The sheer amount of stuff one can do on social media platforms like Twitter, Pinterest, Instagram, and Facebook can confuse and paralyze some users. But life coaches know better. They realize that these services, while fun to use and bursting with information, are also near-perfect vehicles for delivering messages of empowerment and connection to people who want to hear them. As such, life coaches tend to be excellent social media users.
Of course, there’s a difference between being good at social media and utilizing social media effectively for a life coaching business. When a life coach understands how to use the services effectively for business, he or she will begin to see major gains in important business-specific metrics that help gauge the health and well-being of the business itself.
The key concept here is “inbound marketing.” This is defined as activities that bring visitors to a business (as opposed to businesses having to go find customers), and the idea is to draw the attention of potential customers, spur engagement, and offer an open-ended invitation to get involved. Inbound marketing wasn’t really possible before the Internet, but technology has made it the single-easiest way to get the word out and drive customers to a business.
Inbound marketing isn't just good for life coaches; it improves their business’s prospects for survival by several orders of magnitude. Here are seven ways life coaches should reconsider their approach to social media with an eye on improving their inbound marketing prospects:
1. Drive Traffic to Your Website, Blog, eBooks, and Anywhere
Your social media profiles are fun and fluid things, but you need direction within your posts. Ideally, you’ve got other marketing materials, like blogs, ebooks, and a business website, so make sure that your social media posts are driving traffic to those areas. Everything should be integrated, so that when the unfamiliar find you on social media, it’s no trouble for them to also find your other inbound marketing collateral.
2. Always Measure Traffic and Monitor Engagement Analytics
If you don’t know the volume of users coming into contact with your social media posts, and don’t know how many potential customers are following those posts back to your other inbound marketing collateral, then you have no way of knowing what posts and strategies work, and where there could be room for improvement. Data is the key to life coach marketing success, and it will help show you a better way forward.
3. Don’t Be Afraid to Engage, But Don’t Overdo the Salesmenship
Social media users are savvy. When all you want to talk about is what your business does and the many ways people can give you money, you run the risk of turning off those looking for real connection with an actual person. Social media is about more than selling a persona or a business: it’s about forming a connection and relationship that can last. When users come to trust you, they're more willing to take a chance on your business.
4. Schedule Posts Ahead of Time
No one can be on social media 24 hours a day. Instead, the best social media users download a management program to schedule posts to drop at random intervals throughout the day. This helps maintain a constant presence on social media without you having to personally spend all day on your phone or tablet, scrolling through an endless stream of information.
5. Use Social Media to Research Ideas, Trends, and Hashtags
There’s more to social media than any given conversation. These platforms can be excellent tools for research. Ideas for posts, industry trends, and popular hashtags can help you become a more focused social media user, and as a result expand your reach and marketing potential.
6. Devote Blocks of Time Each Week to Social Media, Including Strategy & Ideas
Remember, this is about your business. Be sure to put time in every day to develop the various social media platforms devoted to your business. Brainstorm posts, research topics, engage with current and future clients, read trend pieces, study analytics, and then make and schedule your posts. You don’t need to do each every day, but every day you should do as much as possible, and always with an eye on improving business prospects and ramping up user engagement.
7. Take the Long View and Stick to the Script
Social media is very much about taking things one step at a time. A life coach won’t shock the world right from the jump, but if you take the long view, decide on a strategy and stick to it, and give your efforts time and opportunity to grow, you will absolutely see results over the long haul. They will not happen overnight, but they will happen, if you let them.
Social media is one thing that life coaches can (and should!) do themselves to promote and grow their businesses. It can’t be everything, but it needs to be an integral piece of the puzzle. There’s no better way to drive interest and generate leads, and once a few of those are landed, the fun, fulfilling task of actually helping people can finally begin!