It’s a challenge to expand your coaching business and provide your regular services to your clients at the same time. The nature of your work has a lot to do with intimacy and forming relationships with your clients, and using the wrong marketing tactics can negatively impact the connections you’ve built with them.
On the other hand, raising awareness of your brand is an essential part of running your own business. If people are not aware of your coaching style and expertise, then it would be difficult to reach out to them and talk about the courses you’re offering. You also need to know exactly where to find your leads, as advertising in the wrong places will only be a waste of time.
How do you package yourself as a knowledgeable and genuine coach when marketing your business? Here are some points that you can incorporate into your marketing strategy.
Know and Define Your Brand
First off, you need to clearly define what your brand is all about. What is it about your method of coaching or business that makes you different? What can you offer that your competitors do not? Once you decide on that identity, it becomes easier to convey it to your audience. Consider speaking with your marketing team or hiring a consultant to refine your brand of coaching. Once you decide on how you want to present yourself, you can start coming up with different means to increase your brand awareness.
Optimise Content Marketing Methods
Consistently sharing and posting valuable content is a good marketing strategy for people who want to build a connection with a big audience, such as educators and coaches. By doing this, you can position yourself as an expert in coaching and build a more credible image. In addition, it’s a great way to maintain a relationship with the people who already know you as well as attract the attention of those who do not yet know about your work.
It is important to work with the type of content that you are comfortable with. You can film videos, make infographics, or start a podcast, for example, but always prioritise showcasing your skills and knowledge. At the end of the day, people want to work with coaches who are experienced and reputable. So if you want your target audience to notice you, make sure you have something valuable to share with them.
Use Social Media Correctly
Even if you are the sole proprietor of your business, try to refrain from using your business’s social media profiles for personal use. Remember that you’re building yourself up as a professional, and your social media presence should amplify this image. Make it a point, then, to post content that complements your brand and will make you more accessible to the people you are trying to reach. Aside from posting content manually, use a content calendar to boost your posts and ensure that you are able to stay in the radar of your target audience.
One benefit of using social media marketing is that it provides business owners with an affordable and low-pressure means of increasing their visibility. It does not cost much to pay for advertising to make your coaching business appear in more newsfeeds. Those who are genuinely interested in your services will make an effort to visit your profile and might be convinced to follow or subscribe to your social media channels.
Do Not Ignore Industry Events
Even if your coaching is largely done online, consider incorporating events into your marketing strategy.
Attending local events as a speaker or a guest can give you the chance to meet fellow coaches and learners in person and forge stronger connections with them. Talking about your programmes or courses face-to-face with others allows you to fully explain and give concrete examples of what your brand of coaching is all about. Even if you are not going to speak at the event, exchanging business cards with the people that you meet is still an effective way to make you more memorable to them.
If there is a noticeable lack of coaching- or community-related events in your area, you can always sponsor an industry-related event. You do not necessarily have to be the sole organiser of the event. Instead, you can try looking for a charitable foundation related to your course and become a sponsor of one of their events. Sponsoring an event can help get your name out there as well as aid you in building goodwill in your neighbourhood and community.
Establishing a strong sense of what your brand is all about can be done by consistently demonstrating your knowledge through your actions and content. When people are already aware of who you are as a coach and what you can offer to them, it becomes easier to advertise your services. Additionally, people are more likely to feel compelled to sign up for them.
Struggling to expand your business? Check out these courses: Creating Your Brand Design and Building Your Brand and Creating Your marketing Plan