Ready to grow in earnest this year? It’s time to discover how marketing for coaches can take your business to the next level.

In this detailed expert guide, I’ll first show you how to set up the right foundations, then walk you through the most effectives marketing tactics for coaches (both digital and physical).

Finally, I’ll help you choose the right mix for your unique coaching business.

Part 1: Setting Up the Fundamentals

Before we look at the different marketing tactics, you need to get the fundamentals in place.

Even if you’ve been coaching for a while, you might not have nailed those down sufficiently at the beginning.

So let’s do that first.

Here’s what they should look like.

1. Define Your Coaching Niche and Unique Selling Proposition (USP)

One of the most important aspects of marketing for coaches is identifying (or narrowing down) your desired niche and what sets you apart from the competition.

Start by reflecting on your personal expertise, experiences, and passions.

Consider how your journey has equipped you with the skills and insights to help others facing similar challenges.

Perhaps you’ve overcome a significant obstacle, such as a career transition or health issue, and developed a proven strategy for success.

Or maybe you have a unique combination of professional experiences that give you an edge in your coaching approach. Identify the specific problem you’re uniquely positioned to solve.

In my case, I created a coaching offer around helping remote workers relocate to Europe to seek second citizenship.

This was based directly on my personal experience moving from the UK to Portugal. Creating an offer around my own journey gave automatic authenticity to my offer and messaging.

It also gave me confidence from the very beginning – because I knew exactly what I was talking about.

Next, to make sure there’s demand for your coaching services, I recommend conducting some market research.

Analyze your target audience’s pain points, goals, and the solutions they’re actively seeking. Look for gaps in the market where your offering can fill a need.

As you define your coaching niche, consider:

  • What specific results can you help your clients achieve?
  • What’s your unique coaching philosophy or methodology?
  • How does your background and story make you relatable and trustworthy?
  • What values and beliefs shape your approach?

Another important step is figuring out and narrowing down your unique selling proposition.

To get laser focused, try completing this sentence: “I help [target audience] achieve [specific result] through [unique approach].”

For example, “I help busy moms build thriving online businesses by leveraging their existing skills and passions.”

Your USP should clearly communicate the tangible outcomes you deliver and why your approach is unmatched.

Maybe you’ve developed a proprietary system that helps clients reach their goals in half the time. Or perhaps your approach combines proven strategies from multiple disciplines for a holistic solution.

No matter what it is, be sure to highlight exactly what makes your coaching offering exceptional.

2. Craft Your Ideal Client Avatar

Once you’ve chosen your niche, it’s essential to develop a deep understanding of your ideal client.

I recommend building out a detailed avatar that goes beyond just surface-level demographics.

Consider psychographics such as:

  • What are their core values and beliefs?
  • What are their biggest fears and aspirations?
  • What motivates them to seek coaching?
  • What obstacles are holding them back?
  • Where do they consume information online?

Creating an empathetic profile will help you tailor your marketing messages, create resonant content, and build genuine connections. The more vividly you can envision your ideal client, the more magnetic your marketing will be.

For example, instead of targeting “women in their 40s,” dig deeper. Perhaps your ideal client is a mid-career professional who’s reached a plateau and is grappling with work-life balance.

She values authenticity, personal growth, and making a meaningful impact. She’s tech-savvy and consumes podcasts on her commute, but is selective about the online communities she engages with.

Painting a rich picture like this allows you to show up and serve your audience with laser focus. It ensures every aspect of your coaching business, from your offerings to your brand voice, is designed to attract your dream clients.

By taking the time to properly define your niche, USP, and ideal client avatar, you’ll create a really solid foundation for your coaching business.

Your marketing will be infused with purpose and personality, setting you apart from the sea of generic coaching offers.

What’s more, doing it this way makes it a lot easier to create truly authoritative content to market your services.

3. Develop Your Unique Brand Voice and Messaging

Now you’ve got a clear understanding of your coaching niche, USP, and ideal client, it’s time to develop your brand voice and messaging.

This is the personality and language you’ll use consistently across all of your marketing – from your website to your social media posts to your coaching sessions themselves.

Your brand voice should be an authentic extension of who you are as a coach. It’s the unique way you communicate your values, approach, and the transformation you offer.

When crafted well, it builds trust, creates connection, and makes your coaching business memorable.

To uncover your brand voice, reflect on:

  • Your personality and communication style
  • The tone and energy you bring to your coaching
  • The language and phrases that resonate with your ideal client
  • How you want your clients to feel when interacting with your brand

For example, your brand voice might be warm, empowering, and down-to-earth. You might use humor and storytelling to make your messages relatable.

On the other hand, perhaps your voice is more straightforward, evidence-based, and authoritative to appeal to corporate clients.

The key is to bring in your personal flair while also speaking directly to your target audience’s preferences.

As you develop your brand messaging, focus on the key ideas you want to communicate about your coaching business.

Your messaging should convey:

  • The specific problems you solve
  • The outcomes clients can expect
  • Your unique approach or methodology
  • Your story and why you’re passionate about this work
  • How you’re different from other coaches in your niche
  • Your core values and beliefs

For instance, your central brand message might be “Helping high-achieving women break free from imposter syndrome and step into their power.” This overarching theme would guide all your marketing communications.

You’d then develop supporting messages that expand on your unique approach, such as “Combining mindset work with practical strategies, I empower clients to own their worth and make bold moves in their careers.”

Ideally, your brand messaging should be woven into everything from your tagline to your social media bios to your ad copy.

To make your brand voice and messaging irresistible:

  • Use language that resonates with your ideal client
  • Evoke emotion and paint a picture of the transformation you offer
  • Infuse your personality and let your passion shine through
  • Validate your approach with social proof and client success stories
  • Speak to your audience’s pain points and desired outcomes
  • Make your unique value crystal clear

And don’t worry, your brand voice and messaging will evolve as your coaching business grows.

So don’t be afraid to adjust it going forward, based on feedback and insights from your ideal clients.

Spending the time to properly clarify your niche, ideal client, USP, brand voice, and messaging lays the groundwork for all your marketing efforts. It’s entirely worth doing, trust me on that!

