From Content to Conversion: How Footytutor Grew to 100,000+ Email Subscribers

Client Background

Footytutor, led by Carl Hinkson, is a growing Instagram brand that shares daily soccer drills, tutorials, and player development content. While the brand had strong engagement, it lacked the systems necessary to build an owned audience or generate consistent revenue.

The Challenge

Footytutor had no email list, no digital product, and no conversion funnel. Despite having consistent viral content, there was no way to turn attention into long-term growth or monetization.

The Solution: Strategy, Systems, and Execution

We partnered with Carl to deliver a comprehensive growth solution focused on three core areas.

1. Strategic Consulting

We began with focused strategy sessions to:

• Clarify the brand's core value proposition

• Define the audience and growth opportunities

• Outline the content-to-conversion journey

• Identify short-term wins and long-term monetization paths

  
  

2. Landing Page Development

We designed and built a streamlined, high-converting landing page that included:

• A clear offer and compelling call to action

• A mobile-optimized layout to match Footytutor's Instagram traffic

• Email capture functionality integrated with automation tools

• A user-friendly experience built to convert social followers into email subscribers

  
  

3. Free Product Creation

We helped Carl create and deliver a lead magnet that would provide real value:

• A “7-Day At-Home Soccer Training Plan”

• Professionally designed and formatted for instant delivery

• Positioned as an extension of the Instagram content to boost opt-in rates

• Integrated with a welcome email sequence to build trust and engagement

  
  

Results

• 0 to 100,000+ subscribers in under 12 months

• 40% average open rate on welcome and nurture emails

• 3,000+ email signups within the first week

• A complete infrastructure that supports future product launches and partnerships

  
  

Testimonial

"Working with I AM Media gave me the structure and clarity I needed to scale. Andrew helped me take Footytutor from a content page to a real business. We now have a system that generates subscribers and builds trust every day."
— Carl, Founder of Footytutor