When Subscriber Growth Stalls, Let’s Reset

Welcome to Friday Fuel. Today we're talking about what to do when growth stalls, because let's be real, it happens to all of us. So whether your subscriber count has flatlined or your marketing effort feels stale, this episode is going to help you reset your strategy, reignite the momentum in your business, and get back to growing. So let's dive in.

Welcome to the Launch Your Box podcast with weekly tips, tricks, and strategies to start, launch, and grow your subscription box. Now here's your host, Sarah Williams.

Welcome back to the Launch Your Box podcast. Let's talk about something real today, and this happens to everyone. So I want you to understand that you're not alone in this. But your subscriber growth has maybe slowed down, maybe even stopped. What do you do? It doesn't mean that you failed. It just means that it's time to reset. So today I'm going to walk you through how to reset your momentum by growing your email list, building your following with intention, running a smart, short marketing burst, in between your launches. So let's start by just normalizing this stall. It's really part of the process. I don't want you to take it as a personal failure, like, hey, my subscription has stalled out at 60 subscribers. Hey, my subscription has stalled out at 600 subscribers. I can't seem to get above that. I lose some, I gain some, I lose some, I gain some, but I'm stuck at 600, right? And the common reason why is because you've tapped out of your existing audience because you haven't been visible enough. You're not stuck. You're just ready for a reset. Sometimes we keep doing the same marketing tactics, ads, emails, social posts, but we're just talking to the same person over and over again. You're not stuck here. We just need to reset this. We need to reframe this. You don't need to overhaul everything. We just need to put some new energy into a few key areas. Okay, so let's talk about your email list. It's time to grow. Your email list is your highest converting asset, and if growth is stalled on your list, then that's one of the reasons why growth is stalled in your subscription. It's one of the things that I have learned really intensely in my HighLevel mastermind that I'm a part of. They have a goal of of— a lot of them have a goal of doubling their list every year. So I want you to ask yourself, am I currently actively building my list this week right now? And if the answer is no, that's okay. We just need to start. So there's a couple list building tactics that we can jump right into. When's the last time that you've run a giveaway? Let's do that. You can do that alone. You can do that with a partner business. Run a giveaway. That's an instant jump in growth, both on your social media and on your list building. When's the last time you've had a lead magnet out there running ads, getting someone to look at it, actively collecting email addresses, checklist, printable, quiz, tutorial, whatever that is. We have to be doing that. I just set up a new ad set for one of my lead magnets. I'm off of a launch, right? I just came off of a launch for Launch Your Box. And so I let that simmer for a couple of weeks. I, you know, reset my brain to get back to normal activities. Now I need to get back to growing my list because what happens if I don't do that now and I just market the same thing to the same people? It's going to fall flat. It's going to be stale. So I know right now after my big subscription weeks launch, I need to be running a lead magnet. I just set up some ads last night for that. And so I got to continue to grow my list. Now, what I see when we create a lead magnet is sometimes we just throw it on our socials, we put it out there. But if we're not promoting it to people that don't know us, it's not working for our good. Okay, so this is where an ad comes in and I just do $10 a day. I do an opt-in. You can do an engagement ad for this and have them get it out in front of a cold audience. Period. We've got to grow people. And then you could also take this lead magnet. You could add it to the pop-up on your website. So if you're getting traffic regularly, it's new traffic. Get a pop-up on your website and let this lead magnet work for you in two different ways. Okay. Now, the other thing is that we sometimes forget about our following. So we need to reset our following and our growth. If we have the same people liking all of our posts, if we have the same customer engaging with us every single time, we need to get people in, in front of people that don't know we exist. So I want you to do an audit of your social media, whether that's Instagram or Facebook or TikTok or wherever is your best performing social media. Do an audit of your last 6 posts or video. Looking at those 6, are they speaking directly to someone who doesn't know you? Are they speaking to your ideal