4. Create a Website Optimized for Conversions

Having a website is non-negotiable for coaches who want to build a strong online presence.

Your website acts as your online home base, providing a central hub for your marketing efforts and a platform to showcase your expertise, services, and success stories.

Here’s why a website is essential for your coaching business:

  • Establishes credibility and trust with potential clients
  • Allows you to control your brand narrative and messaging
  • Provides a destination for your ideal clients to learn more about you
  • Gives you a place to share valuable content and resources
  • Facilitates lead generation and client bookings
  • Serves as a foundation for your SEO and online visibility efforts

Now, if the idea of creating a website feels overwhelming or technical, don’t worry. Building a professional coaching website doesn’t have to be complicated or expensive.

With user-friendly platforms like WordPress, Squarespace, or Wix, you can easily create a polished site without coding skills or a huge budget (I highly recommend WordPress, especially if you plan to market your coaching business using SEO).

Your website should be designed with your ideal client in mind, providing a seamless user experience and guiding them towards taking action.

Here are the basics to include:

  • A clear headline communicating who you serve and the results you deliver
  • An “About” page sharing your story, approach, and qualifications
  • A “Services” page detailing your coaching packages and how to get started
  • Testimonials and case studies showcasing client success stories
  • A blog with valuable content that demonstrates your expertise
  • A prominent call-to-action (CTA) to book a discovery call or consultation
  • Your contact information and a way to join your email list

Your website is the center of your marketing ecosystem.

All your other marketing efforts – whether that’s social media, SEO, or paid advertising – should drive traffic back to your site, where leads can take the next step in working with you.

And here’s where ‘conversion optimization’ comes in.

Conversion optimization means designing your website and every blog post to guide visitors towards taking a specific desired action, such as booking a call, subscribing to your list, or purchasing a coaching package.

Here are some simple ways to optimize your website for conversions:

  1. Place a clear, compelling CTA above the fold on your homepage. Make it easy for visitors to take action without having to scroll or search.
  2. Use benefit-driven headlines and copy that speak directly to your ideal client’s pain points and desired outcomes. Show them exactly how your coaching is the solution they’ve been looking for.
  3. Create a simple, clutter-free design that directs attention towards your key messages and CTAs. Use whitespace, visuals, and directional cues to guide the user journey.
  4. Provide social proof throughout your site with client testimonials, press logos, or media features. Build trust by showing the tangible results you’ve helped others achieve.
  5. Optimize your contact and booking forms to reduce friction. Keep the fields minimal (e.g. first name, email) and offer multiple scheduling options to make it easy for leads to take action.
  6. Create dedicated landing pages for your different offerings or campaigns. Remove navigation menus and direct your visitors towards a single CTA to increase conversion rates.

Conversion optimization is an ongoing process and you’ll get better at it over time (don’t worry!)

I recommend setting up tools like Google Analytics to track visitor behavior, identify areas for improvement, and continuously test and refine your approach.

As you develop your site, keep your brand voice and messaging front and center. Bring your personality, story and unique value proposition into every page.

That way, your visitors will immediately feel a connection with you, and understand why you’re the right coach for them.

5. Build an Email List and Nurture Subscribers with Valuable Content

One of the most valuable assets you can create is an engaged email list (but it’s so often overlooked!)

Your email list consists of people who have expressed interest in your coaching services by subscribing to receive your content and updates.

Here’s why building an email list is CRUCIAL for your coaching business:

  • You own your list. Unlike social media followers, your email subscribers are a direct line of communication that you control.
  • Email allows you to build personal, one-on-one relationships with your subscribers, fostering trust and credibility.
  • You can provide value and stay top-of-mind with your ideal clients through consistent, targeted email content.
  • Email marketing has one of the highest ROIs of any marketing channel, driving significant revenue for your coaching business.
  • Your email list is a captive audience of warm leads who are more likely to invest in your coaching services.

Now, you might be thinking, “But I’m just getting started. How do I build an email list from scratch?”

The good news is, there are simple strategies you can use right away to start attracting subscribers and nurturing them into clients.

First, make sure you have an email marketing platform set up to manage your list and send emails. Some popular options include Mailchimp, ConvertKit, or Mailerlite, many of which offer free plans for beginners.

My personal favorite is ConvertKit. It’s easy to use, yet has plenty of powerful features (like automated sequences) that are perfect for when you get more advanced with email marketing. Check out my ConvertKit review here.

Next, create a simple opt-in form on your website inviting visitors to subscribe to your list. Place this form in prominent locations, such as your homepage header, sidebar, or footer.

Make sure to clearly state the benefits of subscribing, such as receiving exclusive content, tips, or resources.

To incentivize people to sign up, consider creating a valuable lead magnet – a free resource that addresses your ideal client’s pain points or desires. Here’s my main lead magnet, prominently displayed on my homepage.

This could be a PDF guide, checklist, video training, or assessment.

Gate your lead magnet behind an opt-in form (you can build a simple one in ConvertKit) to encourage visitors to subscribe in exchange for access to the lead magnet.

Once you have subscribers on your list, focus on providing value and building relationships through your email content.

Share your best tips, insights, and resources related to your coaching niche. Offer a mix of educational, inspirational, and promotional content to keep subscribers engaged.

For example, you might send a weekly newsletter with your latest blog post/YouTube video, a client success story, and a relevant coaching offer (this is what I’m doing at the moment).

The key is to be consistent and show up in your subscribers’ inboxes regularly with content that resonates with their needs and goals.

Aim to become a trusted resource and expert guide, rather than just promoting your services all the time (but don’t forget to do it some of the time).

As your list grows, you can segment subscribers based on their interests, behaviors, or stage in the client journey. This allows you to send more targeted, personalized emails that drive higher engagement and conversions.

Building your email list is a long-term strategy. It takes time to cultivate relationships and earn the trust of your subscribers.

Focus on providing genuine value and showing up consistently, and your list will quickly become a powerful asset for your coaching business.

6. Draw on the Power of Social Proof

Social proof is the psychological phenomenon where people look to the actions and experiences of others to guide their own decisions.

For your coaching business, social proof is evidence that your services deliver real results and value to your clients.

