You are feeling it. I know you are. The economy is tough. Competition is fierce. The online space is saturated. Humans are awakening. And your marketing needs to shift. What worked two to three years ago no longer works today. Buyers have changed and we need to be smarter and savvier than ever before.
Not in a deceiving or tricky way. But in a way that meets your ideal clients where they are. Standing out requires us to be different. To be strategic. To try unique, out of the norm, approaches. And most important, to have heart and soul in our marketing. You are craving it and so is your ideal human. Today, I want to talk about 3 “holistic” marketing strategies you can use that will make a big difference for you, your business and the world around you.
#1: Bring Your “Real” Self to Your Marketing
Have you noticed the shift in the content you read in the online space? I know I have. There is a much stronger focus on authenticity and vulnerability. People are so incredibly tired of all the fakeness (and money focused content) they encounter…
“POV: You’re making money while looking after your newborn so you don’t even have to take maternity leave.” (with a screenshot of the money being made)
“I own a multimillion-dollar business, but you won’t find me spinning around in a $250k G-Wagon (unless it’s a rental)”
“This one’s for you if you’re ready to get the behind the scenes of a 6 figure a month evergreen funnel.”
Ugh. This type of marketing is draining. It fuels the comparison trap. It doesn’t tell the whole story. It feeds imposter syndrome for many coaches. And it steals your money, all while making these gurus richer.
Isn’t this content more refreshing?
“I feel like quitting my business about 2 or 3 times a year. And I’m not alone. When your business gets really challenging, it’s very common to feel like you need to move on. You’re tempted to try a different target market. Or offer a totally different set of services. Or move out of freelancing and into a traditional job. Or heck…quit everything and move to a small island in the Pacific!” Ed Gandia
Why does this message work better? Because it is real and from the heart. This guy is not afraid to tell you how he really feels. And he knows how his audience is feeling as well. This is the direction marketing is moving today.
So how can you bring your “real” self to your marketing?
- Reconnect with your mission, your why and your values. There is a very heart-centered reason you started your coaching business and I know you have a mission to create real transformation in this world. Don’t forget that. Remind yourself daily what “values” you stand for and don’t be afraid to shout those from the rooftop. People do business with companies that have aligned values and a mission they can support.
- Commit to being authentic with yourself and others. Have a heart-to-heart with yourself on a regular basis. Check in with you and ask yourself what you are feeling. What is your soul needing? If you are feeling out of alignment in some way, fix it. Use your marketing to share this precious piece of your journey. We all learn from one another and we all want to connect with humans on a heart level. By sharing your story in the most authentic way, you will attract the exact clients that resonate with YOU.
- Stop chasing the gurus. Yes, of course, there are experts out there that know more than you. And it’s okay to learn from them. But these gurus don’t know you. You are unique and so is your business. What works for them doesn’t necessarily work for you. Work with people who will honor you and what makes you tick. And most importantly, check in with yourself for the answers.
- Use marketing strategies that feel “good” to you. I recently left Instagram because it no longer felt aligned for me. I felt drained, frustrated and defeated. Your marketing activities need to honor your unique personality and needs. Pick social platforms you enjoy. Create content in a way that fills you up. That doesn’t mean you shouldn’t use your head in your marketing, but you should never ignore what drains your energy. And if you just hate marketing, hire someone that can capture your essence.
- Let your personality shine. Are you funny? Be funny in your marketing. Are you quiet and soulful? That’s amazing too. This world needs all kinds of people. Because your ideal clients have different personalities too. Sometimes they will be attracted to you because you are different from them and they want to grow in ways you can teach them. Other times they will choose to do business with you because you are similar and they relate to you. Either way works. So let your “freak” flag fly.
Be you, my friend. It’s the only way to build a business you love.
#2: Speak to Your “Whole” Client
Recently my client, feeling the pressure of getting me information we need to complete a project for her, sent me a Voxer message…
She hadn’t been sleeping well for the last three nights and she was operating at half brain capacity. She was worried that if she didn’t take some time for self-care, she was going to get sick and not be able to enjoy her retreat.
