Struggling to make a real impact with your social media? It’s time to shift the focus from selling to serving. Join me as I reveal how to engage potential clients by addressing their real needs and guiding them smoothly to your more personal digital spaces like blogs and email lists.

Hello, coaches! Are you pouring hours into your social media efforts but not seeing the growth or engagement you expected? Does it feel like, despite all the posts about your coaching successes and offers, the connection with potential clients just isn’t there? Well, you’re not alone, and today, we’re going to turn that around.

Social media is a powerful tool, but only if used correctly and as part of a marketing process designed to walk potential clients right through your front door. It is not a stand-alone strategy, and it’s not just about showcasing what you offer; it’s about connecting deeply with what your potential clients truly need. This isn’t about a quick sell; it’s about building relationships and guiding those who need your help to the right resources, which might eventually lead them to your coaching services.

If you’ve been struggling with making your social media work for you, or if you find yourself stuck in the cycle of sporadic posting without real engagement, then you’re in the right place. Today, I’m going to share strategies that will not only help you improve your social media presence but ensure it resonates with the people who need your coaching the most.

From understanding the unique dynamics of different platforms like LinkedIn, Facebook, and Instagram to learning how to effectively draw your audience into your own digital backyard—your blog or email list—we’ll cover it all.

So, if you feel it’s time to really harness the power of social media for your coaching business, stay with me as we dig into it!

Welcome coaches. I’m Jackie Appleby, Online Business Manager, Business Coach and your guide on this journey towards not just building a successful coaching business but creating a transformative one. You want to grow your coaching business while leading your best life, and I share tips, tricks and strategies to make that dream achievable. With years of experience in the coaching industry, I’ve helped countless coaches transition from being overwhelmed and chaotic to calm and thriving through my coach-to-CEO framework. So, if you feel like it’s time to fish or cut bait, you are in the right place!

When it comes to social media, it’s easy to fall into the trap of thinking more posts about your services will lead to more clients. There’s also a popular notion that sharing personal stories and vulnerabilities makes us more relatable and likable—these strategies do have their place. However, most of your potential clients are still learning who you are and what you do. Initially, before you become a familiar name, it’s crucial to focus on creating content that resonates specifically with your ideal clients.

Many of us have been guided by the 80/20 rule—post 80% value and 20% promotions. While this sounds balanced, the reality often leans too heavily into promotions without genuine value. No-one wants –  a used car salesman approach – doing all the talking and none of the listening. The same goes for personal sharing; while it can humanize your brand, if it doesn’t align with the needs and interests of your audience, it may not help in building professional credibility.

“Instead of drawing people in, an overly promotional approach or misplaced personal content can actually push potential clients away. Today, we’re going to rethink how we engage on social media. We’ll explore how to balance personal insight with professional value in a way that not only enhances your relatability but also underscores your role as an expert who can address their specific challenges.

Let’s start by understanding the core of social media—it’s social. It’s about building relationships, not just broadcasting messages. Think about it like a networking event. You wouldn’t just walk up to someone and start selling your coaching packages, right? You’d first get to know them, understand their challenges, and maybe share a story or two about how you’ve helped others in similar situations.

This is exactly how you should approach your social media interactions. It’s about making your potential clients the heroes of your stories. Show them that you understand their pain points and that you’re here to help, not just to sell. Share content that resonates with their needs and aspirations, and engage in conversations that foster trust and build relationships.

Think of your social media as the first date, not the marriage proposal. Your goal is to intrigue, engage, and encourage further interaction. You want your followers to think, ‘I want to learn more about this person,’ not ‘They just want to sell me something.

So, take a moment to review your recent posts. Are they more about you or your audience? Are you addressing their needs and offering insights, or are you primarily promoting your services? A subtle shift in focus can make a world of difference in how your brand is perceived and how effectively you connect with potential clients.

