Marketing a health coaching business and want to avoid wasting time and money? Read this to find out how.
Google “how to market your health coaching business,” and you’ll get a bunch of lists with tactics like:
“Run Facebook ads.”
“Start a blog.”
“Run contests or giveaways.”
“Retarget website visitors.”
On the surface, these tips make sense. Social media is an important channel, events are a great way to build credibility, contests can generate fantastic engagement—retargeting works.
The problem? They make it seem like all these tactics offer equal upside.
The reality is, you need to invest in marketing based on the best possible fit for your audience, situation, and resources.
You already know this, but it bears repeating: your marketing strategy needs to align with your audience.
Here’s an example. You start a health coaching business, and your potential clients are high-earning young professionals.
You decide to attract your ideal clients by offering a free meal plan that you promote in Facebook groups.
No one bites, and you’re left wondering why. Then you do some digging and find that the number of Americans aged 12-34 using Facebook is down 79%.
In the course of your research, you also find out that TikTok had 850 million downloads in 2020 making it the world’s most downloaded app.
So you start posting on TikTok instead. Creating short, easily consumed, and shareable cooking videos that promote your brand, like this one.
If your health coaching clients were retirees in Florida, this approach wouldn’t make as much sense. You’d focus on building an email list, referrals, or promoting yourself at local events.
It may sound simple, but it’s amazing how few health coaches conduct any research before deciding on the best way to reach their audience.
Your audience isn’t the only factor in what marketing channels make sense. You also need to think about the stage your business is at and where you can generate the highest possible return.
As Rand Fishkin of SparkToro writes, “If you’re a small business without much of an online brand presence or pre-existing audience, tactics like social, display, and search ads are likely to be expensive low-ROI investments.”
The full article is well worth a read, but the main takeaway is this: not all channels yield results immediately, and you often need a sound foundation to generate them.
SEO is a great example.
A lot of advice out there tells you to write blog posts to attract traffic for your site. But, most of the time, with a new coaching business, neither the ranking authority nor the audience are present yet.
It might be a better idea to engage with your local community or grow a following on social media before you dive headfirst into content and SEO, especially if you’re expecting fast results.
Once upon a time, the number of marketing channels was pretty limited, which meant the function itself fit into a neater, tighter box.
The number of ways to reach customers has since grown exponentially. Now, you start your business and have a ton of different ways to reach people.
As a health coach, you know all about having too much to do with too few resources. So it can be tempting to jump in and start juggling.
You decide to create an online course about gluten-free cooking, start a podcast, build a list of email subscribers, and write guest posts for other sites.
You end up overwhelmed and unsure of what’s working.
If you’ve heard of the Pareto Principle, you know that 20% of your effort produces 80% of the results.
Applying the 80/20 rule to your marketing efforts, we can say that about 20% of your channels produce 80% of your results.
The recommendation is simple: find the marketing channel that works for you and double down. (This great resource from Quicksprout can help you.)
Many first-time marketers spend a lot of time wrestling with what to do, and for good reason: There is an overwhelming amount of choice.
We recommend thinking of your marketing as a puzzle. You will eventually want to invest in multiple channels, but you start with the corners and fill in the gaps.
In the above scenarios, you can see how your audience, marketing maturity, and resources shape what makes the most sense for your health coaching business.
Keep those three things in mind and what’s worth allocating marketing spend and effort to will soon become clear.
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