This article has some good news and some bad news. The good news is that your clients are somewhere on the internet waiting for you to connect with them. The bad news is that it is going to take a little bit of planning and a whole lot of consistent effort on your part.
Here is how to find them:
Whether you are on Twitter, Facebook, LinkedIn, or Instagram, you follow people because they add value to your life.
Create valuable content for your audience and the right people will follow you.
Facebook groups are an excellent place to share value. Find a Facebook group that has the kind of people you want to help – or start one yourself.
Don’t be “salesy” in your approach. If you start posting offers without offering any value, you are probably going to get kicked out of the group.
Host Ask me Anything (AMA) sessions where you answer people’s questions. In the process, you will naturally get to interact with prospects who might become clients. Instagram has an excellent feature for this. You can also do live videos on Facebook – either on your personal page or in a group.
Twitter threads are also excellent for this purpose.
When it comes to social media, it is not possible to have a strong presence in several social media networks. Choose one or two and specialize.
It should be one where you are likely to find the people who fit into your target market and also one that you are comfortable using. You might want to focus on LinkedIn and Twitter, or Facebook and Twitter, or Pinterest and Instagram.
Remember that all these networks work in different ways. Don’t try to post the same content in each network. You won’t find the same success. Create a unique strategy for each network.
People are more likely to hire you if they see you as someone who can help them get what they want. When you provide content that has real, practical value – people are compelled not just to look at it, but to share.
The idea is not to give away everything for free. But you have to give some value to attract the right people – and then invite them for more.
Find your Tribe
Hang out with fellow coaches, both online and offline. Some people fear networking with the competition, but you will find that the benefits far outweigh the risks.
One of the things you will find is that other coaches will refer you to clients who they find are not suitable for them. Much like the way doctors refer patients to other doctors. Some of them will help you to refine your marketing strategy.
You will also find that these relationships can be beneficial. Don’t go in to make them benefit you, but make the relationship beneficial by adding value to them, too.
Spending time with people who are doing the same thing as you will enable you to share ideas and achieve more together with them than you would have achieved alone. Lone rangers suffer because they have no one to bounce off ideas with, no one to encourage them when they are down. They can easily give up when things get tough.
It is not possible to be everything to everyone. Differentiating yourself from everyone else is an essential part of a marketing strategy.
Without identifying the unique things about you, it is easy to get lost in the crowd.
One business coach describes herself as a ‘noise whisperer’ she has created what she calls a ‘Noise Method’ which helps her clients to devote 80% of their working hours only to things that will generate income.
Many entrepreneurs are afraid to choose a niche because they feel like it will be limiting their market reach.
Niching down does not mean that you cannot accept people who are not necessarily within your target market.
For example, if you specialize in reaching out to millennials, it doesn’t mean that you can’t reach out to people who aren’t millennials. It only helps you to choose a particular way to brand and express yourself.
Some people may not necessarily be millennials, but if they identify with millennials, they will join you still. This means that you don’t have to worry about excluding non-millennials.
One Dating Coach has this as his Facebook bio: ‘I Help Busy Professional Men Meet and Date More Women.’ He has defined his target market and what he can do for them.
It is easier to achieve success with your clients when you narrow down your niche market. A business coach who specializes in working with startups, or has a better understanding of their client’s situation than one who does not specialize.
If you are not sure what you can specialize in, think about the areas what you are good at, what you enjoy doing, and what you are passionate about. Ask people who have worked with you for feedback.
If you are still not sure, there is no need to overthink things. You will figure it out as you go along.
When it comes to social media, as with anything, no one can achieve anything without consistent effort. The first few months you will be gaining one or two followers a day.
The law of compound interest applies in online marketing as it does in real life. After a while, your audience will begin to grow at a more accelerated rate. Your growth will be slow at first, but if you continue making consistent effort, your audience will grow faster and faster.
Create an online marketing and branding strategy and execute it. Review your progress every one to three months and make changes accordingly.
You don’t want to spend all your time online when you could be out there meeting people. Use automation and hire a VA if you can. This will help you to accomplish more in a day.
When you have more time, you will have the ability to do things like speaking at events. There are always events around you that require speakers.
Make sure that the people attending the event are people who can actually afford you. If they can’t then you are just wasting time.
The two most important things that you need in order to get new clients are:
- A well thought out marketing strategy, and
- Consistent, long term follow through
Don’t waste too much time overthinking your marketing strategy. Your plan will never be 100% perfect. Evaluate your progress every month and make continuous improvements to your plan.
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