This article will discuss about the Influencer Marketing — The Key To Subscription Box Success. Let’s get started!
Influencers — no matter your opinion on these bright-eyed social superstars, there’s little doubt that they’re a boon to the modern marketing department. The cultural currency (or at least, the perceived authenticity) attributed to influencers can often make (or break) a campaign. It’s little surprise then that the best influencers are in such high demand — especially in the world of subscription ecommerce.
Subscription box companies, in particular, have embraced influencer marketing as a key factor in their success. But what are influencers exactly? When did subscription box services become so popular? And how does one go about finding the perfect influencer to market their brand? In this article, we’ll explore all of these ideas, so if you’re curious — read on!
What’s a Subscription Box?
So, first things first — what is a subscription box service? Well, our answer probably won’t surprise you too much: it’s a delivery service that customers subscribe to, whereby goods are packaged and delivered in a box. Shocking, we know.
It’s a simple concept, but it’s one that’s really taken off in the last decade. Undeniably a large part of this success is owed to the fact that the subscription business model can be applied to almost any niche imaginable. Fancy receiving a box of animal remains every month? Want cake-ready sprinkles delivered regularly? Or, perhaps you’d just like a few rolls of toilet paper to appear on your doorstep each week. Not an issue. If it can fit into a box, there’s likely a subscription service for it.
In any case, the overarching premise is always the same: customers sign up to receive their boxes according to their preferred frequency (weekly, monthly, or otherwise), and a recurring payment schedule is set up. Some providers may allow their subscribers to select the items they receive, while others will send out a box with a completely random or provider-curated assortment of goods.
Undoubtedly, many subscription boxes exist solely as novelty items. We’re not sure how many people are receiving animal bones in the post every month, but we’re assuming (and hoping) it’s low. However, there are scores of subscription services that offer both widespread appeal and genuine value to their customers, too: Birchbox, Graze and Tails are all prime examples.
Feeling inspired? If you’re yet to start your own subscription service, or you’re curious about the best way to do so, you can read more in Chargebee’s guide to creating a subscription box service.
What is Influencer Marketing?
Remember the “cool” or “popular” kid in school? Well, think of an influencer as the online equivalent of that. Influencers are individuals who command a large following on social media and are considered experts in their niche. In essence, influencers are the trendsetters of the web. They’re able to influence their followers’ opinions, behaviors, and purchasing decisions (making them invaluable marketing assets). Brands often partner with influencers to promote their products or services to a wider audience and gain credibility simply by association.
In many ways, influencer promotions are similar to the celebrity endorsements that were once common in the media. However, influencers offer several benefits over traditional celebrity endorsements:
- Influencers often have a more personal and authentic connection with their followers, which can make their endorsements more believable and relatable.
- Influencers often have a more specialized audience, too, which can make their endorsements more targeted and effective.
- Influencers often have a more flexible and customizable approach to endorsements, which can make them more adaptable and cost-effective for brands.
Since both influencers and subscription-based businesses exist primarily online, it’s no surprise that influencer marketing has been a major factor in the success of many subscription box companies.
Also read: Studying Marketing?| Advantages and Disadvantages
How To Use Influencer Marketing To Boost Your Subscription Box Business
Now you’re all clued up on what a subscription box is and why influencers are important, let’s dig into how to correctly bring influencers into your next subscription box marketing strategy.
1. Identify the right influencers
When looking for influencers to work with, it’s important to consider their relevance to your business and their ability to reach your target market. For example, if you sell a monthly box of organic skincare products, you might look for influencers who are well-known in the beauty industry and have a large following of health-conscious individuals.
One example of a subscription box company that has successfully used influencer marketing is FabFitFun. They have partnered with a variety of influencers, from fashion bloggers to fitness instructors, to promote their seasonal box of beauty, wellness, and fashion products.
2. Offer something in return
To get influencers to promote your business, you need to offer them something of value in return. This could be a discount code for their followers, a free trial of your subscription box, or a special edition box featuring exclusive products. In any case, don’t be afraid to negotiate. As is so often the case with celebrities and prominent figures in the media, fame can get to an influencer’s head. Approach each opportunity with the understanding that your marketing team may be forced to contend with a diva mentality.
3. Be authentic
When working with influencers, it’s important to ensure that their content and message align with your brand and values. This will help build trust and credibility with their followers. Let’s face it — there’s no sense in hiring an influencer who specializes in deer hunting to promote a subscription packed full of vegan and cruelty-free cosmetics! An obvious example perhaps, but your chosen influencer’s values must align perfectly with your product and your target audience.
Take HelloFresh, for example — they frequently work with influencers who are passionate about healthy eating and have a personal connection to the company’s mission of providing fuss-free, healthy meals.
4. Plan things out (or don’t!)
Some influencers are marketing veterans, while others might need a little guidance. This will usually depend on the number of followers they have and their experience in the field. If your chosen influencer commands an army of one hundred thousand fans, they’re likely familiar with what brands expect in terms of the content they produce. On the other hand, micro-influencers (those with fewer than one hundred thousand followers) may need more guidance.
Would you prefer your influencer’s promotions to covertly blend in with their usual posts, or are you looking to craft a more in-your-face collaboration? Talk this through and plan any additional digital assets that may be needed. The key here is to avoid dictating to your influencer.
5. Track and tweak
As with any marketing campaign, it’s crucial to track your results. Thankfully, if you run your promotion as part of a paid ad on Facebook or Instagram, both platforms have an extensive set of tools to enable you to track engagement and clicks.
Tracking your campaign will help you understand the impact that influencers are having on your business, and identify which influencers are providing the greatest return on investment. Once it’s time for your next marketing push, take some time to reflect on the impact of your previous efforts and put any learnings into practice.
Influencer marketing can be a highly effective way to promote your subscription box business and gain the trust of potential customers. By identifying influencers in your niche, offering them a free box to try out, collaborating on content, and tracking the results, you can effectively use influencer marketing to boost your business and reach a wider audience. For more business tips, check out our guide to streamlining workflows through tool integration.