Back to Basics: 10 Marketing Rules You Need to Grow Your Business

You don’t have to know everything about running a thriving coaching practice.

But there are a couple of areas you just can’t ignore.

One of the most important? Marketing.

If you don’t know marketing rules to grow your coaching practice — you won’t be in business for long.

It’s harsh but it’s true.

Here are 10 timeless marketing rules that will exponentially grow your coaching practice. Implement these rules regularly and you’ll see results — even if you think you don’t know much about marketing.

Rule #1: Be Consistent

Consistency is the driving force behind all successful marketing campaigns that lead to growth. If you don’t consistently show up and share high value content that showcases your expertise as a coach, you’ll never create a thriving practice. It’s as simple as that.

Whatever happens, don’t do a “hit and run”. This is when you show up for a day, blast your audience with an email or a series of social media posts and then disappear for a week — or more. This is the fastest route to failure. Avoid it at all costs.

Rule #2: Avoid Random Marketing Goals

Random goals are those you create because just because it feels exciting. Here’s what I mean…

You wake up one morning and decide you must have 1,000 subscribers on your email list in 5 days — even though you’re just starting out and there are zero subscribers on your list right now. I’m not saying you shouldn’t go for big — sometimes scary — goals, but there’s a line between being ambitious and being reckless.

Never create stress and chaos in your life and your business if you can avoid it. If you break this rule, you’ll start to make serious mistakes that could cost you a great deal of time, and money. For instance, you could lose a ton of money on an ill-conceived ad campaign because of overambitious, random goals.

Rule #3: Create Powerful, Original Content

A great marketing strategy paired with original content is an incredibly powerful combination. High in value, original content — videos, blog posts, social media posts and all the rest — will instantly set you apart from your peers and competitors.

You can brainstorm original content by answering these 3 questions:

1. What’s considered the ‘norm’ in your field of expertise?

2. What are the fundamentals that everyone’s taking for granted?

3. Can you think of new and more powerful ways to look at these assumptions and fundamentals?

Going against the grain or the “norm” creates instant originality. Make sure your new, upgraded methods work well and you’re on your way to becoming an in-demand coach with a waitlist that’s a mile long.

Rule #4: Reuse Content

While we’re on the topic of content…don’t feel the need to reinvent the wheel every single time. Think of ways you can reuse valuable content to maximum effect, in your marketing campaigns.

You could take parts of your sales page, rework them a little and use them as social media posts when you’re launching a product or program. You could transcribe some of your Facebook Livestreams or YouTube videos and turn them into free ebooks that could work as powerful lead magnets. The options are endless.

Rule #5: Stand Out

Your marketing should be designed to help you stand out, not sink into a sea of sameness and the best way stand out is to stay authentic.

You have an audience and dream clients who will resonate with your message, your personality and your delivery so make sure you stay true to who you are and how you want to show up. It’s a natural, easy and fun way to get noticed and acknowledged as an expert in your field, while attracting a growing tribe of ideal clients.

Rule #6: Connect Emotionally

Your marketing content must create a deeply emotional connection with your potential clients. Find out what keeps them up at night, take the time to discover their secret hopes, dreams and fears.

You can do this by running a survey on social media or you could have some of your favorite current and previous clients fill out a simple feedback/survey form.

When you know what drives your ideal clients, you’ll easily design marketing content that resonates with them. When this happens, getting people to sign up, opt in or purchase will be a breeze.

Rule #7: Have a Clear Message

What is your zone of genius as a coach? What are your talents and skills and who are you here to help?

If you can’t answer these questions, you need to take some time and come up with the answers as soon as possible. A clear central message or theme is crucial when you’re looking to grow your coaching practice.

If you’re a health coach, think about how you can drive down to specifics in this area. Do you specialize in nutrition, body image, or weight loss? Create your message around your niche. Get precise with the results you can create for your ideal clients. The more specific you are, the more powerful your marketing message.

Rule #8: Create a Range of Services and Programs

Your offers should be designed to help potential clients at various points in their journey. This is a powerful way to market your services to a wide audience that keeps growing.

If you’re a business coach, look at how you can create programs and products for 3 categories of clients — business owners who are just starting out, those who have achieved mid-level success and those who are highly successful and ready to uplevel.

Your marketing efforts should reflect each of these 3 categories. This is also an effective way to connect and convert more potential clients and customers into buyers because you’re honing in on precise needs for each group.

Rule #9: Give Free Value

Whether you’ve been a coach for years or you just started last week, a part of your marketing strategy must always be about giving value to your audience or your tribe.

Make it your priority to consistently create freebies such as eBooks, short courses or online workshops designed to invite new people to join your email list, Facebook group or any other favorite platforms.

This is not up for debate. Your tribe is the most important part of your business. Without them you have no business. At least not one that continues to thrive.

Rule #10: Create a Marketing Plan

This is the commandment that ties all of the others together. A strategic marketing plan is a must. It will serve as your beacon and your guide as you navigate through numerous product launches, opt in campaigns, sign up campaigns and all the rest.

Your marketing plan should include strategies and steps to consistently enroll new clients. This will expand your business and increase your income at the same time.