There’s so much more to being a health coach than helping your clients get the results they want.
We’re also entrepreneurs on the lookout for the best way to attract clients—without them, we wouldn’t have a business or be able to put what we’ve learned about coaching into practice.
Today’s post is the second in the Primal Health Coach Institute’s marketing series, where we’ll explore the benefits of using inbound marketing to grow your health coaching business.
What Is Inbound Marketing?
Consumers are more empowered than ever before, as the growth of online information has changed the way we shop. Consumers perform their own research and make their own decisions based on the information they find online.
While paid digital advertising is one way to find potential clients, clever entrepreneurs have developed other marketing strategies to tap into this new form of shopping.
The most successful marketing strategies involve a more personalized touch, with marketing content specifically tailored to attract or “pull” a niche audience. This form of marketing is known as inbound marketing.
Inbound marketing is a strategy that uses several forms of “pull” marketing—such as blogs, events, webinars, search engine optimization (SEO), and social media—to create brand awareness and draw in new business.
Inbound marketing is arguably the best way to turn strangers into clients who will then become promoters of your business.
How Is Inbound Marketing Different from Outbound Marketing?
Inbound “pull” marketing allows marketers (such as yourself) to “earn their way” into a customer’s awareness using blogs, videos, and social media posts, thus creating brand awareness.
This differs from outbound “push” marketing, which is used by companies to push the awareness of their business onto the consumer through paid advertisements commonly found on television, billboards, magazines, search engine advertisements, and newspapers.
While one can target specific audiences with outbound marketing (think beer commercials during the Super Bowl), inbound marketing is arguably more effective at attracting targeted audiences. Additionally, outbound marketing is inherently disruptive and invasive, while inbound marketing is helpful and relevant to the individual’s needs and desires.
Why Is Inbound Marketing Useful for Health Coaches in Particular?
The basic concepts of inbound marketing align closely with the principles of health coaching—both require the development of trust and rapport in order to work most effectively.
The key to inbound marketing is building a connection with your ideal client, and this can be achieved through informed content marketing (which we’ll discuss in a future post, so stay tuned!).
When utilized effectively, inbound marketing offers a wealth of benefits to health coaches, including:
- Enhanced brand awareness
- Increased reach through social media
- Improved SEO
- Heightened consumer engagement with your brand
- The generation of genuine leads for less money (when compared to outbound marketing)
The benefits of inbound marketing are a bit of a slow burn as they generally improve with time.
For example, a quality blog post can achieve both immediate and long-term benefits. In the short-term, it will draw attention to your brand when it’s first posted, and will then continue to act as a handy resource for your clients while it remains on your site. As your content gains more exposure, it can then draw traffic to your site through SEO and social media sharing.
Attract, Convert, Close, and Delight Your Clients
There’s more to inbound marketing than simply attracting clients. Once you’ve hooked your ideal client, you need to convert them into a lead, then transition them into a client, and finally delight them into becoming promoters of your business.
This process can be broken down into four phases, which we’ll now discuss in more detail.
There’s more to inbound marketing than simply attracting clients. Once you’ve hooked your ideal client, you need to convert them into a lead, transition them into a client, and finally delight them into becoming promoters of your business.
How do you make content marketing irresistible?
Be authentic and share your own health story!
Blogging is the most popular form of inbound marketing, and has a proven record of driving traffic and nurturing leads. Keep your articles targeted to your avatar client, addressing their needs, worries, concerns, and problems to attract them to your site.
Social media networks such as Facebook, Instagram, Twitter, Snapchat, and Pinterest are a great way to share your inbound marketing content. These social media channels have the power to spread your content exponentially and have a reach like no other.
Do your research and post on the social media platforms where your ideal client spends their time. There’s no point posting to Snapchat if your target audience spends their time on Instagram.
SEO is an essential aspect to any successful inbound marketing plan, as your potential clients will begin their buying process by entering a query into a search engine such as Google or Bing. Without optimized SEO, your quality content will not be seen.
The second phase of inbound marketing is to convert your potential client (visitor) into a lead. This is achieved by giving them a reason to connect with you and giving them ways to do so. The reason to connect with you can come in many forms, but usually involves offering something for free (an eBook, a webinar, a discovery call, a whitepaper, etc.) in exchange for their contact details (name, email address, phone number). This information is usually gathered through a web form.
In other words, once you’ve attracted a visitor to your site, give them a reason to subscribe to your newsletter or otherwise connect with you, so you can turn your visitor into a lead and move them further down the path toward becoming a client.
The third phase of inbound marketing is to close the sale and transform your lead into a new client. The first step is to nurture your leads via email. Set up a series of emails that automatically drip to your subscribers over time. These emails will help your subscribers better understand who you are, what you have to offer, and give them reasons to trust you as an authority. The ultimate purpose of the email series is to encourage them to book a discovery call with you. Once on the discovery call, you move into the proper sales phase.
Selling doesn’t come naturally for many health coaches, but it’s a major aspect of what we do. The best way to improve your sales technique is to do your research with each of your leads, and to know your product well. The more experience you have, the more comfortable you’ll feel closing a sale and signing a new client.
The fourth phase in the process is to provide a remarkable experience for your client.
Delighting your clients by providing exceptional service will turn them into promoters of your health coaching business. It will get them coming back for more of your services—they’ll refer you to their friends, and will tell the world how amazing you and your products are in the form of a review.
In summary, inbound marketing has the power to:
- Attract your ideal client to your product through content marketing.
- Convert your visitors into quality leads.
- Close the sale by transitioning your lead into a client.
- Delight your client with your product(s) and services so they become promoters of your business.
Here’s a list of our marketing series posts in order:
- Two Essential Questions You Must Address Before Developing Your Health Coaching Marketing Plan
- How to Use Inbound Marketing to Win Clients
- How to Build an Irresistible Health Coaching Website
- How to Generate Traffic for Your Health Coaching Website
- How to Use Content Marketing to Gain Clients
- 3 Simple Steps for Converting Web Traffic Into Leads
- How to Use Email Autoresponders to Convert Leads Into Clients While You Sleep
- How (and Where) to Hire Freelance Writers, Designers, and Tech Support
- 8 Tactics for Closing the Sale on Your Next Discovery Call
- How to Delight Clients and Keep Them Coming Back for More
- PHCI Marketing Glossary: 43 Essential Marketing Terms for Health Coaches
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