Digital marketing for coaches can feel overwhelming, especially when you’re a beginner. There are a lot of different elements to consider, and keeping up with them can feel like a full-time job.
I’m a big believer in working smarter, not harder. I’ve used digital marketing to grow my own coaching business, and it’s had an outsized impact: I’ve grown my business, gotten a steady stream of new clients, and made extra revenue from my virtual summits and workshops (my first summit launch, for example, made $50,000 in revenue).
I’ve made some mistakes along the way, though, and I’m here to share what I know about digital marketing for coaches, no matter what niche you work in.
Let’s start by looking at what digital marketing is and why you need it.
Table of Contents
Digital marketing is the promotion of products or services online. This covers a wide spectrum of channels, strategies, and tactics, including websites, social media, search engine optimization, podcasting, email marketing, and of course virtual summits and workshops.
For coaches, digital marketing involves building an online presence to gain new coaching clients.
Getting into digital marketing can feel overwhelming. There are a lot of individual strands to think of, all building to a bigger picture. With coaching, you want your online presence to showcase your expertise within your niche, which is crucial for gaining the trust of your target audience.
Let’s go through each strand one by one.
First of all, you need to snap up your domain name. Your website will act as a central hub for people to visit if they want to know more about you, so it needs to be easy to remember.
I think using your own name as a domain is always a good call, but if you have a separate business name for your coaching services, you could go for that.
Most domains are fairly inexpensive, and you can buy them from websites like GoDaddy, NameCheap, or Hover.
Your coaching website should be easy to navigate and have the basic information clients need to find out more about you and your services.
You don’t need to have a super high-tech website or experience building one. Most website-building platforms make it easy to build websites around their pre-made templates.
I’ll give you a quick rundown of the main platforms I’d recommend.
Wix is a popular platform with an easy-to-use page builder and great templates from which to choose. Key features include:
Pricing starts from a free plan for personal websites to $159 for the Business Elite plan, which is good for basic eCommerce stores.
Squarespace allows you to build stylish, easy-to-use websites. Key features include:
Pricing starts from $16 per month for a personal site, and up to $27 per month for basic commerce features.
Webflow is a good platform for building responsive websites with powerful features. Key features include:
Pricing starts from $14 per month for a basic site through to $39 per month for a larger, more complex site. You can also use the free plan as a staging tool or for a personal or hobby website.
WordPress is a popular platform that allows you to build any kind of website with excellent customization options. Key features include:
A self-hosted WordPress account is technically free to use, but once you start paying for themes, widgets, and hosting, you’ll still have costs to think about.
Carrd allows you to build a one-page website, kind of like a central hub that can link to your social media channels, contact details, and so on. Key features include:
Now is the time to claim your company name on social media channels. This is because it makes it much easier for clients to find you on their platform of choice, and it helps to build brand consistency.
You can do this quickly and easily: just head to the platform and sign up using your business email address. You can worry about content later, but this is a good starting point.
Content marketing is a really smart strategy for coaches. It builds your credibility and makes your brand much more visible to potential clients.
Content marketing is the process of creating content that you think your clients will find interesting or useful. This can be anything from articles to blog posts to videos to emails.
The content you create doesn’t have to directly sell your coaching business. In fact, it’s better if you’re not exclusively focusing on advertising your services. Instead, what you’re doing is drawing attention by creating content that offers real, practical use for your clients.
There are a lot of benefits for you, too. Your clients will start to see you as an expert within your niche, making them more likely to choose you for coaching services.
This is where you need to get creative. Think about what you know and what your clients’ pain points are: what’s holding them back in life, business, or in whatever area you want to help them with?
You can create content based on those pain points. For example:
Making shareable content is a great way to grow your social media following (more on that later), give you a built-in audience to share your services with, and establish you as an expert in your field.
There are a few channels you can use, and I’ll take you through each one.
You can also create informative, useful blog posts on your own website. This gives you content you can share on all your social media platforms, and also gives your clients some useful information they can browse through.
Plus, evergreen content (which means content that remains relevant all the time) is so useful to have in your back pocket to share again and again.
To give you an example from one of my clients: Jennifer Regular is an author and life coach, and she writes blog posts that appeal directly to her client base.
You can also offer to write guest blog posts for other websites or blogs. Some sites offer payment, others don’t; you need to weigh up whether it will be worth your time or not. This is a good idea to get more exposure, followers, and backlinks, as you can offer specific advice and open up your wisdom to a wider audience.
Here are a few things to keep in mind when you’re coming up with your first content strategy:
There are a few things to think about when creating a content calendar:
There are some tools to make content marketing easier. These include:
Social media marketing and content marketing are closely linked. There are a few things you need to know to get started.
Social media marketing is using social platforms to market your services and build up an audience. Your content marketing strategy will flow directly into your social media strategy.
There are a few different types of content you could focus on:
Here are the main platforms you have to choose from:
Facebook has an active monthly user base of 3.049 billion. Standing out is tough, but you can use this platform to create a page for your services, which people can visit for information within your niche.
Instagram has an active monthly user base of 2 billion users, and it’s a very visual platform. I’d recommend posting a mixture of infographics, short videos (known as Reels), and behind-the-scenes content so that your clients can get to know you.