Once we’ve shifted our mindset to see social media as a platform for engagement rather than just promotion, it’s time to focus on the type of content that can forge those connections. The key here is to craft content that directly addresses the pains and challenges your potential clients face.

Start by asking yourself: What are the common challenges my target audience is dealing with? What obstacles are preventing them from achieving their goals? Once you have those questions answered, create content that not only discusses these issues but also provides clear, practical solutions – give them things they can act on!

For instance, instead of pushing high-ticket coaching programs directly, why not offer a taste of your expertise for free or at a low cost? This can be something as simple as a downloadable guide on ‘Top 5 Mistakes New Entrepreneurs Make and How to Avoid Them,’ or a video series offering tips on ‘Effective Communication for Leadership.’ These pieces of content offer real value and set the stage for deeper engagement.

Now, while social media is fantastic for sparking initial interest and engagement, the true goal is to bring your audience into spaces you control, like your blog or email list. Here’s a strategic way to use those initial interactions: Always conclude your posts or videos with a compelling call to action. This might be an invitation to download your free resources or to subscribe to your newsletter for deeper insights.

Many coaches focus heavily on the number of likes, shares, or comments they receive. While these metrics are useful indicators of what content resonates with your audience, they only tell part of the story. Real success isn’t just about engagement; it’s about moving that engagement toward a more committed action. It’s about saying, ‘I’m glad you liked this video—now come join me on my blog where we can dive even deeper into this topic.’

Let’s consider a recent incident that underscores the risks of relying too much on any single platform. Last week, I came across a post from a coach whose Instagram account was suddenly shut down, allegedly for violating platform rules—a situation many find themselves in without clear explanations. She had thousands of followers and conducted all her business through Instagram. Overnight, she lost her primary means of communication with her clients and had to start rebuilding from scratch.

This story is a stark reminder of why it’s crucial to have your own digital real estate—spaces like your blog or email list that you control completely. Social media should be the starting point or the handshake that invites people into these more stable, controlled environments where the real, lasting connections happen.

So, make it a habit to guide your social media followers to your blog or email signup page. Use engagement as a stepping stone, not the destination. Offer them something valuable enough to make the jump worth their while, like exclusive content, first dibs on new offerings, or insights they won’t find anywhere else. This approach not only secures your audience but also protects your business from the unpredictable nature of social platforms.

Imagine posting a short video on LinkedIn that addresses a common issue like ‘Overcoming Fear of Public Speaking.’ At the end of the video, you could direct viewers to a link in your bio where they can download a detailed guide or sign up for a free webinar. This strategy not only builds trust but also gently guides your audience to your owned media, where you can engage with them on a deeper level.

By focusing on creating content that truly resonates and provides solutions, you’re not just catching someone’s eye—you’re starting a conversation. And it’s these conversations that gradually build into relationships, client trust, and eventually, a thriving coaching business.

But I hear you. You still want to understand what to post, not just the why behind a good strategy.

Understanding each social media platform’s unique environment and audience is key to effectively engaging your potential clients. Let’s break down some specific strategies for LinkedIn, Facebook, TikTok, and Instagram to help you feel like you’re not just talking to yourself, but actually sparking real conversations.

Starting with LinkedIn this platform is all about professional networking and building relationships. The thing to be aware of here, especially on LinkedIn, is that because potential employers and clients are watching, many users are hesitant to show a vulnerable side. This can impact the type of engagement you receive. For instance, if you are a weight loss coach, expecting people to comment openly on your post about personal struggles with weight might not lead to the engagement you hope for. The professional setting of LinkedIn makes some topics less conducive to public discussion.

Instead, a more effective approach would be to share content that focuses on the professional aspects of personal improvement, like how achieving a healthy weight can enhance workplace performance or discussing strategies for maintaining focus and energy levels throughout the workday. Group discussions are more of a closed-door scenario where people tend to share a little more as there are not as many people watching so this is a great place to start conversations and connect with people on Linkedin. DM’s are where the magic happens on Linkedin and this can seem daunting considering the sheer volume of spam in DM messages lately, but with a well-thought-out contact plan, Linkedin DM’s can be a game changer.

