Are you wondering how you can connect with your audience online without sounding salesy? One option is to use social media marketing and start a conversation.
How many times a day are you checking in to see what your friends are up to on Facebook, posting on Instagram or tweeting on Twitter?
Guess what? Potential clients are doing the same thing.
Imagine a person scrolling through their Facebook feed and spotting a friend’s update on what a great session they just had with you, their coach. Curious they click on your profile, read some of your updates and maybe even contact you for a consultation. That’s the power of social media.
If you want to acquire coaching clients you first need to understand their pain points, needs and the desired outcome they’re looking for.
Once you’ve identified who your clients are and you’ve endeavoured to understand them deeply, you will start to discover where you can find them, i.e. which social media platforms they frequently visit and interact on.
The first principle of advertising and branding is to be present where your audience is active.
Many businesses benefit from having a social media presence, but your coaching business can make use of every tool and tactic these platforms have to offer while remaining authentic to your core message.
Why is social media important to your coaching business?
Let’s take a look at some of the things you’re trying to achieve as a coach, and how you should promote your coaching business on social media platforms:
Educate and teach: Social media platforms are ideal for teaching and sharing information that’s relevant to your brand, and audience.
How? Whether it’s industry news, a service or product, or just words of wisdom – you can communicate your expertise and knowledge on a variety of platforms without much effort.
Connect: Authentically connecting with potential clients is probably one of the most important parts of building your audience and increasing your area of influence. You want to connect with the type of people you’ll be able to help, support and assist in reaching their goals and ultimate transformation.
How? Ask them questions, reply to comments and follow their journeys online. Social media platforms have simplified the process of connecting. Instead of having to attend every networking event in your area – you can simply connect with a wider audience online.
Promote your services: Prospective clients might not be aware of your particular offerings and how they can benefit from your services and programmes.
How? Promote your services and coaching packages online. Find a social media manager to start regularly posting content and build your audience. Find friends and followers and introduce them to what you have to offer.
As a coach, you don’t just want to connect with people; you want to start conversations, help them find solutions and build relationships. Social media marketing is designed for engagement. It’s there to help you keep the conversation going and build a following of like-minded individuals.
Does social media marketing work?
“Even if you aren’t on social media, most of your customers expect you to be. Over 67% of consumers now go to social media for customer service”, Buffer.
Social Media platforms are ideal for promoting your coaching business, because once people like or follow your pages, you will be able to connect with them on a daily basis.
Unlike traditional marketing, social media advertising campaigns are not like flyers that get stuffed in your hand when you’re on your to work. Apart from generating targeted traffic and increasing your Search Engine Ranking, the reach and influence of being active on social media are boundless.
How to leverage social media for your coaching business
Find your niche platform
An astounding 91% of brands are using multiple social media platforms to reach their audience.
The hard reality is, if your competitors connect with your target audience before you do, they’ll most likely earn their loyalty and trust, making it extremely difficult for you to win them over.
To connect with the right people, you need to be where they are and make your presence known.
People tend to favour specific social media platforms over others, preferring to interact with the type of people and content that share their interests or partake in similar activities.
Instagram might be a better fit for health, wellness or fitness coaches, as this is where ‘foodies’ and the like tend to hang out. Business and life coaches might fare better on platforms such as Facebook, LinkedIn and Twitter.
Build your community
A study by The Social Habit found that approximately 53% of Americans who follow brands via social media are more loyal to those specific brands.
Having a Facebook Page for your coaching business is almost mandatory. Facebook is ideal for building a community and networking. It remains to be one of the most popular social media platforms, with users spending an average of 20 minutes on Facebook every day.
Building a community is not something that happens overnight. You need to establish clear goals and have dedicated time set aside for authentically engaging and growing your following.
Share your story
Give your audience a front row ticket to your coaching business, by sharing online stories and hosting live seminars.
Platforms used for live promotion and story creation include:
- Instagram Stories
- Facebook Live
- Twitter Live Chat.
Your audience wants to get to know the person behind the brand, what you are up to, where you work from, what you are working on etc.
Through live stories, you can promote your coaching business while building a personal relationship. This also enables you to educate and teach concepts in short snippets.
Storytelling and live video is especially valuable when sharing your insights and motivating potential clients to learn more by visiting your website or contacting you directly.
Celebrate your success
No one likes it when someone blows their own horn, but a big part of becoming a successful coach is sharing your customer testimonials.
Client testimonials add credibility and build trust.
Ask your satisfied clients to write a few lines of their experience working with you and the outcomes they achieved. Use quotes, or compliments sent via email and ask if you may share it on social media, promising to tag them in the post.
Not only will this add credibility, but it will also serve to promote your brand.
It’s important to remember only to promote yourself now and then, but remain consistent with sharing valuable and informative content.
Create a series
Promote your coaching business my starting a podcast or YouTube channel. It doesn’t have to be elaborate or be filmed with high-end equipment to be useful.Sharing ‘free’ information such as videos, blogs and updates will add to your credibility. Click To Tweet
Creating a series will allow you to take on a topic, and divide it into ‘modules’ or ‘chapters’ for your audience to digest.
By doing this, you are creating and sharing a free resource, showing your clients that it’s not just about being lucrative but really about helping and coaching others.
How to integrate social media into your coaching
To be successful in social media marketing, you need to have a strategy in place:
- Be consistent. The social media updates and posts you share need to be consistent your core message and value proposition, so as to create a cohesive brand image. Likewise, you need to be consistent with what your audience expects from you, for example, don’t start off by posting 4 updates per day, and then only 2 updates the next week and then nothing for a month. You need to keep your audience engaged.
- Be relevant. Promote your coaching business by staying relevant to the topics and insights within your industry. To become an established brand, you have to communicate a certain message. Only share and post information that will be of value to your target audience.
- Be professional: Always keep in mind that you are a professional business. Do not post or reply to comments using slang or derogatory words. Also, if you want your social media page to remain professional, it is advised that you don’t post updates of a personal nature, for example, a photo of you lying on the beach with a bikini.
- Be Realistic: Ask yourself: Are you able to consistently post content on a variety of platforms, research industry news, reply to comments and engage with your audience on a daily basis? If not, you could consider hiring a Social Media Manager to help build and maintain your social media platforms.
- Be Authentic: At the end of the day, you are building relationships with your audience. So it’s important for them to get to know you, the real you. If you are quirky and witty – showcase that online. Be yourself.
There’s a type of coach for everyone out there and showing your personality and what you have to offer will help prospects see if you’re a good match for what they’re looking for.
Social media marketing is all about simplifying the process of engaging with your target audience. Promoting your coaching business with social media enables you to:
- Connect you with your audience.
- Share and showcase your expertise.
- Build a community of like-minded individuals.
- Share your story and client testimonials.
- Increases your area of influence.