It’s the positive feedback, success stories, and endorsements from people who have worked with you and achieved their desired outcomes.

Why is social proof so powerful for coaches? Think about this:

  • Potential clients are more likely to trust the words of your past clients than your own marketing messages.
  • Seeing that others have succeeded with your coaching helps prospects envision their own success and reduces perceived risk.
  • Social proof helps you stand out from other coaches by demonstrating the tangible impact of your work.
  • Positive feedback and testimonials boost your credibility and position you as an expert in your niche.

So, how can you leverage social proof in your coaching business? Here are some key strategies:

Collect and Display Client Testimonials

Reach out to past clients and ask them to provide a testimonial. Ideally, ask for specific details about their experience and the outcomes they achieved.

Then display these testimonials prominently on your website, sales pages, and marketing materials.

To make your testimonials even more impactful, consider:

  • Including the client’s full name, photo, and title to add credibility
  • Featuring video testimonials for added authenticity and engagement
  • Highlighting any quantifiable results or metrics, such as revenue growth or pounds lost

Develop In-Depth Case Studies

Go beyond brief testimonials by creating detailed case studies that showcase your coaching process and client successes.

Walk readers through the client’s initial challenges, the specific strategies and techniques you used, and the transformative results they experienced.

Use a storytelling format to make your case studies relatable and engaging. Include direct quotes from the client and visuals like before-and-after photos or charts to illustrate their progress.

Include Press Mentions

These are another great source of social proof. You can include logos of the publications on a ‘featured in’ or ‘as seen in’ section on your website.

Here’s how I set up mine, prominently displayed on my homepage.

Being featured in well-known outlets positions you as a sought-after expert, showing that others in your industry recognize and value your contributions.

Integrate Social Proof into Your Website and Socials

Make sure your website visitors and social media followers can easily find and engage with your social proof.

Create a dedicated “Testimonials” or “Success Stories” page on your site, featuring your best client feedback and case studies.

Integrate testimonials and media logos throughout your website, such as on your homepage, “About” page, and sales pages. Use social proof to reinforce your key messages and unique value proposition.

On social media, regularly share client wins and testimonials. Encourage your happy clients to post about their experience on their own profiles and tag your business.

Don’t forget to engage with and amplify this user-generated content to further expand your reach and credibility.

Collect Your First Testimonials

If you’re just starting out and don’t have a large pool of past clients, you can still gather powerful social proof.

I recommend offering a few free or discounted coaching sessions to your ideal clients in exchange for their honest feedback and testimonials (people love this approach and generally respond very well).

Once you’ve got a few clients under your belt, make it part of your off-boarding process to ask clients for a testimonial.

Give them clear guidance on what to include, such as their initial struggles, key takeaways from working with you, and the specific results they achieved.

Part 2: Content Marketing

7. Blog Regularly on Topics Your Ideal Clients Search For

One of the best ways to get warm leads for your coaching business is with SEO-driven blogging.

Creating content that targets the keywords your ideal clients are searching for lets you reach them at the exact moment they’re looking for solutions to their problems.

The key is to focus on “how-to” keywords that directly address your audience’s pain points and challenges.

For example, if you’re a career coach, you might target keywords like “how to write a resume,” “how to prepare for a job interview,” or “how to negotiate a salary raise.”

To maximize your blog’s SEO potential, you need to structure your posts in the right way so Google’s bots know what they’re about. This includes using your target keyword in the title, first paragraph, URL slug, and several times throughout the content.

Consistency is important when it comes to blogging for SEO.

I recommend publishing new content at least once a week to keep your site fresh and demonstrate your ongoing expertise.

Once you’ve built a base of 10-20 comprehensive blog posts, you could then ease off and just post twice a month. But remember, the more (high quality) content you publish, the faster you’ll start seeing results.

This may seem a little daunting, but AI writing tools like Claude, Frase, or ChatGPT can help you generate ideas and draft your blog content more efficiently (without losing your unique insights and authentic voice).

By making SEO-driven blogging a core part of your marketing strategy, you can attract a steady stream of warm leads on autopilot.

Ready to explore SEO in more depth? Check out my ultimate guide to SEO for coaches.

8. Guest Post on Reputable Industry Sites to Build Backlinks and Authority

Writing for well-known blogs and publications in your field (aka ‘guest posting’) opens up exciting new audiences and helps position you as an expert.

The goal is to focus on reputable sites that already attract your ideal clients. These can send many targeted visitors to your site and give you a valuable backlink that improves your own search rankings.

Remember, relevancy to your niche is more important than a high domain authority score (as the latter can easily be gamed…)

To find guest posting opportunities, start by listing the top blogs in your industry. Look for sites with an engaged audience that matches your target market.

When pitching your guest post ideas, make sure to explain how your expertise can provide value to the site’s audience.

Personally, I like to pitch to the website editor via LinkedIn. My LinkedIn profile carries substantial social proof and helps get me in the door.

Create an interesting headline and outline for the post that shows your unique insights and practical takeaways. And if possible, mention a few previous articles on the site to show your familiarity with their content and style.

As you write your guest post, focus on giving actionable advice and showing your coaching philosophy. Include relevant examples and case studies to illustrate your points and build credibility.

And don’t forget to optimize your post for SEO by including your target keywords and using proper formatting.

Finally, include a strong call-to-action in your guest post bio that sends readers to your website or landing page.

This could be an invitation to download a free resource, sign up for your email list, or book a discovery call with you.

Want to learn more about spotting legit guest post and backlink opportunities? Check out my step-by-step guide: How to Identify High Quality Backlinks

9. Use Connectively to Get Mentions in Global Media

Connectively (formerly known as HARO or Help a Reporter Out) is a powerful tool for coaches looking to build credibility and attract high-quality backlinks from major media outlets.

You can respond to journalist queries with your expert insights, earning mentions and links in publications like Forbes, The New York Times, and CNN.

As a former journalist myself, I’ve seen firsthand how Connectively works from both sides. Journalists from all niches use the platform to gather expert quotes and insights for their articles.

And as a business owner, I’ve personally used Connectively/HARO to secure high-authority links from just a handful of strategically crafted pitches.

