I get it – you have a passion for coaching, but sometimes figuring out how to market yourself can feel like navigating a tricky game. You want to make an impact, connect with the right people, and see results.
Well, here’s the thing – I’ve been in those same shoes. From running virtual summits in my spare time between soccer games to building a life coaching business that lets me work wherever I am, it’s all about finding the right life coach marketing strategies that work for you.
This article isn’t about fancy marketing for life coaches or jargon-heavy strategies. It’s about simple, actionable steps you can take right now to boost your life coach marketing – things that actually work because I’ve been through them myself.
Ready to score big?
Table of Contents
Marketing a Life Coaching Business
Marketing your life coaching business is about getting those services in front of the right audience. From leveraging social proof to crafting compelling offers, every step plays a role in attracting your ideal clients.
Life Coach Marketing Plan
When building a marketing plan for your life coaching business, consider these foundational elements:
- Target audience: Understand who your ideal clients are and what challenges they face.
- Brand messaging: Clearly communicate your coaching style, values, and the transformation you offer.
- Content creation: Develop valuable content like blog posts, videos, and social media marketing posts.
- Lead generation: Create ways to attract and capture potential clients, such as free resources or workshops.
- Consistency: Maintain a regular schedule for content, social media, and client follow-ups.
- Analytics and feedback: Track your marketing efforts and adjust based on performance data.
23 Life Coach Marketing Strategy Examples
If you’re reading this, chances are, you’re a life coach who is passionate about making a real difference. But when it comes to marketing, it can feel like you’re kicking a ball into an empty net – no one’s there to see it. Let’s change that.
Here are 23 marketing ideas to help you get noticed and attract clients who need your expertise.
1. Host virtual workshops and webinars
Virtual workshops and webinars are live, interactive sessions where you can connect with your audience and provide valuable insights, online coaching, and strategies.
Pros:
- Gives your audience direct access to you.
- Can be turned into evergreen content.
- Great for offering actionable steps and answering questions and comments.
- Builds a sense of community and connection, even in a digital space.
Cons:
- Requires preparation and ongoing promotion.
- May involve technical setup and management.
Action steps:
- Pick a topic that addresses a common issue within your coaching niche and understand their needs.
- Use tools like Zoom or Google Meet – make it easy.
- Keep sessions engaging with polls, breakout rooms, and Q&A segments.
Our virtual workshops are packed with real-world strategies and practical insights. From engaging workshops on virtual event creation to coaching sessions on high-ticket sales, our online coaching events at Entrepreneurs HQ keep things interactive to connect with people.
2. Offer a free giveaway (Opt-In)
Offering a free resource in exchange for email addresses is a powerful way to build your email list of life coaching clients. Whether it’s an eBook, a checklist, a webinar replay, or a short course, it provides value while growing your contact base.
Pros:
- Quick way to generate leads for your online business.
- Builds trust by providing helpful content.
- Encourages deeper engagement with your audience.
Cons:
- Requires strong lead magnets to be effective.
- Can lead to a slower list-building process if not marketed properly.
Action steps:
- Create a lead magnet tailored to your coaching niche (e.g., a “Quick Start Guide for Life Coaches”).
- Optimize landing pages and ensure a clear call-to-action.
- Promote through social media, blog posts, or email outreach.
Michael Morgan is known as an expert on Alzhemeir’s. He offers a “10 Things Your Doctor Will Not Tell You About Alzheimer’s” report on Preventing Alzheimer’s. This report has become a powerful tool for growing his email list and introducing prospective clients to his coaching services.
3. Run a group coaching program
Group coaching brings multiple clients together in a shared learning and transformation journey. It allows you to serve more people at once while building a sense of community.
Pros:
- Scales your coaching services and earnings without needing more hours in your schedule or additional marketing.
- Creates a supportive group dynamic among participants.
- Provides greater perceived value at a lower cost while maximizing your revenue.
Cons:
- Requires strong facilitation skills to manage group dynamics.
- Not ideal for clients who prefer one-on-one attention.
Action steps:
- Choose a theme or goal for the program (e.g., “Mindset Mastery for Entrepreneurs”).
- Structure sessions around group calls, worksheets, and a dedicated Q&A.
- Use platforms like Zoom or Circle to facilitate the experience.
