When subscription boxes first entered the marketplace, they quickly became a major hit. With what seems to many like overnight success, the subscription box method began to trend due to their themes and overall value. One of the value points in a subscription box is monetary, where the consumer pays a relatively low price for a higher price of goods, often times three to four times the value.
Step 1: Solidify Your Concept and Brand Development
Customers are looking to understand and identify with the brand’s core concept and values. Ultimately, this is why they will choose one box over another. Branding can easily be done through social media. Keeping carefully constructed captions and colorfully creative images that are consistent is key. Social media branding is one of the first ways that a customer will engage with a brand. This engagement continues when a customer purchases and opens their first box, but it begins with their first visual impression. Furthermore, social media allows businesses to not only create a brand narrative, but allows them to repeat this narrative as often as they want- instilling the company’s messaging into the mind of the customer.
Step 2: Hashtags
Alternatively, creating a unique brand hashtag specific to the subscription is a great way to encourage user engagement. This is a tactic to help brands to stand out and strengthen the narrative they provide to their consumers as discussed above.
Step 3: Customer Engagement and Appreciation
As a business owner, it would be wise to network with other businesses through social media channels. Liking and commenting back to customers, as well as replying to their inquiries whether they be positive or negative shows strength in a brand. A company that addresses the concerns of their customers who publicly engage them shows care and concern. Running specials, promotions, and contests that show customer appreciation creates an environment where customers feel comfortable allocating their dollars to a brand they believe in.
In conclusion, social media is an asset often overlooked. For subscription box owners or those thinking of starting in the subscription box business, social media is one of the first tools a brand should take advantage of. The variety of tools available through social media allow business owners to increase revenues and customer loyalty.
Jonathan Beskin is a dynamic business executive, entrepreneur and investor with over 15 years of marketing, sales and leadership experience. Beskin founded SinglesSwag, a monthly subscription box for single women in May 2016 with less than 50 subscribers in the United States. In less than three years, Jonathan has grown the company to more than 40,000 active subscribers, with over 900,000 verified Instagram and Facebook followers and $12 million+ in annual revenue. Beskin also founded Mollie Jacob, an all-natural cosmetics brand with national distribution and the jewelry brand, Violet Harper. Beskin and his businesses have been featured on the TODAY show, Cosmopolitan, Mashable, USA Today, Fast Company, Marie Claire, INC, Business Insider, InStyle and much more. Beskin holds a BS in Finance from Florida State University and an MBA from Florida Atlantic University.
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