Here’s how you can make Connectively work for your coaching business:

  1. Create a free Connectively source account and select the most relevant categories for your expertise. Don’t worry if your exact niche isn’t listed – choose the broader categories that fit best.
  2. Craft a strong bio that speaks to your credibility and expertise. Mention any relevant qualifications, experiences, or notable achievements. If you’ve been featured in other media outlets, highlight those logos on your website for instant social proof.
  3. When you see a relevant query, respond quickly and thoughtfully. Journalists work on tight deadlines, so speed is key. Break down the query into its component questions and answer each one concisely, using confident language.
  4. Always include a brief introduction that establishes your authority. For example, “As a career coach who has helped hundreds of professionals land their dream jobs, here are my top tips for nailing a job interview…”
  5. Offer to be available for follow-up questions. This shows you’re willing to go the extra mile and can lead to valuable relationships with journalists. They may even come to you directly in the future.
  6. Amplify your pitches by engaging with journalists on Twitter. Many reporters also post their queries there using the hashtag #journorequest. Reply to let them know you’ve sent a more detailed response via Connectively.

You won’t always be notified if your pitch is accepted. But you can monitor your backlink profile using Ahrefs or Semrush to see when new media mentions appear.

The more high-quality, relevant pitches you send, the greater your chances of success.

Want more info on using Connectively to get media mentions? Check out my ultimate guide here

10. Create a Great Lead Magnet to Attract Email Subscribers

Your email list is powerful – it allows you to build relationships, establish trust, and consistently communicate with potential clients.

It’s a direct line to your ideal audience – one that you own and control.

But email addresses are valuable and people don’t just give them away for nothing. They want a tempting incentive in return. That’s why we use lead magnets.

A lead magnet is a valuable resource that you offer your website visitors in exchange for their email address.

It could be an ebook, checklist, template, quiz, or video training – basically anything that solves a specific problem or provides a quick win for your target audience.

To choose the right topic for your lead magnet, consider the main pain points and goals of your ideal coaching clients.

What are the most common questions or challenges they face related to your niche? Your lead magnet should offer a solution that’s immediately useful to them.

Ideally, your lead magnet should also be closely tied to your paid coaching offer. Think of it as a small, bite-sized version of the transformation you provide.

For example, if you’re a health coach who helps clients lose weight through personalized nutrition plans, your lead magnet could be a “7-Day Meal Prep Guide for Busy Professionals.”

When deciding on a format for your lead magnet, choose something that’s easy to consume and delivers quick value.

Popular lead magnet formats include:

  • Checklists or cheat sheets
  • Worksheets or workbooks
  • Email courses or challenges
  • Video trainings or webinars
  • Quizzes or assessments
  • Templates or swipe files

Once you’ve created your lead magnet, feature it prominently on your website so it’s easy for visitors to find.

Some key places to promote your lead magnet include:

  • Your homepage above the fold
  • A dedicated landing page
  • Within relevant blog posts
  • Your website sidebar or footer
  • Pop-ups or slide-in forms
  • Your social media profiles or bios

You can also share your lead magnet with your existing audience, such as your social media followers or professional network. The more places you promote it, the faster you’ll grow your email list.

Remember, the goal of your lead magnet is to provide value first and foremost. Avoid being too salesy or promotional. Instead, focus on delivering a quick win or “aha” moment that leaves your new subscribers wanting more.

Once someone signs up for your lead magnet, make sure to nurture your new relationship with a welcome email sequence.

This is your opportunity to introduce yourself, share your story and expertise, and invite them to take the next step – investing in your coaching services.

11. Host a Podcast or Guest on Popular Shows in Your Niche

Whether you choose to host your own show or appear as a guest on established podcasts in your niche, podcasting has many benefits for marketing your coaching business.

First off, podcasts allow you to build major rapport and establish authority with your target audience.

You can position yourself as a trusted expert in your field, by sharing your knowledge, experiences, and unique perspective.

Listeners will feel like they know you on a personal level. That can lead to increased trust and likeability – key factors in choosing a coach.

What’s more, guesting on popular podcasts gives you access to new audiences who may never have discovered you otherwise.

Most podcasts also have websites where they publish show notes and transcripts. These often include links to the guest’s website – great for your SEO!

To land guest spots on podcasts in your niche, start by researching shows that align with your target audience and expertise. Listen to a few episodes to get a feel for the host’s style and the types of topics they cover.

When you’re ready to pitch, write a personalized email to the host that includes:

  • A brief introduction to who you are and your coaching business
  • Why you would be a great fit for their show and audience
  • 3-5 specific topic ideas with catchy titles and bullet points outlining what you would cover
  • Links to your website, social media profiles, and any previous podcast appearances or media features

Keep your pitch concise, relevant, and focused on providing value to their listeners. If you don’t hear back, follow up politely after a week or two.

Once you secure a podcast interview, make the most of the opportunity by preparing thoroughly. Familiarize yourself with the show’s format, audience, and recent episodes.

Prepare a few talking points, stories, and examples to illustrate your ideas. And consider creating a special lead magnet or offer exclusively for the show’s listeners to encourage them to join your email list.

If you enjoy the podcasting experience, you could also consider starting your own show.

Yes, this obviously requires a lot more time and effort than guesting. But it can be an incredibly effective way to build a loyal audience and position yourself as a go-to expert in your niche.

12. Create Video Content Optimized for YouTube SEO

Video allows your audience to see your face, hear your voice, and get a sense of your personality and communication style – creating more rapport among potential leads.

YouTube offers massive opportunities for coaches to attract organic traffic and build their audience. As the second-largest search engine in the world (after Google), YouTube processes billions of searches every month.

Creating valuable, keyword-optimized video content opens up this huge source of potential leads.

When someone searches for a topic related to your expertise, your videos can appear in the search results, exposing you to an audience actively seeking solutions.

To optimize your videos for YouTube SEO, start by conducting keyword research.

Use tools like the Google Ads Keyword Planner or TubeBuddy to find the search terms your ideal clients are using. Look for keywords with decent search volume but lower competition to increase your chances of ranking.

