Episode 19: Attracting Loyal Subscribers through Content Marketing with Tim Murphy, CEO at Branch Basics
In this episode of the Subscriptions: Scaled podcast, Nick Fredrick, President of Rebar Technology Solutions, is joined by Tim Murphy, CEO of Branch Basics. In this podcast, Tim and Nick explore Branch Basics’ history, its commitment to its subscribers, and the importance of community-building through content marketing. You’ll also hear Tim’s advice on choosing technology solutions for young businesses. Tim’s background is in consumer products, including roles at General Mills and small food startups.
What is Branch Basics?
Marilee Nelson created Branch Basics after her son, Douglas, was chemically injured by pesticides. Doctors insisted that the damage was irreparable, but Marilee persevered. After years of struggle, heartache, and experimentation, she identified a major culprit of her son’s ongoing health issues: a slow, steady release of volatile organic compounds (VOCs) into their household via the presence of various everyday cleaning products. Even store-bought products labeled “non-toxic” brought on severe allergic reactions.
Today, Branch Basics offers safe, non-toxic cleaning products designed for the chemically injured and chemically sensitive. The organization has evolved far beyond a soap company. As Marilee became an expert in clean living, other mothers and concerned individuals began reaching out, seeking her advice and expertise. What began as a mother’s quest to heal her son is now a diverse community of individuals united in a common goal: to heal minds and bodies in a clean, responsible way.
(Not only is the company an outstanding success, but Douglas is too. He was the first homeschooled student ever to graduate from the United States Naval Academy and now works in the Naval Aviation Intelligence Community.)
Education First, Product Second
While Branch Basics does sell soap, the company’s top priority is consumer education. And while their core products are intended for a niche market, they have built a lifestyle brand with a much wider appeal. Clean, healthy living is a priority for many, but the plethora of information (and misinformation) out there is overwhelming and difficult to navigate.
The company invests heavily in generating meaningful, relevant, and actionable content for its audience. In Tim’s words, they “over-hire and over-invest” in their customer service team to provide value beyond selling products. Customer service addresses product delivery and subscription issues, but they also serve as a resource for consumers. Representatives often discuss food, meditation, and other wellness topics with customers. They also regularly engage with manufacturers to better understand questionable ingredients. They add value to customers’ lives by equipping them with as much information possible so they can make the best choices on their unique journeys.
According to Tim, the company’s countless positive testimonials mention both product and content. This means they are on the right track and will continue to do the right thing for their customers.
Covid-19 Response
Branch Basics began selling products direct-to-consumer via its website. One-time purchases were the only option. Because the product itself is unique—they sell empty bottles along with concentrate to mix with water—establishing a subscription model made sense, just like it did for the razor industry. Customers purchase one razor handle and receive fresh blades every month. At Branch Basics, they purchase a starter kit and receive regular concentrate refills. It makes for a hassle-free customer experience.
In the early days of the pandemic, Branch Basics came close to running out of products and had to make a difficult decision regarding how to prioritize its customers. They chose to pause one-time purchases in favor of subscribers, and in hindsight, Tim believes it was the right choice for several reasons. First, logistics, billing, and fulfillment processes were already in place. Second, and more importantly, much of the customer base is physically unable to use other cleaning products. As evidenced in Marilee’s story, even the smallest exposure can have devastating health outcomes. The deliberate choice to sacrifice new customers in favor of meeting subscribers’ expectations expanded beyond product availability. They also offered free products to those suffering from financial difficulties during the pandemic. As Tim says, at the end of the day, they strive to do the right thing for every customer.
To hear more from Tim, listen to the full episode of the Subscriptions: Scaled podcast.
Connect with Tim Murphy on LinkedIn, or reach him at tim@branchbasics.com.
Learn more about Branch Basics by visiting BranchBasics.com and join their health and wellness community by following @BranchBasics on Twitter and Instagram.
—
Ready to get started with Rebar?
Head to rebartechnology.com or email info@rebartechnology.com to schedule a call today.
