Here are our top digital marketing tips for business coaches, both new and aspiring.
After all, the internet is a powerful tool for ongoing, perpetual lead-generation–and needs to be included in your marketing mix.
But BEWARE: digital marketing is a complex game. If you go in unprepared, it can suck up weeks of your time and produce little in the way of substantial revenue and lead flow.
Don’t get caught up in “get rich online” schemes. Instead, follow these simple digital marketing tips to help you generate business coaching leads online.
What You Need to Know to Be an Effective Digital Marketer
1. Focus on producing a consistent stream of high-value content. They say content is king, and that’s as true as ever. The creation of high-value, high-impact content should be the cornerstone of your digital marketing efforts. You can do this through podcasts or videos–though if you’re just getting started, your best bet is to blog regularly. Blogging does wonders for your search engine results and gives you a steady stream of content you can push out to your followers through social media and email marketing.
And here’s a hint: being a consistent blogger is more important than being a prolific blogger. Many coaches feel overwhelmed at the idea of cranking out an article every day. But that’s not necessary. On the blog here, we publish a new post about once per week. We find that’s a good pace for our readership, and our consistency helps our followers know what to expect from us. Best of all, we attract more and more search engine traffic as we add to our stable of high-value, relevant posts on topics that business coaches are searching for. I’ve long said that the secret to success is to do the RIGHT THINGS in SMALL AMOUNTS over a LONG PERIOD OF TIME. That as true for content development as anything else.
For help finding the right topics and keywords for you, join my business coaching group on LinkedIn where you can mingle with the coaches in our network, and even get a hold of content they’ve created so you’re not starting from scratch. To join, find my LinkedIn page here and scroll to the bottom where you’ll find the link to my group called “The Coaches’ Coach: Business Coaching for Business Coaches.” (If we’re not already LinkedIn contacts, feel free to add me.)
2. Create gated content. Develop at least one piece of content that visitors can access in exchange for their name and email address. This is called “gated content.” Typically speaking, gated content is more useful, specific, or extensive than your free offerings. It can be an ebook, report, or video training series. Use blog posts, emails blasts, direct mail, local networking / business card exchanges, and social media to drive to the squeeze page where contacts enter their information. (For an example of how I’m using this tactic, see here.)
3. Sign up for TimeTrade. This is an incredible (yet cheap!) online service that allows clients and prospects to schedule appointments with you–without the need for a one-on-one conversation! You simply list the times you’re available in the online app and include the link to your calendar in all your marketing material. TimeTrade syncs with your Google Calendar or Outlook automatically. As your prospects and clients consume your content and decide that they want an appointment with you, they will literally book themselves in! I can tell you from personal experience how cool it is to open your email in the morning and see two or three one-on-one sales opportunities waiting for you…and you didn’t have to lift a finger!
4. Leverage email marketing. Email marketing is an amazing way to keep in touch with your leads and clients, so get an email marketing solution with auto-responder capabilities such as MailChimp (super cheap, but limited feature set) or Infusionsoft (a bit more expensive, but VERY feature-rich). Create an autoresponder email sequence (“drip marketing” email messages that go out based on a pre-determined schedule) and enroll your new leads into the sequence after they opt in for gated content. About once per month, send an email digest of your most popular blog articles to your list. Run special promotions reminding contacts to go to your TimeTrade link and schedule a Complimentary Coaching Session.
5. Get social. There are two ways to use social media: paid and organic. Paid ads can be specifically targeted to your ideal customer. On Facebook, you can target by age, location, profession, and interests. On LinkedIn, you can target by job title, company size, and industry. Use ads to drive leads to your squeeze pages, where visitors opt-in for gated content and join your mailing list.
Use organic posts to continue the conversation with your existing followers. Share interesting blog posts, videos, and infographics. It’s okay to self-promote by linking to your own blog posts and squeeze pages, but be sure to curate high-value content from other sources as well. Comment on others’ posts and respond to comments on your page.
These five digital marketing tips for business coaches should form the basis of your online marketing efforts. For more detailed campaigns and training, request a FREE 30-day trial of our comprehensive business coaching system!