How do you select the best channels for your coaching brand?

1 Define your brand identity

Before you choose any channel, you need to have a clear idea of what your brand stands for, who you serve, and what you offer. Your brand identity is the foundation of your marketing strategy and the way you connect with your potential and existing clients. It includes elements such as your mission, vision, values, voice, tone, style, and logo. To define your brand identity, you can use tools such as a brand persona, a brand archetype, or a brand story.

2 Identify your ideal client

The next step is to understand who your ideal client is and what they need, want, and expect from an executive coach. Your ideal client is the person who is most likely to benefit from your services, appreciate your value, and refer you to others. To identify your ideal client, you can use tools such as a buyer persona, a customer journey map, or a value proposition canvas.

3 Research your market

Once you have a clear picture of your brand identity and your ideal client, you need to research your market and find out where your clients are, what they are looking for, and how they make decisions. Your market research will help you determine the best channels to reach your clients, the best content to share with them, and the best way to position yourself as an expert and a trusted partner. You can use tools such as a SWOT analysis, a competitor analysis, or a keyword research.

4 Choose your channels

Based on your market research, you can choose the channels that will help you achieve your marketing goals, whether they are to increase awareness, generate leads, build relationships, or convert sales. There are many channels available for executive coaches, such as websites, blogs, podcasts, videos, webinars, social media, newsletters, email marketing, online courses, books, speaking engagements, networking events, referrals, or testimonials. The key is to select the channels that match your brand identity, your ideal client, and your market.

5 Optimize your channels

After you choose your channels, you need to optimize them to make sure they are effective, consistent, and aligned with your brand identity. This means creating high-quality content that showcases your expertise, value, and personality, using relevant keywords and hashtags that attract your ideal client, and engaging with your audience in a meaningful and authentic way. You also need to monitor and measure your channel performance using tools such as analytics, feedback, or surveys.

6 Experiment and adapt

Finally, you need to experiment and adapt your channels based on your results, feedback, and changes in your market. You may find that some channels work better than others, or that you need to adjust your content, frequency, or tone to suit your audience's preferences and needs. You may also discover new opportunities or challenges that require you to add, remove, or modify your channels. The key is to be flexible and responsive to your market and your clients.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?