customer, your ideal subscriber? So I want you to take a look at your last 6 posts. Do a majority, majority of them speak to someone that doesn't know you? Are you constantly speaking to someone that, that knows you? So here's some content ideas for you to help reconnect that. Behind the scenes. People love behind the scenes, and I know we think it's just normal and everyday business and it's boring. People love it. Product selection, packaging, sneak peek, making, whatever you can do behind the scenes. Subscriber stories and testimonials. We look at Amazon reviews before we buy anything on Amazon. We trust what other people say that we don't even know about a product we're interested in. Get them pushed out there. I want you posting tip and content related items to your box. Okay. Reels with simple B-roll and overlay text. Okay. We've got to get some We've got to get some engagement over there. We've got to get some interest and then we can convert them. Now, reset area 3. This is something that I'm doing right now with my subscription box business. I don't have a full-blown, full-blown marketing campaign, but I launched my box in August. So now I'm 2 months later and I'm feeling the dip again. It's natural. It's part of that. What can I do to have a short burst of campaigns? There's a couple options. You could do a waitlist push. Spots are open, get, get in. Do that for 3 or 4 days. Like, go, go push that waitlist if you have one. You could do like a flash. I call it an intro offer. Some people call it a freebie offer. Limited time bonus for new subscribers this week only. Posting ads, emails, the whole nine yards. You need that strong, strong visuals and countdowns for this to create urgency. You could do a referral campaign. Give all your current subscribers a reward to— a reward, not an award, a reward to invite a friend. That could be a bonus item. That could be, you know, dollar off in your shop, dollars off in your shop. This could be whatever you want it to be. What I'm doing this week is a dedicated funnel, a dedicated kind of mini campaign. So I'm going to run— I'm not going to run ads with this. You could do ads with this, but here's what we're going to do organically. I'm going to go live on Thursday. I'm going to do my unboxing. I'm going to pair that with an email Thursday, Friday, Saturday, Sunday, Monday, 5 days. I'm going to email them every day about joining my subscription for 5 days. That's all that's going to be on our social media. We're going to do stories and reels and everything we post is going to be about this subscription. So I'm going to have 2 lives. 5 emails and content for 5 days. And this is going to be a short mini burst that doesn't come with a bunch of cost of ads and things, but this is going to hit my warm audience. Let's see if I can get them to convert and boost that back up. Okay, so these are just little things that you can do to— like, if we can give energy in a short period of time, really dedicated energy, a dedicated marketing burst, um, versus, oh well, I'll email like 4 times next month. Yeah, those are really not effective. That's why we kind of need these short bursts of marketing campaigns to bring new life, to bring new audience, to bring new subscribers. So try a short burst of a marketing campaign. And then here's a few bonus, um, reset tips. I want you to audit your email list. Let's scrub off anyone that's not opening in the last 6 months. Let's segment by subscribers, maybe past subscribers, anyone that's canceled. Let's get them back engaged. And, and let's, let's be active on our email. Then I want you to audit your website. Go through the customer journey. It might have been a while since you've done that. Is it crystal clear who your box is for and why they should subscribe? Make your call to action buttons more visible. Are they even working? Check your copy and images. Are they outdated? Do they need a refresh? And what's the buying process? When I click through, am I Avoiding any hiccups. Okay. And then it's time to reengage people. So if you've got people on your email list that aren't responsive, that aren't opening, let's do a 2-email series to see if we can reactivate them before we scrub that list. Are you still interested in getting emails from me? Here's what you missed in the last few months. Like, reengage them. I really just want you to listen to your audience. Do polls. Just make them excited. When you're excited, they're going to be excited as well. Growth isn't gone. Sometimes it's just paused or stalled out, and all we need to do is restart it. It needs those jumper cables on it. You don't have to do everything, but pick one thing to reset and let's take some action today. So I want you to know, I want to know what you're doing. Take a screenshot of this episode. Go tag me on Facebook or Instagram and let me know. How you're resetting your growth today.