Do you have a marketing plan for your coaching business?

Creating a marketing plan is the best way to attract your ideal clients consistently. In this post, I’ll share why you want a marketing plan, what’s in a marketing plan, and how to create a marketing plan for your coaching business.

First off, what is marketing?

When you start a coaching business, you will need to market your business. Marketing helps you get the word out about your business and connect with your ideal clients. 

(Because if they don’t know you exist, they can’t hire you!)

But first, let’s clear up a few misconceptions about marketing:

  • Marketing is just social media. (It’s not — social media is a TYPE of marketing.)
  • Marketing means going “live” all the time. (There are plenty of marketing channels that don’t require video!)
  • Marketing means paying for Facebook and Instagram ads. (Advertising is a form of paid marketing, however, there are many ways to market your business for free.)

So, what exactly IS marketing?

Marketing is any activity you take with the intention of attracting your audience. 

That’s a pretty broad definition. And that’s why it’s so important to clarify which activities will work best for you to reach your ideal audience.

marketing is sharing about your businses

What to consider when creating a marketing plan for your coaching business

When you’re marketing a coaching business, your primary objective is often to get known as a coach, to attract and audience, and ultimately to sign new coaching clients.

The good news is — there’s a variety of ways to do that, including, but not limited to:

  • Being a guest on a podcast
  • Speaking at a summit
  • Being an affiliate partner
  • Having an email newsletter 
  • Writing regular blog posts
  • Going to in person events
  • Building out the SEO on your website

… and the list goes on.

(If you’re curious to learn more ways to market your coaching business, check out my free guide: 21 ways to market your business.)

No matter what kind of marketing you choose to do, you want a MARKETING PLAN for your coaching business that ties it all together. 

What is a marketing plan for a coaching business?

An effective marketing plan for coaches defines specific measurable marketing tactics that you will take with the intention of attracting your audience and growing your business.

The best marketing plans have these things in common:

  • It’s based on your overall business goals.  
  • It’s focused on a few, specific marketing channels. 
  • It’s actionable and measurable.
  • It’s client-focused, meaning it’s based on the niche you want to attract.
  • It gives you a plan of action, so you know exactly what to do when.

While a marketing plan will look different for each coaching business (even if they’re in the same niche!), each marketing plan will cover the same components.

How to create a marketing plan for your coaching business

I recommend creating quarterly marketing plans for your coaching business.

Planning 3 months at a time allows you to focus on a specific time frame and get more tactical than you could if you did an annual plan. Plus, business changes so quickly, an annual marketing plan may become stale after a few months.

Your quarterly marketing plan should include:

  • Your business goals for the quarter
  • Your ideal client (i.e., who you’re marketing to)
  • Your offerings and/or launches for that quarter
  • Your key messaging
  • The exact marketing channels and tactics you’ll use
  • Your content plan, including content pillars and key themes
  • Key dates and timing
  • How you’ll measure and track your results
  • What resources you’ll need to carry out the plan

What should be included in your coaching business marketing plan

Your Business Goals.

Before you define your marketing channels, you want to first look at the big picture. What are the business goals you want to achieve? Whether it’s growing your audience, improving your conversion rate on discovery calls, or launching a new program, it’s key to define your goals. And be specific! Instead of “grow my audience,” your goal could be “Increase my email list by 50%.” Instead of “Convert more discovery calls,” your goal could be, “Convert 50% of discovery calls to paying clients.” Instead of “Launch a new offer,” it’s “Launch my course on relationships by March 31.”

Your Target Market.

Your marketing plan should also outline your ideal client or target market. In other words, who are you trying to reach with your marketing efforts? Your marketing plan is not just about you, it’s about your ideal clients. That means you need to know who you’re targeting. This will also inform what types of marketing channels and platforms you’ll use to get your message out and promote your coaching business.

Your Offers.

This doesn’t mean you should promote all your offers, all the time. It’s much more effective to choose certain times of the year to promote certain offerings. For example, you might launch your course 2x a year and in those quarters, you focus on marketing your course. Other times of the year, you might focus on promoting your 1:1 services or a digital product.

Your Key Messaging.

Your messaging includes how you talk about what you do and the services you offer. Identifying your core message is something you want to clarify, but then you also want to identify your messaging for each specific offer that you are promoting. Each package or offer should have it’s own unique set of features and benefits. You want to be able to talk about each offer in a way that resonates with the ideal audience.

Your Marketing Channels.

Marketing channels are the specific platforms and activities you’ll use to market your business. A marketing channel could be podcasting or blogging or networking, to name a few. Instagram is a marketing channel, as are Youtube, Pinterest, and TikTok. You should not try to use all the marketing channels! Instead, you want to choose 3-5 specific ones that make sense for your business and your ideal audience.

Your Content Plan.

Depending on which marketing channels you’ll use, you may also want to create a content plan that helps you define the specific types of messages, content, graphics/images that you will share on your blog, podcast, Youtube channel, or Instagram account.

Key Dates.

Like any good plan, you want to have dates and deadlines in place so you know when you are promoting something. This can help keep you acccountable and stay on track with your plan.

Key Metrics.

The way you measure the success of any plan is with metrics. Depending on which marketing channels you’re using, you’ll want to define metrics to measure. For example, if one of your marketing channels is Instagram, you’ll want to measure engagement and audience growth. If you’re using email marketing, you’ll want to measure your list growth, open rate, and click through rates.

Key Resources.

It usually takes some extra resources to carry out your marketing plan. Whether it means you use a platform like Later to plan your social media in advance, or you hire a VA to help you execute on your email newsletter, you’ll want to define what resources you need to make it happen.

Want help creating a marketing plan for your coaching business?

As a business coach for coaches and healers, I help my clients create a marketing strategy and plan to achieve their business goals. If you want to learn how to create a marketing plan that doesn’t rely on social media, you can check out my training below.