Here are a few more tips for Linkedin. First, personalize your direct messages. When you reach out to someone, mention something specific about their profile or a post they’ve written. Next, actively participate in groups related to your coaching niche. Share your insights, ask questions, and provide value without directly selling your services. Finally, engage by commenting on posts in your feed. Not just a ‘Great post!’ but something substantive that adds to the conversation. And remember, Linkedin is a long, slow game so be patient.

Moving over to Facebook, TikTok, and Instagram, these platforms are excellent for leveraging the power of video. Here’s how to make the most of it:

On Facebook, create short videos that address common questions or challenges your audience faces. Make sure these videos are engaging and end with a question to encourage comments and discussions. Use Facebook Stories to share day-to-day updates or quick tips, keeping your audience engaged and informed.

For TikTok and Instagram, it’s all about captivating short-form content. On TikTok, create engaging, educational clips that either solve a problem or provide a quick tip in an entertaining way. Use trending sounds and hashtags to increase your visibility. On Instagram, utilize Reels to share similar content and make sure to engage with comments quickly to boost your posts’ reach. Also, use Instagram Stories to conduct polls or Q&A sessions, making your audience feel heard and involved.

These platforms offer tremendous opportunities to share content, create conversations, and build community. Remember, the goal is to be consistent and authentic. Regular interaction and genuine engagement go a long way toward making your audience feel valued and connected.

Earlier, we touched on the importance of moving your social media engagement towards more sustainable platforms like your blog or email list. Now, let’s delve deeper into advanced techniques and explore some real-world examples of how this transition can be effectively managed.

Beyond basic calls to action, consider the journey you’re inviting your audience to embark on. For instance, use multi-step funnels that start with a simple social media post and lead to a series of interactions. Each step should offer increasing value, culminating in an invitation to join your email list or blog community. This could look like starting with a social media quiz related to your niche, followed by a detailed results analysis sent via email, which then leads to a webinar signup.

Lead magnets are crucial in this process. They’re not just giveaways; they’re tools of engagement that offer significant value. For example, if you’re a business coach, a lead magnet could be an eBook on ‘5 Strategies to Overcome Entrepreneurial Overwhelm’. Ensure your lead magnet solves a real problem your potential clients face, making the transition from social media to your owned media irresistible.

Let’s look at a case study. Consider a relationship coach who used a series of Instagram stories to discuss common relationship issues, each ending with a prompt to download a free checklist from their website for resolving conflicts. This simple technique not only boosted their website traffic but also increased their newsletter subscriptions, as the checklist was only accessible to subscribers.

These examples show that with the right strategy, social media can serve as a powerful entry point to a deeper, more controlled engagement on your own platforms. By building a thoughtful bridge between these mediums, you can guide your followers through a journey that benefits both you and them, enhancing your control over the customer journey and ultimately, your business’s growth.

As we wrap up our journey through unlocking social media growth, remember, it’s not just about accumulating likes and followers. True social media growth for coaches—like you—transcends these visible metrics.

It’s about deepening your connection with your audience in such a way that they’re compelled to follow you beyond social media—to your blog, your email list, and into your coaching programs. This is where real growth happens, not just in your follower count, but in your business’s impact and revenue.

You can have all the engagement and followers in the world, but if you’re not converting them into your other channels and into paying clients, then we need to reassess and realign your strategies. It’s about creating a community that trusts you, believes in your message, and wants to invest further in what you offer.

Let’s continue this conversation. I encourage you to implement the strategies we’ve discussed today. Experiment with them, measure your results and share your successes and challenges. If you’ve found this video helpful, please like it, subscribe to this channel, and ring the bell for notifications on future posts. Your growth is our success, and together, we can achieve remarkable things.

White cursive text spelling "jackie" on a black background for a coaching program.