Marketing strategies for coaches generally depend on the type of coaching you do and the kind of clients you serve. But there are some best practices that will yield results if you do them consistently.
Marketing in many respects is about a) building confidence and trust even as you b) increase awareness of your services. Each strategy below address both these aspects.
In this article, we will list 5 such marketing strategies for coaches to follow. We assume you already have a website. If you don’t then get started with that at the earliest!
1. Develop a lead magnet
A lead magnet is typically something that you offer on your website or via other channels (e.g. in networking forum) in return for getting someone’s email address and their approval that you can email them about your services.
A lead magnet can be as simple as a 1 page PDF or as complex as an entire book! If you are just getting started with your marketing journey we recommend starting with a simple lead magnet. For example, you could simply create a 2 page PDF which includes 8-10 key questions that prospective clients can ask themselves to do a self-check. Another idea could be to include 3 short stories (anonymized, and 2-3 paragraphs each) of how other people have turned their life around – what challenge were they facing, how your clients came to a decision to do something, what they did, how they persevered, and what was the outcome.
Start by creating a simple lead magnet that is true to who you are, and offers an insight or advice to prospective clients. You can then offer it online, in an email, at an event, or just about anywhere else. The important thing is that it’s there for you to offer.
A lead magnet builds trust because you share your knowledge, and it raises awareness too as people download and share it. It is a great way to engage prospective clients, provided they are visiting you. So we’ll tackle that below.
2. List yourself on coaching directories
There are several coaching directories such as Noomii, which allow you to list your services. These services generally have their own marketing engine running to get prospective clients to visit their site and search for coaches. Most directories will offer a free plan so if available it’s better to start with that first to get a feel for the experience before signing up for a paid package at the one you like best. Paid packages may include direct links to your website, videos, and dedicated pages on the directory.
3. Create a Digital Wheel of Life
As you know a Wheel of Life is a very useful coaching tool. Most likely you will end up using it with your clients. What better way than to create an interactive Wheel of Life and make it available on your website! Visitors will be intrigued to see how they score, and will gladly provide their email address in return. Then you can follow up with them and invite them to your discovery session.
Just like a lead magnet above, a digital Wheel of Life is a great asset to offer to your prospective clients. This is one of the key marketing strategies for coaches (we are biased of course).
You can get started with a free 21 day trial and see how it feels to you. Of course to be successful with it you will have to drive traffic to your website too – the other marketing strategies on this page should help with that.
4. Create an email and Facebook plan
Chances are that you have a bunch of email addresses gathering dust in your inbox and on the business cards in your drawer. You may have gotten them from events that you attended, networking sessions, or from friends and family.
Create a list of these email addresses, along with at least the first name. Then begin to send periodic emails to this list (put everyone in bcc to maintain privacy). You can start with once a month and then work up to once per week. The topics will range from general advice to stories (anonymized) from your coaching experience. Everyone loves to hear stories of how other people overcame their struggle. Be sure to sprinkle in some of your coaching best practices as well to make them unique to you.
If you create a Digital Wheel of Life, this becomes even easier for you. Every topic in the wheel is an email topic. For example, a typical wheel has 10 topics – family, career, hobbies, giving, friends etc – that must be in balance for someone to lead a fulfilled life. Each of these topics is an email to your list, and then you add in the interactions between them! Your digital wheel of life also comes integrated with several email providers. It’s a good idea to use one of those for email as you get started.
In your emails, don’t forget to add links to your lead magnet, and a request that your recipients share your emails with others, and on social media. It’s always a good idea to have the email content on your website as well so it can be shared easily.
Finally, do create a page on Facebook (if you have an account) and begin to share these links and advice there too. Let all your Facebook friends know and request them to like your page, or at a minimum to reshare your posts when they see them. Every month or so you can also spend $5-10 to “boost your post” on Facebook which is a way to pay Facebook to have your post seen by more people.
Using this simple strategy and reminding people to help you spread the word in specific ways, you can increase your reach significantly.
5. Write for external publications which your prospective clients visit
With a little bit of work, you can really amplify your marketing impact. There are many self-help publications out there. Find one in your niche and create a guest post for them. If you’ve done 1, 3 & 4 above, you’ve already done the hard work. The content of your guest post for the external magazine can be simply created by combining the content of your emails and lead magnet in a nice way. You can perhaps create 5-8 external articles from the material you have – include best practices and stories. Don’t forget to link to your lead magnet and to the digital Wheel of Life.
Writing for external publications helps you in 2 ways: It helps you be more visible to people looking for advice (your prospective clients), and it increases the number of backlinks to your own website thus increasing it Google search presence. The latter will probably not be big game changer unless you have a large operation but every little bit will help – especially when people search for something that is unique to you.
There are probably a 100 more ways you can market your business. But we felt that these 5 marketing strategies for coaches will deliver the most benefit in the short term with a reasonable amount of effort. As we mentioned before, marketing in many respects is about
a) building confidence and trust even as you
b) increase awareness of your services.
Each strategy in this article addresses both these aspects.
We wish you the best, and if you create a digital Wheel of Life, we’ll be here to help you as best as we can. There’s a free trial for 21 days so go for it!