Marketing for Coaches – 26 New Strategies

Coaches I know, are anxious about at least one of these:

‘How do I get more clients?’

‘How do I market my coaching business?’

Marketing your coaching business is an essential part of your coaching practice. If you want to thrive as a coach, you need to position yourself and your practice so that it reaches the right audience and you keep getting new clients.

Effective marketing for coaches is all about learning the tricks of the trade. I have compiled the ultimate list of 26 marketing tips and tricks for you to promote your business and get busy signing on new clients!

Common Mistakes Coaches Make in Marketing

Let’s start by understanding the common concerns about marketing when it comes to running a coaching business.

When I say ‘market your coaching business’, do you think:

I will sound like an aggressive salesperson.
Marketing is not like selling. Marketing creates opportunities for engagement and participation. Selling focuses on converting leads into cash.
I can’t do it because I don’t like talking about myself.
In marketing, you are creating value for your audience by talking about main areas of their concerns (for which you can provide the best solution!)
I don’t believe I’ll be good at marketing.
Being good at marketing is very different from being an expert at marketing! You don’t need to be an expert. Being good is just fine until you get to a certain point after which you can hire experts to scale up. Our list will provide you with all the knowledge and resources you need to be good at marketing your coaching practice.
I’m not sure it will work because I tried some things before and I didn’t get any results.
Plan on putting in a lot of work at the start. It’s impractical to expect quick results.
If you’re engaged in blogging, you typically need to have about 100 posts up before you begin to see noticeable traffic.
Similarly, when it comes to Google Ads, you might need to invest around $5000 before you see significant results.
As for outreach emails, it’s advised to send approximately 50 emails every day for a month before you start noticing any impact.
I don’t think I have the time for marketing.
Even if you’re the best coach in the world, if you don’t market yourself, it amounts to nothing. Marketing is a crucial component of being a successful coach. Arguably, you might initially need to devote more time to marketing than coaching itself. You’ve already invested effort and time into becoming a skilled coach. The analogy is similar to a chef running a restaurant—they do more than just cook.
ICF (International Coach Federation) has released a white-paper called ‘How Coaches Spend Their Time’. Activities such as developing and marketing coaching products/services and creating your brand identity are ranked as the top two results.
These activities must complement your plan instead of draining your time and energy.

25 Game-Changing Marketing Strategies for Coaches

I built my coaching business from nothing to a company that makes millions each year. Building a coaching business from scratch into a million-dollar venture involves more than just expertise in coaching—it requires masterful marketing.

Here are the 25 strategies that worked for me and will work for you too:

Marketing for Coaches — My Top 5 Strategies

As a coach, mastering the art of marketing is as essential as your coaching skills. 

Over the last 9 years, I’ve honed a set of marketing strategies that have proven effective in attracting clients.

Here, I’m sharing my top five tactics that can help you, as a fellow coach, to thrive in this competitive landscape.

1. Joint Ventures (JV)

If you’re not familiar with JVs, think of them as partnerships where someone who already has your target audience promotes your work. This endorsement means they’re placing their trust in you, which is a critical factor in acquiring paid clients.

I consider JVs one of the most effective sources for client acquisition. In the initial years of my business, I relied solely on joint ventures, and it was undeniably the best decision I made. 

Real Life Success Stories: One of my clients, Nadine, recently partnered with a JV who has a group of over 120,000 members! 

Another client, Vijaya, has a steady stream of JVs and averages about 10 promotions each month.

And for Kaley, I’ll let the impact of a successful JV speak for itself.

Influencer Partnerships

Imagine partnering with an influencer, like Brian Tracy or Les Brown. Teaming up with influencers can dramatically expand your reach and bring your coaching to audiences who might otherwise never find you.

Podcasting

Podcasting is a fantastic way to reach new audiences. It allows you to share your expertise and connect with listeners on a more personal level. 

Regular episodes can help establish you as a thought leader in the coaching industry.

For example, if you start a podcast discussing common challenges and solutions in personal development, it helps listeners see you as a go-to expert in those areas. Regular podcasting keeps your audience engaged and often leads them back to your services.

2. Referrals

Referrals are the most cost-effective method to gain new clients. 

To develop an appealing referral program for your life coaching business, it’s essential to establish a system that rewards both your current clients and the individuals they refer. 

Creating an effective incentive structure is key to motivating your clients to participate actively in referrals.

