Marketing for Coaches: 31 Strategies You Can Use Today

Starting an online coaching business is an exciting endeavor! You have valuable expertise that you know will make an impact on your future clients. But how are you supposed to find those clients?

Many coaches have built and scaled their brand on Kartra’s platform, giving us a front-row seat to see what makes a coaching business successful. Contrary to stereotypes, marketing your business doesn’t need to be pushy or inauthentic. The opposite is true. To grow your coaching business, you need a marketing plan that builds trust and genuine relationships. Read on to learn key marketing strategies for building your client list.

31 Strategies for Getting More Coaching Clients

Building on the above marketing principles, here are 31 specific marketing strategies to consider implementing in your plan. Because organic marketing is so important to a coaching business, most of these tactics are centered around building an organic following.

Consistently Create Valuable Content

Content is the foundation of any organic marketing strategy. Whether you publish blog posts, videos, social media posts, or host a podcast — content is hands down the best way to prove your value. That doesn’t mean you have to give away all of your expert knowledge — you definitely shouldn’t do that! But it’s absolutely necessary to show potential customers that you know what you’re talking about.

Content creation looks different depending on the type of coaching you offer, but the key is to cover topics that are hyper-relevant to your ideal client and provide them with a truly valuable sample of your expertise. And with content marketing, consistent production is everything. Trust takes time!

Try SEO When Starting Out

If you’re an expert in your field, you can certainly write content that your target audience would find helpful. SEO (search engine optimization) is a set of strategies that help your website get more organic traffic for specific keywords.

Google’s Keyword Planner is a free tool that shows you how many people search for keywords each month

While SEO does take time to work, it’s not expensive to start. You can use your website to post articles and blogs about relevant topics and keywords. Tools like Google Keyword Planner and Google Trends are free and can show you the potential search volume and interest for keywords.

Design a Professional Website

When building your digital marketing plan, it’s important to focus on and create bottom-of-funnel assets before going head-first into lead generation. These assets are the pieces that need to be in place in order to convert leads into clients. Arguably, the most important piece is your coaching website.

For new coaches, website design can be daunting. The good news is that your website doesn’t have to be complex. In fact, the best coaching websites we see are straightforward. Visitors need to be able to tell — at a glance — exactly what problem you solve and how good you are at solving it. This means your website needs clear messaging that resonates with your ideal clients, has clear CTAs (call to action) like newsletter signup forms and contact pages so people can join your funnel, and provide social proof of your abilities (such as testimonials and success stories).

Establish a Social Media Presence

You may or may not like the idea of being on social media, but there’s no doubt that this channel is important for building an organic following. Choose one or two social media platforms that align with your target audience, and use them as a way to distribute content and build relationships with potential customers.

That means joining existing conversations (many coaches take advantage of Facebook groups), sharing your expertise, and promoting your services where appropriate. The goal of social media marketing is to find the people you want to help and create an authentic community around your brand.

Offer Free Consultations

A free consultation or coaching session is a win-win opportunity to prove your worth to a potential client — especially if your coaching services require a substantial financial investment. A free session is one of the most powerful (and popular) lead magnets for coaches because it offers prospective clients a high-value experience at no cost.

Dana Stevens offers a free initial chat for clients interested in her coaching program

To protect your time and expertise, it’s important to have clear parameters for free coaching calls. Set boundaries on the length of the session as well as the information you choose to give away.

A free consultation needs to be genuinely helpful to the client, but not so in-depth that it makes them think they don’t need to pay for further help! Think about it like a good movie preview. It needs to pique interest and give people a sample of what you offer, but leave them wanting more.

Use Downloadable Resources as Lead Magnets

Downloadable assets — such as ebooks, whitepapers, worksheets, templates, or checklists — make fantastic lead magnets for coaches. After all, you’re already creating content for promotional purposes and coaching purposes. Think about how you can re-package that content into a resource that will prove your value to prospective clients and get them into your sales funnel.

Sell or Give Away an Online Course

Many of the coaches on our platform compile their library of resources into an online course. It’s a smart move because they already have so many materials built up from past coaching sessions and marketing campaigns.

This career coaching program provides a free training video as a lead magnet

An online course could be a comprehensive training program that you sell on your website, or perhaps it’s just a mini-course that you use as a high-value lead magnet. The coaching business lends itself well to course creation because it requires similar skills and appeals to a similar audience.

