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Building and maintaining a loyal customer base is more crucial than ever for DTC brands - name of the game - increase subscriber revenue. Shopify provides the tools to sell products directly to consumers, but the real challenge lies in driving consistent traffic, gaining new subscribers, and converting them into loyal customers.
One of the most effective ways to increase subscribers is through the strategic use of content marketing. Content makes a great role across multiple stages of the marketing funnel - and its consistent role in creating a mode of communication between your brand and the prospect cannot be discounted.
Content can help you engage potential customers, establish your brand’s voice, and build a relationship that encourages repeat business. In this blog / guide, we will discuss how to create compelling content to increase subscribers for your Shopify store and drive long-term growth for your DTC brand.
The first step to increasing subscribers is to offer valuable, informative, and engaging content that resonates with your audience. Content that educates, entertains, or solves problems can be a powerful tool to attract visitors and convert them into subscribers. Here’s how to do it:
Before creating content, you must deeply understand your target audience. Research their needs, preferences, pain points, and what kind of content they consume. Drawing out a buyer persona of your ideal customer can be a good pain point.
This is how a buyer persona looks like:
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Buyer persona infographic credits: Upwork.comÂ
Are they looking for solutions to a problem? Do they prefer how-to videos, blogs, or infographics? Understanding these insights will help you craft content that appeals to your ideal customer.
Educational content can position your brand as an authority in your industry. Consider creating blog posts, videos, or downloadable guides that provide value to your audience. For instance:
For example, a DTC skincare brand could create blog posts on topics like "How to Build a Skincare Routine for Sensitive Skin" or "The Science Behind Our Natural Ingredients."
Lotus Botanical has created a lot of content around educating users about the benefits of a strong skincare routine.
Not all content has to be purely informational. Entertainment and inspiration can also drive engagement. Sharing customer success stories, behind-the-scenes looks at your business, or brand values can build emotional connections with your audience. Video content, such as Instagram Reels or TikTok videos, can be especially effective at creating an emotional connection.
Encouraging customers to share their experiences with your product through reviews, testimonials, or social media posts is a powerful form of content.Â
UGC Content created by Dr Livingood daily: Livingood Daily reduced cancellations with customized flow
User-generated content (UGC) provides social proof and can serve as authentic endorsements of your brand, driving further engagement and encouraging more signups.
One of the most effective ways to increase subscribers is by offering content upgrades in exchange for email signups. This is an enticing way to convert website visitors into subscribers, as it adds value and builds trust. Content upgrades are pieces of bonus content that complement your existing free content. Here are some ways to use content upgrades to build your email list:
If you’ve written an in-depth blog post or article, offer a downloadable version in the form of an ebook or whitepaper. Readers who are interested in the content will gladly provide their email addresses to access the full resource.
Another great content upgrade is offering helpful tools like checklists, templates, or worksheets. For example, if you sell workout gear, you could offer a "30-Day Fitness Tracker" in exchange for an email signup.
Create exclusive video tutorials, webinars, or behind-the-scenes footage that is only available to those who subscribe to your email list. This type of content tends to perform well, as it gives your audience something they can’t get elsewhere.
DTC brands incentivize email signups with discount codes. Offering a discount in exchange for subscribing is a great way to entice potential customers to join your list and make an immediate purchase.
OSEA Malibu offers 10% off for all first time subscribers.
Social media platforms are one of the best ways to get your content in front of new audiences and drive traffic to your Shopify store. Promoting your content on the right channels can help increase brand awareness and encourage signups.
Post links to your blog posts, videos, and other content regularly on your social media channels. Use attention-grabbing captions, relevant hashtags, and high-quality visuals to make your posts stand out.
Don’t just post content—actively engage with your audience. Respond to comments, answer questions, and join conversations related to your industry. This helps to build a community around your brand and makes people more likely to subscribe.
Paid advertising on platforms like Facebook, Instagram, and TikTok can be a great way to promote specific pieces of content and drive signups. Ads can be targeted to specific demographics, helping you reach the audience most likely to engage with your brand.
Partnering with influencers or micro-influencers in your industry is another great way to promote your content and reach a wider audience. Influencers can create authentic content around your brand, increasing exposure and driving subscribers to your Shopify store.
Pop-ups and lead magnets are excellent tools for capturing email subscribers. These are automated or manually-triggered forms that offer something valuable in exchange for an email address. Here's how you can use them effectively:
An exit-intent pop-up appears when a user is about to leave your site. It can offer a discount, content upgrade, or exclusive resource in exchange for their email address. Exit-intent pop-ups have a high conversion rate because they target visitors who are already familiar with your brand.
Trueheight has an exit intent popup lead magnet which offers customers with an additional 15% on their first order
Pop-ups that appear after a user has been on your site for a specific amount of time (e.g., 30 seconds) or has visited several pages can be effective. This shows that the visitor has some level of interest in your content, making them more likely to subscribe.
You can also embed lead magnets directly into your content. For example, a blog post might feature a call-to-action (CTA) offering a downloadable resource like a guide or checklist in exchange for an email address.
To ensure your content strategy is working, it’s essential to measure the results and continuously optimize. Track metrics such as:
Use Shopify’s analytics tools and Google Analytics to measure the effectiveness of your content. Based on this data, adjust your strategy to improve your results.
Summing Up
Increasing subscribers for your DTC brand on Shopify requires a well-rounded content strategy that prioritizes value, engagement, and optimization. By providing educational content, using content upgrades, and leveraging social media and pop-ups, you can build a robust subscriber list that drives long-term success for your brand.
Remember, content is not just about attracting new subscribers - it is also about building relationships with your audience. By offering valuable content consistently and listening to your customers’ needs, you can create a loyal subscriber base that continues to support your DTC brand for years to come.
Emma Johnson is celebrated for her strategic brilliance and innovative flair. By seamlessly blending creativity with data-driven insights, she has propelled Loop’s brand to new heights, establishing it as a formidable force in the Shopify Subscriptions space.
