There’s boxes for beauty products, boxes for pets, heck, even boxes packed with fresh food! With the array of box subscription services available today, how do you bring a brand into that market? Even more, how do you build that brand to become a leader in the industry?
We partnered with Gentleman’s Box, the elite monthly box subscription for men, to do just that.
It all starts with a quality website…
With the aspiration to become an elite brand in the box subscription industry, the Gentleman’s Box website needed to reflect that drive for excellence. The website’s sleek design, classy color palette and strong verbiage create a strong desire for the user to want to be part of this distinguished group of fellow gentlemen.
Large subscription goals require a sustainable platform. Built on WordPress, the Gentleman’s Box site manages the hundreds of incoming orders, email confirmations and account changes made daily. The website features a responsive design, which provides an equally enjoyable experience for users on mobile devices. By the end of 2017, U.S. mobile users will spend $90 billion via online payments, according to Forbes.
Still not concerned about mobile friendliness? Well, Google is. In fact, since its latest algorithm change, it now down ranks websites that are not mobile friendly in search results.
Not only should your site function properly, but it should do so quickly, too. Forty-seven percent of consumers expect a web page to load in less than 2 seconds. If a page takes more than 3 seconds to load, 40% of consumers will abandon the page, according to KISSmetrics.
Have a strong social media strategy
Social media is a place where users go to interact with friends and family and escape their hectic lives for a while (or at least try to). For a brand to be accepted into that personal network, it must provide valuable information and feel as though the company is a friend of theirs. Don’t bombard your Facebook fans with sales pitches—make your content natural, interesting and engaging and sales will fall in line from there.
Building partnerships with social network influencers is important. Depending on what market your box serves, there are influencers in each respective industry that offer promoted services for either payment or simply in exchange for products.
Humanize your brand to build a better connection with your audience—let them know there are real people behind the company name. By doing so, not only will your fans feel more connected with you, but they’ll also see social networks as a customer service resource where they can receive a timely response.
Be sure to respond quickly to incoming questions or concerns on social media—failing to do so will cause users to lose trust in the brand. Facebook now rewards businesses for responding quickly by featuring the response rate right on the company page:
What do I NOT want to be when I grow up…
Gizmo Crate. This subscription box was “a monthly gadget and foodie discovery box.” At one point, the company was still accepting orders on the website, but—wait for it—not sending out boxes. Make sense? Didn’t think so. During this time, the company stopped managing its social media presence, which was a huge indicator that there was a problem at hand. Have no fear, the website is now down.
Pay to promote
Paid advertisements are a great way to expand your brand’s reach. Facebook has multiple ad sizes, campaigns and payment options to suit any budget. Boosting individual posts enhances the amount of impressions it receives, ultimately making the post more successful (typically).
Google AdWords and Bing Ads allow you to target specific keywords that your customers are searching in relation to your product or service. By bidding on those specific keywords and geo-targeting your prime locations, you enhance your website’s ability to appear on the first page results when those key words or phrases are entered into search engines by users in those areas.
Optimize your site for search engines
The best type of traffic is FREE. This comes from optimizing the pages of your site for search engine optimization (SEO). Each page has a set keyword relevant to your product/service or brand. The better optimized your pages are, and the more trusted your site is, the higher you’ll rank in search engine results for your targeted keywords.
Become an industry expert
In the increasingly saturated box subscription market, you have to offer more than just products, you have to provide relevant knowledge as the industry expert. Write descriptive blogs that complement your product and add value to the lifestyles of your customers. Guest blogging for other websites is also a great way to expand your name and knowledge, and be seen by an extended network as someone that others go to as the expert.
Your social media posts should also express industry expertise—both your own and that of other respected industry experts (at least, those that aren’t your competition). The more you reference others, the more likely they are to take note of your brand and possibly even share your posts as well.
Gentleman’s Box has become more than just a box subscription, it’s a community of gentlemen exchanging ideas and looking to the brand for fashion, grooming and lifestyle advice. In just the few short month’s since Gentleman’s Box launched, the brand reached more than 3,500 Facebook likes, 500 Twitter followers and 21,000 Instagram followers. The brand was quickly recognized and desired overseas, leading Gentleman’s Box to now be a global company that ships internationally.
Looking to promote your own box subscription service? Get in touch and we’ll be happy to help you get started.