When you’re starting out as a life coach, one of the hardest things to do is drive traffic – in other words, get visitors who aren’t just your mom or sister – to your website. Because as we all know, a website isn’t an if-you-build-it-they-will-come kind of thing. You have to do the work to get your people to it.
One option that I’ve seen be very successful for marketing coaching businesses and getting users to a coach’s website is by marketing using Facebook Groups. I don’t mean creating your own Facebook Group. I mean joining groups where your ideal client is already hanging out.
Why should you join Facebook Groups?
I could list a lot of reasons for joining Facebook Groups, but the main reason is that 1.8 billion people use them every month.
Unlike Facebook Pages, which only permit YOU to post your latest updates, images, and videos, Facebook Groups allow every member of the group to post, share, and comment on a shared topic of interest.
Facebook Groups allow businesses to have conversations with their target audience to help them gain insight into what they want and need. What that means for you is a chance to engage with your ideal client to learn more about their pain points, improve your marketing message, and even get your business name out there as a solution for their problems.
So, now you know why you should join Facebook Groups. What next?
7 ways to market your coaching business on Facebook Groups
Finding groups that align with your niche is essential, so before joining any, research them first. You can do that by typing keywords relevant to your niche into the Facebook search bar, and filter the results by groups. Once you narrow the search results down to groups filled with influential people who would be interested in what you have to say — join.
Once you’ve joined, be aware that groups typically have a strict code of conduct – no self-promotion except on certain days or types of posts. Those conduct guidelines will be present when you join a group. So, how do you talk about your business and offer insight that will build a reputation as an expert and help people want to work with you?
Well, I’m going to tell you:
1. Don’t spam with self-promotion
This is so important it needs to be said twice — do not market your business against group guidelines.
It’s tempting to drop links to your website or social channels and market your coaching business, but doing that is actually more likely to annoy people and result in your removal from the group.
2. Be helpful
Instead of directly marketing yourself, a better way to show your knowledge and expertise is by replying to other people’s posts. By being helpful, they will be more likely to thank you, click on your profile, or send you a message.
When that happens, you are on their radar. You’re building your reputation as a subject matter expert. The key to making this work is to truly care, and to come from a place of service.
Top tip: Complete your personal profile and add your details to your Facebook Banner too.
3. Get to know people on a personal level
Pay attention to their pain points and listen to their daily concerns. Listening creates a connection and a friendship. And when people feel understood by a friend, they will turn to you when they need help.
Plus, you might even make a like-minded friend for life who will champion your business all over social media.
Free word-of-mouth marketing.
The best marketing there is!
4. Ask for opinions and advice
One way to market your business without selling is to ask the group their opinion on a service you are creating. Be humble and ask:
- How could you make it better?
- How could you structure it for the right audience?
This allows you to discuss your services without selling them.
Asking for guidance shows people you appreciate the help and are a good listener.
5. Post links to specific podcasts, freebies, and downloads
I asked members of a Facebook Group I am in for their tips. This one from Rebecca Weber, a freelance journalist & writing coach, really stood out:
“I post links to specific podcast episodes or freebies when a person has asked a question that needs a more in-depth answer than a Facebook thread will allow.”
Yes, you are kind of self-promoting, but not in a vulgar way. This way, you drive traffic to your website and resources by being helpful.
6. Invite existing paid clients to these groups
If you have good working relationships with your clients, invite them to the Facebook Groups they will benefit from most.
Because when somebody needs help or advice, they will recommend you.
7. Post invitations to masterclasses, talks, and scholarships
Posting links to events and classes like these show how helpful you are trying to be to other group members.
You don’t have to mention if you are involved with them. If it’s in line with the group’s rules and helps members, you can promote something you are involved in without making it about you.
Things to remember.
Facebook Groups are for everyone. They are not all about you, so remember these five rules:
- Don’t self-promote – Ask questions and give advice without mentioning your coaching business
- This is a long-term marketing strategy – It will take time to get clients from these groups
- Post consistently – You want people to see you are an active and helpful member.
- Be humble – Don’t brag about your achievements. You might be an expert, but you weren’t always.
- Don’t be sleazy – You don’t have to use underhand tactics to win clients. If you come at it from a place of help and concern, that will be more memorable.
Need help creating valuable content?
Then download my Content Creation Framework and start creating valuable posts for your coaching website so that you have valuable content people will want to read and share.
Until next time,