Creative Marketing Strategies for Coaches by Lee Ashby Watts

If you missed our webinar in December, here are a few tips from the webinar you may want to include in your marketing strategy. If you are interested in obtaining a recording of the webinar, click here.

1. Know the Problem You Solve

Chose your niche/specialty as this will help you narrow down WHO you serve. Get clear on what you do and how you do it- the process or framework that you provide. This is your secret sauce – you should be able to share this in a way that doesn’t give away the sauce but helps the client understand what you can do for them. Lastly, speak to the problem that you solve not only how wonderful, experienced, and qualified you are. Clients want to know what’s in it for them (WIFM) and how they will benefit from your services as a coach.

2. Who are you a Dream Come True For?

As a business owner, when you are trying to convert a prospect, they should feel that working with you is the answer they have been waiting for. The entire experience of what you do, how you relate to them, and how you speak to them will attract a specific audience and your dream clients. Choose a target market and then break that down into bite-sized demographics to find your target audience.

Self-awareness is a huge part of figuring out who your target audience is and how you authentically connect with them. Marketing and self-awareness go hand and hand. You don’t have to change your ways, but you must be honest and transparent about how you show and how people react and respond to you. Drill down on the things you’re good at and celebrate them through your marketing and selling.

An elevator speech is great, but a repeatable introduction is key! Being too wordy or using trendy buzzwords may seem like a great idea, but if it’s not “repeatable,” then a potential client may have a hard time understanding what you do, and it limits their ability to share what you do with others. Knowing how to introduce yourself is a huge part of your marketing strategy.

3. Be Visible

The algorithms of social media limit the number of people who truly see your post so it’s important to show up consistently on two platforms to be seen by more people and to help more people through your content and service offerings. Being on every social media platform results in shallow exposure with little of the results that you are looking to get. Decide where your people are and which platforms will provide the best benefit.

SEO is a helpful tool that relates to understanding your target audience. What are they interested in? What are they searching for online, and are those things a part of your marketing strategy? Understanding and using SEO bring that audience to you based on understanding their likes and dislikes.

Networking is finally getting back to normal with the pandemic behind us. It is important to join organizations, get out to events, and mingle with those in your industry to build a network and gain the exposure and confidence you need. If you aren’t comfortable yet venturing back into large crowds and social spaces, use social media as a networking tool.

Be consistent in your messaging, your look, your brand, and your colors. It doesn’t require a really expensive graphic design firm BUT you must show up in a way that shows that you have invested in yourself and aren’t a fly-by-night coach. Be a thought leader. Decide what value you want to give away through your content. Content creation alone is not enough.

“Branding really is who I tell people that I am over and over and over again.”

4. Decide on your platform.

This can be more than just social media. Other platforms to market yourself include blogging, YouTube channel, weekly newsletters, or a podcast.

5. Know Your Client Journey

Awareness is the beginning point. Where do people find me in my story, and what does that look like? What do people get to and how do they enter my universe? Next comes interest and understanding your target audience’s interest in what you offer. This is tracked through social media analytics, signing up for your newsletter, registering for your freebie, a webinar, or following your page. After showing interest comes consideration, this is where a potential client takes another step to engage with your services or offerings. Think about a client who messages you or emails you with questions about your services, someone who attends a free or low-cost webinar, or who purchases your downloadable. Lastly is conversion. What language do we use, and how easily do we make it for people to move forward? If your conversion step creates a pause, then people have reason to hesitate and leave.