Owning your own health coaching business has its perks, like the flexibility to set your own hours, the freedom to work from wherever you want in some cases, and the fulfillment of helping people reach their health goals as you work toward reaching your personal and financial ones.
As a business owner, however, you’re also in charge of getting the word out about your practice so you can secure more clients and continue to generate income. That’s where advertising comes in. And in this week’s post, we’ll be showing you how to attract more paying clients using online and offline advertising.
Let’s start with some definitions.
Confused about online and offline advertising? You’re not alone. Aside from the obvious (one’s online and one’s not), it can be a challenge to understand the different ways you can promote your health coaching business to new clients—and why you might want to choose one path over the other, or use a combination of both.
What’s online advertising?
Online advertising is any kind of advertising or promotion you do online, on your website, in an email campaign, or through your social media pages. What’s great about online advertising is that your location doesn’t limit your reach in attracting new clients. Also, consider your target audience. Are they more likely to be looking things up on Google, scrolling through Instagram, or binging Netflix shows? If so, online advertising might be right for you.
Types of online advertising include:
- Your website
- Social media (Instagram, Twitter, Pinterest, Facebook, YouTube)
- Mobile ads
- SEO (search engine optimization)
- Display ads
- Remarketing (running targeted ads that appeal to a specific audience. For more marketing definitions, see our Marketing Glossary of 43 Essential Terms for Health Coaches)
- Blog posts
- Listings on local directories
- An email campaign
What’s offline advertising?
Also called traditional advertising, this kind of promotion relies on channels that aren’t online, from billboards and brochures to tacking your business card up at your local gym (mine’s got a cozy spot between the local real estate lady and the lawn maintenance guy). Again, think about your niche audience. If they’re less likely to spend time online, this one’s a no-brainer. Even if they do spend a fair amount of time online, offline advertising is still extremely valuable—especially if you have a physical brick and mortar location for your health coaching business.
Types of offline advertising include:
- Chalkboard signs and sandwich boards
- Newspaper or print ads
- Direct mail
- Brochures and flyers
- Business cards
- Events and tradeshows
- Free swag (t-shirts, stickers, pens)
Which type of advertising do you need?
The short answer is both. According to this article, small business owners need an integrated strategy that includes online and offline advertising. Sure, more people are checking Yelp reviews instead of the Yellow Pages these days, but depending on your location, your audience, and a bunch of other factors, a combo of both will attract more clients to your health coaching practice.
The goal is to connect your unique value proposition (the problem you solve or solution you provide) to your specific niche audience (who you’re solving or providing it for). And while there’s no magic bullet for creating a perfect advertising strategy, you can start by asking yourself these questions:
- What solution do I provide?
- Who is my niche audience?
- Where do they hang out online?
- Where do they hang out in real life?
- What times of day are they there?
- How do they search for new products and services?
- What kinds of words do they use when searching?
So, if you’re a health coach who keeps Crossfitters on track with grab-and-go paleo snacks…
You might share recipes on your Instagram stories, and create a printed brochure to put in your neighborhood CrossFit gym.
If you’re a health coach who helps menopausal women rewind the clock with whole foods…
Think about optimizing your website with keywords your niche uses online, and asking your nearest health food store if you can give a free talk.
And if you’re a health coach who shows overweight teens how to responsibly lose weight without feeling deprived…
Consider posting fitness videos on SnapChat, and chatting with the health teacher at your local high school to generate word-of-mouth.
These are just examples, and by no means are they the only way to structure your online and offline advertising strategy. But by appealing to your niche audience with the right messages—in the right places, at the right times—you’re more likely to stay top of mind when they’re looking to hire a health coach.
If you want to get more paying clients for your health coaching business (and really, who doesn’t?), consider using a combination of online and offline advertising. Think about your niche audience and where they spend their time, then create a strategy that includes elements like social media, blog posts, brochures, events, and word-of-mouth. Want more tips on how to successfully mobilize your online advertising efforts? Give this blog post a read, and check out this one, too, for more ways to attract new clients.
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