Once you’ve identified your target keywords, create videos that directly address those topics. Use the keywords naturally in your video title, description, tags, and even in the spoken content itself.

Aim to provide the best, most comprehensive answer to the searcher’s query, as YouTube’s algorithm prioritizes videos that keep viewers engaged and watching.

Some best practices for YouTube SEO include:

  • Crafting compelling, keyword-rich titles and descriptions
  • Creating eye-catching thumbnails that encourage clicks
  • Using closed captions and transcripts to increase accessibility and search visibility
  • Adding relevant tags and categories to help YouTube understand your content
  • Encouraging viewers to like, comment, and subscribe to boost engagement signals
  • Creating playlists to organize your content and keep viewers watching longer
  • Promoting your videos through your other channels, such as your website, email list, and social media

In terms of video formats, you have many options as a coach.

Some popular types of videos include:

  • How-to tutorials or demonstrations related to your niche
  • Q&A or “ask me anything” videos addressing common questions
  • Client testimonials or case studies showcasing success stories
  • Behind-the-scenes looks at your coaching process or business
  • Thought leadership or opinion pieces on industry trends and topics

As you consistently publish high-quality, keyword-targeted videos, you can build authority, attract subscribers, and convert viewers into leads and clients.

You can also repurpose your video content into other formats, such as blog posts, social media clips, or podcast episodes, to maximize your reach and impact.

13. Run an Online Challenge to Engage Your Audience

A typical online challenge is a free, time-limited event where participants commit to a specific action or working towards a goal related to your coaching niche.

Examples of online challenges for coaches:

  • A 7-day meditation challenge for stress relief (led by a mindfulness coach)
  • A 30-day fitness challenge with daily workouts and nutrition tips (led by a health coach)
  • A 5-day LinkedIn profile makeover challenge (led by a career coach)
  • A 21-day gratitude journaling challenge (led by a life coach)
  • A 14-day money mindset reset challenge (led by a financial coach)

Challenges work so well because they create a shared experience and accountability among participants.

People are more likely to take action and stay motivated when they feel part of a supportive group working towards a common objective.

Plus, the time-limited nature of a challenge creates a sense of urgency and encourages people to prioritize the activities of the challenge.

For coaches, running an online challenge offers many benefits, including:

  • Attracting a surge of targeted, engaged leads who are interested in your niche
  • Building your email list with subscribers who have already shown interest in your topic
  • Establishing your credibility and authority by providing valuable guidance and support
  • Fostering a sense of community and connection among your audience
  • Gaining valuable insights into your ideal clients’ needs, challenges, and desires
  • Priming participants to invest in your paid coaching programs or services

To get started with your own online challenge, follow these steps:

  1. Choose a goal that aligns with your coaching niche and will resonate with your target audience.
  2. Decide on the duration of your challenge (typically 5-30 days) and the daily or weekly activities participants will complete.
  3. Create a simple landing page on your website to host your challenge sign-up form and information. Optimize this page for relevant keywords to attract organic traffic.
  4. Develop the content (e.g. prompts or resources) you’ll give participants throughout the challenge. Consider creating a private Facebook group or using your email list to deliver this content.
  5. Promote your challenge through your website, email list, social media channels, and other marketing efforts. Encourage current clients or followers to invite friends or colleagues to join.
  6. Engage with participants throughout the challenge, offering support, encouragement, and additional value. Celebrate their progress and successes along the way.
  7. At the end, invite participants to take the next step with you – whether that’s scheduling a discovery call, enrolling in your group coaching program, or buying a related product.

To give your online challenge maximum impact, it’s important to have a coaching website and a strong SEO foundation already in place.

That way, by optimizing your challenge landing page and related blog content for relevant keywords, you can attract targeted organic traffic from people actively searching for solutions in your niche.

What’s more, by directing challenge participants back to your website and encouraging them to explore your other content and offerings, you can convert more leads into clients over time.

Part 3: Social Media Marketing

14. Build a Facebook Group Community Around Your Niche

Facebook Groups can be a game-changer for attracting coaching clients. They’re a perfect way to establish yourself as a go-to expert in your niche.

For example, here’s one I launched a couple of years ago for my Europe relocation support service.

Top tips on how to build a Facebook Group that people can’t wait to join:

  1. Choose a clear, compelling name that instantly communicates who the group is for and what members will gain. For example, “Mindful Eating for Busy Moms” or “Confident Career Moves for Ambitious Professionals.” I picked “Get EU Citizenship” as it’s clear, concise and straight to the point.
  2. Set up your group with an eye-catching cover image, a detailed description, and clear group rules. Make sure your branding is consistent with your website and other social media profiles.
  3. Seed your group with valuable content before inviting members. This could include intro posts, prompts for discussion, or helpful resources. Aim to provide a mix of educational, inspirational, and entertaining content.
  4. Invite your existing audience to join, such as your email list, website visitors, or social media followers. Add a link to your group in your email signature, website navigation, and social media bios.
  5. Promote your group to new potential members by sharing it in relevant Facebook communities, partnering with complementary businesses, or running targeted Facebook ads.
  6. Engage with your group members regularly by starting conversations, responding to comments, and encouraging participation. Make your group a welcoming space where people feel heard and supported.
  7. Host regular events or challenges within your group to keep members engaged and motivated. This could be a weekly live Q&A, a 5-day mini-course, or a monthly goal-setting workshop.
  8. Gather feedback from your group members to better understand their needs, challenges, and desires. Use these insights to create content, offers, and services that resonate with your ideal clients.
  9. Demonstrate your expertise with high-value, actionable content that solves your members’ problems. Position yourself as a trusted resource and authority in your niche.
  10. Occasionally promote your coaching services or programs to members, but aim for a balance of around 80% valuable content and 20% promotional content. Focus on building relationships first and selling second.

To succeed with your Facebook Group, you really need to show up consistently and add value (don’t neglect it for months on end. I’ve made that mistake before).

In that way, you’ll quickly build a loyal community of ideal clients primed to work with you. You’ll stay top-of-mind, generate warm leads, and gain super valuable insights into your target audience and their struggles.

Plus, an engaged Facebook Group can be a powerful source of social proof and word-of-mouth marketing.

