Do you want to become a marketing coach?
Are you aware of online and offline marketing techniques?
Can you bring business growth through effective marketing strategies?
It’s time to take your knowledge to the next level. Get ready to become a marketing coach and help businesses to achieve great heights. At the same time, you can make a phenomenal business of your own by choosing marketing coaching.
Today marketing has become very important for any business.
According to data from Statista, the U.S. outspends all other countries on advertising. The next highest country, China, not even spends half the amount.
- U.S.: $197.47 billion.
- China: $79.08 billion.
Why does this happen?
It’ simple. No matter how good your services are, if marketing efforts are poor, results won’t appear. Marketing is important because it helps one to sell his/her products and services. Making money is the end goal of any business and marketing is an essential channel to reach that goal.
Effective marketing includes both offline and online marketing strategies. Not everyone is a master at that. One of your prospects may not know how LinkedIn marketing works. Another might be shy to conduct seminars or pitch his/her business ideas. Some others may be good at both but don’t know how to set everything on pace.
This is when businesses need a marketing coach. A marketing coach directs the marketing efforts of businesses to ensure fruitful outcomes. The coach coaches the client for various offline and online marketing platforms. This makes it easy for the business to propagate more to the masses and appear worthy.
From small businesses to big ones, all need publicity and marketing. If you are planning to become a marketing coach, that is a great decision! In the next part of this article, we will see some more important points that you must know as a marketing coach.
Who is a marketing coach?
A marketing coach works with business owners and managers to develop strategies. The goal is to increase revenue without the managers putting time in marketing.
Does a business want to grow its online sales?
Does it want to reach a broader market segment?
A marketing coach can create an action plan for both.
A marketing coach can help business owners with:
- Staying focused on the rest of the important business processes.
- Staying ahead on the learning curve with no need of learning “all things” marketing.
- Eliminating a ton of errors in the process so that fewer efforts, time and money goes in vain.
- Implementing efficient and effective marketing strategies so that the results are quick.
- Helping to avoid “shiny objects” and concentrate on things that matter the most.
- Developing long-term plans that will help business growth.
A good marketing coach can help a business owner with the following:
- What steps to take
- When to take a step (timing is critical in marketing)
- Outlining the cost of each step
A coach guides when, why and how to apply marketing tools. This may include:
- Redesigning the website
- Creating articles or whitepapers
- Starting a blog
- Conducting podcasts
- Developing ad campaigns
- Linkedin marketing
- Social media marketing
- Offline marketing techniques- banners, pamphlets, seminars, etc.
Why do businesses hire a marketing coach?
The need for small and big businesses vary. Depending on this, there can be different reasons for businesses to hire a marketing coach.
A business that is in the start-up phase doesn’t probably have time and money to experiment with the various marketing strategies. A market coach comes handy in such a case. The coach combines the ideas of the owner with his/her own marketing strategies to build a step-by-step action plan.
A marketing coach offers techniques, programs, and tools that may boost growth. The coach helps small businesses with the following:
- The coach guides small businesses on not underpricing their products and services. Something which almost all new businesses in their native stage do.
- The coach helps the business to find ideal clients that are a great fit for the businesses.
- The coach guides the business owners on how to ramp up when demand increases. The coach makes sure that the team is not working ridiculously long days.
For businesses that have been around for 15+years, the story is quite different. In such cases, the entrepreneurial spirit many times lose the spark. Owners get bored and need new creative ways to market their business.
Innovative and creative marketing strategies may also come due to change in the market trends. A market coach helps such businesses to be on par with the recent marketing techniques. The coach guides the businesses on how to leverage the current trending marketing platforms.
Any business, big or small, can benefit from the wisdom, connections, and experience of a market coach. Ideally, businesses look to hire a marketing coach who has command on the following:
- Creating operational systems
- Marketing and financial
- Developing sales
- Merchandising (for retails)
- Training employees
Three main characteristics of a marketing coach
If you want to become a marketing coach, there are three essential characteristics that you must have. These are:
- Empathy for the client
- Insatiable curiosity to keep honing the marketing skills
- Ability to influence
Empathy for the client
Understanding the client is not just enough. A good marketing coach must be empathetic towards his/her client. More than intellectual understanding, developing an emotional connection with the client is important. Once you are able to accomplish it, it will drive the entire coaching journey smoothly.
