Trends vs. Core Marketing Principles: What Solo Coaches Need to Know

If you’re a coach or consultant building a solo business, you’ve likely felt the pull of the latest social media trends. Maybe you’ve heard how TikTok can skyrocket your visibility, or you’ve seen others jump on Instagram Reels or Threads to chase engagement. It’s easy to get caught up in what’s “hot” right now. But here’s the thing: trends fade fast.

Building a sustainable business means focusing on core marketing principles that last, no matter what platform you're on.

Let’s say you spend weeks learning the ins and outs of TikTok because everyone says it’s the future. You post videos consistently, and sure enough, you get a bump in views and maybe even some new followers. But what happens when the TikTok algorithm changes, or a new platform comes along? Do you start all over?

Now, compare that to core marketing principles:

• Knowing your target audience: Let’s say your ideal clients are busy professionals in their 40s and 50s. While TikTok might be fun, LinkedIn or even a well-written email newsletter could serve you better. These platforms align with where your audience actually spends their time.
• Consistent messaging: Maybe you’re great at writing. Instead of trying to master Instagram Reels, focus on creating thoughtful LinkedIn articles or blog posts that clearly communicate your expertise.
• Showing up regularly: Rather than jumping between platforms, pick one or two where you can show up consistently—whether that’s on Facebook, LinkedIn, or even YouTube—and build real, lasting relationships.

The point is, your business doesn’t need every new social media trick. What it needs is a steady, principle-based approach that helps you connect with your audience and build trust over time.

Love & light,

Susan

P.S. For future trainings on this topic, go here.