Whether you’re a seasoned coach or fresh off the dock, creating an online presence in today’s world is paramount to your personal coaching business. It helps your ideal clients find you, find value in what you offer, and then potentially hire you for your expertise. But many a times blogging or any form of content marketing is looked at with a certain disdain – and that can stem from a certain aversion to putting oneself out there or maybe even feeling that what you as an independent coach may have to say doesn’t have much worth or weight.
So why should you put yourself out there and blog? Is it even worth it? Let’s explore.
Builds authority in your niche
Sharing your expertise via a blog helps you position yourself as an expert or industry leader. When you share your unique thoughts that come from your unique set of learnings, professional skills and life experiences, you can speak authentically and with integrity for the work that you do and voice your opinions and advice based on that. Sharing your knowledge and perspectives through functional content that is hyper-focused on your niche is one of the most effective ways of building authority and becoming the go-to expert in your niche.
Increases website traffic & generates leads
Having a beautiful looking website without a blog is like a pretty living room without any guests.
A website may be essential to you as an independent coach, but without a fully functioning blog it only serves the purpose if people are actively looking for you. With a blog that is rich in content, you’re able to reach people on the internet looking for those specific topics that you’ve written about and have them share your post in their community (thus increasing your reach), and even reaching out to you if they need your services.
Builds your personal brand & gives it a voice
Putting up your expertise in your own unique tone and voice is a great way to build your personal brand. By showing up consistently (whether you decide to blog every day, once a week or once a month), you can slowly build an audience that gets to know you on a professional level, trusts you because of the answers you provide and possibly even looks forward to your upcoming content.
Pro tip: Highlighting your Unique Positioning Statement through your written content gives you a chance to set your service apart from your competitors.
Remember the website & living room analogy mentioned earlier? Jennifer Hernandez, founder of GEM Marketing Solutions expands on that even more brilliantly: “A business website is a one-way street. Businesses put what they “think” will be helpful to their potential customer to make sales. They hope a visitor will call the number on their website, maybe send an email and if they are lucky complete their request for information module on their homepage. But what happens when they don’t? Nothing, nothing at all happens. A potential customer is lost. This is exactly what we don’t want to happen. By adding a blog to your website, it opens up the ways to communicate with your website visitors. It increases the chances of making a sale, positions yourself as an expert by answering questions and more. Any time you can engage in conversation with your website visitors it puts you that much closer to the sale!”
So far, I think these points make a good case for starting your own blog as a coach. But here’s the catch… Blogging is not a means to an end.
It would be unwise to think that after you’ve spent two to three days of your time researching and writing out your content, that after hitting publish blog your work is done. That would comprise perhaps only 40% of the work.
Simply publishing content and hoping potential clients somehow stumble upon it and send you an email and express the desire to work with you would be a little too idealistic and probably also the reason why so many blogs end up getting lost in the internet graveyard.
To truly ensure that your blog reaches relevant people and helps convert your personal coaching business, you would need to put in some more work after hitting publish.
- Re-publish on platforms where your ideal clients are: Platforms such as LinkedIn and Medium have their own built-in blogging feature which you can use to republish your original content. Relevant LinkedIn groups are excellent for sharing your knowledge with professionals who fit your ideal client avatar and will be more receptive to what you may have to say. You can tweak your article to suit the platform or even provide a snippet and then lead the readers back to your website to view the entire piece and then discover more about you through other pieces of content.
- Build an email list: Utilise the traffic that comes to your website by having a lead magnet to help build your email list. You can nurture these leads by sending them emails with your blog posts and have your content landing right in their inbox, providing value on a more personal level and building trust over a period of time. You can do this by using platforms like ConvertKit, MailChimp, and more.
- Make it SEO-friendly: If you’re looking for your blog posts to appear on Google search, making them SEO friendly is key. For your niche, find out the top things that people are looking for and frame your headlines accordingly. Though it is a time taking process and there are several intricacies involved to make the blog appear in the first few search results, if done right it can create a massive doorway for people to discover you and your work. Some tools you can use to discover keywords and relevant topics are answerthepublic.com or a Chrome extension called Keywords Everywhere.
- Prepare a social media strategy: If you’re running a blog, publishing it on social media is great way to get more eyeballs on your content. In fact, in between publishing blog posts you can also keep pushing out pieces of micro content that have been extracted from your previous blog posts to keep up the momentum and stay top of mind. Let’s say you write a blog post once a week – you can easily extract multiple snippets from it to make multiple social media posts that convey the same message and find a way to reach more people for the same piece of content.
- Repurpose your blog posts: This is not a mandatory step, especially if you’re in the early stages of blogging. Make sure you’re running your blog for a few months until you’re comfortable enough to take on this next level of challenge.
Once you’ve got a considerable number of blog posts published and have consistent social media posts going as well, you can find ways to reach more people by trying other mediums – it could be podcasting, videos or some sort of collaboration too. Though it sounds intimidating, it doesn’t have to be. Because you would’ve secured enough written content by now, you wouldn’t need to reinvent the wheel but flip through your older content and bring it back up in a different form. That way you already have the groundwork done and get a chance to widen your reach. This will prove beneficial for your personal coaching business in the long run.