One of the biggest struggles we hear from coaches is how to get themselves in front of a new audience so they can find new clients. They’ve already exhausted their personal and professional network, and let’s face it, Instagram and Facebook aren’t making it any easier to build followers.
Trust us, we know! We’re Cass & Tee, the co-founders of Lovely Impact, a coaching website template company and we’ve built our entire business from scratch using organic marketing methods.
The truth? Sure, you could pay for ads to build your list or your follower account, but if you aren’t targeting the right people with those ads, you might pad your list with less-than-ideal people who will never hire you.
So how are you supposed to find new potential clients?
The simple answer is this: borrow someone else’s audience.
Let’s break down how to get started!
Three Ways to Borrow Someone Else’s Audience As A Coach
In order to make these strategies work for you, you have to be a semi-extroverted coach (or at least be able to fake it for a few hours). In other words, you can’t be too shy or afraid to put yourself out there. Because that’s the whole name of this game.
But luckily, there are a variety of ways you can do this, and not all of them involve being on camera.
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Become a Guest Blogger
Brands and businesses everywhere are looking for contributing writers for their website. There are entire companies who only have a business because other people write content for them.
If you’re a coach who has a message to share and you can string sentences together on paper, guest blogging is a great option for you. It might take a little bit of work to find the right blogs or platforms to share your stuff on, but once you do, you’re set.
By guest posting on other businesses’ blogs — the ones who have audiences that align with who you want to work with — you can “borrow” their traffic and build your audience.
You can’t just re-share old content you’ve already written and send it out to multiple platforms — that’ll just lead to confusion and a lack of results. Instead, you’ll want to:
- Create custom content for each blog that’s designed for that blog’s unique audience.
- Put real effort in. Vague recommendations or content that already exists won’t get attention.
- Make your personality shine in the posts so people will feel drawn to you.
- Include a call-to-action so people will click through to your coaching website for more info.
Get Interviewed by Others
Pitching yourself to get interviewed on someone’s platform is one of the easiest ways you can get new traffic to your website. Just like authors with new books and actors with new movies, coaches can get interviewed about a million little things that people will be fascinated by.
Going on the interview circuit doesn’t require you to write any content or set up any systems — all you need is an interesting pitch, the ability to email whoever runs the platform you want to be featured on, and the time to show up and answer questions.
You can easily find yourself getting interviewed dozens of times in a few months, which means you’re getting in front of a ton of new people.
Look for interview and speaking opportunities on:
- Other blogs
- Local events
- Industry conferences
Start by reaching out to smaller podcasts, blogs, and other channels, then work your way up to larger and larger platforms. Once you get the word out that you’re looking and have a few trial-by-fires under your belt, you could even have people approaching you to be a guest on their platform.
Partner Up With People Who Have a Large List
* Before we dive in, know that this model is high-tech, high-output (of energy), and potentially high-cost (for setup), so make sure whoever you decide to do this with has a large enough audience to be worth it.
If you don’t have a decent email list of your own (but want to), you could partner up with someone who does have a good-sized list and offer to host a free training for their audience.
Here’s how it works:
- You (as the partner with the small list) create an awesome free training that leads to a low-cost, no-brainer product your partner’s audience will want to buy. Think ebook, short course, etc.
- Set up an affiliate tracking system to track the people who click your link from the partner’s email and purchase your product. You can use ThriveCart, Podia, or any other affiliate system to set it up.
- Cut a no-brainer deal with your partner to make them want to do this with you. Give them a higher percentage of profits than they’d typically be able to get (anything more than 20% should be appealing).
Pro Tip – Setup an Affiliate Program Using ThriveCart
At Lovely Impact, we use ThriveCart as our shopping cart and our affiliate manager. For every product we have, we can allow affiliates to sign up and get their own links. We used to have a super complicated affiliate management tool, and now all we have to do is check a button on every new product we develop, and it’s instantly available for affiliates.
If you decide to develop an affiliate program for your coaching business, we highly recommend using ThriveCart.
- Shopping cart and affiliate management in one
- Powerful affiliate & JV functionality
- Modify affiliate commissions based on refund rate
This process is win-win for both of you. You get signups to your list, and your partner gets a piece of the cash. Just make sure that you have a solid funnel set up for your new email subscribers, so they get a real idea of what they can get out of working with you.
There are tons of coaches, consultants, and experts out there looking for easy content for their blogs and podcasts, and tons looking for easy cash opportunities. If you decide to go this route to grow your business, you could quickly find it to be a valuable return.
Every guest post, podcast interview, and partnership you do is an opportunity to put yourself out there in front of a new audience. It’s up to you to take advantage of it.