Marketing for life coaches is confusing. It’s too noble to sell. But a few marketing principles help you refine your messages, build a tribe, and sign-up high-ticket coaching clients.
Working in the field, marketing for life coaches, since 2017 I’ve realized what works and what doesn’t. Remember to take notes and write if you need help. Let’s go.
Table of Content
- Coaching is not a product like a soft drink
- Stop doing random things
- Specialized marketing for life coaches
- Niche – to do or not to do?
- The right way to niche
- Law of sacrifice
- Get a professional website for experts
- Choose your domain name wisely
- Get a funnel (a part of the website)
- Structure of the basic funnel
- Create Strategic Education to get clients
- What to write in your funnels, webinars, landing pages, & advertisements
- Organic Traffic (SEO)
Coaching is not a product like a soft drink
You can’t create a brand for coaching as they do for soft drinks. It won’t work. Your brand is built on you. And you’re unique already.
Marketing works even better when you’ve got a strong mission to serve. Project it to fuel growth. Be obsessed about it even when you’re selling. And continuously ask: Who am I? How would a coach like me market his business?
Stop doing random things
Write a blog. Publish videos somewhere. Convince someone on Facebook.
Random tactics don’t give you credibility. Explore where you are good at and can slay the dragons right away.
If you don’t understand how to build a location-free business website, landing pages, funnels then don’t get an engineering degree in the process. Outsource it.
‘Letting these go’ isn’t easy. It’s a HARD pill you must swallow.
Specialized marketing for life coaches
What if I tell you I specialize in marketing for life coaches? (which is true) You want that. Think about it. You want someone AMAZING at marketing for life coaches.
Specialization helps decision making. Similarly, help your prospects decide by refining and niching.
Niche – to do or not to do?
Many coaches hate specialization. Books have been written about why you should stay a generalized coach. They say specialization works for doctors, not life coaches.
Actually, it depends.
When most coaches enter the field, they don’t have a huge following or network they can tap into, they don’t even have an official online presence. Things can get rough and overwhelming.
Compare this to when you niche down, you focus your resources and your creativity efficiently (which is what a coach does).
For example, as a life coach, you can work on plenty of problems. But first, you must have market research to create outreach campaigns, create resources for marketing, have programs and offers, and so many other things. Consider doing it for every niche – it can easily overwhelm a supercomputer.
But when you niche, you kill the overwhelm.
Plus, it’s easier for your network to get you leads. Because they can understand what you do (which is sometimes hard) and can connect you with the right people.
The right way to niche
Think of niche as a need. Three questions define a good niche.
- What problems are waking them up at 3 AM?
- Will they pay to solve this problem?
- Are they abundant in number (and fairly easy to access)?
And most importantly. Will you feel fulfilled?
There’s one more way to find a good niche. Find other coaches serving the need, feeling fulfilled, and prospering. And model them. Whatever works for you.
Examples of great niches: Career growth, business growth, resolving relationships, parenting, personal development – like communications, public speaking, leadership.
Law of sacrifice
Let go of the prospects who are outside of your niche because they would consume too much resources.
Plus, let go of products which don’t serve your niche. Don’t create them. It’s hard. But doable.
For example, Tony Robbins started as a Phobia coach. Later he went on to helping everyone.
Look for a sweet spot for sustainable business growth. And of course, when your business is firing on all cylinders and you have the systems, you can come back to handling other niches too.
Get a professional website for experts
Think of your website as an ice breaker. When someone finds you online, your website starts a conversation.
But it’s NOT about creating something flashy full of irritating pop-ups to challenge readers’ intelligence. When you’re having a conversation you don’t cut them with random irrelevant fillers.
Also avoid making it an eCommerce site, hawking discount festivals (unless you sell physical stuff – but that’s another story). Because a coach wouldn’t do that in real life. Technology accelerates your coaching business and projects who you are.
Tomorrow Facebook or Twitter may die. But your expert website will always be working for you – provided it’s professionally created to converse with your audience.
Choose your domain name wisely
It’s a business card anyone can pass on to their friends with recommendations.
Clever names like – breakthroughfrustrationandliveagreatlifetoday.com – can backfire. people don’t trust them. They don’t work.
We Indians politely ask “What’s your good name?” because we believe that your name is auspicious. In that spirit keep your domain name as: yourname.com
Of course, you can shorten it. but the idea is that your tribe should be able to find you with your name. NOT the Facebook page, because those platforms can be whimsical.
Additionally, avoid the new trend of going fancy with TLDs like “.me”, “.coach”, “.online”. Think long term. Go with the safest, securest TLD i.e. “.com”. You’ll thank me when you would want to expand the business.
