Unquestionably, health coaching is a booming industry in 2021. A well-thought-out digital marketing strategy will help you capitalize on this opportunity.
Noticeably, people are struggling to maintain good health during the pandemic. With the right foundation, you can build your own profitable health coaching business.
Designing a digital marketing strategy will highlight your uniqueness as a coach. Naturally, it will help your audience resonate with you.
Marketing is an iterative process and not everything needs to be planned for straight away. That being said, having a digital marketing strategy will give you a solid plan. You will have an idea of what actions to take and how to communicate to your audience.
Whether you are certified or are self-educated, building your personal brand will be your foundation. You begin with identifying what particular services you’re offering. Look at the characteristics that make you unique.
You will take on an identity ranging from the business name you decide to adopt, to the colours associated with your brand. Specifically, these aspects will distinguish you from others in the industry. It will display your personality to clients.
For instance, you may decide to give your brand an exciting and tough personality. Or perhaps you find that a friendly and sincere approach is more appropriate.
Choosing the traits that best personify you will display authenticity. Authenticity will allow your audience to trust your advice. In turn, they come looking for you whether times are good or bad.
Your Target Market:
This is the stage where you decide the specific people to coach or the types of problems to solve. Accordingly, you could hone in on a specific demographic aligned with your particular expertise.
Google’s Consumer Barometer is a free tool to gain deeper insights into how your audience behaves online.
Perhaps you had struggled with and conquered a particular health challenge. Subsequently, you could relate your journey to that of your audience. This would be a strong selling point and an extra avenue for you to display a genuine desire to help.
Furthermore, you could take on a holistic approach tackling a wide range of health areas. When you develop programs you can tailor each one to solve for a specific health area. Afterwards, these programs could be bundled together to solve health problems holistically.
Ideally part of your offerings will include an ongoing health coaching program. Certainly, you know the value of keeping healthy as a lifelong practice.
Coaching your clients consistently will ensure they stay healthy long term. Ultimately, this will create long-lasting relationships with your clients and turn them into your brand advocates.
When deciding on areas that you would like to focus on, examining trends is helpful. For example, the ketogenic diet could be currently trending while the paleo diet is declining in popularity. Adapting to the trends will be like going along the current of a river. Thus it will be easier to attract clients.
Google trends will display a chart indicating a search term’s popularity over a period of time. This will help you estimate whether a topic is going to rise in popularity or decline. With a good grasp on trends, you can adjust your offerings over time to continually meet your clients’ needs.
Through analyzing the competition you further your perspective on which topics are currently trending. Subsequently, you will notice new opportunities to grow your business. Observing different coaches will also give you an idea of how your offer stacks up against the competition.
Getting a good idea of what’s working and what’s not will help you further your own business goals. Pay attention to your competitors’ new offerings as it could be a potential substitute. Identify where competitors are vulnerable and develop your own unique value proposition. Undoubtedly, this will keep you ahead in the market.
Content will be the key to spreading your message about health. It will educate your clients on your unique coaching style and entertain your audience. You will attract clients with your personality and insights as you guide them in their health journey.
Your content can be displayed on many various media. Finding the right channel that best displays your message will be instrumental to your success. For instance, you may be an engaging speaker that instantly sparks interest in your audience when they hear passion.
If this is the case, you might consider focusing most of your content efforts on producing videos. Also, examine where your potential clients are spending their time. Consequently, this will dictate which platforms are the most relevant for you to post content on.
To list, your business needs to meet these criteria to maximize visibility:
- Have your own website
- Be active on social media
- Rank highly for search requests related to your business
Your website offers potential clients a way to experience and sample your brand. Prospects may read about your history, research your offerings or read your blog.
Most importantly, ensure that your website has a great user interface and high reliability. In turn, your prospects can navigate your website easily and find the information that they are looking for. Optimizing your website for mobile and different browsers will be critical to ensure a consistent experience wherever your customers find you.
In addition to providing great platforms to share your content, social media allows your customers to interact with you. Contests/giveaways could be great ways to engage with your audience in a fun and friendly manner.
The main benefit however is the ability to participate in conversations in the health industry. You can listen to your customers’ thoughts unfiltered.
Critically, having a strong presence on social media will give your brand credibility. It will build trust beyond your certificate in health coaching. Social media users can see firsthand how you respond to inquiries and what insights you contribute to the industry.
Users that resonate with your approach will become your brand advocates and join your community. Furthermore, you could dub a cool name for members of your community. This community could prove to be extremely valuable for your followers to discuss their unique health journeys.
Above all, you need to rank high on search engines to ensure prospects find your content. Ranking high for popular search queries related to your offerings will give you an edge over your competition.
Of course, paid ads can help you jump to the very top of the search engine results page. However, it would be best to optimize your website before determining a budget for ads.
With this purpose in mind, explore your website’s technical setup to ensure search engines can properly index your web page Create content that is relevant and high quality so that it is useful for your clients. As a result, there will be higher likelihood search engines will display your content.
If your web pages rise in popularity, other experts in the health industry may link/direct their audience to your content. Consequently, the more helpful your content is, the more people will be inclined to link to it. Therefore, these links are a strong indicator to search engines that you’re credible.
As you execute your digital marketing strategy, you’ll want to establish goals to ensure that you’re on the right path. Similar to fitness you want to set goals and measure your results to ensure progress.
For this purpose, create objectives to determine the steps you’ll need to take to hit your goals. Objectives are SMART (specific, measurable, achievable, relevant, time-bound) and will guide the direction of your strategy.
To learn more about writing SMART goals see Atlassian’s article.
For each objective write down the key result(s) that determine if your objective was met. Achieving successful results will mean you’re making good progress.
Putting It All Together:
We’ve covered the steps you can take to establish a profitable health coaching business. In summary, the right digital marketing strategy will allow the world to see your passion and unique insights.
You have the opportunity to build a community of like-minded people and make your vision a reality. Good luck!