Evan Bernache helps entrepreneurs and business professionals achieve success and fulfillment through his “Full Potential” group coaching program. This 6-month program combines individual and group coaching to address challenges, boost clarity, and foster accountability. It’s a transformative tool for growing his client base while creating meaningful impact.
4. Host a challenge
Challenges are short-term, goal-focused programs designed to push participants through a transformation in a set period (e.g., 5-day, 7-day, 30-day challenges). They are engaging and help participants take actionable steps toward their goals.
Pros:
- Builds momentum and accountability within a group.
- Boosts engagement and community interaction.
- Provides fast, tangible results.
Cons:
- Can be intensive to manage, especially if not automated.
- Needs clear structure to help you avoid participant burnout.
Action steps:
- Set a clear challenge goal (e.g., “30-Day Clarity Challenge for Life Coaches”).
- Engage with participants daily through posts, live sessions, and Q&A.
- Offer a follow-up program for those ready to continue beyond the challenge.
Lindsey Roberts 30-Day Time Management Challenge helps participants reclaim 10% of their time and ends with a personalized action plan. To join, just comment “TIME” on her post – it’s simple and engaging.
5. Collaborate with other coaches
Partnering with other coaches is one of the most effective ways to tap into their audience while sharing yours. This could mean hosting a joint workshop, running a challenge together, or even creating a co-branded offer to get new clients.
Pros:
- Expands your reach instead of trying to double your effort.
- Builds credibility by association.
- Opens the door to future collaborations.
Cons:
- Requires finding the right partner with aligned values and audience.
- Can get complicated if roles and expectations aren’t clear upfront.
Action steps:
- Reach out to a coach whose target market overlaps with yours.
- Brainstorm ways to collaborate and develop relationships – joint challenges, live streams, or a shared email campaign.
- Use tools like Zoom or StreamYard for seamless online events.
David Traub and Ryan Zofay are powerful examples of collaboration. They’ve joined forces to lead personal development workshops, blending their unique expertise to create transformative experiences for their audiences.
6. Build a strong email marketing funnel
An email funnel takes someone from casually signing up for your list to becoming a paying client. It’s all about creating a sequence of emails that nurture your subscribers, provide value, and encourage them to take the next step.
Pros:
- Keeps you top of mind for your audience.
- Works on autopilot once set up.
- Drives consistent leads and sales with quality copywriting.
Cons:
- Takes time to write and set up effectively.
- Requires ongoing testing to optimize.
Action steps:
- Start with a welcome email that introduces you and sets expectations.
- Write a series of emails that include personal stories, helpful advice, and soft offers.
- Use tools like ActiveCampaign or Kit to automate the sequence.
At EHQ, our coaching funnel combines personal connection, immediate value, and clear next steps. Emails, like offering a free coaching call, address hesitations, provide solutions, and build trust – turning leads into clients.
7. Write guest blog posts
Guest blogging is writing articles for other websites in your coaching niche. It’s a win-win: you provide valuable content, and they give you exposure to their audience.
Pros:
- Builds authority and backlinks to your site.
- Positions you as an expert in your field.
- Brings in targeted traffic and SEO.
Cons:
- Time-consuming to pitch and write.
- Results aren’t instant – it’s a long game.
Action steps:
- Research websites in your niche and check their guest post guidelines.
- Pitch blog marketing ideas that align with their audience’s interests.
- Include a clear call-to-action in your author bio to drive traffic to your site.
Life coach Sylvie Nicolas shares her insights through guest blogs on niche platforms like The Coach Space. This exposure helps her connect with an audience already seeking coaching solutions.
8. Offer free discovery calls
A discovery call is a short, no-pressure conversation where you help potential clients understand their challenges and see if you’re the right coach for them.
Pros:
- Personal and highly effective for building trust.
- Converts well for high-ticket offers.
- Allows you to qualify leads before committing to working together.
Cons:
- Time-intensive if you get too many unqualified leads.
- Can feel repetitive without a structured approach.
Action steps:
- Use a tool like Calendly or Acuity Scheduling to book calls.
- Prepare a loose script to keep the conversation on track.
- End with a clear next step, whether that’s booking a session or exploring a package.
Francesca Verri offers a free 30-minute discovery call to help potential clients explore their goals and challenges. Her structured approach gives leads clarity on how her coaching can meet their needs while building trust and confidence in her expertise.
