Why Having Marketing Plan Is Essential For Your Coaching Business

Kate VIrchenko

May 5, 2022

More and more businesses move online - that's not new! But, since everyone is online now, it's gotten harder to rise above the noise and get noticed by customers.

So, how can you connect and engage with potential customers in a crowded space?

The answer is simple: marketing!

Marketing is one of the key ways to make a relevant, engaging business that impacts customers being noticed. 

It allows you to tell your story, establish your identity as a brand, and demonstrate how your product or service helps people solve problems or achieve their goals.

Nowadays, marketing is an essential part of any business, especially for coaching, consulting, and expert businesses. Instead of just focusing on word-of-mouth and LinkedIn, professionals can and should leverage different online and offline marketing tools and techniques to stand out in the market. 

Let's face it; social media holds a lot of power (and a big chunk of your prospects' attention), but it is not the ONLY way to market yourself: 

  • Email marketing

  • Guest blogging

  • Podcasts, etc. 

… (and a whole bunch of other tools and techniques) can do wonders for a coach if he knows the right way to do it.  

Top Marketing Channels for Coaching Business

To be able to market yourself out there, you need to learn the art of getting people to:

1.  pay attention to you and what you have to offer; 

2. sign up for your services. 

The bad news is: There are a million different ways to market yourself. 

The good news is: You don't have to use all the marketing tricks at once! In fact, it's much better if you focus on only 3 or 4 at a time and perfect them.

But the real trick is to know which channels to focus your time and attention on. We have listed down the top marketing channels that would best suit your coaching business: 

Digital Marketing for Coaches

This type of marketing leverages digital channels such as search engines, social media, email, and websites to connect with current and future customers.

Digital marketing has evolved to be the go-to marketing strategy for all types and sizes of businesses over the last few years. Here’s why: 

Digital marketing is a popular and effective way of reaching new leads online. 

Through paid advertising on social media, search engines, websites and more, businesses are able to tailor content and advertisements to reach audiences based on their specific demographics or interests. 

Digital marketing is majorly data-driven and thus measurable. You can measure the outcomes of this marketing strategy with various metrics like impressions, clicks, conversions, bounce rate, and more.

You can tweak your digital marketing campaigns as and when needed without a lot of fuss. This allows you to adjust your campaign to get the best results. 

The digital world can sure be an amazing place for a coaching business to thrive, but only if you know the right way to engage in it. Here are a few things that might help you to kickstart your marketing in the digital world: 

1. Create a compelling landing page: This is your chance to make an excellent first impression! Make sure your landing page is all about the content that shows off what makes you and your business unique and links to examples of your past work and client testimonials.

Pro-tip: Always back up the information with visual content (image or video) that illustrates the same content you post. 

2. Provide an online appointment scheduling system that allows people to book sessions directly from your website without having to call or email anyone in advance. 

3. Add social media integration on your website so people know where else they can find you online without searching for hours upon end.

4. Share plenty of testimonials from past clients who have successfully implemented the strategies they learned at one of our seminars or events - these show potential customers that you're not just another coach: You're someone who actually gets results! 

5. Participate in online discussions – Quora, Reddit, and Yahoo are just some places where people go to ask questions and seek advice. If you can answer a question in your niche, you'll be putting yourself out there as an expert.

6. Have a solid SEO plan: Chalking out a concrete SEO plan will help you optimize your visibility online. A well-developed SEO plan will also help improve the user experience of your website.

7. SEO-friendly content for marketing your coaching business: Write SEO-friendly content to help Google crawlers better understand what services you offer and whom they're intended for. 

8. Create an 'About' section on your website: showcase both who you are as a person and what makes you qualified to provide the services you do. 

9. Have a Call To Action (CTA) on your website - Your CTA should make it clear what action you wish your visitors to take next and make it easy. 

Digital marketing

Content Marketing for Coaches

Content is king, right? That's definitely the case in terms of content marketing. 

Let's say you have a coaching business and you're trying to get new clients. 

Think about this: Where do people go when they need an answer to a particular question bothering them? Google, right (or, well, Youtube)?

