How to market your coaching business

How to market your coaching business

Once you have all the fundamentals elements of your coaching business in place, last but certainly not least is your marketing plan. You can't just become a coach and expect to get clients out of nowhere. You've got to put a mechanism in place that helps you source, nurture, and close the right leads.

There are no shortage of marketing tactics at your disposal. For brand new coaches tapping into your existing network is a great way to start getting business, while more established coaches can amplify word of mouth through a referral program.

For all coaches — new and established — we're big fans of automatic content-driven sales funnels. Read on to learn more about this powerful 6-step method for capturing and nurturing leads.


  • What is a sales funnel?

  • Digital or social promotion

  • Evergreen content

  • Compelling opt-ins

  • Email series

  • Landing pages

  • Free discovery calls

What is a sales funnel?

A coaching sales funnel is simply the process that you lead potential clients through in order to establish trust and engage with them so that they eventually become convinced that you are the best coach for them.

At the top of the funnel is your means for driving traffic to your coaching website. From there you move potential clients through phases that act as sort of a vetting process. Most of your potential clients will drop out of your funnel at some point because they don't believe you are a fit or aren't ready to pay for your coaching programs.

However, potential clients who make it to the bottom of your funnel are likely your ideal clients. The longer a potential client stays engaged the more likely they are to sign on with you. Your goal is to nurture them with high value content so you can eventually close the deal.

Digital or social promotion

At the top of your funnel is the set of tactics you use to drive traffic to your coaching website. This can be a range of marketing channels including Google or social media ads.

Our preferred channel is both organic and paid activity on Pinterest as we believe this is an underutilized source of quality traffic for life coaches. However, no matter what channel you use, you should focus your efforts on only one or two max especially if you are just starting out as a coach.

Evergreen content

Your digital promotions should lead potential clients to incredibly useful content — ideally evergreen blog posts. Evergreen blog posts stay relevant over time so you can write it once and not have to worry about it again except for the occasional refresh.

Your blog posts should be highly targeted to the specific goals and challenges of your ideal client (use your persona as a guide on what to write) as the whole purpose is to compel them to want to learn more about you and what you have to offer.

Compelling opt-ins

A great way to capture potential client once you lead them into an evergreen blog post is to give away something free (also called an opt-in) in exchange for their email. It can be a free e-book or whatever piece of content you believe would be attractive for them.

The most important action you want a potential client to take is to sign up to receive emails from you so that you can continue nurturing them even after they leave your website.

Email series

Once you collect the email from your potential client you want to send them through an email series that introduces you, your coaching business, and how you can add value to them.

This series should start off non-salesy and instead offer incredible value to convince your potential client to stay subscribed. As you continue nurturing them you can shift into a more direct sales pitch to present your coaching programs.

Landing pages

When pitching your coaching business, be sure to set up landing pages for each program that's designed to convert interested visitors. The main goal is to close the deal by addressing the problem you are solving, how you will solve, and eliminating any doubt the potential client may have.

Free discovery calls

For your private coaching program, always let the main call to action on the landing page be a free "discovery" session. This is a preliminary call designed to help you connect more intimately with the potential client, listen to their needs, and then showcase your value.

Discovery calls are excellent ways to close the deal, as they act as mini coaching sessions and give the potential client a taste of how you operate. Your job is to wow them in this session.

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