This is real human stuff. It’s no longer about business, but caring for the entire person. It was time to leave a heartfelt message to reassure her that it was more important to honor herself than it was the project. Her reply “Really appreciate your understanding and your support always.”
Just like we care for our client relationship, we can care for the “whole” person in our marketing. How?
- People are humans first, buyers second. If you approach your marketing from a standpoint of buy, buy, buy, you will for sure lose people. Scare tactics no longer work. Shaming is ineffective. Meet your people with compassion for what they are going through, what they are feeling. Be the guide that truly cares about helping them, not just collecting their money.
- Do your research and understand your client deeply. One of my favorite content writers, Danielle Cevallos, recently shared, if your marketing is not landing and converting clients, it’s probably because you don’t fully understand your client. You are likely teaching content your person doesn’t want to learn. You might be trying to solve problems your clients don’t want to pay for. Your ideal client doesn’t care because you’re not in touch with what they really want. Ouch. That one hit hard for me. But it’s a strong indicator you need to do some market research to get to know your client more intimately.
- Provide a very personalized experience. In a recent “Trends” masterclass I attended, the speaker explained that people are moving more towards wanting 1:1 attention. They have a desire to feel intense emotions and they want to work with people who are willing to walk side by side with them through their journey. DIY courses and big group programs may not be your solution right now. Get closer to your client with VIP days, retreats, or 1:1 scalable coaching programs.
- Create a community for people to be a part of. We all have an innate desire to be in relationship with other human beings. We are tired of flying solo, being isolated and figuring things out alone. We want to know there are others out there going through the same thing as us. Meet the heart and soul needs by building a community of like-minded people.
- Use your content to speak to the “whole” person. We all have lives outside of business. We are taking care of kids. We might be caring for aging parents. Health challenges arise. Mentally, we could be on the verge of burnout. We are managing a whole host of emotions. The more you can relate to every part of what your ideal client is dealing with, the more connected people will feel towards you.
#3: Take an Omnichannel Approach to Your Marketing
Just like we need to honor both our “whole” selves as business owners and the “whole” client experience, our marketing approaches need to be well-rounded as well. And one of the best ways to do that is through an omnichannel strategy.
Neil Patel defines omnichannel marketing like this:
Now, does this mean you need to be on every social platform and use every marketing tool you’ve ever been taught? No it doesn’t. But you do need to understand that the online space offers many options for your ideal clients to hang out. We all consume content in different ways and on different platforms.
So look at the behavior of your clients. Ask yourself a few questions (by doing research):
- How do they consume content? Are they listening to podcasts? Reading blogs? Following their favorite people via email? Watching videos?
- If they are too busy to consume content, how are you going to reach them? Public speaking? Attending conferences? Networking events?
- Do they have a favorite social platform? When they are scrolling on their phones at night, are they on Facebook? LinkedIn? YouTube? Instagram? TikTok?
- How are they solving their problems? Googling a solution? Asking a colleague? Looking within. Taking courses? Reading articles? Watching webinars?
When you know these answers, you can begin to build your omnichannel marketing strategy. Your combination of strategies will vary depending on your target audience and how they respond. It might even require you to test various methods to see what works best.
In my comprehensive guide, A to Z Marketing Checklist, I walk you through 26 different ways you can market your coaching business. At the end of this guide, I ask you to pick three strategies that you will start with to build a 90 day marketing plan. The reason we start with three is so you don’t feel overwhelmed and spread yourself too thin. For instance, in our agency, we use:
Podcasting + Blogging + LinkedIn Social Content
Your strategies will look different than mine. What’s most important with an omnichannel marketing plan is that all of your strategies are integrated and work well together. And that your messaging across all your channels is consistent. So no matter where your target audience encounters your business, it looks and feels the same.
Human beings are complex and we make buying decisions differently, but often with our whole being. We are inundated with choices today and the business owner that can effectively use these holistic marketing strategies, will often fare better in this dynamic and competitive marketplace.
Need help designing or tweaking your current marketing strategy? We offer 90 minute marketing strategy sessions to help you solve one very specific problem you have in your business. To learn more and book your “right fit” call, visit https://amazingobm.com/coaching-and-consulting
Coaches: Stand Out with These 3 Holistic Marketing Strategies
October 17, 2023