These days, business coaches who aren’t online aren’t succeeding.
There’s been a massive cultural shift over the past decade or so, moving us out of the Information Age into what I call the “Connected Age” — where people are not just looking for basic information, but need experts and specialists to help them sift through and apply the growing mountain of information available to them.
In my opinion, most coaches should build an online presence that accounts for at least one-third of all your marketing — and a full 100% of prospects should receive email and other digital offers from you regularly.
In my opinion, most coaches should build an online presence that accounts for at least one-third of all your marketing -- and a full 100% of prospects should receive email and other digital offers from you regularly.
But even if you’re only using your website for lead generation and client nurturing, here are the six steps you need to employ to be successful.
Six Steps to an Effective Online Strategy
Get the right players on board. These are web developers, designers, and copywriters. Unless you have a digital marketing background, do not try to do this on your own. How you appear online is the first impression most of your clients and prospects will have of you. You get what you pay for, so don’t be too thrifty.
Set up your site. Are you a local legend? A global guru? Consult with your developer and an SEO specialist to help you determine the keywords you should target and the domain name you should register. Here at the Coaches’ Coach, we use WordPress—a near-ubiquitous web development platform that is infinitely customizable and relatively user-friendly.
Once your site is live, it’s time to drive traffic. There are several strategies, including search engine marketing, social media advertising, blogging, email marketing, and even offline marketing that drives traffic to your website. Again, expert help is important here.
Convert your visitors to prospects. It should be clear and easy for visitors to your site to take the next step. Create a “lead magnet”—something that entices visitors to leave their contact details in exchange for valuable information. In our business, we’ve used ebooks, free reports, email courses, and videos.
Convert your prospects to leads. Next, warm your prospects through email marketing, podcasts, webinars, and invitations to engage you for a Complimentary Coaching Session.
Finally, make offers. Give them reasons to work with you now instead of later. These can be information products, Complimentary Coaching Sessions, special pricing, and more. But the sooner you can get them to give you money—even if it’s just a little at first—the faster you’ll be able to turn them into full-fledged clients.
Even if you’re just starting out as a business coach, be sure to make digital tools and strategies a key element of your business plan.