In today’s digital age, your online presence as a business coach is key. Sure, you might be attending networking events and steadily building up a word-of-mouth local client base. But, with 47% of smartphone users stating they would ignore a brand or service that didn’t show up in an online search1, if you aren’t leveraging online marketing channels, you’ll soon find it very difficult to grow your audience and enhance your profile.
The best part about the majority of these online marketing techniques is that they are accessible, easy, and not expensive to use. That means that, in this day and age, it would be foolish to miss out on the opportunity to spread the word about your business online! We’ve put together a rundown of the most effective ways to promote a coaching business online:
1. Your Site
Any modern business, big or small, needs a website. Provide potential clients with a base to discover your business and find out more about your skills and approach. By collecting your social media links in one place, you can enhance your credibility and raise your profile to anyone searching for your site online.
The task of building a website might seem beyond your grasp, but you can create a basic website easily using business software which guides you through the process. Ultimately, having a high-quality, professional-looking website reflects positively on your business so it’s worth taking time and resources to get yours up to scratch.
After setting up your website, your next goal is to encourage your audience to visit it. The best way to achieve this is search engine optimization (SEO). Think of this as building signposts to direct people to your shiny new website. With a fully optimized website for mobile and desktop, potential clients searching for a coaching business are more likely to discover your site rather than to go your competitor. For more information read our article about SEO for coaches.
Identify what keywords or phrases your customers are using when they have questions or needs you can help them with. Make sure these keywords are embedded in your website’s content on your homepage, in your blog and elsewhere. Search engines reward high quality content, so don’t just fill your site with fluff. Some basic SEO tactics include optimizing your metatags, URLs and backlinks.
Including a blog on your website, and writing regular high quality content, is a great way to build your online presence. Besides making your website climb up the search engine ranking pages, it will also help in establishing you as a knowledgeable coaching expert. Follow the 80/20 rule by spending 20% of your blogging time writing, and the other 80% on promoting your article via social media. Experiment with different media channels, such as Linkedin, Facebook, Twitter and more, and test alternative content formats, including video, text and podcasts, to find out what works best for you and your business.
4. Gated content
Blog content is usually offered for free in order to boost your website traffic. However, you don’t want people just to visit your webpage and read your blog, you want to convert them into paying customers too. For all those anonymous visitors who are interested in your expertise but are not ready to buy, try and convert them into leads. The best way to achieve this is through gated content which requires users to sign up to your newsletter or provide their contact details to access articles or video. Of course, in order for people to be willing to provide you with their contact details, your content needs to offer real value to them. This type of content is generally longer, more in-depth and teaches people something they didn’t know yet.
Once you’ve collected your audience’s email addresses, you can send them email newsletters to promote your coaching business. These newsletters can educate your followers about your latest blog posts, new industry trends and exclusive offers. The newsletter will help to keep your business in the minds of your audience, make you appear up-to-date and active, and it also demonstrates your expertise, so your readers will turn to you for their coaching requirements. Your newsletter should also look eye-catching and professional: you can use a business app to facilitate an effective and professional design.
6. Online advertising
If you’ve got the budget for it, advertising online can prove highly beneficial for drawing attention to your coaching business. Placing ads on search engines through Adwords and on social platforms is a great way to expose your business to a wider audience. Plus, with the targeting options these platforms offer, you can make sure your ads are only seen by the right audience. Additionally, even if you’re operating under a tighter budget, you can calculate the average deal size of typical customers, to calculate how much money you should spend on ads in order to maximize return.
Promoting your coaching business online is crucial to attracting new clients and staying fresh in the minds of your current clients. These are just a few methods to effectively reach your audience online, build your profile and create a credible presence. For support in implementing any of these digital marketing strategies, Shore’s coaching software (including website design, newsletter creation and ad management) can save you time when running your marketing campaigns. Get in touch to find out more.