Simplify the Referral Process

Start by simplifying the referral process. Provide your clients with easy-to-use referral codes or personalized links that they can share with friends and family. 

The simpler it is to share, the more likely they are to do it. 

Ensure the sign-up process for referred clients is straightforward, removing any barriers that could deter them from joining.

Offer Compelling Incentives

Offer incentives that genuinely excite your clients. This could be a discount on future coaching sessions, access to exclusive content, or even cash rewards for each successful referral. 

The key is to offer rewards that motivate your clients to actively participate in spreading the word about your coaching services.

Promote Your Program

Finally, promote your referral program effectively. Use every channel at your disposal—social media, email newsletters, and even in-person events. 

The more your clients know about the benefits of referring others, the more likely they are to take action.

3. Email Marketing for coaches

Regular communication through emails, such as newsletters, tips, and promotions, keeps you in constant contact with your potential and existing clients. This strategy not only helps in building a rapport but also in staying top of mind.

Here’s all you can share with your audience:

Expert Tips
Share specialized advice tailored to your niche, whether it’s health, life, business, or another field. These can be actionable strategies, daily habits, or tools that help your clients improve in areas that are central to your coaching.
Motivational Stories
Feature success stories and testimonials from clients who have benefited from your coaching. Highlighting real-life examples of progress and achievement can inspire others and illustrate the impact of your services.
Event Announcements
Use your newsletter to promote upcoming events such as webinars, workshops, or group sessions. Offer exclusive access or special discounts to your newsletter subscribers to increase engagement and attendance.

For effective email campaigns, consider using platforms like Mailchimp, Constant Contact, or ActiveCampaign. These tools offer easy-to-use templates, automation features, and comprehensive analytics to track open rates, click rates, and conversions. 

Regularly test different headlines and content formats to see what resonates best with your audience.

4. Webinars and Online Workshops

Webinars and online workshops are great for finding people who are really interested in what you have to offer. When someone takes the time to sign up, mark their calendar, and then actually show up, it shows they’re genuinely interested in your topic. 

Take, for instance, hosting a webinar called “Transform Your Life in 30 Days.” This type of event attracts people who are looking for deep, meaningful change and are ready to take action. 

It’s during these sessions, where you have their full attention, that you have the best chance to show your expertise and convert attendees into clients. 

It’s all about making the most of the time they’re giving you by delivering real value.

5. Content Marketing for coaches

Developing and sharing valuable content through blog posts, videos, and more is key to establishing your authority in the coaching field. Consistent content marketing can attract and engage your target audience, building trust and establishing your expertise.

For example, say you write a blog called “Tips for Taking Care of Someone with Dementia.” This kind of post will naturally attract people who are dealing with this challenging situation. 

Through your tips, they’ll start to see you as an expert—someone who really understands their struggles and can offer helpful solutions. 

What you write or share needs to connect directly with the issues your audience is facing, so they recognize you as the go-to person for solutions to their problems.

Long-Form Content: Blogs and Articles

Long-form content like blogs and articles allows you to delve deeper into topics relevant to your audience. 

Best practices include using SEO-friendly keywords, engaging headings, and providing actionable insights. Make sure your content is well-researched and offers real value that addresses your clients’ needs and challenges.

Short-Form Content: Social Media Posts

Short-form content is ideal for platforms like LinkedIn, Facebook, and Instagram. Best practices for this type of content include using attention-grabbing headlines, engaging visuals, and hashtags to increase visibility. 

Keep your messages clear and concise, and encourage interaction through questions or calls to action.

Online Strategies

In today’s digital age, having an effective online presence is crucial for your coaching business. 

The internet offers various strategies that can help you expand your reach, engage with your audience, and boost your brand.

Understanding these methods and how to apply them can be the difference between success and stagnation.

1. SEO – Optimize online content to rank higher in search engine results

Blogging can be a solid strategy to drive traffic to your site, but it demands both time and a deep understanding of SEO. You can’t just write about anything and expect your blog to perform well. 

Content is crucial, yes, but so are many other factors if you want to rank on Google. 

Your blog needs to be technically sound, fast, mobile-friendly, target the right keywords, and be well-optimized with strategic promotion and outreach. This often requires expert advice, which can be costly. 

Remember, even for SEO professionals, a blog might take 4 to 6 months to start showing significant results, and it could take even longer if you’re tackling everything solo.