Get a funnel (a part of the website)
This is where you separate the wheat from the chaff. The coachable people from the lookie-loos.
How to create a funnel?
In his book Dotcom Secrets, author Russell Brunson shared 7 phases of the funnel, 23 building blocks of funnels, 7 different types of funnels. Scary.
I love simplification and I’ve found that to begin, you just need one basic funnel to get high-ticket clients. And the way to do this is by providing strategic education. But even a single funnel takes time, commitment, and resources. That’s why it’s better to work in one niche.
Structure of the basic funnel
Strategic Education (Free or low paid) >>leads to>> Free sessions or sales calls >>leads to>> Invitation to high-ticket program.
One strategically leads to the next step. And that’s it.
This allows you to focus on coaching. But you must let go of controlling every part of funnel and business from day one. Do you know that 96% of coaching businesses fail because of these 5 mistakes… discover more.
How to create ‘Strategic Education’ to get clients
In an interview with Forbes, Robert Kiyosaki said “I’ve used the basic lessons and stories my rich dad taught me from age nine — to teach others what I’ve learned. And I’ve tried to make learning about money fun and challenging.”
Money & business is boring. Who wants to learn it? We like to spend it.
But Kiyosaki hooked us with stories. He made it “fun and challenging”. I won’t lie. In their passion for over-delivering, most coaches ignore this basic rule.
When you learn this, it also improves your blogging, SEO, email marketing… really all of the business. But first, understand that your prospect is frustrated and overwhelmed. She has tried plenty of solutions and everyone is blaming her. She wants a solution and an expert.
But certificates, though can fulfill an HR Manager’s criteria to hire you, don’t inspire an executive who completed college with summa cum laude in the hopes of getting a good life. And now she feels betrayed and questions why she did all this.
Learn to aim your education to hit their hearts.
What to write in your funnels, webinars, landing pages, & ads
Help them feel there’s still hope. Give them the confidence that they can do it – this time. Give them a small chunk to eat.
Give them simple techniques.
For example. if you’re a meditation coach, you could design ‘one-minute’ meditation audios. That’s it. Everyone can do that and feel they’ve accomplished something. And this way build significant momentum. Read ‘One Small Step Can Change Your Life’ for more.
But tell them that it’s a start.
Educate them with a map, inspire the first step, and ask them to work with you to ensure that they stick with it, as things are going to get dirty soon.
I agree that some knowledge of storytelling, marketing, persuasion, copywriting, and psychology helps. If you’re interested then get my templates, stories, cheat-sheets in this premium program.
Organic Traffic (SEO)
These days people search for products and problems on Google first. This is organic traffic, opposite to paid traffic.
It can get technical. For example, I got the term ‘marketing for life coaches‘ through advanced software. When we work with someone we spot these longtail terms for them.
One simple advice would be to avoid using Squarespace or Wix to build your websites.
Ahrefs studied 10 million domains and found 98.6% of Wix websites and 84.9% of Squarespace websites do NOT get any traffic. The humble WordPress (CMS) beats everything else out of the water (it’s free). If you want the technology and funnels taken care of by my team then discover more here.
Network and go where they go
Facebook? instagram? Twitter?
Where are your soon-to-be clients going? Chances are everywhere. But the best way to reach them is by going where they go in abundant numbers – with the help of a linchpin (could be a friend or client).
If you are a leadership coach then go to offices, give speeches at chamber of commerce, associations, industry bodies, conclaves, Toastmasters.
Go to the Church, religious or semi-religious bodies. And tell them to be a good steward for the things that were entrusted with them.
If you are a Career coach – go to offices, hubs, publish in relevant newspapers, or magazines, network on Linkedin.
Network with related Podcasters, Youtubers, Facebook group admins, Instagram influencers – they all are looking for stories.
Create relationships and arrangements (if you know what I mean) with people who see a lot of hot clients. Local consultants, therapists, divorce lawyers.
It might take time but it’s okay. As a coach, you know the path has a lot of unpredictable challenges.
Marketing for life coaches can be made easy when you’re strategic. It’s about three things. Doing what you are passionate about, doing what you can be best at, and doing something that has the most economic benefit.
Life coaching is a crowded area, with few people dominating the field. To market life coaching efficiently niche and focus on one problem at a time. This saves your resources and makes it easy for you.
It allows you to give from a higher place, not overwhelm. When you live an inspiring life, you model success for clients.
Strategic marketing is about breaking big things into smaller chunks. Telling stories. Making it fun and challenging. But building an ultimate coaching business machine from the scratch takes an investment of time, finances, and hard work.