Insatiable curiosity to keep honing the marketing skills
Marketing trends keep on changing. An impressive marketing coach will always be aware of the current trends, tools and marketing ideas that are bringing the best results. Such a coach will like dissecting commercials, participating in online and real-life networks, reading and trying new approaches.
Ability to influence
This skill is paramount to any marketing coach. The marketing coach first influences the client. Thereafter the coach influences the client’s stakeholders. If the influencing power is not much, it won’t lead to success.
Impactful influence happens through efficient communication, management, and leadership skills. A marketing coach must know how to influence people both on the ground and via the internet.
Marketing ideas a marketing coach must know!
There are many fishes in the sea. If you want your prospects to hire you, you must have an edge over others.
How will you do that?
The best way is to have your hands-on multiple marketing techniques, methods, and strategies. Let’s have a look at some of them.
Crafting the marketing message
As a marketing coach, you must be able to craft a precise and attractive marketing message for your clients’ business. This is the first thing that the clients’ target audience will notice. Always remember that your client’s success defines your own success. Think from the point of view of your client. Understand the business goals well.
Your marketing message should be catchy enough to direct the audience. Have a look at these ways of building an impressive marketing message.
Creating an ultimate client profile
As a marketing coach, you must deal with clients that you think will be fit for your coaching services. If you are marketing skills are more oriented towards retail marketing, then working for executives won’t bring many benefits.
Of course, you can learn and imbibe multiple skills in the process. But in the beginning, you should always concentrate on your strong areas. This will help you to earn testimonials and build a solid profile.
Create your client profile and only accept clients that you are confident will fit your coaching services.
Building the best Marketing plan
Building a solid marketing plan should be your prime focus.
How will you ensure that your plan works?
There is no fixed formula.
Still, in order for your marketing plan to rock, you must concentrate on the following:
- Get in-depth knowledge of the business for which the marketing plan needs to be built. Understand the dynamics, goals, and need.
- Don’t be in a quest to experiment all. Trust the platforms and ways that you think will bring the most returns. For instance, LinkedIn marketing for corporate businesses will be more effective than Facebook marketing.
- Marketing costs should never be neglected while building the plan. Create your plan after analyzing the financial position of your client. If you are dealing with a startup owner, your plan may include more organic marketing techniques. If you are dealing with a big business owner, who is interested to have a sound budget to fulfill marketing needs, you may include paid marketing techniques.
- Create short-term goals and move on. Marketing efforts don’t show results at once. Include small concrete steps in your plan and set the SMART goals
Building a website
The website is the most important ingredient in the recipe for efficient marketing. As a marketing coach, you must know innovative ways to drive traffic for your client through his/her website. This will include everything from the best website designs to SEO. You must be aware of the content marketing basics and how to generate leads for your clients through the website.
One of the powerful marketing techniques is maintaining a promo kit. This promo kit may include the following:
- Vision and mission
- Audiotapes and videos
- Media quotes
- FAQs and answers to them
Importance of networking groups and local service groups
You must make your client realize the importance of participating in networking groups. Not only this, but you must encourage your client to speak at such moments also. This is a very soft marketing technique that indirectly can benefit your client to a great extent.
Such groups act as a great source for contact and referrals that will help your client to build leads.
Local service groups like rotary clubs etc. are always looking for speakers. If your client’s business can relate to any such group, you must encourage your client to come forward.
You must be aware of the recent techniques in content marketing. Here are some ways of building an efficient content marketing process.Business cards
Business cards are a very cheap and effective way to propagate one’s business’ products and services.
Classified ads are a low-cost way to advertise on a regular basis. You can make their use to offer free sessions, article or products to the stakeholders of your client. It is important to understand how you can leverage the power of classified ads for your client’s business.
Newsletters are an old marketing tool but they are still very relevant even today. Valuable information can be passed along through a newsletter. Newsletters can benefit in various ways. It can exhibit your client as an expert and give a place to share the benefits. As a marketing coach, you must know how you can best employ newsletters for your client’s business.
Guiding clients on how to manage and increase referral flow is another job of a marketing coach. Building a channel of new clients from existing clients demands efforts. If smart strategies are used this can attract many clients.
