. For example, you can use Google Analytics to track the traffic to and from your site. You can also use ClickFunnels to track the results of your campaigns.
When it comes to marketing, you always want to be measuring the results of your strategy. That’s because, as you know, you can’t always be sure what will work best for your product. So, it pays to be flexible and try a few methods until you find the one that yields the best results.
5. Review The Results Of Your Campaign
Once you’ve found the method that yields the best results, it’s important to review the results. This way, you can determine if you should continue using this method or if you should try a new approach.
To review the results of your campaign, simply look at the analytics from your various platforms. This will provide you with key insights into the demographics, psychographics, and digital behavior of your audience.
As an example, let’s say that you decide that videos work best for you and your target audience. After your first video performs well, you can decide to take this method even further. Maybe, you’ll even decide to ditch the text-based content and go all-video. Or, you might want to try using Snapchat to reach your audience.
As you review the results of your campaign, you’ll gain insight into how effective your various methods and platforms are. Plus, you can adjust your strategy as necessary.
Then, when you’ve determined that videos work best for your product and your audience, create a series of videos to promote your box. These videos should be short and to the point, with key information. For example, you can create a video that lists the various contents of your box.
The video should also include a link to your site, where interested parties can learn more about your product or service. If possible, you can also include a coupon or discount code for your product. And don’t forget: you can always create videos detailing the products in your box, demonstrating how they work together.
The Bottom Line
So, as you can see, there are many ways to market your subscription boxes. And, as with any marketing method, what works best for one company might not work for another. That’s why you should use multiple techniques and platforms to reach the largest audience.
Plus, don’t underestimate the power of video. Not only does video allow you to target and engage with your audience, but it’s also highly engaging content that will keep them coming back for more.