How do I find more coaching clients for my business? It is probably the most frequently asked question I get. The answer is to put in place a marketing strategy with a variety of sales methods, of which Facebook adverts is one. I personally love using Facebook ads for coaches because of the quick response it is possible to get.
Coaching Industry
The coaching industry is booming. According to the International Coach Federation there are 23000 coach practitioners or management leaders providing coaching in Western Europe and of these 85% have received some accredited training. The average salary or income is 51,100 USD and the majority age group is Gen-X (38-54 years old in 2019). (1)
However, these figures do not take into account the vast number of people who call themselves a coach but are not registered practitioners. Life coaching is not a regulated industry in the UK and anyone who feels that they have the requisite skill set can set themselves up as a life coach.
Increasingly competitive
In this crowded marketplace, it can be difficult to stand out and attract the right type of clients on a regular basis. A coaching business needs to niche down and really define who their ideal client avatar is, in order to get the right audience and the right message out.
The specific targeting options available on Facebook for advertising can help pinpoint an audience. Showing them the right content is the next step. Nurturing them through the sign-up process is the last. Facebook advertising is integral to the entire customer journey and may require a review of other areas of the business (website and sales funnels).
The best types of Facebook ads for coaches
The type of advert you choose to run on Facebook depends on the desired outcome. You might want to run adverts to a lead generation enquiry form or appointment booking or you might choose to send them into the beginning of a sales funnel with a webinar or freebie behind a lead capture form.
Here are some of the most popular advert types for coaches:
- Brand Awareness & Reach
- Traffic, Engagement, Video Views & Lead Generation
- Conversions
These advert types correlate to the stage that your potential customer is at, whether they are in the awareness, consideration or buying stage of the sales process.
How much should I spend on Facebook adverts for my coaching business?
The answer to this question can be found in your existing sales figures (or if you are just starting out in your projected sales figures). It is based on your desired income, your target cost per acquisition (CPA) and customer lifetime value (CLV), an estimated cost per click (CPC) or cost per mille (CPM) and your conversion rate.
Should I get help with Facebook ads?
Finding your way through Facebook ads and Facebook Business Manager can be complex but it is entirely possible to run your own adverts. After all, you know your business best.
If you would rather concentrate on your strengths and save time for discovery calls and coaching, look for a Facebook Advertising agency or manager that you can trust. Remember that you will be opening up your business manager account and sensitive company information to them and trusting that they will bring in results.
If you would like to book an initial chat to see if we can work together on your advertising campaigns, say hello.
(1) https://coachingfederation.org/app/uploads/2020/09/FINAL_ICF_GCS2020_ExecutiveSummary.pdf