TikTok has an enormous 1 billion active monthly users, and while the future of the platform in the US hangs in the balance right now, it is, without a doubt, one of the most popular social media apps out there.
I’d recommend posting often on TikTok. You can post short little ‘bites’ of information, like small hints and tips, or ‘listicle’-style videos, which always do well.
TikTok has the advantage of being easy to use – you can just put your phone camera on selfie mode and start filming.
In addition, you can often get more mileage from your TikToks by cross-posting them on YouTube Shorts and Instagram Reels.
LinkedIn is good for particular niches. if you’re a career, business, or executive coach, you will want to get on there ASAP to reach your target audience.
LinkedIn is the ideal place for the infographics I mentioned earlier, which you can make on Canva. Short, optimistic, useful posts about how you overcame a particular problem tend to do well on LinkedIn, too.
Twitter/X’s reach isn’t as powerful as it used to be, but I’d still recommend having a voice there. With a monthly user base of 368 million, it’s still popular, but it’s a little harder to have your voice heard there now.
Twitter/X is very much a conversational platform. How can you build on the conversations that are already happening? Retweeting, sharing, and adding to the discourse helps to attract people to your content and shows your clients your expertise within your niche.
Pinterest is a visual platform that is all about curation. You can create infographics, which tend to do well on Pinterest and curate them along with other user content on a specific topic. One of my clients, Sara Artemisia, uses Pinterest well:
The pins are useful and nice to look at, and they link back to Sara’s website.
YouTube is perfect for long-form content. Think vlogs for a behind-the-scenes glimpse of your life, as well as instructional videos.
I’d recommend spending half an hour coming up with video ideas. What are the things your clients struggle with, and what content could you create to help them? Once you have a list of video ideas, you can flesh them out, arrange a filming time, and start the editing process.
YouTube videos can take a little more effort, but the content you create is very shareable, has a longer shelf life, and you can build a good community over time.
It’s hard to know where to start. A social media strategy will help you to focus and concentrate on the most important tasks. Here’s what I’d suggest:
Here are a few things to remember:
There are a few free tools to make your life easier:
SEO – or search engine optimization – can feel daunting to learn about. However, there are some basic principles that stay true even as the online world shifts and changes.
SEO is the way you get traffic from search results in search engines. A good SEO strategy will push your website up the ranking in Google search results, for instance, and the higher you are, the more likely it is that people will see it.
Keyword research is the process of finding search terms that potential customers may type into Google if they’re looking for something within your niche.
You can use keywords in your content, which will alert search engines to the fact that your website is a good source of information on a particular topic.
You can use tools like SEMRush, which has some free tools, to find keywords. Keyword research is a good way of finding new content material to write or film, too.
Local SEO is useful for allowing local people to find your services. So, if you offer in-person coaching, you’ll need to show up when people are looking for local businesses or services. Google’s algorithm for local searches includes a proximity factor, which allows Google to show the closest businesses or services to the user.
You can harness local SEO by:
Here’s what I would say are the most important things to remember:
Email marketing is another crucial element for coaches. I’ll talk you through how to get started, and it’s why it’s so important.
Email marketing is the process of attracting new clients to your business by providing them with interesting, relevant content in their inboxes, along with ads for your services.
For coaches, email marketing allows your client base to get to know you, see you as an authority figure within your niche, and understand how best to book your services.
There are a few different options here:
Beehiiv is a design-focused platform that works really well for coaches. Key features include:
There is a free plan if you don’t have any subscribers yet, and then the pricing is from $49 per month up to $99 per month.
MailerLite is a useful platform with some good CRM features. The key features are:
There’s a free plan, and then the next one up is $18 per month. Users with a large following need to contact them for a quote.
MailChimp is a popular platform for email marketers. Key features include:
Pricing starts from a free plan and goes up to $350 per month for premium features.
ActiveCampaign has some useful features for coaches. Key features include:
Pricing starts from $49 per month to $259 per month.
You need to decide what kind of content you want to send out in your email marketing campaign.
When it comes to email campaigns, you’re trying to get people to book your services. So think about:
Email newsletters allow potential clients to get to know you, as well as link back to your services and provide useful information. There are a few things to keep in mind:
Paid ads are useful because they can widen your audience, but it’s important to learn how to do them well.
PPC marketing is a form of advertising in which you accrue costs from impressions or clicks. So, the more users that see or click, the more money you’ll pay. You’ll choose a PPC platform (like Google Ads), select the ad and campaign type, choose your maximum budget, choose your bidding strategy, create your ad, and bid on the ad’s keyword.
So what does bidding mean, exactly? A bid is placed in a PCC auction, which helps secure your ad placement at the top of search results. So when you bid on keywords, you’re trying to secure your ad space.
The other form of online advertising is social ads, which run on platforms like Meta. Typically, you will pay the platform of your choice to run an ad, and they will display your ad to the relevant demographics.
Paid social ads can be images, videos, or text, depending on the platform and what you choose. It’s a good way of getting eyeballs on your content and services.
So how can you pick which one to go for?