2. Social Media Marketing 

Utilize platforms like Instagram, LinkedIn, TikTok, and Pinterest to increase visibility and interact with your audience.

3. Paid Advertising 

Use targeted ads on social media and Google. 

The effectiveness of online ads largely depends on your coaching niche. They can be costly, especially in competitive markets, as you’re vying for attention with a saturated audience. 

While setting up online ads might seem straightforward, they can quickly become a financial drain if not managed correctly. I’ve invested a significant amount in online ads myself, and it’s challenging.

Typically, it can take anywhere from 3 to 9 months, or even longer, and a considerable budget to see substantial results, often requiring the expertise of a seasoned marketer.

4. Social Media Groups
   

Join or create groups on platforms like Facebook and LinkedIn that relate to your niche. These groups are great spots to connect with potential clients who are interested in what you offer.

• Creating Groups

Imagine starting a Facebook group like “California Moms Over 40.” By offering specific tips and guidance for this demographic, you directly target an audience that can benefit from your services, making you their go-to expert.

• Participating in Groups

By actively participating in existing groups, you can subtly promote your coaching services by offering valuable advice and solutions directly related to the group’s focus. This approach helps establish your credibility and attract clients who see your active contribution.

5. Guest Posting 

Write articles for other blogs or websites. By guest posting on reputable platforms, you can appear as an expert in your field. Mentioning these guest appearances on your website enhances your credibility. Writing for others exposes you to their audience, expanding your reach and establishing your authority in the coaching industry.

6. Press Features 

Get featured in media outlets. While PR can be a powerful tool for gaining exposure, it requires a lot of resources and may not be advisable unless you have the budget and strategy to make the most of it. PR can boost your visibility significantly, but it’s important to be ready to leverage it fully.

7. Video Marketing 

Engage viewers on YouTube and other platforms. Video marketing is a dynamic way to engage with your audience and showcase your coaching expertise. 

Start by identifying your target audience and the platforms they frequent. Creating content that resonates with your audience involves understanding their preferences and the type of content they value​​.

A great approach for coaches is to create “How-to” videos. These videos can cover topics ranging from leadership skills to self-care routines or business tips, depending on your niche. 

For example, a relationship coach specializing in anxiety-related attachment styles can create a highly beneficial video tailored for both men and women who experience anxious attachment. 

The video could be titled “Understanding and Managing Anxious Attachment Style” and offer practical tips for viewers to identify symptoms of anxious attachment in their relationships and learn strategies to cope with them effectively.

Aim to provide valuable content that helps viewers improve specific aspects of their lives​​. Additionally, incorporating customer testimonials or personal success stories can make your videos more relatable and trustworthy​​.

8. Publishing a Book or E-Books 

Publishing a book or e-book is an excellent way for coaches to establish authority in their niche. When you write a book, it allows you to deepen the connection with your audience by sharing comprehensive insights and methodologies that go beyond the scope of short-form content.

Take Robert Kiyosaki, the author of Rich Dad Poor Dad. His book not only made him a well-known financial advisor but also reached millions globally. It sold over 41 million copies and was translated into 51 languages. This fame helped him gain many clients and followers interested in learning about financial independence and investing.

If your book really connects with a specific group, like Kiyosaki’s did, it might even become a bestseller. This can make you more visible, leading to more coaching jobs, speaking gigs, and a bigger platform to share your ideas.

We can help you become a bestseller, too. With our dedicated team of book coaches and expert editors, we’ll guide you every step of the way through the publishing process to make sure you not only publish your book but also achieve bestseller status.

9. Create a Community Platform

Creating a community or membership platform is a fantastic way to gather your clients and followers in one place where they can interact with each other and you. 

This approach not only helps retain clients but also adds value to your services.

• Start Simple
  You could begin with a private Facebook group or a Slack channel. The key here is to make your members feel special and exclusive. Post regular updates, share insights, and initiate discussions relevant to their interests and challenges.
  
• Encourage Interaction
  Ask open-ended questions to spark discussions. For example, if you’re a fitness coach, you might ask, “What’s the biggest challenge you’ve faced with home workouts?” Such questions encourage members to engage and share their experiences, fostering a sense of community.
  
• Provide Exclusive Content
  This could be in the form of weekly live sessions, Q&As, or downloadable resources only available to group members. Exclusive content keeps the community alive and active, as members have something unique to look forward to.

