If you’ve followed my work for some time, you know that I believe the fastest way to get your coaching practice off the ground and signing clients sooner is by meeting people, telling them you’re a life coach, and making offers to help them.
But sometimes, even when you’re doing those things, you may not be getting the results you want, so in this article, I’m sharing three different ways to engage your people and add even more spice to your offers so that it’s even easier for your people to say yes to working with you.
So let’s get to it!
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What Is Content Marketing?
When I started my coaching business, I needed a way to tell people I was open for business without pumping thousands of dollars into paid advertising on Facebook or Instagram. After some research, I landed on content marketing.
Content marketing is a way of telling the world you’re open for business. It’s the process of creating and sharing content that your potential clients will love. This could be blog posts, videos, social media updates, or anything else your target audience would find useful and be able to engage with.
Unlike more traditional marketing methods, content marketing is relationship based.
It’s a long-game approach rather than a quick sale. It focuses on building and developing the relationship with your people. Think about dating someone. Most people don’t meet somebody online, go on a first date, then get married. They get to know each other slowly, figure out if there’s a shared interest, and if so, eventually, things progress to something more serious.
Content marketing works the same way.
Instead of just advertising your coaching offer and hoping someone buys it, you’re giving your potential clients something valuable in advance, like tips, inspiration, or education, to catch their attention and hopefully engage them in a way that makes it easier for them to work with you.
Now that you know what content marketing entails, let’s look at three types you can use as you share that you’re open for business and ready to work with people.
Types Of Content Marketing
1. Informational Content
The first is informational content, the primary content I share in my business.
Informational content educates and informs your audience about your area of expertise. Let’s say you’re a career coach. A potential article or series of posts might illustrate how to design a job search and what it entails. It informs and educates your audience about a process or approach, provides examples of how to do it, and walks them through how to get started so that they know exactly what’s needed to achieve that result.
This type of content is information heavy. Your goal is to teach, educate, and inform so that your people walk away knowing more because of the knowledge or process you shared in your content.
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2. Inspirational Content
The next type of content is all about inspiring and motivating your clients to get started and take action.
The focus when creating inspirational content is to motivate your audience rather than just providing information. This could be anything from uplifting videos to inspiring blog posts or social media posts that create a positive emotional response that gets your people thinking “Hey! If they can do that, so can I!”
Inspirational content helps you build emotional connections with your folks. You create space for them to learn more about you and what you stand for as a coach, entrepreneur, and human being. This adds depth to your business and makes it easier for them to understand you, your work, and whether or not they want to work with you.
3. Personal Content
Personal content is another type of content I use in my coaching practice. It’s one of my favorites to create because it builds a stronger personal connection, which, at the end of the day, is the reason I became a coach because I love getting to know people, hearing and learning from them, and helping them achieve success.
Personal content showcases your personal experiences, values, and beliefs. This could be anything from blog posts about your personal growth to videos showcasing your personality and approach to coaching, to a personal story about your fears, dreams, successes, or failures.
The goal of personal content is to show up as your most authentic self and build a stronger relationship with your people. Coaching is profoundly personal work, and for clients to say “Yes! I want to work with you!” they have to trust that you can help them get whatever result it is they want.
And one of the very best ways I’ve found to build that trust is by showing them that you’re a human being too. That you have good and bad days, fears and dreams, and experience many of the same things they do because, at the end of the day, we’re all human.
Being authentic and vulnerable with your people creates trust and relatability on a deep level. It makes it so much easier for people to work with you. They know and trust who you are, making the idea of working with you less risky. It’s easier to say yes because there’s a sense of familiarity and even safety with you, your ideas, and your coaching style.
How to Share Your Content
Okay, so we’ve discussed three different types of content you can share with your people; now, how can you turn them into offers?
That’s easy. Any way you want. Below are some of the most common ways you can share your expertise and your content with potential clients:
- Blog
- Email List
- YouTube
- TikTok
- Podcast
- Word-of-mouth
- Webinars
- In-person speaking events
You can take any one of the platforms above and create content that addresses common challenges or questions that your potential clients may have and provide them with guidance and support, or share a story about you and something you’ve overcome, or a success story to inspire your people even more!
The options are endless, and using a combination of content (informational, inspirational, and personal) is a great way to offer your expertise in a way that’s unexpected, spicy, and engaging for your audience. It keeps them guessing what great info you’ll share next week and looking forward to hearing from you.
It allows you to serve your people in a way that’s a win-win for both you and them. And, it works pretty damn well. In fact, multiple studies have shown that content marketing generates three times as much interest than traditional marketing and, on average, costs 62% less.
Long story short, building relationships with your people through your content is the very best way I know to grow a loyal following who’s chompin’ at the bit to work with you! Moving forward, try incorporating each of these content types into your weekly marketing and see how your audience responds. The variety might just be the secret ingredient needed to sign your next client and help even more people.
