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Creating a Winning Coaching Marketing Plan: Best Practices and Key Considerations

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COACHING

Creating a Winning Coaching Marketing Plan: Best Practices and Key Considerations

March 7th, 2023

by Don Markland, CEO - Accountability Now ~ Read time 9 minutes

As a coach, you have a passion for helping others achieve their goals and reach their full potential. But to build a successful coaching business, you need to have a solid marketing plan in place. A winning coaching marketing plan is essential for generating coaching leads, building relationships with potential clients, and ultimately growing your coaching business.

But where do you start? With so many marketing channels available and best practices to consider, it can be overwhelming for new coaches to develop a marketing plan that works for them. That's why we've put together this guide to help you create a winning coaching marketing plan that will help you achieve your coaching business goals.

In this guide, we'll walk you through the key considerations for developing a successful coaching marketing plan, including defining your coaching business, identifying your target audience, and choosing the right marketing channels. We'll also share best practices for coaching lead generation and specific steps you can take in the next 30 days to generate coaching leads and develop a successful coaching marketing plan.

Are you ready to take your coaching business to the next level? Let's dive in and create a winning coaching marketing plan together.

Defining Your Coaching Business

Defining your coaching business is a critical first step in creating a winning coaching marketing plan. For new coaches, this involves identifying your target audience, determining your unique value proposition, and understanding your competition.

Here are some specific steps you can take in the next 30 days to define your coaching business:

Identify your target audience

Research your coaching niche: Learn as much as you can about the coaching niche you want to focus on. Identify the common pain points and goals of your potential clients.

Determine your ideal client: Based on your research, create a detailed profile of your ideal client. Define their demographics, psychographics, behavior patterns, and needs.

Develop a client avatar: Use the information you gathered to create a client avatar, a fictional representation of your ideal client. Give them a name, age, job, and personal background. This will help you visualize your target audience and tailor your coaching marketing plan to their needs.

Determine your unique value proposition

Conduct a SWOT analysis: Analyze your strengths, weaknesses, opportunities, and threats. Identify what sets you apart from your competitors.

Define your coaching niche: Determine what type of coaching you want to specialize in. This could be based on your skills, experience, or personal interest.

Develop your coaching philosophy: Define your coaching philosophy, which is your approach to coaching. Determine your coaching style, values, and goals.

Understand your competition

Research your competitors: Identify the coaching businesses that are offering similar services to yours. Analyze their marketing strategies, pricing, and services.

Determine your competitive advantage: Identify what sets you apart from your competitors. Determine how you can differentiate your coaching services.

Real-world example:

A new career coach can take the following steps in the next 30 days to define their coaching business:

Research the career coaching niche: Read articles, blogs, and books on career coaching. Attend career coaching webinars and conferences to learn more about the industry.

Determine the ideal client: Define the demographics, psychographics, and behavior patterns of your ideal client. For example, you may focus on college graduates who are struggling to find their first job.

Develop a client avatar: Create a detailed profile of your ideal client, including their age, education level, job search challenges, and career goals.
Conduct a SWOT analysis: Analyze your strengths, weaknesses, opportunities, and threats. Determine what makes you unique as a career coach.

Define your coaching niche: Determine what type of career coaching you want to specialize in. For example, you may focus on resume writing, interview skills, or career change coaching.

Develop your coaching philosophy: Define your coaching philosophy, which is your approach to career coaching. Determine your coaching style, values, and goals.

Research your competitors: Identify other career coaching businesses in your niche. Analyze their pricing, services, and marketing strategies.

Determine your competitive advantage: Identify what sets you apart from your competitors. Determine how you can differentiate your coaching services, such as offering personalized career assessments or job search workshops.

Once you have defined your coaching business, you can use this information to create a coaching marketing plan that resonates with your ideal clients and sets you apart from your competitors. The next step is to develop your coaching marketing plan by setting goals, identifying marketing channels, creating a content strategy, and developing a lead generation strategy.

It's essential to note that defining your coaching business is an ongoing process, and you may need to refine your target audience, unique value proposition, and understanding of your competition as your coaching business grows and evolves. However, taking the time to define your coaching business in the early stages can help you create a solid foundation for your coaching marketing plan and set you up for success.

Developing Your Coaching Marketing Plan

Developing your coaching marketing plan involves setting goals, identifying marketing channels, creating a content strategy, and developing a lead generation strategy.