10. Interactive Tools and Resources

Interactive tools like quizzes, worksheets, or templates can greatly enhance the user experience by personalizing it. They not only engage your audience but also provide them with value, making your coaching more appealing.

• Quizzes
  
  You could create a quiz that helps potential clients understand which area of their life needs the most attention, whether it’s fitness, nutrition, finance, or mental health. For instance, a wellness coach might offer a “Wellness Score” quiz that evaluates a user’s current lifestyle choices and provides personalized tips.
  
• Worksheets

Worksheets are invaluable tools in coaching as they actively involve clients in their own growth and learning process. They encourage reflection, help track progress, and make abstract concepts tangible. 

The clients’ active participation helps them internalize lessons and apply them more effectively in their daily lives.

For example, a health coach can provide a worksheet that clients can use to record their daily activities, such as food intake, water consumption, exercise, and sleep patterns. 

This helps clients monitor their habits. Seeing a visual representation of their week can motivate them to increase their water intake or get more sleep, fostering a greater sense of accountability and awareness about their health.

• Templates

Templates are excellent resources in coaching, offering a structured way to guide clients through various processes or planning activities. They provide a consistent framework that clients can use to organize their thoughts, set goals, or track progress. 

By using templates, clients can more easily adhere to the steps needed to achieve their objectives, which can lead to more successful outcomes.

For example, if you are a dating coach, you can make a template that couples can use to set and track their relationship goals. This could include short-term goals like planning monthly date nights or long-term goals such as strategies for communication improvement or financial planning together. 

6. Offline Strategies for Coaches

Even in our digital age, offline marketing strategies are crucial for growing your coaching business. They provide a personal touch and access to different audiences. 

Here’s how you can leverage the power of face-to-face interactions and real-world connections to expand your coaching practice.

1. Offline Joint Ventures (JVs)

Offline strategies for marketing your coaching business are essential, as they complement online efforts and tap into a different audience segment. One effective approach is forming joint ventures with professionals in related fields. 

For instance, if you’re a health coach, partnering with a local gym or a nutritionist can help you reach a broader audience. 

2. Networking

Creating a network is a vital strategy for coaches looking to build their reputation and attract more clients. 

It involves creating and nurturing professional relationships within and outside your field, providing opportunities to learn, share knowledge, and grow your client base.

• Collaborating with Professionals in Related Fields

Collaboration with professionals in related fields can expand your reach and bring new insights into your practice. 

For example, a life coach might partner with a wellness therapist or a yoga instructor to offer a holistic wellness workshop. This way, both professionals can cross-promote their services to each other’s client bases, tapping into a wider audience that shares similar interests.

•  Attending Networking Events

Attending industry-specific or general business networking events is crucial. These events could be local business meet-ups, conferences, seminars, or even casual gatherings organized by professional groups. 

For instance, a business coach attending a local Chamber of Commerce event might connect with small business owners in need of coaching services.

Make the most of these events by preparing an elevator pitch that succinctly describes who you are, what you do, and the unique benefits of your coaching services. 

Always carry professional business cards or brochures that you can hand out to potential clients or collaborative partners.

3. Speaking Engagements

Another powerful offline strategy is engaging in speaking opportunities. Offer to speak at community events, workshops, or seminars related to your coaching expertise. 

This positions you as an authority in your field and puts you directly in front of potential clients. 

For example, a career coach might speak at a university’s career day or a business coach at a local chamber of commerce event.

These speaking events not only enhance your reputation but also provide valuable networking opportunities. Ensure you have business cards and brochures ready to hand out to interested attendees to maximize the impact of your presence.

7. Proven Marketing Tips for Coaches

From my own journey growing a coaching business, here are seven tips that have proven successful. These insights can help you reach more people and build a stronger practice.

1. Landing Pages – Create compelling landing pages with clear call-to-actions

A landing page acts as the digital front door to your coaching services. Unlike a general homepage, a landing page is designed with a singular focus— to convert visitors into clients or subscribers. This is your first impression and a pivotal point in beginning a relationship with potential clients.

When you visit our landing page, you’ll notice its clean and focused design. We’ve removed all distractions like navigation bars and extra links to keep your attention on what matters most—how we can help you.

Creating an effective landing page is crucial for any coach looking to attract new clients. Your landing page should have a clear, concise message that resonates with your target audience and encourages them to take action.

Make sure your call-to-action (CTA) is visible and compelling. Whether it’s to sign up for a free session, download a guide, or join a mailing list, your CTA should stand out and provide clear instructions on what the visitor should do next. 