9. Run targeted Facebook ads or Instagram ads
Paid social ads like Facebook ads put your coaching business in front of your ideal coaching clients. These social media platforms let you target by location, interests, behaviors, and more to get specific about who sees your offer.
Pros:
- Quick way to generate leads.
- Highly customizable to target your audience.
- Scalable once you’ve nailed your messaging.
Cons:
- Can be expensive without proper testing.
- Takes time to optimize for the best results.
Action steps:
- Start small with a daily budget you’re comfortable with (e.g., $10/day).
- Test different headlines, images, and audiences to see what works.
- Use a retargeting campaign to reach people who’ve interacted with your content but haven’t converted yet.
10. Use LinkedIn to build authority
LinkedIn is like the professional cousin of social media – it’s where people go when they mean business. For life coaches, it’s perfect for showcasing expertise, sharing wins, and connecting with potential coaching clients.
Pros:
- Great for building authority and credibility in your niche.
- Networking opportunities with like-minded professionals.
- A platform where people are ready to invest in self-improvement.
Cons:
- Requires consistent posting to stay visible.
- Can feel formal compared to Instagram or Facebook.
Action steps:
- Post valuable content weekly – tips, client success stories, or short videos.
- Join relevant LinkedIn groups and start engaging in discussions.
- Use LinkedIn’s search to find connections in your niche and send thoughtful connection requests.
Tony Robbins’ LinkedIn profile is a masterclass in building authority for any coaching business. He shares motivational posts, success stories, and videos that resonate with his audience, positioning himself as a trusted coach.
11. Offer referral discounts
Happy clients are your best marketers. Offering them a little incentive – like a discount or bonus session – for bringing you referrals makes spreading the word about your coaching business even sweeter.
Pros:
- Builds trust since referrals come from people who already love your coaching business.
- Cost-effective way to grow your client list.
Cons:
- Only works if your clients actively recommend your coaching business.
- Discounts could cut into your profit margins if not managed well.
Action steps:
- Create a simple referral program with clear rewards (e.g., “Get 20% off your next session for each new client you bring in!”).
- Let your coaching clients know via email or during your sessions.
- Make it easy for them to refer clients – give them a link or a social post they can share.
Coach Forever offers a £25 credit for every referral, making it easy for clients to share their experiences and help the business grow through trusted recommendations.
12. Build a private Facebook group
A Facebook group is like your private club. It’s a place to build a community of people who are interested in what you do while sharing valuable tips and resources.
Pros:
- Keeps you top of mind for group members.
- Builds trust and connection over time.
- Offers a place to nurture potential clients without a hard sell.
Cons:
- Requires regular effort to keep the group active.
- Can be time-consuming if you’re running it alone.
Action steps:
- Create a group with a clear focus (e.g., “Mindset Mastery with [Your Name]”).
- Post daily or weekly – share insights, answer questions, and spark discussions.
- Promote the group on your other social channels and email list.
Marcus Bird is a spiritual life coach who runs Heart of the Matrix, a private Facebook group. In this group, Marcus engages members with weekly live sessions, Q&As, and exclusive events.
You can also join the EHQ Facebook group to get training on how to start or grow your coaching business.
13. Run a giveaway contest
Everyone loves free stuff. A giveaway contest on social media lets you attract new followers while rewarding your loyal audience.
Pros:
- Boosts your reach and engagement.
- Introduces your coaching to new people.
Cons:
- Attracts freebie hunters who may not convert into clients.
- Requires a bit of planning to pull off smoothly.
Action steps:
- Choose a prize related to your coaching (e.g., a free session or workbook).
- Announce the giveaway and share clear rules (e.g., “Follow, like this post, and tag 3 friends to enter!”).
- Use a randomizer tool to pick the winner and announce it publicly.
Morgan Self crushed it with her “BIGGEST fitness coaching giveaway of the YEAR.” Followers entered to win $10k in fitness coaching by engaging with her content, building buzz and attracting excited potential clients.
14. Product partnership
Partnering with a product or brand that aligns with your coaching niche to cross-promote and add value to both audiences.
Pros:
- Expands your reach by tapping into an existing audience.
- Builds credibility by associating with a trusted product or brand.
