Stage-Appropriate Social Media for Coaches

As an aspiring online coach, you have probably heard that building a strong social media presence is essential to growing your business. However, social media can actually be one of the biggest distractions when it comes to developing your business. In fact, it may not be the most useful tool for attracting clients in the early stages of your coaching journey.

The Truth About Social Media for New Coaches

Many new coaches dive headfirst into social media, thinking they need to create a stunning Instagram feed or a YouTube channel to stand out. They invest in tools like Canva and video equipment and try to juggle multiple platforms, hoping to attract their first clients. But when asked where their first clients came from, most coaches find that social media wasn’t the answer. In a recent coaching call, for instance, not a single attendee had landed any clients through social media.

So, why do coaches, especially beginners, often fail when trying to use social media to get clients? The answer lies in how we approach marketing. We often try to replicate the strategies of the influencers who inspired us to become coaches, without realizing that what works for established figures in the industry doesn’t always work for novices.

Social Media as a Yellow Pages Entry

For new coaches, social media should not be seen as the primary source of leads. Instead, it is more like a Yellow Pages entry—a place where potential clients can find information about you once they have heard of you through other channels. The real work of attracting clients will likely come from local connections, networking, or personal referrals rather than social media advertising.

Think about it: When people meet you in person or hear about you through a trusted connection, they will likely Google you or check out your social media profile to learn more. That is when your social media presence becomes important. At this stage, your goal is to provide clear, simple updates and social proof of your work. This can include testimonials from clients, updates about events you are hosting, and contact information so potential clients can easily reach out.

Engaging With Your Clients on Social Media

As a novice coach, your social media activity should focus on engaging with your existing clients rather than hunting for new ones. A great way to build rapport is by celebrating your clients’ achievements. For example, if a client achieves a big milestone—such as completing their first chin-up—take the time to comment and congratulate them on their success. This not only shows your support but also gives people a glimpse into the value you bring as their coach.

By interacting with your clients in a supportive way, you will show others that you are active and present in their journey—without trying to steal their limelight. This kind of engagement is much more effective than trying to create flashy content that draws attention from strangers.

Moving to the Intermediate Stage: Building Your FAQ Library

As you progress in your coaching career, you can start to use social media more strategically. An effective approach for intermediate coaches is to build content around frequently asked questions (FAQs) that you get from your clients. This allows you to demonstrate your expertise while addressing common concerns that your target audience may have.

For example, if you often get questions about the best warm-up routine for deadlifts, you could create a video or a post that explains and demonstrates your preferred warm-up. Not only does this provide value to your current clients, but it also serves as content that can help potential clients understand your coaching style and problem-solving abilities. Over time, this FAQ library can make your social media profile a helpful, credible resource for your audience.

The Advanced Stage: Social Media as a Lead Generator

For more advanced coaches, social media can become a powerful lead-generation tool. However, this requires a significant investment in high-quality content creation. At this stage, coaches may need to hire professionals—like videographers and editors—to create content that stands out in a crowded market. This is the path taken by some well-known figures in the industry, who have a team to handle all of their social media content.

Alternatively, advanced coaches might use social media to target specific clients or organizations. This means creating content aimed at attracting a very specific group of people, such as a particular athlete or business looking for wellness services. In this case, social media becomes a tool to get leads from specific, high-value prospects rather than a broad audience.

Know Your Stage

In the early stages of your coaching career, social media is not the magic bullet for finding clients. Instead, it should be used as a tool for engagement and proof of credibility. By focusing on building strong relationships with your clients and addressing their needs, you will set yourself up for long-term success. So, avoid the temptation to chase social media fame and focus on what really matters—serving your clients and providing value.