For example, using a button that says “Schedule Your Free Consultation Today!” can be more effective than a generic “Click Here.”

2. Professional Development and Continuous Learning – Stay updated with industry trends

In the fast-evolving world of coaching, staying updated with the latest industry trends is essential. This not only enhances your coaching skills but also ensures that your marketing strategies are current and effective.

Attend workshops, webinars, and conferences to deepen your knowledge and skills. Reading books, subscribing to relevant newsletters, and following thought leaders on social media can also keep you informed. This ongoing learning process not only benefits your professional development but also enhances your credibility and attractiveness to potential clients.

3. Personal Branding – Use personal stories to create a unique brand

Personal branding is all about differentiating yourself from other coaches. 

One of the most powerful ways to do this is through sharing personal stories. These stories should connect to the core of what you teach and how you have personally overcome challenges.

For instance, if you’re a life coach who specializes in career transitions, share your own story of changing careers. This not only makes you relatable but also demonstrates your empathy and understanding of your client’s situation.

4. Testimonials and Reviews – Collect and showcase client feedback

Testimonials are important because nothing creates credibility and trust more than the words of your peers.

It is the ultimate social proof. I can tell you from personal experience that the moment I started getting good-quality testimonials, it was infinitely easier for me to get clients.

There are 4 kinds of testimonials that you would preferably want for your website:

• A celebrity testimonial
• Testimonial by an ordinary man
• Testimonial by an ordinary woman
• Testimonial but someone who is an “against all odds” success story

Each of these testimonials has its own advantages, and a combination of these is a great aim to have.

Good testimonials are very specific and very clearly convey how you helped them achieve their goals.

You can even go one step further and get video testimonials. 

According to a study, 2 out of 3 people say they’d be more likely to make a purchase after watching a testimonial video demonstrating how a business, product, or service had helped another person like them.

Chris Howards’s video testimonial is a perfect example of a powerful video testimonial.

5. Repurposing Content – Turn a single piece of content into multiple formats

Repurposing your content is like giving it several lives. Each time you transform a piece of content, it reaches a new audience in a fresh way. 

Let’s start with your blog posts. You’ve put effort into writing them, so why not extend their reach?

For instance, you can take a compelling blog post and break it down into a series of images for a LinkedIn or Instagram carousel. This visual format makes it easy to digest and share, increasing your visibility and engagement.

Additionally, when you create a video—maybe a tutorial or a deep-dive into a specific topic—consider cutting that same video into smaller clips. These snippets are perfect for sharing across various social media platforms like Twitter, Facebook, or TikTok, where shorter content thrives.

And don’t forget about your courses! You can offer previews or share quick snapshots from your course materials. This not only teases what you offer but also provides real value to your audience, enticing them to learn more.

6. AI and Technology Integration – Leverage AI tools for content creation and marketing automation

Integrating AI tools can take your coaching business’s marketing efforts to a whole new level of efficiency and personalization. 

Tools like Zapier, for example, can automate repetitive tasks, freeing up more of your time to focus on what you do best—coaching.

Imagine this: every time someone signs up for your newsletter, Zapier can automatically add their information to your email marketing list and send them a welcome email. This seamless automation ensures you maintain engagement with minimal effort.

Moreover, AI can help with content creation. AI-driven tools can suggest content ideas, help with drafting posts, and even optimize your email campaigns to ensure higher open rates and engagement. 

These technologies ensure that you’re not just reaching your audience; you’re engaging with them in the most effective way possible.

7. Don’t Try to Do Everything

Most successful coaches pick just one or two of the marketing strategies I’ve shared and focus deeply on them. Trying to do everything at once can overwhelm you and lead to failure.

It’s like sailing. 

You’ll get to where you’re going faster if you pick a clear path and just adjust a few sails instead of constantly changing your route and fiddling with every piece of gear.

Conclusion

Marketing isn’t as hard as it seems—it’s all about strategy.

Staying competitive means you need strong marketing plans and a constant effort to draw in new clients. It’s important to keep up with market trends, know what clients want, and clearly share what makes you different.

By focusing on smart marketing, you can overcome challenges and find lasting success.

Resources

As a coach, it’s crucial to have the right resources at your fingertips.

We’ve put together a curated list to support your journey to craft your custom coaching business plan.

Frequently Asked Questions (FAQs)