How to Market Your Coaching Business (But Only After Doing This First)

Before you start marketing your coaching business, you need to build a solid foundation. Discover the key steps to attract clients and grow your coaching brand with confidence.

Introduction:

If you’re a newly certified coach trying to market your services — but struggling to get paying clients — you’re not alone. Many coaches rush into marketing without first building the solid foundation their business needs.

In this post, I’ll walk you through what that foundation looks like and how it sets you up for marketing success. Whether you’re a life coach, business coach, or wellness coach, these insights will help you attract coaching clients, build trust, and market with confidence.

Why Most Coaches Struggle with Marketing

A common mistake I see is coaches jumping straight into content creation and social media posting, expecting leads to flood in. But without first answering some critical business questions, even the best marketing tactics fall flat.

Step 1: Build the Foundation of Your Coaching Business

Before anything else, your coaching business needs two things:

✅ 1. Provide Real Value

Make sure there’s a genuine demand for what you’re offering. Ask yourself:

Does my coaching solve a specific problem?
Are people actively looking for this solution?
Would they be willing to pay for the results I help them achieve?

If the answer is unclear, take time to validate your offer. This is the first step to attracting coaching clients with confidence.

✅ 2. Position Yourself Effectively

Your ideal clients need to see you as a credible guide who can genuinely help them. That means:

Having a clear niche
Communicating your value in language they understand
Showcasing testimonials or results when possible

Good positioning helps you stand out and builds trust — even before a prospect reaches out.

Step 2: Shift from Traditional to Relational Marketing

Once your foundation is in place, then it’s time to start marketing.

But instead of using generic tactics, I help coaches shift to a relational marketing approach — one that focuses on:

Connecting with the right people
Building trust over time
Showing up with consistent, value-driven content

Marketing your coaching services doesn’t have to feel pushy or salesy. When done right, it becomes an extension of your mission to help others.

Step 3: Create a Strategy That Works for You

There is no “one-size-fits-all” marketing strategy. What works for a mindset coach might not work for a business coach.

So, I help coaches design a strategy that aligns with their:

Niche
Audience behavior
Strengths (e.g. writing, speaking, video, etc.)
Preferred platforms (LinkedIn, Instagram, YouTube, etc.)

The goal? To help you consistently connect with your audience, share your value, and convert followers into clients.

Conclusion: Start with Strategy, Not Just Content

If you’re a coach who feels overwhelmed by marketing, you’re not doing anything wrong — you just need a better foundation and a more aligned strategy.

Before you post another piece of content, ask yourself: