Read on to discover the Instagram “talking numbers” that Kettlebell Kings have done.
“We have all of what you would call ‘real work ‘,” Jay Perkins told us.
In 2013, Jay worked at Bigcommerce - a company providing e-commerce software.
With impressive revenue growth – an average of 0.7% per year, Kettlebell Kings is a leading kettlebell company based in Austin, Texas, with many new businesses coming directly from leads on Instagram.
When Kettlebell Kings first started, they used Google AdWords and a free shipping program – “The first step in the kettlebell era”
However, when the company grows, social media is the shortest way to do business Instagram is now Kettlebell Kings' most successful marketing channel.
“On average we receive 400-600 leads per week thanks to social media, half of which come from Instagram.”
But Instagram not only helps Kettlebell Kings generate one-time sales to consumers, but is also an important channel for business growth.
Jay explains:
“Our biggest deals and business development relationships have largely come through Instagram – we've even signed deals with national gym chains from leads generated on the platform.”
However, Instagram did not become a gold mine overnight, it took a lot of effort.
The prerequisite for a successful Instagram Marketing strategy is creating engaging content that entices your audience to watch and engage. On its Instagram feed, Kettlebell Kings focuses on educational content and workout examples – a strategy that has helped the company attract more than 79,000 followers.
‘We are very strict about instagram posts,’ Jay said.
But with the Stories feature, Jay believes there is freedom to post less elaborate content at a higher frequency.
Kettlebell Kings can also repost and feature more of its customers using Stories rather than News Feed.
Above Instagram feed, you can watch a perfectly performed kettlebell workout video:
Or an image of Kettlebell Kings' high-quality, easy-to-shop products:
Then on Instagram Stories you can see a Kettlebell Kings customer working out:
But how does all this translate into leads and revenue?
Now we move on to the conversion focused part of this strategy.
Here's how Kettlebell Kings generates hundreds of leads every week directly from Instagram.
Firstly, Kettlebell Kings will share content on Instagram Stories.
On average, these stories will be seen by about 10% of Kettlebell Kings followers, sometimes up to 15% if the posts include a Call to Action (CTA) ‘Check stories”
Next, Kettlebell Kings will use a CTA that emphasizes the ‘Swipe Up’ action to see workout examples or more content in one of the posts.
When viewers swipe up, they'll be taken to a landing page or article where they can read more about the topic and enter their email address for more exclusive content:
These sites tend to convert visitors to email addresses at around 25-45%, depending on the traffic source.
Final, once visitors have shared their email address, they will be provided with helpful emails about kettlebell workouts and technique from experts.
“We have a unique workflow depending on how someone got into the system,” Jay explains.
Kettlebell Kings' goal is to stay top of mind by providing value to prospects with every email and ultimately converting the time a prospect decides it's time to buy some new equipment.
Because of the nature of their work, Jay and his team always have to ensure that Kettlebell Kings' Instagram feed is always filled with fresh, engaging content, the company constantly has a series of new followers – "currently about 1,000 new followers a week right now", Jay says – to check out Instagram Stories and participate in its email channels.
This strategy has produced talking numbers for Kettlebell Kings and there's no reason you shouldn't implement one too. social media strategy for yourself.
How does your business use Instagram Stories?