As a marketing coach, you must know how to guide your client to ask for referrals. This should neither be pushy nor so casual at the same time.
Press releases are a great way to enhance the media presence of your client. You must know the ideal way of writing a press release. Through press releases, your client may get a chance to have an interview with TV, radio or print media.
Free offerings are a great marketing technique nowadays. It is one of the best ways to attract an audience to one’s services/products. A marketing coach can guide the clients to offer free resources. These can be in the form of webinars, content, and even workshops.
How do marketing coaches drive sales and branding?
Primarily marketing coaches work on the “marketing plan”. They decide what marketing strategies and tools will help to drive the bottom line. Some of them may also help with branding. Market coaches who handle both the sales and branding activities are more likely to be hired by the businesses.
How much does a marketing coach earn?
Different coaches charge different prices. The prices are based on the coach’s qualifications and experience. On average, the price tends to be between $60-$300 per hour.
Some coaches may charge for the extra services/add ons that they may provide in the journey or as per the client’s needs. These charges are also estimated in advance. Materials can range from $20 to $2 million depending on the client’s affordability and will to invest. TV commercials will be at the higher end, business cards and letterheads will be at the lower.
What coaching models do marketing coaches follow?
Different coaches follow different coaching models. Some follow a fixed month engagement whereas others may follow a contractual bond. The model that you follow will depend on the market needs and the wish of your target audience.
What qualities and experience should a marketing coach have?
A marketing coach must have experience in dozens of industries so that he/she can bring any ideas. A market coach must have full knowledge about the areas he is guiding on. For instance, if the coach is guiding the client for building the website, he/she may know the basics of SEO.
A market coach must have:
- Built blogs and websites
- Written and published articles
- Created campaigns
- Developed trade show
- Created sales materials- business card and brochures
- Conducted events
- Presented workshops
- Conducted actual sales
A marketing coach must have a solid network. The coach must be able to provide opportunities and contacts. The coach must be engaged in business, educational and political associations. The network of a marketing coach should also include tested vendors and other contacts.
Common mistakes that a marketing coach must avoid
Don’t be in a quest to convert every prospect that comes along your way into a client. You must have the picture of an “ideal client” very clear in your mind. Not just gaining clients is important but what is more important is client satisfaction. Your clients are like your salesperson. Their words will decide how far your efforts go. They are the ones who will build your reputation in the market. If you feel that a prospect doesn’t fit in your coaching philosophy, it is better to stop.
If your client does not follow the process that you made, is it your client’s fault? Yes, to some extent but yours is a greater fault. How? You didn’t follow up. Following up and taking feedback is an essential part of the process, right? Similarly, there can be chances that you may follow a wrong process or no process in other cases as well. This can minimize your chances of success.
You must use sensible words during the conversations. Be gentle and humble in tone. Your words must inject hope rather than emphasize the past mistakes. Take the client into confidence by listening patiently and appreciating the brave deeds. Your words and body language will matter a lot for building trust in your client.
You may ask questions that are not apt enough. Such questions will not let you understand the entire picture as well. Learn to ask great coaching questions.
Along with asking good questions, you must also have the ability to analyze the questions coming from the client’s side. This will highlight the urgency and priority of the client.
Avoid boasting on how successful you are. Successful people don’t need to tell about their success. Their success speaks for them. This may show you as an over-confident coach which may give a negative impression.
Becoming a marketing coach opens a lot of opportunities. Marketing and business growth are inseparable. Thus the need for marketing coaches in different domains will continue to rise.
There are a lot of industries that you can choose from. Initially, you should decide to fix a smaller segment of the audience and expand gradually. The platforms and methods will mostly remain the same. You will just have to customize them a bit according to your clients.
Marketing not only acts as the basis of decisions but also is the main contributor to the revenue. Organizations are looking for creative marketing coaches who can help them discover the shortest path between the consumer and the brand. Owners and managers are looking for coaches who can create campaigns that respond quickly to customer’s preferences.
Social media marketing and brand management is not the cup of tea of all. Even if the managers have the skills, devoting time itself is like a full-time job. If you have the coaching skills and relevant experience, there are very high chances that top businesses will hire you.
Sales and marketing domains (especially digital marketing) have seen the fastest growth in the latest years.