- Opens up additional income streams through affiliate deals or sponsorships.
Cons:
- Requires finding the right brand fit to maintain authenticity.
- Can feel salesy if the paid advertising is not positioned carefully.
Action steps:
- Identify products or brands that your clients would genuinely benefit from.
- Reach out to these brands with a proposal for collaboration.
- Create content, such as reels, live streams, or blog posts, to showcase how the product adds value to your coaching process.
Maegan Nunez, aka Barbel Baddie, makes use of social media to demonstrate an ideal product partnership in her Instagram reel. She integrates the product naturally into her content by showing how it helps her clients with their fitness goals.
15. Create a client success roadmap
Think of this as a playbook for your clients – a visual guide that lays out the steps they’ll take during your coaching and the results they can expect.
Pros:
- Makes your process clear and confidence-boosting for potential clients.
- Shows you’re serious about getting results.
Cons:
- Takes time to design and refine.
- Needs to align with your actual coaching methods.
Action steps:
- Map out your coaching journey – what happens in each session and what clients achieve.
- Design it visually (use Canva or similar tools) so it’s easy to understand.
- Share it on your website, in consultations, or on social media.
Caroline Adams uses her “4 Steps to Take Back Your Life and Design a Career with Purpose” roadmap to attract clients. By sharing the steps upfront, she previews the transformation they can expect while delivering weekly inspiration and strategies.
16. Create a coaching case study
A case study is like a success story with extra depth. It breaks down how you helped a specific client and how they’re living their best life, showcasing your skills and the impact of your coaching.
Pros:
- Builds credibility by showing real results.
- Helps potential clients see themselves in the success story.
Cons:
- Requires permission from the client to share their story.
- Can take time to write up and format.
Action steps:
- Choose a standout client story (with their permission!).
- Break it down: their starting point, your approach, and the results.
- Share it on your website, in emails, or as a downloadable PDF.
Jo Murfin shares detailed client case studies on her website, highlighting their challenges and breakthroughs. These stories build trust and show potential clients what’s possible with her coaching.
17. Promote testimonials and client success stories
Testimonials are your digital cheerleaders, and social media is the perfect stage for them. Sharing client wins builds trust and inspires others to join in.
Pros:
- Easy to create – just ask happy clients for feedback.
- Boosts your credibility without feeling salesy.
Cons:
- Relies on your clients as a life coach being willing to share their stories.
- Can lose impact if overdone.
Action steps:
- Collect testimonials – ask for specifics about their transformation.
- Create eye-catching graphics or short videos featuring their stories.
- Post them regularly on social media with captions that celebrate their wins.
At EHQ, we showcase our impact through a YouTube playlist featuring over 40 client testimonials. By letting clients speak for themselves, we offer an authentic and powerful look into the value of our coaching.
18. Offer a flash sale for a coaching package
A flash sale is like throwing a time-sensitive party – people jump in because they don’t want to miss out on a great deal.
Pros:
- Creates urgency, which can motivate fence-sitters to commit.
- Boosts short-term cash flow.
Cons:
- Not ideal if you’re looking for high-ticket clients who value long-term work.
- Can devalue your service prices if overused.
Action steps:
- Choose a package to discount and set a deadline (e.g., “This weekend only!”).
- Announce it with eye-catching posts on social media and emails to your list.
- Follow up with anyone who shows interest but doesn’t book right away.
The National Academy of Sports Medicine (NASM)’s Fitness Nutrition Bundle combines a limited-time discount with clear messaging about the bundle’s value, making it an appealing offer for those considering certification.
19. Create short, engaging reels on TikTok
Reels on TikTok are short, snappy videos where you can share free coaching tools and tips, life advice, or even motivational soundbites. Think of them as bite-sized wisdom for a scrolling audience.
Pros:
- Perfect for grabbing attention quickly and to promote your coaching.
- Helps you get found and build a following with minimal effort.
- You can use social media to go viral and expand your reach massively.
Cons:
- Requires consistency with social media posts to get it right and see real results.
- Many life coaches and new coaches are uncomfortable being on camera.
Action steps:
- Brainstorm 10-15 quick coaching tips or relatable “aha!” moments from your sessions.
- Record videos in natural light, keeping them under 60 seconds.
- Post regularly, experiment with keywords and trends, and engage with comments to grow your coaching business.