Here are some specific steps you can take in the next 30 days to develop your coaching marketing plan:

Set your coaching business goals

Determine your coaching business goals: Identify what you want to achieve with your coaching business, such as increasing coaching leads, launching a new coaching program, or expanding your client base.

Make your goals SMART: Ensure that your goals are specific, measurable, achievable, relevant, and time-bound. For example, you may want to increase your coaching leads by 25% in the next three months.

Identify your marketing channels

Research marketing channels: Learn about the different marketing channels that are available to you, such as social media, email marketing, webinars, and networking events.

Determine your target audience's preferred channels: Identify the channels that your target audience is most likely to use. For example, if you are a productivity coach targeting busy professionals, you may focus on LinkedIn and email marketing.

Choose the channels that align with your coaching business goals: Choose the channels that align with your coaching business goals and target audience. For example, if your coaching business goal is to increase coaching leads, you may focus on social media platforms that are popular among your target audience.

Create a content strategy

Determine your content goals: Identify what you want to achieve with your content strategy, such as increasing engagement, building brand awareness, or driving traffic to your website.

Research content formats: Learn about the different content formats that are available to you, such as blog posts, videos, webinars, and podcasts.

Choose the formats that resonate with your target audience: Choose the formats that resonate with your target audience and align with your coaching business goals. For example, if you are a wellness coach targeting women over 50, you may create blog posts that focus on menopause, yoga videos that are easy on the joints, and webinars that address common health concerns.

Develop your lead generation strategy

Identify your lead generation goals: Determine what you want to achieve with your lead generation strategy, such as increasing coaching leads, building your email list, or driving traffic to your website.

Choose your lead generation tactics: Identify the lead generation tactics that will be most effective in reaching your target audience and achieving your coaching business goals. For example, if you are a career coach targeting recent graduates, you may offer a free resume review, host a free job search webinar, or run a paid advertising campaign on LinkedIn.

Develop your lead magnet: Create a valuable lead magnet that addresses the pain points of your target audience. For example, if you are a sales coach targeting small business owners, you may offer a free e-book that provides sales tips and templates.

Real-world example:

A new mindset coach may take the following steps in the next 30 days to develop their coaching marketing plan:

Set coaching business goals: The mindset coach may set a goal to increase coaching leads by 20% in the next three months.

Identify marketing channels: Based on their target audience, the mindset coach may choose to focus on Instagram, TikTok, and YouTube. They may also participate in relevant Facebook groups.

Create a content strategy: The mindset coach may create daily Instagram posts that share affirmations and mindset tips, short TikTok videos that address common mindset challenges, and longer-form YouTube videos that provide in-depth coaching on specific mindset topics.

Develop a lead generation strategy: The mindset coach may offer a free mindset assessment tool on their website or create a free email course on mindset development. They may also use paid advertising campaigns on Instagram and TikTok to reach their target audience.

By developing a coaching marketing plan that aligns with their coaching business goals, target audience, and marketing channels, the new mindset coach can generate coaching leads and ultimately grow their coaching business. These steps can help new coaches establish a solid foundation for their coaching business and create a marketing plan that is effective and focused on achieving their goals.

Best Practices for Coaching Lead Generation

Generating coaching leads is critical for growing your coaching business.

Here are some specific steps you can take in the next 30 days to generate coaching leads:

Use a lead generation tool

Research lead generation tools: Learn about the different lead generation tools that are available to you, such as Noomii, Bark.com, or Thumbtack.

Create a profile: Create a profile on the lead generation tool of your choice. Optimize your profile with relevant keywords and a professional headshot.

Respond promptly to leads: When you receive a lead, respond promptly and provide value to the potential client. Offer a free consultation or provide relevant information that addresses their pain points.

Offer a free trial or consultation

Promote your offer: Share your free trial or consultation offer on social media, your website, and other relevant platforms. Encourage potential clients to sign up and experience the value of your coaching services.

Develop a free trial or consultation offer: Create an offer that provides value to potential clients and showcases your coaching expertise. For example, you may offer a free 30-minute consultation or a free coaching session.

Leverage social media

Engage with your followers: Engage with your followers by responding to comments and messages. Build a community around your coaching business and establish yourself as an authority in your coaching niche.

Develop a content strategy:
Create a content strategy that provides value to your target audience and showcases your coaching expertise. Share blog posts, videos, and social media posts that address common pain points and provide actionable tips.