Host Webinars

Hosting a live webinar is a powerful way to connect with your audience and build a list of contacts. This is for a couple of reasons. First of all, a webinar format allows you to demonstrate your skills as a coach in real time. You can educate listeners, share your story, and answer questions from the audience.

Secondly, it’s an effective way to narrow in on high-quality leads. Generally speaking, if someone is willing to attend a webinar, it shows that they’re a high-intent lead and are likely to respond well to follow-up sequences after the webinar ends.

Leverage Email Marketing

With the popularity of social media, it’s easy to forget that email remains one of the most effective marketing tools. Unlike third-party social media platforms and search engines that rely on ever-changing algorithms to prioritize which content users see, you own your email list. This means you have complete control over the message you send — including who sees it and when.

Take advantage of email software to set up automated sequences — for nurturing leads, welcoming new clients to your business, and other valuable touch points. This takes the manual work out of converting leads and keeping up with clients while opening up opportunities for highly targeted, personalized communication.

Pay Close Attention to Your Analytics

As you invest more time and resources into your marketing program, be sure to set up and track key performance indicators that will alert you to whether your marketing is successful or not. You can use free tools like Looker Studio to monitor your website traffic, SEO visibility, and also plug in other platform data to get a comprehensive view of how your marketing is performing.

Create a Membership Program

Many coaches in our network have successfully expanded their coaching services with a more holistic membership program. Members have convenient access to exclusive content or experiences — such as training videos, group forums, or events.

Coach, consultant, and mentor Simon Lovell sells a networking membership for San Diego entrepreneurs

A membership program offers enhanced opportunities for brand engagement and fosters a sense of community. Plus, it opens the door to additional revenue sources apart from adding more clients to your schedule.

Ask for Referrals

Coaching businesses are often driven by word-of-mouth referrals because it’s such a trust-based service. While it’s great when this occurs spontaneously, don’t be afraid to ask people in your network if they know anyone who might benefit from your services — especially if you have free resources to offer, such as an online course or a free consultation.

Many entrepreneurs hesitate to ask for referrals, not wanting to be pushy. While that’s an understandable instinct, a good referral is actually win-win. You have valuable services to offer, and you’re looking for the people who need them!

As your business grows, we recommend implementing a structured referral program that incentivizes referrals. The compensation needs to align with your clients’ values, make it worth their time, and demonstrate that you value their efforts. This requires testing different types of reward programs to confirm what resonates with your audience.

Run Social Media Ads

Sometimes you need to raise brand awareness however you can — especially in the beginning stages of the business when you need your first clients. If you decide to run paid ads, select a platform that is ideal for your target audience and integrate your ads within a strategic sales funnel. Advertising doesn’t have to mean outright promoting your services.

For example, running ad reels on social platforms like Instagram or LinkedIn can be a great way to get people interested in what you have to say. And you may not want to link the ad directly to your service page — it could funnel users toward a lead magnet that keeps them engaged with your brand.

Collaborate on Podcast Guest Appearances

Reach out to podcast hosts in your niche and offer valuable insights as a guest. This strategy exposes you to new audiences and establishes credibility without any financial investment. Prepare talking points that showcase your expertise and provide actionable advice to listeners. Follow up with the host after the episode airs to maintain the relationship and potentially secure future appearances.

Create a YouTube Channel

Launch a YouTube channel focusing on quick tips and advice related to your coaching niche. Short, informative videos can attract potential clients and showcase your expertise in a visually engaging format. Consistency is key, so aim to upload content regularly. Use YouTube-friendly titles and descriptions to improve discoverability and encourage viewers to subscribe and share your videos to expand your reach organically.

Leverage LinkedIn’s Publishing Platform

Write and publish long-form articles on LinkedIn to position yourself as a thought leader in your field. For many coaches, LinkedIn is the preferred platform to connect with professionals seeking coaching services. Publishing helpful content can demonstrate your deep understanding of industry trends and challenges.

Host Virtual Networking Events

Organize free online networking sessions for professionals in your target market. This builds your community and positions you as a valuable connector. Use platforms like Zoom or Google Meet to facilitate these events, and structure them with icebreakers and guided discussions to ensure participants get value. Follow up with attendees after the event to nurture relationships and potentially convert them into clients.

Engage in Online Forums and Communities

Actively participate in relevant online forums, offering helpful advice. This organic approach builds trust and can lead to coaching opportunities. Choose platforms where your target audience is likely to seek advice, such as Reddit, Quora, or industry-specific forums.