Jay Shetty uses TikTok to share powerful insights and mindset shifts with his audience. By blending authenticity with creativity, he’s built a massive TikTok following and established himself as a trusted thought leader.
20. Share personal stories and wins
People don’t always just buy coaching; they buy you. If you want to build your credibility, sharing your personal journey, challenges, and successes through social media posts helps your target audience connect with you on a human level.
Pros:
- Builds trust and shows you practice what you preach.
- Makes your brand relatable and your content marketing authentic.
Cons:
- Requires vulnerability, which can feel uncomfortable.
- You’ll need to balance personal and professional content.
Action steps:
- Write about a time when you faced the same challenges your clients face today.
- Share wins – big or small – that show how your coaching can make a difference.
- Use captions that focus on lessons and value, not just “look at me.”
Audra Bryant is an empowerment coach, burn survivor, and TEDx speaker who shares personal stories on her Instagram. This authentic approach builds trust and encourages her audience to take steps toward empowerment.
21. Create a niche-specific lead magnet
A lead magnet is a freebie you offer in exchange for someone’s email. It should solve a pressing problem for your ideal client – something they can’t resist.
Pros:
- Builds your email list with people who are genuinely interested.
- Showcases your expertise from the get-go.
Cons:
- Needs to be highly targeted to attract and find your ideal clients.
- Takes time to create and promote effectively.
Action steps:
- Identify a common pain point for your niche.
- Create a simple, actionable resource (like a PDF, checklist, or video).
- Set up a landing page and promote it on social media, your website, and anywhere else your target audience hangs out.
Susie Moore gives free access to her $997 course, Slay Your Year, as a lead magnet. All you need to do is rate her podcast, email a screenshot, and voilà! This smart move grows her email list while boosting her podcast’s visibility.
22. Create a weekly newsletter
Creating a weekly or bi-weekly newsletter where you share valuable insights, coaching tips, and updates directly to your email list. This allows you to maintain consistent communication with your target audience, offering them exclusive content that helps them solve specific challenges.
Pros:
- Keeps the people you want to reach engaged and informed.
- Helps establish authority and trust over time.
- Encourages deeper relationships through personalized content.
Cons:
- This life coach digital marketing requires consistent effort to create and send out.
- May be time-consuming depending on the level of detail in the content.
Action steps:
- Create a simple template for your newsletter.
- Include a mix of valuable content, client success stories, and exclusive offers.
- Include a clear call-to-action for engagement (e.g., reply to this email, book a call, or join a challenge).
Mel Robbins sends a weekly newsletter titled “Get Mel’s Personal Letter” to develop relationships and connect with people. Subscribers receive deeply engaging content that helps them navigate personal growth and achieve better outcomes in their lives.
23. Create a subscription-based coaching model
A subscription model allows clients to pay a monthly fee for ongoing access to your expertise, resources, and coaching support.
Pros:
- Creates predictable, recurring income for your business.
- Builds long-term relationships with your clients.
- Encourages ongoing engagement and accountability.
Cons:
- Requires consistent content delivery to maintain client satisfaction.
- May require more upfront planning to ensure sustainability.
Action steps:
- Offer a mix of live group coaching sessions, recorded resources, and Q&A support.
- Set clear expectations for what’s included in the subscription.
- Use platforms like Kajabi or Patreon to host and manage your subscription.
Ama La Vida offers a subscription-based coaching model with flexible membership plans, allowing clients to choose their coaching focus, coach, and session frequency. Members gain access to exclusive events, a supportive community, and personalized coaching to achieve goals like career growth, confidence building, and work-life integration. This model ensures ongoing engagement and expands their reach.
Your Playbook is Set
Your life coach marketing should reflect who you are – authentic, relatable, and helpful. When you show up this way, you create real connections with those who need your expertise.
Ready to attract high-quality leads, craft your high-ticket offer, and build a coaching business with predictable income? Let’s take the next step.
Join my free training to learn the 3-step system to start and grow a coaching business:
✅ Identify your niche and ideal client
✅ How to design a high-ticket offer in any niche
✅ Ways to attract coaching clients ready to invest
✅ Create a highly profitable coaching business and work less
Don’t miss your chance to achieve predictable income freedom. Access the Coach’s Blueprint + free training and let’s get you there.