Many people are turning to the internet to answer questions relating to their health, wealth, and fitness. According to Statista, in 2020, 36% of American adults got their health information from the internet versus 24% who got their information from their family physician and 19% from print media like newspapers and magazines.
If you’re considering marketing your own coaching business online, the first thing you need to do is identify your target audience. This way, you’ll be able to effectively market your services to the people most in need of your help. For instance, if you specialize in weight loss, you might want to target women aged between 18 and 34 who are interested in getting fit.
Once you’ve established your target audience, it’s time to figure out what to say in your marketing material. While you certainly want to provide helpful advice to your audience, be careful not to come off too much like a salesperson. After all, you’re not selling anything other than your ability to help people achieve their goals.
Here’s a template for a helpful, non-salesy coaching message:
“Hi, I’m J.D. Roth. I’m a certified health coach with multiple successful businesses including Roth Fit Life and Roth Nutrition, which provide me with the tools and education to help my clients reach their optimum wellness. If you’re looking for someone to help you get fit or lose weight, I might be able to help. For a free 30-minute chat, please call (555) 892-5646.”
The key to effective marketing is to make sure that your potential customers understand what you have to offer. To make sure that your marketing material is effective, you need to do the following:
- Create buyer personas
- Do A/B testing
- Measure the effectiveness of your marketing material
- Follow up with a qualified lead
Let’s look at each part of this template one by one.
Create Buyer Personas
To create buyer personas, you need to consider what your ideal customer is like, what their habits are, and what they value. Ideally, you want to create a buyer persona that is very similar to yourself.
For example, if you’re a female entrepreneur with children, you might want to create a personality type that is a blend of yourself and your children. While you want to create a buyer persona that is similar to yourself so that you can relate to what they’re reading, you should still maintain distinct personalities to avoid coming off as a clone.
This is especially important if you’re marketing to a younger audience. If you want to attract millennial customers, you’ll need to create a persona that is very similar to yourself but with a bit of a youthful twist. For example, maybe they’re a little edgy or cool.
To create buyers for your product or service, you can use various techniques like psychographics, virtual persona, and digital sampling. For example, if you’re analyzing user behavior on a website, you can use that data to create a buyer persona.
Do A/B Testing
Once you have your buyer personas, you can begin the process of identifying what content will appeal to them most. To do this, you need to A/B test different versions of your material. For example, you might want to test the following variations of your standard email marketing subject line:
- Basic: “Sign Up for our newsletter”
- More engaging: “Learn How to Monetise Your Business Ideas”
- Shorter: “Be A Better Business Owner: Learn Viable Marketing Strategies”
- Longer: “Discover How to Turn Your Passion for Food into a Profitable Business”
- Tougher: “Overcoming Fears & Self-Doubt to Become the Person You Were Born to Be”
- Softer: “How to Put Your Best Face Forward; Conquer Your Dazzling Self-Image”
- Kind: “Start Your Own Business, Achieve Financial Independence & Find Self-Love”
Every one of these subject lines is likely to generate a different kind of response from your recipients. While some might prefer longer subject lines that give them plenty of information about what the email is about, others might want a shorter subject line to get right to the point.
By testing different versions of your content – like your subject lines – you will be able to determine which one performs best.
Measure the Effectiveness of Your Marketing Material
Once you have determined which version of your content is performing best, it’s time to measure its effectiveness. You can do this by using various tools like Google Analytics and Hootsuite to track clicks, view, and conversion.
The first thing you’ll want to do is track clicks. This way, you’ll be able to determine how effective your different marketing strategies are. For example, did a call to action (CTA) – like the call to action at the end of your subject lines – help generate more website traffic? If yes, great! You’re on the right track. If no, it might be time to try a different approach.
Follow Up With A Qualified Lead
After you’ve built your audience, it’s time to follow up with a qualified lead. To do this, you can use numerous techniques like; email, telephone, and in-person meetings. When it comes to marketing, a good lead is sometimes the most valuable asset you have.
A qualified lead is someone who is willing to listen to what you have to say and who has a clear intention to purchase your product or service. Once you’ve established a relationship with a qualified lead, you can begin to develop and nurture it into a paying customer. Just make sure that you don’t overdo it and become too salesy. Keep in touch with your leads regularly and follow up until they become paying customers. Then, it’s time to move on to the next lead.
By taking the time to find your ideal customers and by experimenting with different approaches to marketing, you’ll be able to develop strategies that work for you.