Join the Kartra official Facebook group

Focus on providing genuinely helpful responses rather than overt self-promotion. Include a link to your website in your forum signature or profile for interested individuals to learn more about your services.

Start a Weekly Live Q&A Session

Host regular live sessions on platforms like Instagram or Facebook where you answer questions from your audience. This demonstrates your expertise in real-time and allows for direct interaction with potential clients. Promote these sessions in advance to ensure good attendance, and consider themes for each session to attract specific segments of your audience. Save and repurpose the content from these sessions for other marketing channels.

Create Shareable Infographics

Design eye-catching infographics that distill complex concepts into easily digestible visuals. These can be shared across various platforms, increasing your reach and demonstrating your ability to simplify complex ideas. Use tools like Canva or Piktochart to create professional-looking infographics without a large budget. Encourage your followers to share these infographics, and consider reaching out to industry blogs or websites to feature your creations.

Get a Professional Visual Brand Created

As your coaching business gets off the ground and starts to grow, a cohesive professional visual brand will increase your credibility and help people remember and identify your materials. From your website and social media profiles to your collateral and course materials, a consistent visual identity sets you apart in a crowded market. Invest in a professional logo design that captures the essence of your coaching philosophy and resonates with your target audience. Choose a color palette and typography that align with your brand personality and use them consistently across all platforms.

Consider working with a graphic designer to create templates for your social media posts, presentations, and downloadable resources. This ensures a polished, uniform look that reinforces your brand identity with every interaction. Remember, your visual brand is often the first impression potential clients have of your coaching business, so make it count. A strong visual brand not only makes your marketing efforts more effective but also helps build trust and recognition among your audience, ultimately supporting your business growth.

Implement a Chatbot on Your Website

Use a chatbot to engage visitors, answer common questions, and guide them towards your services. This provides instant interaction without constant monitoring. Program the chatbot with FAQs about your coaching services, pricing, and availability. Include options for visitors to schedule a consultation or sign up for your newsletter directly through the chat interface. Regularly review chat logs to identify common concerns or questions that you can address in your content marketing efforts.

Use A CRM

As your coaching business grows and you generate more leads, keeping track of where each prospect stands in the sales cycle becomes essential. A CRM (Customer Relationship Manager) helps you organize, tag, and track leads, ensuring no opportunity is missed. With a CRM, you can keep all client information centralized, track communications, and gain insights into each lead’s journey, making it easier to nurture relationships and close more deals.

But managing leads doesn’t have to be complicated. Kartra’s lead management software offers robust CRM-like features that simplify the entire process, from lead acquisition to conversion.

Develop a Referral Reward Program

Incentivize your existing clients to refer new ones by offering rewards like discounted sessions or exclusive content. Word-of-mouth remains a powerful marketing tool, especially for coaching services where trust is paramount. Design a simple but attractive referral program that benefits both the referrer and the new client. Consider offering a free strategy session to new referrals and a bonus coaching session to the client who made the referral. Make sure to clearly communicate the program details to your clients and provide them with easy ways to share your information.

Create a Branded Hashtag Challenge

Launch a social media challenge using a unique hashtag related to your coaching niche. This can increase engagement and visibility across platforms while showcasing the results of your coaching methods. Design a challenge that aligns with your expertise and offers value to participants, such as a 7-day productivity boost or a 30-day mindset shift. Encourage participants to share their progress and results using your branded hashtag. Engage with the posts to build community and showcase the support you offer as a coach.

Offer Mini-Coaching Sessions at Virtual Events

Partner with virtual event organizers to provide short, impactful coaching sessions to attendees. This gives potential clients a taste of your services and can lead to long-term coaching relationships. Prepare a structured mini-session format that delivers quick wins for participants. Follow up with attendees after the event to offer additional resources or a discounted full session. This approach allows you to showcase your skills to a targeted audience already interested in personal or professional development.

Develop a Personalized Assessment Tool

Create an online quiz or assessment that helps potential clients identify their needs or challenges in your area of expertise. This generates leads while providing value upfront. Design questions that highlight common pain points your coaching addresses. Provide personalized results that offer initial advice and suggest how your coaching could further help. Use the data collected to segment your email list and provide targeted follow-up content.

Create a Resource Library

Compile a collection of free resources like templates, checklists, and guides related to your coaching niche. Offer access in exchange for email sign-ups to grow your list and provide immediate value to potential clients. Organize the resources by topic or client need to make navigation easy. Regularly update the library with fresh content to encourage repeat visits. Use this as an opportunity to demonstrate the breadth of your expertise and the practical tools you can offer clients.

