Having a steady stream of clients is essential for your business. Social media can be an effective way to attract new clients, but it can also be overwhelming and time-consuming if you’re trying to do all the things without a strategy. Too many coaches are not using social media to their advantage and as a result, they’re not getting the results they want. 

I know this struggle firsthand.

Years ago, I invested thousands of dollars with a guru coach who told me social media was the only way to grow my coaching business. While it did help build my personal brand and authority, it wasn’t adding warm leads to my email list. Everything changed when I discovered the power of strategic collaborations—my visibility and business marketing strategy clicked in a big way.

Social media can be a starting point, but it’s not where you should place all your focus. Likes and comments don’t equal sales, so make sure you have a strategy to convert your followers into subscribers and eventually paying clients.

1. Identify and Stick to a Niche

Trying to attract everyone is a mistake. Identifying and sticking to a niche drives everything you do on social media. 

Being an expert in one particular area will help you stand out from the crowd, attracting clients who need specific advice related to that niche. Specialists are much harder to come by than coaches who take a more catch-all approach, and if you try to position yourself as a jack of all trades, you risk coming off as a master of none.

Ask yourself: What is my sweet spot in the market? Who do I love helping, and what unique value do I offer?

Having clarity on your niche also helps you know where your ideal clients are spending time online. For example, if you’re an executive coach, LinkedIn might be a better platform for you than Facebook.

2. Make Your Profile Visible and Connect-Worthy

Too often, I see outdated headshots and average bios that are focused on the person instead of the audience they serve. One of the key things is to make your social profiles visible if you’re in business. This includes your personal Facebook page, as it’s often the first place your audience will look for more information about you.

Ask yourself: Who am I, and why should they care? What do I do, how do I do it, and who do I help?

Ensure that all your profile information is accurate, informative, and up-to-date. Use a professional headshot and write a bio that clearly conveys why you are the expert your audience needs.

3. Use Video to Your Advantage

Content creation is a must to attract your ideal clients on social media. If you want to reach a bigger audience faster, consider using video to your advantage. Predictions for this year show that short-form video is a great way to increase your visibility and reach.

Don’t limit yourself to content around your offer pillars. My Content to Connections Marketing Map includes:

• Educational: Calling out mistakes, busting industry myths, and providing valuable tips
• Inspirational: Sharing fun facts, motivational messages, and shifting beliefs
• Promotional: Addressing objections, offering social proof, and promoting your services

Include a CTA at the end of every social post or video to encourage your audience to take the next step—whether that’s downloading a lead magnet, joining your email list, or booking a discovery call. Every piece of content should guide your audience towards taking that next step in their buyers journey.

4. Maximize Reach Through Cross-Promotion

Increase your visibility by cross-promoting your content. Your audience likes to consume content in different formats, including static posts, short-form videos, lives, blogs, and audio. Repurpose your content across multiple platforms to avoid burnout.

Example: Create a post on social media and include an email on your list with a link to drive traffic to the post. 

Example: Create a post on social and include a link to your blog for those who want to take a deeper dive into the topic.

Don’t forget to include email as part of your cross-promotion strategy. Even if you’re just starting, personalize your emails using your social media content with a different spin. This allows you to take relationships offline, ensuring you can stay in touch with your audience even if there’s a tech glitch.

5. Be Consistent

You don’t build a brand or an audience overnight. Post quality content consistently on the social media platforms you’ve chosen. Engage with your followers by responding to comments, messages, and posts quickly and professionally.

Consistency shows potential clients that you’re present and available when they need help or advice, even if it’s not directly related to your services.

6. Build Relationships First

If you want more interaction on your content, reach out to potential ideal clients and build relationships first. This also signals to the algorithm who you want to show up in your feed.

How to do it:

• Look at the likes and comments on your posts. Do a quick search on their profile. If they are a potential client or collaborator, be sure to follow them and then comment on a post or two.
• BEFORE you post on social, comment on three others’ posts first, showing genuine interest in who they are and what they do. It sparks the algorithm.
• If you decide to send a DM, mention something personal from their profile that isn’t related to business. Remember, it’s about adding value first.

7. Join Communities and Groups

Joining communities and groups on social media gives you access to more potential clients and collaborators. Look for groups that match your target audience so you can build connections and increase visibility.

Following the advice of my friend and mentor Bob Burg, author of The Go-Giver…

• Ask questions that subtly hint at what you do but don’t sell. An example: “What lead magnet title interests you the most?”
• Provide valuable advice in threads first by answering questions.

Engaging consistently in the right groups not only helps build relationships but also establishes trust and credibility, making it easier for potential clients to see you as the go-to expert.

8. Collaborate With Other Experts

Reach out to other experts in your field and look for ways to collaborate. This could be as simple as doing a joint Instagram post, hosting a live video, or participating in a podcast interview.

Keep in mind they will be looking at your socials first, so make sure your brand is ready to connect! Don’t forget to consider larger collaborations like collaborative bundles or summits. These can rapidly grow your email list and boost your authority by putting you in front of a wider audience. If you’re concerned about having a smaller audience, let them know you’ll do everything you can to promote the collaboration. It’s about adding value, regardless of audience size.

9. Work Your Network

Leverage existing relationships by asking friends, family, colleagues, or past clients if they know anyone who might benefit from working with you as a coach.

Before reaching out, take a look at their social media profiles to see what they’ve been up to. Then make the ask and offer to support them in return.

10. Show Up

Last but not least, show up. If you want more leads and clients, be visible and active on social media. Hiding behind your desk and hoping for clicks won’t build relationships.

Keep it simple. Pick one platform for social to start to stay out of overwhelm. Get consistent with posting content. Include email for your next step to take that conversation deeper. Consider using a lead magnet to give your audience an easy next step after engaging with your content—whether it’s downloading a free resource, joining your email list, or scheduling a call.

Finally…

Social media can be a powerful tool for coaches and online-focused business owners looking to build relationships and attract more clients. By leveraging these tips and focusing on creating great content, building relationships, collaborating, and showing up consistently, you’ll set yourself up for success.

When you’re ready for a proven way to grow your email list with people interested in what you’re selling  (without relying solely on algorithms), join the Visibility Builders Society. It’s your step-by-step guide to growing your authority, attracting clients, and building a business without burnout.