How a Gym Tripled Its Revenue with Facebook Marketing . . . in 6 Months

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Kettlebell Fever

Using his immense passion for fitness, James Breese founded Kettlebell Fever in 2010, with the mission of going to his gym every day to work out with friends and make the world a little more fit. Kettlebell Fever quickly established a loyal following of fitness professionals and general fans, but hoping to better automate his sales and marketing and accelerate his results, James purchased Infusionsoft in February 2013, and discovered GroSocial, which in a matter of months became a central pillar in Kettlebell Fever’s marketing efforts.

Since then, his revenue has tripled and now 93 percent of Kettlebell Fever customers come directly from Facebook.

Kettlebell Fever Discovers a Potent Posting Strategy

As of April, the Kettlebell Fever Facebook page had only 4000 fans, and James was only posting every two to three days, but as he started using GroSocial, he went all in. First, he created Contact Us and Get Started tabs on his Facebook page, the latter offering a 10 percent discount and a free 6-month training program for those who like the Kettlebell page. Second, James began posting at more regular intervals, and found that three posts per day seemed to generate the best results in terms of reach, likes and comments.

In addition, James found that pictures performed much better than text or links, with the average text-only post generating only 5-15 likes and comments, and photos (particularly fan photos) generating 50-60 per post.

To get more engaging content, James created an Instagram Photo of the Day promotion by launching a subsite, sending out an email broadcast and making several Facebook posts. And it’s still thriving! Each day, James chooses one Instagram photo with the hashtag #kettlebellfever and posts it on the Kettlebell Fever Facebook page, and the submitter wins a free t-shirt.

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Kettlebell Fever also spreads its message through video content. When James hosts a training event or workshop, he hires a DP to film and edit participants’ stories, but he also produces films of his own fitness adventures with a GoPro.

Instead of pushing content directly to YouTube, James posts the videos first on Facebook and let’s them get maximum exposure there before adding them to YouTube for a second wave of engagement and excitement.

From several months of Facebook Insights data, James has determined that the three bests times to post for his audience are 4:30 p.m., 7:30 p.m. and 9:30 p.m. From this, it’s clear that fans are more engaged with Kettlebell Fever near the end of the workday or during downtime, but three posts in the evening would be too much for most fans. Instead, Kettlebell now posts at 1:00 p.m. (to take advantage of his fans’ lunch break), 4:30 p.m. and 9:30 p.m.

Kettlebell Fever Qualifies Leads with Facebook Giveaways

In addition to regular posts, Facebook giveaways are an important part of Kettlebell Fever’s social strategy, and James has taken full advantage of GroSocial’s Promo widget, requiring entrants to like Kettlebell Fever and enter their email address, but also encourage entrants to share the giveaway with their friends.

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Kettlebell Fever is careful to only offers prize that are relevant to the its fan base, with its most recent giveaway offering free admission to StrongFirst, a fitness event for professionals, valued at over two thousand dollars.

Entry forms are linked to the Kettlebell Fever Infusionsoft account so all entrants are immediately imported into his contact with relevant tags.

When I spoke with James, I was fascinated to learn how he further qualifies contest entrants and turns them into leads and customers by putting entrants through a simple Infusionsoft campaign. After entrants submit their email address, the campaign sends a follow-up email asking entrants to complete their giveaway registration by filling out an Infusionsoft form with more detail including phone number and address, and asks them whether they are a fitness professional or general fan.

While some never complete this second step, it allows James to know that anyone who wins the contest are qualified and will actually be enthusiastic about winning the giveaway. In addition, he knows more about giveaway entrants and is able to segment follow-up emails based on the information they provide.

Incredible Results in 6 Months

As of the end of September, Kettlebell Fever’s Facebook following has grown to 13,000 fans, with 150-250 new likes every day. James has only spent a total of $998 on ads, but plans to spend more to increase the reach of giveaways.

“GroSocial completely transformed my business,” James told me. “Before April, my traffic was coming from all over the place. Suddenly my income has tripled and 93 percent of my business now comes from Facebook as the result of what I’ve done with GroSocial.”

7 Responses to “How a Gym Tripled Its Revenue with Facebook Marketing . . . in 6 Months”

  1. This is an awesome double use of the tools. quick question how long did you run this promo for?

  2. Randy says:

    I like how he qualifies leads by asking to fill a secondary form to “complete” entry. However in a way is it not kind of a bait and switch (for lack of a better term) because the tab already says to enter contest you just need to do step 1-3 and to increase chance of winning do 3 often?

    Maybe it’s just confusing because technically you’re not entered until you fill out the second more detailed form? Has he ever run across individuals who thought they were “tricked” in providing an email address for the contest, but to later find out they’re not really entered until the second form is filled out?

    • Hi Randy,

      I see what you mean. I’m not sure if James has received negative feedback for the two-step entry process.

      If you were looking to do something similar, I think a better way to do this would be to give an entry to everyone who fill out the initial form. If they fill out the second form, they get another 4 entries. That way, if they do just the first steps, they are entered with 1 chance to with, but if they do both, they get 5 chances to win. That way there’s an incentive, but not a requirement.

      • Randy says:

        Thanks for the reply and suggestion. Again I think what James does is awesome as it helps with qualifying leads, but it seemed like a “two step process” when the tab page said you only need to do two things.

        Thank you again.

  3. Will says:

    I was the winner of one of the contests. If I recall correctly, I was only asked to fill in the second more detailed form after I’d actually won & been informed that I’d won the contest.

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