Brian is a regular Branding & Marketing Columnist for the International Coaches Federation Blog, where this article first appeared.
With people on vacation and the kids out of school, summer is officially here. And while that’s great for some, it can also be a little troubling for Coaches looking to build their business and their brand.
Or Listen on Your Computer Below
Because no one is around!
Or it at least seems like it, and trying to book clients and keep things moving forward can be frustrating to say the least. But with that said, there are definitely some things you can do that will not only build your brand, but grow your business this summer.
Re-engage Past Clients
As Coaches, we can be so busy putting one foot in front of the other, servicing clients and branding our practice that we can sometimes forget about the people who’ve used our services in the past!
One of the things I recommend is to reconnect with some past clients from the last few months and just see what’s going on. The conversation might go something like this:
You: Hey Sally, it’s Brian Hilliard, long time no talk! How are things going?
Past Client: Oh hey Brian. Not to bad, how about you?
You: Oh, I can’t complain. Hey listen, I know we haven’t talked in awhile – things have been super busy here lately – but I wanted to just check in and get an update on the project we were working on. I know last time we talked you had just finished your 90 Day Marketing Plan. How’s that working?
Past Client: Oh yea. Thanks for asking. Well here’s what happened…
And off you go reconnecting and talking about your work together.
Here’s the thing: We live in a society where everyone is soooo busy doing sooo many things, that when you get a real life call from someone you’ve worked with in the past, it creates a connection that most of your clients don’t experience in their regular business lives.
And the best part?
During one of those conversations, I guarantee you’ll hear the following works: “Oh, I’m so glad you called!” And you know what that means…more business for you!!!
So give that a try this week and make sure to post your results in the comments section below. I’d love to hear the results.
Develop a Content Marketing Strategy
Now this is something I’m really passionate about, because I don’t see how anyone can have a serious conversation about building their brand as a Coach without also having an accompanying Content Marketing Strategy.
Simply put, a content marketing strategy is a game plan for getting your content out into the world.
For me that includes audios, videos and the regular publication of my online newsletter. Because here’s the thing: As a Coach, our knowledge is our product. And if we don’t showcase that expertise on a regular basis, then how can we expect anyone to hire us?
The short answer: You can’t.
So, if you don’t have a consistent content marketing strategy yet, here’s what I’d recommend:
- Write down some FAQs your clients have asked over the past few months. This will be the basis of your content.
- Set up an area on your website where you can publish that content. It doesn’t have to be a separate blog if you don’t want, but at least have some place where you can post an article, video or audio.
- Pick a question you want to tackle from Step #1, find a quiet spot, and start recording an answer on your cell phone. I’m thinking a 5 minute audio should do it.
- Convert that into an .mp3 format (I’d recommend zamzar.com) and load it to your blog.
- Send out an email with a link to that content, letting others know that about it.
Then going forward, make it a point to publish something at least once a month, because as I’ve mentioned previously, there are literally thousands and thousands of Coaches out there who all say they can do what you can.
Meaning that for the most part, the difference in you getting a client or someone else getting that client is NOT expertise…it’s awareness. Or more specifically, a potential client’s awareness that you even exist and can solve their problem.
And one of the best ways to do that is by branding yourself through a solid content marketing strategy.
The Bottom Line
As you can see, both of those suggestions can be a little time consuming at first. But that’s why they are perfect for the summer time…because you have a little more time on your hands to engage past clients and create new content! And that will not only build your brand this summer, but also help grow your practice in the months ahead.