How to Market your Coaching Business

How to Market Your Coaching Business

Marketing your coaching business comes down to simply finding ways to tell people who need you what you do so you can help them. You don’t have to spend a bunch of money with a fancy marketing firm to get your business out there. In fact, you are totally capable of taking charge when it comes to marketing your coaching business!

In this post I’ll unpack a few marketing methods that you can start using today to create buzz about your business.

Social media

It’s no secret that social media is here to stay. The first step in starting your social media journey begins with choosing the right platforms. Pause for a moment and consider your ideal client or as I like to call them, your perfect person. What social media platforms is your perfect person hanging out on?

If you want to work with the younger generation, sign up for Tiktok. Looking to source your clientele from a more professional pool, get active on Linkedin. Choose a platform or two and start creating epic content.

You might be asking what kind of content should I create? Let me tell you. As a coach, you want to create content that follows the 5 E’s:

  • Establish Authority – This kind of content positions you as an authority in your niche.
  • Educate – Content that teaches or helps your perfect person.
  • Entertain – Show your personality, create a connection and put a smile on your reader’s face.
  • Encourage – Uplifting content aimed at boosting your perfect person’s spirits.
  • Engage – Get your audience engaged. Use strong calls to actions that generate comments, likes, and shares.

Start an email list

Once you’ve got the hang of social media you will want to consider starting an email list!

Starting an email list is a great way to highlight your value as a coach.

First things first, you’ll want to choose the right email marketing platform.  I recommend starting out with a platform like Flodesk or Convert Kit. These platforms are great for getting your list started and supporting you as you grow! Once you’ve selected your email marketing platform it’s time to create a compelling lead magnet. Your lead magnet is something you offer for free in exchange for an email address. Your free offer could be something like a downloadable ebook or quiz.

Now that your lead magnet is created it’s time to start capturing email addresses. Create a simple form that can be embedded in your website and shared on social media.

Congratulations! You have converted your social media followers into subscribers. Keep your email subscribers engaged by sending them stellar email content. Here’s how you can make your email marketing stand out from the rest:

  • Make your email content about them, not you. Write to a single person. Use “you” when referring to your subscriber.
  • Offer exclusive content. Share deals with your subscribers that you don’t offer anywhere else. Send them exclusive content.
  • Don’t forget a call to action. Inform your reader about their next step. Want them to book a Discovery Call? Respond to your email? Share your content with a friend? Ask them! This is a great way to keep your subscribers engaged AND it helps your business.

Nurture your subscribers with epic email content, consistently remind them about their next step (booking a call you), and watch the prospects accumulate!


Digital formats aren’t the only means of marketing your business. When it comes to showcasing what you have to offer don’t underestimate the power of word of mouth.

Your clients know you, love the results you get them and pay good money to work with you. They have already overcome many of the objections that you’ll hear from potential clients. So don’t be shy, ask them to brag about you!

Start by preparing a Google form as a survey. Ask your current or past clients to share about their experience working with you. Ask them what it was like to work with you, what kind of results they achieved and why they would recommend you as a coach.

Once you’ve received a few completed survey responses, share away. Specifically, be sure to feature client testimonials on the coaching page of your website.

Check out an example client testimonial from The Coach School below.

Ciara Stockeland Testimonials for The Coach School

Social media is another great place to share your client testimonials. Make testimonials into a shareable graphic and post it to social media with a caption that leads your reader to book a call with you.

Share your voice

You can also market your business by tapping into audiences that haven’t followed you on social media, subscribed to your email list or found you through a past client. Are you a skilled writer? Find guest writer opportunities. Maybe you excel on the stage, book a keynote speaking gig. Got the gift of gab? Pitch yourself to podcasts that align with your niche!

Start by researching blogs or magazines that align with your niche. Write a few articles that would be an impactful contribution to the publication of your choice. Pitch your article and share like crazy once you’re published!

PRO TIP: Read a few articles or issues. Find and follow the publications guidelines.

Use the gift of gab to share your voice. Promote yourself as a public speaker on your website and social media. Network with colleagues, friends, and family to book speaking gigs for keynotes, conferences and summits.

Time to research again. Identify podcasts that align with your niche. Listen to at least a few episodes. Once you’ve found a few shows that align with your niche be sure to confirm that the show takes guests. Now, create a pitch and contact the show.

Host an event

Creating a space for your social media followers, email subscribers and local community to meet you in person is a great way to market your business. Hosting an event like a workshop or retreat creates space for you to share your expertise and generate some buzz about your business.

One kind of event you might consider hosting is a workshop. A workshop is a fantastic platform to showcase your skills and knowledge as a coach. Start by choosing a theme. Your theme should highlight your niche or area of expertise. Next, prepare powerful talking points. Finally, get to work on your presentation. Workshops should be engaging, interactive and go above and beyond a keynote speech.

Like workshops, retreats give you the opportunity to share your knowledge and expertise. This kind of event typically lasts 1-3 days and gives you the opportunity to get up close and personal with your audience. Your retreat can feature multiple sessions where you teach, coach and give your attendees a front row seat to the incredible work you do.

No matter the format you choose, don’t forget to upsell your coaching services at the end of the event. Provide a clear next step that your audience can take. Encourage them to build on the momentum of the event by purchasing your services.

This whole marketing thing is easier than you thought, right? You are totally capable of marketing the amazing work you do! And you’re capable of running a thriving, impactful business too.

Imagine how many more people you could help if you had the right tools to build your coaching business. I started The Coach School to help coaches like you launch and grow your business. In The Coach School I share everything I know about building a successful coaching business. I’ll help you get my clients with my proven step-by-step system.

One of the first steps in starting your coaching business is deciding what to charge. You can take my “What’s the Perfect Rate to Charge For Your Coaching Business?” quiz here.

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