As members share their wins and successes, they become raving fans who naturally spread the word about your coaching business.

15. Optimize Your LinkedIn Profile and Post Thought-Leadership Content

There’s a new LinkedIn in town and it’s no longer a boring job-hunting platform.

Nope, LinkedIn in 2024 is a thriving hub for thought leadership, personal branding, and lead generation.

As a coach, optimizing your LinkedIn presence is one of the most powerful ways to expand your reach, establish your authority, and attract high-quality leads.

The keys to success on LinkedIn are 1) crafting a compelling profile and 2) consistently sharing valuable, thought-provoking content that resonates with your target audience.

When done right, LinkedIn can become a steady source of inbound leads for your coaching business.

So let’s talk about creating a LinkedIn profile that’s optimized for lead generation.

Your profile is essentially your digital first impression – it’s what potential clients will see when they search for you or come across your content. So you’ve got to make it count.

First make sure you’re using LinkedIn’s Creator Mode, This unlocks features like a larger banner image and featured section to showcase your best content.

Use a professional, friendly profile photo and a banner image that clearly communicates what you do and who you help.

In your “About” section, ditch the boring career history and instead share your unique coaching philosophy, the transformations you help clients achieve, and a bit of your personal journey.

Write in a friendly and conversational tone, as if you’re speaking directly to your ideal client.

Next, use the “Featured” section to highlight your best coaching resources, such as a lead magnet, blog post, or testimonial. This is prime real estate for directing profile visitors to take action and join your email list or book a discovery call.

Now, let’s look at the types of content that performs best on LinkedIn. The key here is to provide value and establish yourself as a go-to expert in your niche.

In my experience, one of the most effective post styles is the “how-to” or tutorial.

Here’s the hook for one of mine.

Example of a LinkedIn educational post

Share a quick tip, strategy, or process related to your coaching specialty.

Break it down into clear, actionable steps (preferably numbered list style) and use eye-catching visuals like images or infographics to make it more engaging.

Another powerful content format is the thought-provoking question or discussion starter. Pose a challenge or debate a common belief in your industry (like I’ve done here with SEO).

Thought-provoking post example

Encourage your audience to weigh in with their experiences and opinions. This sparks conversation and boosts your post’s visibility in the algorithm.

Always lead your posts with a strong hook in the first 1-2 sentences – such as a surprising statistic, a bold statement, or a relatable story. The goal is to immediately grab attention and make people keep reading.

Use short paragraphs and plenty of white space to make your posts easy to read on mobile devices.

And always include a clear call-to-action at the end, inviting readers to comment, share their thoughts, or check out a resource.

Consistency is key to staying top-of-mind and building a loyal following on LinkedIn. To maximize your reach and engagement, I recommend posting at least 3-5 times per week.

You can repurpose content from your blog, email newsletter, or other channels to keep your posting schedule full.

Finally, don’t forget to engage with your audience by responding to comments and joining relevant conversations in your niche. LinkedIn is all about building relationships and providing value.

Ready to take your LinkedIn presence to the next level? Grab my free LinkedIn Profile Optimization Checklist

Build a LinkedIn profile that’s ready to make money…

16. Go Live on Facebook/Instagram/YouTube to Connect with Followers

When you go live, you’re inviting your audience into a real-time conversation. They can ask questions, share their experiences, and get to know you on a more personal level.

Plus, the platform algorithms tend to prioritize live video in their feeds – increasing your visibility and reach.

A great way to use live video as a coach is to host Q&A sessions related to your area of expertise. Invite your followers to submit their burning questions in advance or in the comments during the live session.

You can also use live video to make special announcements, such as the launch of a new coaching program, a limited-time offer, or an upcoming event. The sense of urgency and exclusivity can encourage viewers to take action and sign up on the spot.

Another engaging format for live video is the “behind-the-scenes” look at your coaching business or personal life. Give your followers a glimpse into your day-to-day routine, your office setup, or your morning rituals.

Promote the live session in advance across your social media channels, email list, and website to build anticipation and ensure a decent level of attendance.

During the live session, encourage lots of interaction by greeting viewers by name, responding to comments, and inviting participation. Keep the energy high and the pace moving fast to maintain engagement.

And, always finish up with a clear call-to-action, such as joining your email list, booking a discovery call, or checking out a related resource – don’t forget your business’s bottom line!

After the live broadcast, repurpose the recording by sharing it across your other social media platforms, embedding it in a blog post, or transcribing the audio for a podcast episode.

17. Master Short-Form Video Content on TikTok

TikTok has exploded in popularity in recent years, with over 1 billion active users worldwide. It’s a unique opportunity for coaches to reach a massive, engaged audience in a creative, digestible way.

One of my favorite TikTok coaches is Therapy Jeff. He’s a relationship coach who shares no-nonsense advice in a friendly and down-to-earth style. As you can see below, Jeff has millions of followers and massive reach.

To succeed on TikTok, focus on creating bite-sized, value-packed content that addresses your target audience’s pain points and interests.

Use attention-grabbing hooks, jump cuts, and on-screen text to keep viewers engaged and communicate your message quickly.

TikTok video ideas for coaches:

  • Quick tips or life hacks related to your niche
  • Myth-busting common misconceptions in your industry
  • Responding to trending audio clips or challenges with your unique perspective
  • Sharing client success stories or personal anecdotes
  • Creating how-to guides or tutorials in a condensed format

Hashtags are a key part of TikTok’s discoverability. Research relevant, high-traffic hashtags in your niche to increase your reach and attract new followers.

Aim to post at least once per day to keep your account active and grow your presence on the platform. Engage with your followers by responding to comments, joining live streams, and participating in trending conversations.

As you build your following on TikTok, you can use the platform to drive traffic to your other channels, such as your website or email list. Include a clear call-to-action in your bio and direct viewers to take the next step with you.

18. Leverage Instagram Stories and Reels for Higher Visibility

With over 500 million daily active users, Instagram is a great opportunity to connect with your audience in a more authentic, behind-the-scenes way.

Use Instagram Stories to share quick tips, insights, or motivational quotes related to your coaching niche. You can also use interactive features like polls, questions, and quizzes to encourage audience participation and gather valuable insights.