Choose your social media platforms: Identify the social media platforms that your target audience is most likely to use. For example, if you are a life coach targeting young professionals, you may focus on Instagram and LinkedIn.

Network with other coaches

Participate in coaching communities: Participate in coaching communities on social media and other relevant platforms. Build relationships with other coaches and tap into new potential clients.

Reach out to other coaches:
Reach out to other coaches and propose a partnership. For example, you may offer to cross-promote each other's services or host a joint webinar.

Identify other coaches in your niche: Research other coaches in your coaching niche and identify those who have complementary services.

Real-world example:

A new business coach may take the following steps in the next 30 days to generate coaching leads:

Use a lead generation tool: The business coach may create a profile on Noomii and respond promptly to any leads that come in. They may offer a free consultation to potential clients to provide value upfront.

Promote a free consultation offer: The business coach may promote their free consultation offer on LinkedIn, their website, and relevant business communities. They may use relevant keywords and hashtags to attract potential clients.
Leverage social media: The business coach may create a content strategy that focuses on business development and growth. They may share blog posts, videos, and social media posts that address common business pain points and provide actionable tips.

Network with other coaches: The business coach may identify other coaches in their niche, such as marketing coaches or finance coaches. They may reach out to these coaches and propose a partnership, such as a joint webinar or cross-promotion of services.

By using these best practices for coaching lead generation, a new coach can generate coaching leads, build relationships within the coaching community, and ultimately grow their coaching business. These steps can help new coaches establish a solid foundation for their coaching business and generate coaching leads in the early stages of their business.

Key Considerations for a Successful Coaching Marketing Plan

Developing a successful coaching marketing plan involves careful consideration of various factors.

Here are some specific steps you can take in the next 30 days to develop a successful coaching marketing plan:

Define your target audience

Identify your ideal client: Determine who your coaching services would benefit the most. Consider factors such as age, gender, location, and interests when defining your target audience.

Research your target audience: Conduct research to learn about your target audience's pain points, needs, and preferences. Use this information to create marketing messages that resonate with them and generate coaching leads.

Identify your unique selling proposition

Determine your coaching niche: Identify the specific area or niche that you specialize in. This could be anything from career coaching to health coaching.

Identify what sets you apart: Determine what makes your coaching services unique and valuable to potential clients. Use this information to create compelling marketing messages that differentiate you from competitors.

Choose the right marketing channels

Research marketing channels: Identify the marketing channels that your target audience is most likely to use. This could include social media, email marketing, or paid advertising.

Choose your marketing channels: Select the marketing channels that align with your coaching business goals and budget. Focus on one or two channels in the beginning to ensure a consistent message and strategy.

Develop a content strategy

Determine your content topics: Identify the pain points and challenges that your target audience faces. Develop content topics that address these challenges and provide value to potential clients.

Create your content: Develop your content in various forms such as blog posts, videos, infographics, or social media posts. Make sure that your content is high-quality and aligns with your brand's message and tone.

Share your content: Share your content on the marketing channels that you've identified to reach your target audience.

Set a 90-day marketing budget

Determine your budget: Decide how much you can realistically afford to invest in your marketing efforts. Consider both your time and monetary resources when making this decision. Stick to this for 90-days MINIMUM.

Allocate your budget: Allocate your budget across your chosen marketing channels. Consider using paid advertising campaigns to reach a wider audience and generate coaching leads.

Conclusion

Developing a winning coaching marketing plan requires careful consideration of your coaching business, your target audience, and the various marketing channels available to you. By following best practices for coaching lead generation and considering key factors for a successful coaching marketing plan, you can attract potential clients, differentiate yourself from competitors, and ultimately grow your coaching business.

Remember, it's important to continually evaluate and adjust your coaching marketing plan based on results and feedback. What works for one coach may not work for another, so it's important to remain flexible and open to new strategies and ideas.

Are you ready to take your coaching business to the next level? Join our next free webinar exclusively for coaches to learn more about developing a successful coaching marketing plan and generating coaching leads. Don't miss this opportunity to connect with other coaches and grow your coaching business. Register now and take the first step towards achieving your coaching business goals!

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Don Markland

CEO, Accountability Now

Don Markland is the CEO and owner of Accountability Now™, a Jacksonville-based Executive Coaching and Business Strategy firm. With over 20 years of experience in marketing, leadership, and business growth, he is recognized as the #1 Business Coach in Florida and #1 Online Trainer in the US.

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