The point is, if you create content that answers particular questions that your clients have - your content can (and will) show up on Google. And when that happens - you have all of the chances to win a new customer. 

The more quality and relevant content you have, the more likely you are to show up in Google searches. And since the content has a long life span; pieces you create today can keep bringing in prospects for a very long time (years even). Just don't forget to keep your content updated and you are good.

One more thing to mention, use informal content! Informational content and tutorials to educate your potential customers will help you establish your coaching market expertise while improving your relationship with them. Your content should also be a gateway for them to understand better what you are all about.

Now, before we move on to learn what marketing channels work best for coaching business, let's first have a look at the seven steps you need to keep in mind to succeed with content marketing:

1. Post regularly: This is a no-brainer. Posting regularly and being active on your channels will help keep your readers engaged and coming back for more.

2. Redirect your audience to previously published content: You don't need to constantly reinvent the wheel with your content. Redirecting your audience to old blogs keeps your old content seen and engaged with and traffic flowing. Your ‘old’ content might also be interesting for people who just joined the community. 

That said, it is also equally important to create new content to keep educating and engaging with your audience. 

3. Introduce premium content: This is a great way to share some of your best stuff and earn a few bucks on the side with an affordable monthly subscription fee (or pay per month). Premium content is also a great way to encourage people to sign up for a mailing list or newsletter. 

4. Generate instant shareable links to tweet or share parts of your content on social media: Sharing links on social media is an easy way to get your content into the hands of more potential readers and helps drive traffic directly back to your site!

5. Case studies and Testimonials: Those two are always helpful—they showcase the value of your service or product you are selling and also prove that it can be trusted.

Content marketing

Social Media Marketing for Coaches

Social media marketing is a pocket-friendly way to get your name out there and attract new customers. Brands that use social media wisely mix up their content strategy to include informative, entertaining, and inspiring customer information. This allows a connection to be built and opened up between the brand and the customer.

Social media is also often used as an effective tool for providing customer service. For example, if someone leaves an unhappy comment on your post on Instagram, it would be best not to ignore it; because they will most likely share their dissatisfaction with others who may be interested in what you are offering. This could end up costing you customers if left unresolved.

You could also leverage Facebook to the max. Create polls or quizzes on Facebook where people could answer questions about themselves or their preferences to help you better understand who they are as consumers. That will help you tailor future products or services specifically for the needs and wants of your clients!

That said, there's more to social media marketing than just being present on Facebook and Instagram. Social media marketing is a tool that can be used to achieve many different business goals. With the right approach, social media marketing can help you achieve some major marketing goals, including:

  • Increasing your brand awareness by engaging with potential customers online.

  • Generating leads and boosting conversions by providing your followers with a clear call to action.

  • Fostering relationships with your customers by posting relevant content.

  • Learning from your competitors by monitoring their activity on social media platforms like Facebook, Twitter, and Instagram.


To make your life a bit easier, we've collected the top ten tips for you for marketing your coaching business on social media:

1. Create a community (Facebook/Instagram/Twitter/LinkedIn): 

We've got a secret to share: The coolest clubs are the ones you create yourself.

But how to go about it? Here are some simple steps to get your community going in no time:

  • Picking a platform

  • Develop a framework for launching your community

  • Identify the key internal stakeholders of your community

  • Setting up your community

  • Starting a soft launch for your community

  • Promoting your community

2. Be consistent on your social media profiles: Be consistent with your posting, and make sure to post at least once a week, so your audience knows you're still around! That said, consistency alone won't be enough to keep your audience engaged. Make sure the content, visuals, and social media “aesthetics” align with your target audience.

3. Add your website's link to all your social media profiles.

4. Video content works magic: Video is perhaps the quickest way to capture your viewer's attention. Break down the information for your customers in the most digestible way. And share coaching tips and tricks or testimonials from former clients - people love that. 

5. Post infographics: People value their time nowadays. Infographics are a great way to give people a visual representation of what they need to know in an easily digestible form, so they'll be more likely to engage with your post by liking, commenting on, or sharing it..

6. Share content that disappears within 24 hours: If you have any doubts about this tip, just ask Snapchat or Instagram. People love it when content is temporary. It makes them feel like they need to pay attention right away, or else they're going to miss out. It also keeps social media platforms feeling fresh and exciting, so people don't get burnt out on the same old thing.