Instagram Reels, the platform’s short-form video feature, allows coaches to create engaging, 15-30 second video content set to music or audio clips. Reels are perfect for sharing quick tutorials, client testimonials, or showcasing your personality and coaching style.

To maximize your visibility, use relevant hashtags and location tags in your Stories and Reels. Engage with your followers by responding to their messages and comments, and share user-generated content to build a sense of community.

You can also use Instagram Stories and Reels to drive traffic to your website or other resources. Include clear calls-to-action and use the “Swipe Up” feature (if available) or link stickers to direct viewers to your lead magnets or coaching offers.

19. Tweet Valuable Tips and Engage in Twitter Chats

Twitter / X is a fast-paced platform where you can share insights, engage with your audience, and build authority in bite-sized chunks.

Keep in mind that Twitter use in the US has slumped by more than a fifth since Elon Musk bought the site and rebranded it to X. But it might still be worth using if your target audience is on there.

To make the most of Twitter, focus on tweeting actionable tips, thoughtful observations, and engaging questions related to your coaching niche.

Use relevant hashtags to increase your visibility and reach a wider audience. Participate in Twitter chats hosted by influencers or brands in your industry to showcase your expertise and connect with potential clients.

Engage with your followers by retweeting their content, responding to their questions, and joining in on conversations. Use Twitter’s poll feature to gather insights and encourage interaction.

Part 4: Paid Advertising

20. Run Targeted Social Ads to Your Ideal Clients

Targeted social ads are like a secret weapon in your coaching business arsenal.

They get your message in front of the exact people who are most likely to need your services. No more throwing spaghetti at the wall and hoping something sticks.

With platforms like Facebook, Instagram, and LinkedIn, you can target ads based on specific demographics, interests, behaviors, and more.

You’re not wasting your time and money showing your ads to people who couldn’t care less about what you’re offering.

The beauty of targeted ads is that they drive traffic to your website, lead magnets, or coaching offers fast. We’re talking immediate results here. No waiting around for Google to decide you’re worthy of ranking on the first page.

But let’s be real for a minute: social ads aren’t a magic solution.

They require a budget and constant monitoring to make sure they’re actually working. Unlike SEO, which can bring in organic traffic for the long haul, social ads are more of a short-term play (and you need budget).

To make your social ads truly effective, you need to know your target audience inside and out.

Create ad copy and visuals that speak directly to their pain points and desires.

And make sure your call-to-action is clear and compelling, leading them to a landing page that seals the deal (focusing on your bottom line is vital with paid ads, as you’ll need a clear ROI to be sure your ad spend make business sense).

Start with a small budget, test different ad variations, and keep a close eye on your metrics. Be ready to adjust your strategy based on what’s working and what’s not. It’s all about continuous optimization.

Social ads can be super effective for growing your coaching business quickly. But they work best when combined with other marketing strategies like SEO, content marketing, and organic social media.

21. Experiment with Pinterest Promoted Pins

If your target audience hangs out there on Pinterest, then Promoted Pins can be a great way to get in front of them.

Promoted Pins are essentially boosted versions of your regular pins. They look just like organic pins but they have a small “Promoted” label.

When you promote a pin, you can target it to specific audiences based on interests, demographics, and keywords.

The key to success with Promoted Pins is creating visually appealing, click-worthy content that aligns with your coaching niche.

Think tips, quotes, infographics, or blog post teasers. Make sure your pin image and title are eye-catching and clearly communicate the value you’re offering.

When someone clicks on your Promoted Pin, they’ll be taken to your website or landing page. This is your chance to convert them into email subscribers or clients, so make sure your page is optimized for conversions.

Start with a small daily budget (say, $5-$10) and experiment with different targeting options and pin designs. Keep an eye on your analytics to see which pins are performing best and adjust your strategy accordingly.

22. Invest in Google Ads for High-Converting Keywords

With Google Ads you can place targeted ads in front of people actively searching for keywords related to your coaching business.

For example, when someone searches for a term like “career coach” or “relationship coaching,” your ad can appear at the top of the search results, giving you prime visibility.

The beauty of Google Ads is that you only pay when someone actually clicks on your ad.

This is known as pay-per-click (PPC) advertising. You can set a daily budget and maximum bid for each keyword, giving you control over your advertising spend.

To make the most of Google Ads, focus on targeting high-converting keywords that are specific to your coaching niche and services.

Long-tail keywords (like “executive coaching for tech leaders”) tend to have lower competition and higher conversion rates than broad, generic terms.

To succeed with Google Ads, you’ll also need compelling ad copy that highlights your unique value proposition and includes a strong call-to-action.

When someone clicks on your ad, send them to a dedicated landing page that’s optimized for conversions, whether that’s signing up for your email list or booking a discovery call.

Google Ads can drive targeted traffic to your website quickly. But it can be more expensive than other advertising platforms, especially for competitive keywords. It also requires ongoing management to make sure you’re getting the best return on your investment.

In contrast, SEO is a longer-term strategy. Yes, SEO takes more time and effort to see results, but can provide a steady stream of free, targeted traffic to your website.

With SEO, you’re earning your spot in the search results through relevance and authority. But with Google Ads, you’re paying for visibility.

23. Sponsor a Popular Email Newsletter in Your Niche

Sponsoring an email newsletter gets your message directly in the inboxes of people already interested in what you have to offer.

It’s kind of like being invited to the VIP section of a party – a party where everyone is your ideal client.

Here’s why newsletter sponsorships are so effective:

  1. You’re reaching a hyper-targeted audience that’s eager to learn about your niche.
  2. These subscribers are engaged and ready to take action, unlike some passive social media scrollers.
  3. By associating with a trusted newsletter, you’re borrowing their street cred and establishing yourself as an authority.

So, how do you get in on this action?

Start by finding the most popular newsletters in your niche that offer sponsorship opportunities. Look for the ones with a dedicated following, high open rates, and content that vibes with your coaching style.

Once you’ve found your match, craft a personalized pitch that shows you’ve done your homework. Explain why your coaching services are the perfect fit for their audience and how you can add value to their community.