Participate in Virtual Summit Panels

Join online panel discussions at virtual summits in your industry. This positions you alongside other experts and expands your network while showcasing your expertise to a highly engaged audience. Prepare concise, impactful contributions that highlight your unique perspective or methodology. Follow up with fellow panelists to build professional relationships that could lead to collaboration opportunities. Share recordings or key takeaways from the panel on your social media to extend the reach of your participation.

Sponsor Local Events

Your coaching business might be entirely online but don’t forget to tap into your local network when starting out. Whether it’s chamber of commerce events, entrepreneur meetups, or events specific to your industry, getting in front of people and presenting your company is a great way to generate business.

Strategically Use Guest Posts

Leverage the power of guest posting to reach a wider audience and build credibility in the coaching industry. This two-pronged approach involves both writing for other relevant websites and accepting guest posts on your own platform. By contributing valuable content to established sites in your niche, you can tap into their existing audience, showcase your expertise, and improve your SEO through quality backlinks. Look for websites that cater to your target audience and have a strong domain authority. Craft thoughtful, insightful articles that provide genuine value to readers while subtly demonstrating your coaching prowess.

At the same time, open up your own website to guest contributors. This strategy helps build partnerships with other professionals in your field and provides fresh perspectives for your audience. Carefully vet potential guest authors to ensure their content aligns with your brand and offers value to your readers. Encourage guest authors to share their posts with their own networks, effectively expanding your reach. Implement a clear guest posting policy on your website, outlining your expectations for content quality, originality, and relevance.

What You Need to Know About Marketing as a Coach

Don’t get lost in the weeds when it comes to marketing and sales strategies. After all, there are a lot of ways to go about promoting your coaching business. Here are three high-level principles to keep your marketing strategy focused and effective.

Building Trust is Critical

Trust is a major factor in any buying decision. But it’s particularly important for coaching services. Before someone signs up for your coaching class or one-on-one session, they want to know who you are and believe that you will help them reach their goals. Whether you’re a life coach, fitness coach, or any other type of expert — your clients are investing significant time, resources, and trust into your services!

Building trust should be at the heart of all your marketing strategies. Are you proving to potential clients that you are good at what you do? Are you demonstrating to them that you understand their struggles? Are you showing them the value of your services for their lives?

This is good news for coaches who are nervous about coming across sales-y. Because good marketing doesn’t impose on people — it’s helpful and solution-oriented.

Growing a Brand Organically Takes Time

Because trust is such a key factor in selling coaching services, an organic marketing strategy is the best way to go. “Organic” marketing tactics are unpaid, focusing on building brand awareness and gaining a following more naturally. Examples would include creating SEO content or posting on social media. This contrasts with strategies that rely on pay-per-click advertising and other paid avenues.

One of the key things to remember about this approach is that an organic marketing strategy takes time. It’s not an overnight way to get clients. Done well, it results in long-term, sustainable growth.

Effective Marketing Strategies Require a Funnel

As you explore different marketing tactics, remember the importance of integrating your efforts. Social media content, lead magnets, free consultations — all of these strategies should contribute to a broader sales funnel. “Top-of-funnel” efforts are about building brand awareness, “middle-of-funnel” strategies nurture leads closer to a buying decision, and “bottom-of-funnel” tactics are aimed at driving conversions.

For example, you might link a social media post to a landing page on your website that provides more complete information. From there, a user is presented with the opportunity to download a guide in exchange for their email address. After a few follow-up emails, the lead receives an offer for a free consultation, after which they sign up for regular coaching sessions.

The purpose of a sales funnel is to align your marketing efforts with the buyer journey instead of relying on isolated marketing tactics to convince someone to buy right then and there.

Execute Your Long-Term Marketing Plan with an All-In-One Platform

Don’t be overwhelmed by all the options! Business growth takes time. Build each part of the puzzle as you’re able, and focus on giving your clients an outstanding experience with your coaching program.

To help your business grow sustainably, we recommend using an all-in-one platform like Kartra. Instead of paying for new software (for emails, landing pages, webinars, etc.) every time you enhance your marketing strategy, using comprehensive software lets you create and scale your business from the same platform. This minimizes subscription costs and makes it easy to integrate marketing tactics into a powerful funnel that brings you more clients.