How can you market your coaching business?

I was told when I was much younger that it is better to be #1 on one list than #10 on five because nobody calls the 10th person. If you have a niche, turn into it. My niche became Kickstarter for Authors and that let me expand into direct sales and then general thought leadership, but everything comes in by dominating a niche at a specific time when it is hot to talk about it.

I've helped over 100 coaches find more clients, and I recently did a report on the top 6 coaches, they all had one thing in common. Single Channel Focus. These 6 coaches we're all doing 50 - 100k in new sales per month and not a single one was doing more than one channel for acquiring clients. Message ads or lead magnet or organic content or cold outreach --> Appointment setting nurture --> consultation--> Client. If you're having trouble landing clients and you make less than $3 million a year, remove the AND from your marketing. Content and email. Email and ads. Replace AND with OR. Content OR email. Email OR ads. You're business isn't big enough for multi channel. The magnifying glass creates fire when focused on 1 area!

Today's world is result oriented. You see a lot of people uploading reels with content that is too good to be real. Hence, the best way is to get video testimonials from people you have coached. Ask them how did it transform their careers and lives. And market those testimonials on instagram reels, youtube shorts, tiktok. SHOW THE REAL IMPACT TO THE PEOPLE. IMO, this is the best way to market as they say the word of mouth is the best of all!

I started my niche coaching-consulting practice as “Front End of Innovation Facilitator” with the help of 3 questions: 1. What are you good at? In my case helping organisations to find new growth opportunities, given my background as boardroom consultant, fmcg marketer and business economist. 2. What do you like to do? In my case I like to do difficult things: changing mindsets, leading people empowering them to go beyond their comfort zones. 3. Where is the business model? Startups also want to innovate but they hardly have money to spent. So I focus on big incumbents: market leaders who need to innovate. My niche became 20 years ago: facilitating big organisations how to start innovation. Now apply these 3 questions to yourself

Before diving deep into coaching, I knew I had a unique strength: I had been a Creative Freelancer for nearly two decades. I understood the struggles because I had lived them. For me, the right people to help were Creative Freelancers. I looked for those who: ? Had a pressing problem they were eager to tackle. ? Felt their issue was urgent and couldn't be pushed aside. ? And were ready to invest in finding a solution. By talking and listening, I found out their real needs. I crafted my coaching in a way that other coaches couldn’t, because I had walked in their shoes. In the end, it's not just about giving answers, but being the coach who genuinely gets where they’re coming from

Don't rush to create a website straight out of coach training and fill it with words about you and the wonders of coaching. That isn't a client-winning website. Instead research your audience through interviews. Center the website on words that describe your audience's big problems on the way to outcomes they most want. Tailor your website and offers. Leave coaching out of it. It's your toolbox not what people long to buy. Prospects who feel understood are naturally inspired to learn more and take initial steps — subscribe to your podcast and download your free guide. Build a relationship before pushing them to buy. That's how you attract people serious about their transformation who are willing to invest.

Websites are optional for some coaches. If you are coaching professionals or corporate I believe it adds to your credibility. If your market is toward solopreneurs, start ups and personal areas then you can do a lot with a social media page and presence.

Creating a personal website is not only a person's business card, but also an opportunity to gather together their experience, reflection on their clients, and understand what topics are of interest to them as a coach. It is a great tool that helps to coordinate their actions, namely reflecting participation in conferences, placing their diplomas, and supplementing with client testimonials. All of this builds trust between clients and coaches.

When creating the website content, talk directly to your client as opposed to writing in the third person. This includes the "about us" page. This writing style helps your prospects build a connection with you.

Not just a website, but a good website with a strong call to action at the top, before having to scroll. If you know the audience you want to serve, then you will be able to create a white paper or other resource that will attract them.

This has saved me more times than anything else. With a strong email list, you can take on the world. If you don't control the data, then you effectively have nothing, as algorithms change all the time.

Tip: do not forget to showcase your expertise HERE at ‘your LINKEDIN Services page’. You can describe a lot of different services and add videos or pictures. You can even invite customers to evaluate your services on a 5-point scale which really adds calue for interested prospects. As example I add my front-end of innovation services page: https://www.dhirubhai.net/services/page/800576308648082121

I actually don't agree with this, unless you own the data. Otherwise, you'll be build on somebody else's platform. Social media is effective to get into the conversation, but it can change on a whim and leave you with nothing.

Social media is a game-changer for your coaching business. It's a fantastic way to connect with a broad audience, share valuable insights, and build credibility. The diverse platforms allow you to engage authentically and connect with potential clients. Plus, leveraging targeted ads can be a game-changer in reaching the right audience and driving traffic to your services.

I couldn't agree more -- especially about having your own podcast. I had an award winning blog for 8 years but in the last 3 years readership waned. People are reading less and listening more. Five years into my own podcast, I can easily say it is the absolute best way to attract ideal clients who already feel a sense of trust and connection with me. What could be better than that? And in our Discovery Call there's no question they want to hire me, it's just a real time connection to enroll and onboard.

The best way to combine the above with this is to build on Substack. I've gotten 600 new subscribers in the last month and I have access to their emails which allows me to build and grow over time.

This is a hot project for me as well. I want to encourage you to include your testimonials on your website. I have worked with hundreds of business owners and did not get permission to share testimonials. I am now in the process of going back and asking for them. Save yourself some time, create a system that allows you to ask for feedback (testimonials) right away. Some people draw a blank when you ask for a testimonial, but they will speak freely if you ask them to share some of the ways you have helped them. They may even be willing to provide the review in a video format that you can add to your website. The nice thing about the video is that you can also have it transcribed and add the testimonials to other marketing collateral.

Asking for the testimonials and referrals is so important. I did not do that for so many years. I encourage my clients to connect people to both my podcast and my website where there are welcoming and highly relevant words for my ideal clients.

Coaching often produces 'intangible' results - after all as coaches we don't make widgets. Testimonials, referrals and recommendations from existing clients are incredibly valuable as they are perceived as a third party tooting your trumpet rather than you self-aggrandising!

Our clients' experiences shape us! ?? Asking for referrals and testimonials isn't just about feedback; it's about building a community of trust and growth. Their words guide others to discover the value we offer. I encourage you to ask for referrals and testimonals — their voice is a vital part of our journey.

Be sure to create a financial projection for your business. This is a great exercise that requires you to consider the ebb and flows that might take place in a month, quarter, or year. If you have past historical experience that's great. Use that to help you. If you do not have historical data, start with expenses (which include paying yourself) and add a profit. Over time, you will have a better grasp of what is realistic and what needs to happen to make realistic adjustments in the future.

Niche. SO many coaches fail to gain traction particularly when first starting out, by thinking they can "Save the world" - 'Jack of all trades, master of none' rings true in coaching as it does in every other business. Claim to be able to service EVERYBODY and you'll find NOBODY comes forward. The sooner and more distinct your niche the more the right people will move towards you. Oh, and if you think ANYONE WHO is a Niche.... it's not, thats taken up by 99.8% of the other coaches out there!

I use a combination of social media posts, online surveys to help prospects know what I offer and where they are facing the highest challenges, short educational videos on each of the services I offer, focused networking groups, and online community engagement. When considering how to market myself and services, I turned the optic away from my marketing and selling process and focused on the prospect buying process and experience. If I were the prospect, what would I want or need during my buying process journey to come to the point of wanting to buy the service. That change was key. It's not about me and what or how I want to sell. It's all about the prospect and their journey.