As a basic rule, PPC is good for getting more people on your website and increasing general visibility. It is also the one to go for search engine prominence.
However, paid social ads are better for finding specific people and targeting them with ads that resonate with them. If you want to grow your social media channels, they’re an excellent option.
I’d say go for a mixture of both. It may take some experimentation, but you’ll figure out what gets you the best results.
To get the most from Google Ads, I’d recommend:
Social ads are pretty different, so here’s what I’d recommend:
Podcasting is another great way to get your voice out there and to show your expertise. You don’t have to host a podcast to make the most of it, either.
If you don’t want to start your own podcast, you can add yourself to the podcast guest circuit. You can do this by emailing podcasts within your niche directly or adding yourself to my service, Talkswhich helps connect podcast hosts to relevant guests.
Starting your own podcast is great if you have a lot to say. It’s another chance to show your expertise, and you can collaborate with others by inviting guests to the show.
But it’s important to note that podcasting will take time, especially in the beginning. You need to make sure you have enough time in your schedule for it.
There are a few main podcast hosting platforms to choose from:
There are a few things I think you need to keep in mind when starting or appearing on a podcast:
I’ve been on several podcasts, and I find that it’s a great way to boost interest in my own online presence.
For my clients, meanwhile, podcasting has been a useful tool …
I’m passionate about virtual workshops, so let’s go into what they are and why I like them so much.
A virtual workshop is an online training method. You facilitate the ‘lessons,’ teaching your clients important tips they can use in their lives or careers.
Virtual workshops have worked so well for me. I’ve launched dozens of workshops, selling over 1,000 of them between $27-97. From those workshop participants, I gained over 1,000 appointments for people who wanted to know more.
Essentially, workshops are a great way to get new clients. On top of that, it will give you evergreen content you can reuse and share later.
You can find out more about this in our Virtual Workshop Mastery guide, but here are a few things to get you started:
To give you a few examples from my own clients:
We worked with podcaster and author Janine Bolon, who said:
“From my first workshop, several people joined my group and 1-on-1 coaching program. I intend to run one a month going forward, and I now use the workshops as my primary way of attracting clients.”
Coaches can learn from Janine’s example here. Running a workshop once a month is a great way to get new clients. Each workshop can be intimate, allowing you to have time with each person, which will build their trust in you.
Jennifer Regular is an author and coach, and she decided to run a workshop after working with us. She says:
“16 people signed up for my ‘Confidence Builder Workshop’. I’m new to virtual workshops and only recently started my business, so this was an exciting time for me.”
Like Jennifer, if you’re new, you don’t need to wait to start a workshop. Start small and start building trust in those clients right away. Plus, the more practice you get, the better your workshops will be.
Author and business coach Philip Duncan also worked with us, and he says:
“From my workshop, I instantly brought in $6.5k in revenue and was able to drive people to book a call with me for my high-ticket services. I then secured another $10k the following week.”
That’s an incredible result. The thing to focus on here is the fact that Philip was able to drive people to book calls. That is something to focus on when you’re planning: how will you encourage your workshop attendees to sign up?
I’m also passionate about virtual summits. Here’s why:
A virtual summit is a way of bringing together experts to speak on a topic. Then, attendees register to attend these summits.
For me, virtual summits are vital. My summits have given me 5,000 to 25,000 new leads each time, and I made $50,000 in revenue on my first launch. Over the years, I’ve launched 15+ summits, hosting 400 speakers.
These summits are now evergreen, meaning I can sell them as digital products, too.
But it’s not just the revenue opportunity that is important here. These summits have helped me to open up my client roster, giving people an idea of who I am and the services we offer here.
To get you started:
You can use my Virtual Summit Blueprint if you would like to learn more.
There are a few things to remember when you’re running a virtual summit:
I’ll show you how summits have worked for my clients:
Sara is a plant spirit wisdom teacher and coach, and after working with us to plan a summit, she says:
“Working with Liam allowed me to grow my email list by 5,000 people, to generate $1,000s, and pivot to a completely new niche in a few short weeks.”
The one thing I’d say for coaches to learn from this is to prepare for success. If you want more email subscribers, make sure you’ve set up your newsletter and that you’ve got a lot of emails ready to go to make the most of the opportunity.
Carl is the founder of the Migraine World Summit. He says:
“Before working with Liam Austin, I had a small community. Today, I have over 100,000 email subscribers. Liam provided the roadmap and support I needed to get to where I am today.”
Again, be prepared to host a new community of people following the summit. How can you follow up with them? Perhaps you’ll create a new Facebook group for them to keep the conversation going.
Mindfulness coach Bill says:
“This is the best money I have ever spent on a training course. The success of this summit is ten times better than prior to meeting Liam.”
It’s important to learn from people who have been there before. It can take time to get it right, but in any area of life, learning from others is crucial.
If you want to find out more, you can read our guide on How to Plan and Launch a Summit.
So, to sum up what we’ve talked about:
Want to go into something a little more advanced? You can read our guide on How to Create a Killer High-Ticket Sales Funnel That Converts.
Plus, make sure to watch our free training on how to get coaching clients.
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