7. Use a social media tool to schedule content in advance: Scheduling content in advance will save you time and help keep things organized. 

8. Don't only talk about yourself on your social media pages: Be sure to share content related to your niche but not necessarily promotional of you or your business alone. Your content should offer value to your audience. If your prospects look up to you as a reliable source of information, they will keep coming back for more content. 

9. Search for and use the best hashtags related to your niche on social media: Use hashtags strategically to have maximum impact on search results. Don't be afraid to use popular ones, but also create some new ones to make it easier for people looking specifically for what you offer!

Social Media

Email Marketing for Coaches

Email marketing is undoubtedly one of the most popular marketing tactics for small businesses, thanks to its relative inexpensiveness, ease of implementation, and quick results. 

It's no secret that email marketing can help you reach more customers and make more sales. But how to do it? If you're looking to boost your email marketing efforts, here are 11 quick and easy tips to help you get the most from every email you send.

Invest time in building mailing lists or newsletters: Email still has the highest conversion rate of any marketing channel out there. It's reliable, easy to set up, and, if done right, can give you excellent ROI for your business.

  1. Segment your email list.

  2. Send out emails that are mobile-friendly.

  3. Consider sending text-only emails (or not using image-based emails).

  4. Always personalize your emails. Address people by their first names and make them feel like the emails are drafted exclusively for them.

  5. Send emails with a real name and an active address (as opposed to the no-reply emails).

  6. Keep the subject line of your emails crisp and intriguing.

  7. Use your email campaign to offer exclusive content to your prospects.

  8. Offer a short-term discount to those who have already subscribed or purchased from you.

  9. Send your prospects exclusive content emails featuring a recent blog article.

  10. Use emails to grow your waitlist. Offer discounts and sales that incentivize new subscribers.

  11. Send nurture emails to existing clients.

This part is key: if you don't stay connected with your clients after they've made their purchase, you'll miss out on cross-selling opportunities and potential referrals.

Email Marketing     

Paid Marketing for Coaches

Ready to advertise? Great!

Paid marketing and ads, enable you to specifically target audiences instead of waiting around for them to find you. 

When setting up paid marketing ads, you should begin by selecting your desired channel, such as Google Ads or Facebook (or any other channel). Then, define your target customer based on criteria ranging from location, search terms, interests, demographics, previous purchases, and other pages visited.

Paid ads are a great way to find new customers, but it's important to consider the purpose of your ads. 

  • Are you trying to ramp up brand awareness? 

  • Direct new customers to a product page and drive sales? 

  • Or, maybe you want people to sign up for your email list so you can continue the conversation?! 

Once you know what outcomes you're trying to achieve and who you're targeting, it'll be easier to create an effective paid campaign and track results that show whether your ads are successful.

If you want to try paid ads, there are a lot of places you can do it. But before you start dropping all your money on Google Adwords or Facebook Ads, ask yourself: Who is my target audience?

Here are some places to consider for your ad campaigns:

  • Google Ad Words

  • Facebook Ads

  • Pinterest

  • LinkedIn Ads

  • Twitter Ads

  • Youtube Ads

  • Microsoft Ads (Previously known as Bing Ads)

  • Amazon DSP

And there you have it - there are many channels and marketing ideas you can use to grow your coaching business. Keep the list above in mind as you build and manage your business.

A marketing plan with the right combinations will create an effective structure in your business and help focus your efforts on marketing channels that will help you achieve your business goals. A concrete marketing plan will help you break down your overall marketing goal into smaller steps.

Paid Marketing

All in One Marketing Platform for Coaches

A comprehensive stack of marketing tools for your business can make all the difference between a successful launch and an underperforming one. We understand that having a complex system to manage your websites and customer communication can be a challenge because there are so many competitors out there. Thus, having all the essential tools in one space might be ideal for you. SanityDesk is an all-in-one marketing platform to help coaches like yourself build and grow your coaching business online.

Written by:

Kate VIrchenko

Senior Marketing Manager

May 5, 2022

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