Marketing is one of the lifelines that connect ideal clients to coaches who offer the transformation they want and need. The powerful change coaching can bring about is most important, but marketing is the fuel that your practice needs in order to thrive.
Okay, so what marketing avenues are available, and how should you use them?
Let’s explore these answers below.
Understanding Content Marketing
In coaching, your content marketing mix is key for nurturing a well-rounded community and driving business growth. A content marketing mix is a strategic combination of content that’s used to achieve specific marketing and business goals. The type of content used includes blog videos, podcasts, social media updates, infographics, webinars, and more.
Let’s learn more about the different types of content and their role in a content marketing mix.
Blog Articles
Long-form, written content like blog posts and guides are the foundation for all content. This content format allows you to explain your coaching methodologies, provide guidance, and share your opinions on industry-specific topics. This is valuable information for potential clients and helps position you as an expert in your field.
But potential clients aren’t the only ones who value this content.
Search engines prioritize blogs and rank them highly because they provide helpful information about your coaching to potential clients.
For your content marketing mix, blogging should make up about 40 percent of your strategy. This sets a firm starting point for content repurposing in the future.
Video and Audio Content
Video and audio content should make up about 30 percent of your marketing mix. When it comes to learning and consuming content, many of your potential clients will prefer video or audio content.
Video content provides visual elements to help viewers process the coaching content differently. They can see demonstrations or even feel more connected through the body language that a coach displays on camera.
Audio content, like a podcast, makes it easier for an audience to consume while multitasking. This is especially useful for coaches in the business and executive spaces. Clients in this space are more likely to listen to podcasts while carrying out their daily tasks.
If you’ve successfully created valuable blog posts, use them as a foundation for your videos and podcasts. This will convert the written information into various formats to expand your reach and influence.
Social Media Content
Social media is a vehicle for reaching a larger audience without expending more effort. Using a platform like YouTube, Instagram, or TikTok, you can specifically target your audience and connect with them in a less formal space.
Social media content should make up 20 percent of your mix. This may not seem like a lot, but remember, if you’ve done things correctly, the content is already accessible through previously created blogs, video, and audio assets. Format these assets for the social media platform you intend to use. These formats include quotes, video and audio snippets, and live-stream scripts.
Content Marketing Technology
Creating and distributing your content is only one half of the battle. Content needs fuel to reach your audience. This is done by using digital technology to sustain your marketing strategies.
Your Website
It almost goes without saying, but your website is your digital homefront. It’s where clients can access everything you offer in one place.
When people visit your website, they should easily be able to identify who you are, what your services are, and how to contact you. This is achieved by having a well-designed website with easy navigation, mobile responsiveness, and clear calls-to-actions that guide visitors through your site to encourage engagement and action. Additionally, your website needs to load quickly and include keywords for search engine optimization.
Website platforms like WordPress, Wix, or Shopify make building a site that operates at peak performance easy. If you need help, you can always use sites like Fivver or Upwork to hire a website designer.
Client Relationship Management (CRM)
Once a potential client reaches out to you, you need CRM software to manage and analyze client interactions and data. These tools create a more personalized approach to client relations by enabling you to track client journeys, preferences, and feedback to enhance the quality of your coaching services. They’re also helpful in selling your services as well.
If your website is correctly set up, collecting potential clients’ names, addresses, phone numbers, and social media handles should be easy through a simple sign-up form. From there, the data gets imported into the CRM software, where you can choose to send them emails or text messages or connect with them on social media.
Your CRM should also allow you to review your marketing strategy performance, audience behavior, and engagement patterns. This helps you make informed decisions, adjust your content, and rework your strategies in real-time to ensure your marketing efforts are as effective and impactful as possible.
How to Use Networking as a Marketing Tool
In the coaching industry, partnerships are a game-changer. This is why it’s important to actively seek out other solopreneurs, coaches, or complementary brands for collaborations. The goal is to find partners whose values align with yours and whose audience can benefit from your expertise. These collaborations expand your reach and add diversity to your service offerings.
