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To be on Instagram or not be on Instagram. That is the question.
At the time of writing, I’ve been off Instagram for a year, give or take one or two posts I was obligated to share as part of a summit or podcast. This isn’t my first break from the platform—I was mostly off in 2020 too.
Despite stepping away from social media, my client inquiries continued to flow in. So, how did I manage to take a break from social media and still have a thriving business?
That’s what I’m here to share with you today: How you can market your coaching or healing business without relying on social media.
You may have heard that social media is essential for growing your business. But is it?
If you’re a coach, healer, or service-based entrepreneur, what you’re really after is CLIENTS, not necessarily social media followers.
And while social media is one way to connect, it’s not always the best or easiest route.
To find your first coaching or healing clients, focus on your existing network—those who already know, like, and trust you. Why? Because relationships matter.
Your existing network can be a direct path to your first clients without needing to build a big audience on social media or needing to build an engaged email list. (Both things that are great, but take time.)
As long as your job is not “social media influencer”, the answer is yes!
Remember, there was a time before social media when businesses (and coaches and healers) existed! In fact, they still found clients ~ they just found them in different ways.
It’s totally possible for you to run a business without social media if that’s what you desire.
While social media offers visibility, credibility, and social proof, it’s also not the only marketing strategy. There are many other ways to increase brand awareness, share your expertise, and get found by potential clients.
This is a trickier question and more important for those in the season of scaling their businesses. Because remember: You don’t need a large audience to find clients.
When you’re early in business as a coach or healer, you’re focused on getting 1:1 clients. As you grow, you’ll either need to 1) create a waitlist or 2) find a way to scale your business and serve your audience. (After all, there are only so many hours in a day!)
When you’re scaling your business, you need to consider different marketing strategies as well as different product offerings.
Scaling your coaching business will require attracting a larger audience. Even so, there are still ways outside of social media that you can build your audience.
While social media can be an avenue for you to attract an audience, it doesn’t have to be — and should not be — the only avenue.
Even if you love social media and/or want to use it in your business, it should not be the only form of marketing that you do.
Here’s why:
You don’t own your audience.
Nor do you have much control over what happens to your content or to your account. Your followers are there on Instagram, but if you get hacked or your account gets disabled for some reason, Poof! They’re gone. Because Meta owns Facebook and Instagram, they own the audiences there, too. That’s why I recommend you also build your audience by the way of your email list.
You’re at the mercy of the algorithm.
And it’s constantly changing. Social media is a play to pay environment that prioritizes companies who advertise because that’s how the social media companies make money. Think about it: There’s actually an incentive for them to throttle your reach so that they can prioritize those who pay. Organic reach continues to go down, ad costs continue to rise.
Social media can harm your mental health.
Studies show that social media can exacerbate anxiety and depression. (And we’ve all heard what it can do to teens!) Many adults have also suffered with social media addiction. You shouldn’t have to compromise your mental health for your business. And if that means getting off social media (or drastically reducing your participation), that’s may be in your best interest.
Your audience may not be on your platform of choice.
As more and more people delete apps like Instagram, your ideal audience might be transitioning off social media and be more likely to find you elsewhere. You always want to keep a finger on the pulse of your audience, so you know where they’re looking for resources and information like yours. (And luckily, it’s probably more than one place!)
Ultimately the decision to use social media for your business is up to you. You’ll have to weigh the pros and cons and decide what is for your business.
What’s most important is that you are making a conscious decision to get off social media as opposed to a fear-based one. A conscious decision is rooted in a place of confidence, which helps you stick to your decision and avoid FOMO.
When you’re making this decision, you want to consider:
- Yourself, including your preferences, personality, and habits
- Your ideal audience, including where they’re looking for information and services like yours
- Your alternative strategies and whether or not they’re working to help you attract your ideal clients.
If you do decide to use social media, you might practice using social media consciously to limit the negative effects and avoid burning out.
For example:
- Set boundaries. For example, give yourself 10 minutes a day on social media and set a timer.
- Plan ahead. Plan and schedule 80% of your content in advance, so you don’t feel that on-the-spot pressure to post and not have any ideas.
- Delegate or automate. If you can, consider hiring someone to handle your social media for you or at the very least, use an app to help you automate it.
Whatever your choice, remember that social media can be an effective marketing channel, but it’s not the only effective marketing channel. And whether or not you use social media, you’ll still want to have a marketing plan with a variety of channels for best results.
What Does Marketing Without Social Media Look Like?
When you decide to step away from social media, your marketing strategy can become more intentional and diverse. Here are a couple things you want to make sure you consider in your social media free strategy.
Choosing the right — and a variety of — marketing channels
Think about where your ideal clients naturally spend their time and how they look for resources. Depending on your niche, channels like email marketing, blogs, and community events may be a better fit than social media.
Balancing online and offline marketing strategies
A well-rounded marketing plan will include both online and offline channels. Online methods like blogging and podcasting can build credibility, while offline methods, such as networking and workshops, offer personal interaction that’s especially effective in relationship-driven fields.
Being more intentional with your marketing
When you decide to get off social media, you get to explore and prioritize other forms of marketing. You find channels you like better, get good at them, and learn to use them proficiently in your business. This can lead to being more intentional about your marketing, and wasting less time.
If you’re ready to step away from social media, you might be wondering, “How do I market my business instead?” Here are some proven alternatives.
- SEO Optimization: Use search engine optimization on your website and blog to attract organic traffic.
- Blogging and Guest Blogging: Share valuable content to attract clients and increase credibility.
- Podcasting and Guest Podcasting: Host your own podcast or appear on others to connect with audiences.
- Partnerships and Affiliates: Collaborate with other business owners for mutual promotion.
- Online Events and Summits: Participate in or host webinars and online events.
- Online Directories: Get listed in directories specific to your field for increased visibility.
- Email Marketing: Build a subscriber list and send regular, valuable content to nurture your audience.
- Local Events: Attend fairs, community events, and gatherings at coworking spaces.
- Networking: Join groups like local Chambers of Commerce or business clubs.
- Word-of-Mouth Referrals: Encourage clients to share their positive experiences.
- Industry Events: Attend industry-specific trade shows or conferences.
If you’re looking for even more inspiration, download my free guide, 21 Ways to Market Your Business, where you’ll find additional creative and effective strategies to expand your reach.
Are you a coach, healer, or service-based entrepreneur who wants to learn how to market your business without social media? Great!
You’ll benefit from my training: Stop the Scroll: How to Market Your Business without Relying on Social Media.
