One works hard day in and day out, working on their craft but never seeming to gain traction with a client base. The other seamlessly sweeps new clients off their feet and builds a consistent, steady clientele over time.
What’s the difference between the two?
One is working harder. The other is working smarter.
You see, the key to gaining a solid client base as a coach comes down to one thing alone…
People trust in your expertise.
So how do you build that trust and reputation with your prospects?
It’s simple: All you have to do is talk about your craft. You can do this through information sessions, a YouTube channel, a podcast, and the easiest way is through a blog.
People want to do business with someone they perceive as being an expert in their field. By having a solid base of content and resources that people can look at and learn from, they automatically trust in your expertise, thus making them more likely to contact you to set up a coaching session.
Here are 4 reasons why setting up a blog is your best shot at gaining new clients:
1) It shows that you know what you’re talking about.
If there’s one thing that people want when it comes to handing their hard earned cash over to someone in a service based business, it’s information. You go to dentists, doctors, hair stylists, barbers, fitness trainers, lawyers, mechanics, and more. Often times, we’ll lean on our social circles for a recommendation. But when we don’t have a recommended service business, our friend Google comes in handy. Checking out someone’s website, the reviews, and of course, seeing what they have to share about their craft.
A perfect place to see what someone knows in their field is through a blog. Not only can you learn a ton from someone’s blog that can help you in the area you are needing their services for, but you begin to build trust. With every bit of information gained, it builds a deeper level of trust, which is the first thing that needs to happen in any new coach-client relationship.
Showing your prospects that what you’re doing is more than a hobby is important to them. They need to see that you are serious about your craft and that you can share insightful tips and experiences with them. Having an outlet like a blog is perfect. Your prospect has a chance to see if you’re legitimate or not by reading a couple of posts. Maybe a friend recommended them to you but they just want to know that you are able to help them with their specific area of need. By reading your blog, it provides reassurance that you aren’t just a hobbyist but that you are actually a professional that they can build a coaching relationship with.
2) It establishes you as an expert in your field.
Whether you’re new to coaching or you’ve been in the business for years, blogging is the perfect outlet for establishing your expertise. By starting a blog, clients begin to build trust in you that you know what you’re talking about. The more your blog grows from the start to becoming a vast resource with greater levels of content, the more you go from “knowing what you’re talking about” to be an established expert in your field.
This is the second level of trust that a prospect will enter with you when they come across your blog. When you have a couple of posts up on your website, it shows that this is more than just a “side hustle” for you and you have value to share with them. But when you have grown your online blog to becoming a bigger resource, you take your prospects from sitting on the fence to jumping over and making themselves comfortable as you establish yourself as an expert.
3) It improves your site’s SEO
If you’re wondering what SEO is, don’t worry. It is simple. SEO is short for search engine optimization. It is the strategies you can use to boost your website in Google when people search for your field or niche. So if someone searches “wellness” or “wellness coach” and that is your area of expertise, Google will bring the most relevant websites to the top of the search engine. Statistics show that 90% of people will only click on the top couple results on the first page of results when searching for a topic in Google. The rest of the websites are left hanging.
You can improve your site’s SEO a few different ways including:
- Using keywords that people will be searching for in your content
- Building up links to improve the link popularity
- Using links through social media sites like Facebook, Instagram, and Twitter
- Optimizing your site’s navigation to make it easy for your customers to find relevant information
And most importantly…
- Releasing and publishing high-quality content on your site relevant to your niche
Google wants to show people the best sites. They don’t want to show people bad sites or else they will stop using Google. So Google’s number one “tip” on getting your website relevant and atop the search engines is by having high-quality content – and having lots of it. The more people read your content, and stay on those pages to take it in, the more Google trusts in your site and will give back to you by showing it to more people.
By publishing quality blog posts that people read, you build trust through the search engine rankings. People trust the top sites more than sites on page 10. So by producing blog posts consistently, you set yourself up to have more eyeballs on your site, and ultimately more customers.
4) It is one of the easiest ways to market yourself with email
When you have a consistent blog, you have content to email your prospects about. This is huge in your marketing strategy.
When you have content to release through newsletter-style emails, people tend to read them more than advertisement focused emails. The big benefit for you is not only the trust they will build with you, but also, it gives them a reason to go to your site. In a way, an email newsletter is a simple way to “cold-call” your prospects but you’re not asking for the sale here. You’re just the friendly informative expert in their eyes. It’s a great way to gain an online presence and direct people to your coaching services on your site.
Blogging is one of the greatest mediums to market yourself online through high-quality content. It is the safest and most comfortable way to build up a trusted audience of prospects and in the end, create an overwhelming funnel of paying clients. You can try to call as many prospects as possible and dump a ton of money into ads but the old ways of marketing are fading. Now, ads are still one aspect of your marketing strategy, but people need more than that. They need to see that you have something of value to offer for free, and the easiest way to do that is by giving information through your blog.
P.S. – One more bonus reason to have a blog is that it encourages your prospects to comment, engage with you, and engage with each other through an online community. This can allow your website to become a hub for your niche and an online hangout for those seeking your services. This will deepen the authority you have in your niche and establish your site as the go-to spot for your prospects.
While you are at it, you can check out our other tips for marketing your coaching business.
That’s it for now!
If you are not yet a coach or want to learn additional coaching methods, review the entire list of certification training programs.
It’s that simple!