One way to expand your network is through digital and in-person speaking engagements. This is a powerful platform to showcase your expertise. To start, reach out to podcasts, conferences, and local events in your coaching niche. Here, you’ll be able to share your perspective and coaching methodologies with people likely to take a serious interest in your coaching. Over time, you’ll build a carefully curated community that supports your ideas.
Another highly effective marketing avenue is good, old-fashioned word-of-mouth. This form of marketing remains one of the most powerful tools, especially in a trust-based industry like coaching.
One way to leverage word-of-mouth marketing is by developing a referral program that rewards existing clients for introducing new clients to your services. Incentives should range from discounts on future sessions to exclusive content or free workshops. Ensure your referral program is simple, transparent, and beneficial for the referrer and the referee. This incentivizes your current client base to spread the word while building a tighter-knit community and mutual growth among your clientele.
Lastly, wearable networking gear will also make it easier to communicate with others about your coaching practice. My Networking Apparel has t-shirts and other wearables that make starting conversations around your coaching brand easier.
Navigating Paid Digital Advertising
If you’re already familiar with content and network marketing, then the next step is to explore paid digital advertising. Yes, there are advertising avenues like television, radio, and billboards, but these are expensive and don’t guarantee you’ll hit your target audience.
With digital advertising, you have access to tools that will help you accurately target potential clients. Here’s how you can get the most out of these platforms.
Facebook and Instagram Ads
Use high-quality images and videos to tell your coaching story. Showcase client testimonials, before-and-after scenarios, and engaging snippets of your coaching sessions.
In the custom audiences section of the Ad Manager, import your existing email list to create custom audiences to allow you to target ads to past clients or leads who have already shown interest in your services.
The Lookalike Audience feature leverages Facebook’s algorithm to find users like your best clients. This will expand your reach to those most likely interested in your coaching. Additionally, implement retargeting ads to re-engage visitors who have interacted with your website or social media but haven’t converted yet.
Google Ads
Google ads puts your coaching services in front of users who are actively searching for related keywords. For example, if a user searches for ‘life coaching in the Chicago area,’ having your website listed first can help you land a new client.
To get the first listing start by using Google Keyword Planner to find keywords that your potential client may be searching for or any questions need answered. Then, add these keywords when you’re writing copy for your ads.
Before running any Google ads, make sure you have a high-converting landing page on your website to direct the traffic. This landing page must have a design that matches the intent of the keywords you’re targeting.
LinkedIn Ads
For coaches specializing in business, career, or executive coaching, LinkedIn ads are a great way to target clients in a professional setting.
Be sure to read our VIP article on Mastering LinkedIn: The Ultimate Guide for Coaches Who Mean Business
Sponsored content or InMail campaigns allow you to share valuable articles, videos, or tips directly in the feeds or inboxes of the professionals you want to target.
LinkedIn’s detailed targeting options also help you to reach decision-makers based on their job title, function, industry, company size, and more.
TikTok Ads
TikTok’s continuous growth has made it a valuable platform for reaching a diverse audience, including younger demographics who value authenticity and creativity.
To get the most out of TikTok ads, use fun, relatable, short-form video content that represents the value of your coaching. This could mean presenting your coaching methodology in a funny skit or highlighting issues currently affecting your potential clients. To boost your content further, try participating in or sponsoring hashtag challenges to increase engagement and brand visibility.
Leverage Great Marketing Tools and Strategies to Scale Your Business
Scaling your business is imperative for continued growth and long-term success. The marketing landscape is extensive and changes every day, but by focusing on proven tactics, solopreneurs can carve out a distinctive space in the competitive market. From understanding your audience to embracing digital marketing, each step is a building block towards growth.
Ready to level up your marketing?
Learn the steps for creating a steady flow of clients using a proven framework by downloading our Marketing Funnel Template guide below.