Most newsletters offer a few different sponsorship options, like a dedicated email blast or a sponsored section within their regular content.

Choose one that aligns with your goals and budget, but don’t be afraid to think outside the box and propose a creative partnership.

Remember that it’s about providing massive value to the newsletter’s readers. Share your juiciest tips, offer a free resource, or tell a client success story that shows off your coaching superpowers.

And don’t forget to include a clear and compelling call-to-action that guides readers to your website or landing page. Make it super easy for them to take the next step.

Part 5: ‘Old School’ Methods

24. The Effortless Way to Get More Coaching Clients? Ask Your Friends

One of the simplest and most effective ways to market your coaching business is to ask friends and family to refer you to people who might benefit from your services.

Here’s why referral marketing is so powerful:

  1. Trust and credibility: When someone hears about your coaching services from a trusted friend or family member, they’re more likely to view you as credible and trustworthy.
  2. Warm leads: Referrals from friends and family are typically warm leads, meaning they’re already interested in what you have to offer and are more likely to convert into paying clients.
  3. Cost-effective: Unlike paid advertising or other marketing tactics, asking for referrals is free. It doesn’t require any financial investment, just a little bit of effort and courage to reach out to your network.

Don’t be discouraged if you don’t receive a flood of referrals right away. Remember, building a strong referral network takes time and consistency. So don’t give up!

25. Attend Networking Events to Connect with Potential Clients and Partners

When it comes to in-person networking, you could be one handshake away from your next big client or game-changing partnership.

Here’s why you can’t afford to miss out on networking:

  1. It’s all about the face-to-face connections. You can build trust and rapport in a way that just doesn’t happen online.
  2. You’ll meet people outside your usual bubble, opening up a whole new world of opportunities.
  3. It’s your chance to show off your expertise and position yourself as the go-to coach in your niche.

But how do you make the most of these events?

Here are a few tips:

  1. Be picky. Choose events that are a perfect match for your coaching niche and ideal clients.
  2. Set some goals. What do you want to achieve? Make it specific and measurable.
  3. Craft an elevator pitch that wows. Keep it short, sweet, and irresistible.
  4. Focus on giving, not just getting. Share your knowledge, make introductions, and be a resource.
  5. Follow up like a pro. Don’t let those new connections fade away. Reach out and keep the momentum going.

Not sure where to find networking events? I recommend checking out Meetup and Eventbrite. You could also try your local chamber of commerce, industry associations, and even Facebook and LinkedIn events.

26. Host In-Person Workshops or Seminars to Showcase Your Expertise

Picture this: A room full of engaged participants, hanging on your every word as you share your insights and strategies.

They’re not just learning from you – they’re experiencing firsthand the value you bring as a coach. It’s a level of connection and credibility that’s hard to replicate online.

But the benefits don’t stop there.

Workshops and seminars also give you the opportunity to:

  1. Dig deep into your coaching methodology and give people a taste of what it’s like to work with you.
  2. Generate leads and fill your coaching pipeline with people who are already invested in your approach.
  3. Collect testimonials and success stories from satisfied participants, boosting your social proof.

So, how do you create a workshop or seminar that leaves a lasting impression?

Start with these steps:

  1. Choose a topic that showcases your unique expertise and addresses a specific challenge your ideal clients face.
  2. Craft a compelling title and description that clearly communicates the value participants will gain.
  3. Develop an engaging, interactive format that keeps people involved and applying your teachings.
  4. Promote your event through your email list, social media channels, and local business networks.
  5. Follow up with participants after the event, offering resources and inviting them to work with you further.

When it comes to logistics, consider partnering with local businesses, coworking spaces, or event venues to host your workshop. You can also team up with complementary coaches or service providers to cross-promote and expand your reach.

And don’t forget about virtual workshops and webinars. They may not have the same in-person energy, but they allow you to reach a wider audience and offer a more accessible entry point to your coaching services.

27. Volunteer Your Services to Build Goodwill and Attract New Clients

Want to make a difference while growing your coaching business?

Consider volunteering your services to a local non-profit, community organization, or cause you care about.

To get started, research local organizations that align with your coaching niche and personal passions.

Reach out to offer your services, whether it’s leading a workshop, providing one-on-one coaching, or contributing your expertise to a project.

Be clear about your availability and the scope of your commitment. You want a sustainable arrangement that doesn’t detract from your paid coaching work.

As you volunteer, focus on building genuine relationships and providing value. The goal isn’t to hard-sell your services but to demonstrate your coaching skills and build goodwill. Clients and referrals will naturally follow.

How to Build the Perfect Marketing Strategy For Your Business

We’ve just looked at A LOT of marketing tactics! I’m sure you’re wondering how to choose the right ones for your coaching business.

Here’s a step-by-step guide to help you build your perfect marketing mix:

  1. Start with a strong foundation: Before diving into specific tactics, make sure you have a clear understanding of your coaching niche, target audience, and unique value proposition. These will inform every aspect of your marketing strategy.
  2. Prioritize SEO and blogging: Having a search-optimized website is essential for attracting warm leads and establishing your authority. That’s why I strongly recommend putting keyword research and blog content creation at the heart of your marketing plan.
  3. Choose 2-3 additional core tactics: From the tactics we’ve covered, select a few that line up with your strengths, resources, and desired target audience. Focus on mastering those core tactics before expanding your efforts further.
  4. Experiment with complementary strategies: As you gain momentum with your core tactics, gradually test out other strategies that can enhance your results. For example, if you’re seeing success with your blog, consider repurposing your content for social media or YouTube to reach a wider audience.
  5. Measure, analyze, and adapt: Use tools like Google Analytics to track your marketing performance and identify areas for improvement. Regularly review your strategies and make data-driven decisions to optimize your results over time.

There’s no one-size-fits-all approach to marketing for coaches.

The perfect strategy is the one that works for you and your unique goals.

Setting up a strong foundation with SEO and blogging, then layering on a few additional tactics will put you well on track for sustainable growth.

Ready to take your coaching business to the next level? Book a free consultation with me (below) and learn how to build an authority blog that brings in warm leads on autopilot.

Similar Posts