THE #1 Way to Brand Your Coaching Practice in 2017

“This article was originally published by the International Coach Federation”

With 2017 officially here, a lot of coaches are looking for new and effective ways to brand and grow their practice. While there are literally hundreds of choices available, my #1 favorite is podcasting.

That’s right! Podcasting, in my opinion, is the single best way for coaches who are looking to impact their brand in 2017.

“Why such a bold statement?” you might be thinking.

I’m glad you asked.

REASON #1: POSITIONS YOU AS A CREDIBLE EXPERT TO POTENTIAL CLIENTS.
As a many of you know, credibility is huge with coaching because if people don’t think you know what you’re talking about, then there’s no way they’ll pull out their checkbooks to hire you!

Hosting your own podcast solves that problem right away.

Why?

Because instead of Sally Sue the Coach, you’re Sally Sue, Coach and Host of the XYZ Podcast. You can put that on your website and your business cards, mention it while networking (casually of course), and include it in the byline of any article, video or audio you produce.

In short, people will think, “Well, if she hosts her own podcast, then she must know what she’s talking about. Let me learn a little bit more about what she does.”

This of course is exactly what we want.

Remember, when it comes to podcasting, it doesn’t necessarily matter how many people listen to your show; it just matters that you have a show for them to listen to.

In other words, quality content is a must, since that’s what draws people in. But sometimes coaches get stuck on the fact that they won’t have a large listenership, and as a result, they don’t see how podcasting can impact their brand.

That would be incorrect.

Just by having a podcast in the first place goes a long way towards branding you as a coach people want to hire.

REASON #2: EXTENDS YOUR BRAND TO A LARGE NUMBER OF PEOPLE WITH ALMOST ZERO ONGOING COSTS.
Podcasting is so fun because you can touch a high number of people with one show! First off, you have the podcast itself, which for most coaches (myself included), introduces you to an entirely new audience.

This may include people who don’t live in your community, don’t attend the same networking events and haven’t heard you speak before—ever.

Second, you have the written transcription of your podcast, which you can spruce up and post as an article on your website, blog or social media.

Again, this helps you extend your brand beyond just the people you run into on a week-to-week basis.

And third, depending on how frisky you’re feeling, you can create a video of your podcast, with slides representing key points made during the initial audio broadcast. That’s actually something I’m rolling out right now: Creating a separate video of my podcast that highlights the key points from my original show.

So now I can post that on YouTube and expose myself to an entirely new audience. (What?!)

And the best part?

All of that is very, very affordable in terms of ongoing costs.

The podcast itself runs around $7/month for my distribution service. Throw in another $3 to $5 for transcription services per podcast (this will vary depending on the length of your audio), and you can see how we’re not talking about a ton of ongoing money.

(Oh, and for the video summary, I personally contract that out, but you can totally do that yourself with the “screen share” functionality though a video conferencing company like Zoom or GoToMeeting.)

Bottom Line: A ton of bang for not a lot of buck!

REASON #3: PODCASTING IS STILL IN THE “EARLY MAJORITY” PHASE, MEANING YOU CAN BUILD A PRETTY LARGE FOLLOWING WITHOUT A TON OF COMPETITION.
And if those other reasons didn’t convince you, then this last one should.

Remember the early days of Facebook, when you could build a following like nobody’s business since it was such a new thing?

Well, in my opinion, this is exactly where podcasting is right now.

A lot of people have heard of it. Some people are actively listening to them right now. And outside of the “big” names, very few coaches are doing it in their target markets.

This is why I started my own podcast, “Brand & Grow Your Coaching Practice.”

Because in my opinion, the marketplace didn’t have a ton of experienced, entrepreneurial coaches like myself showing other coaches how to build their practice without looking like a used car salesman in the process!

And I have to tell you, I wasn’t wrong because I wound up with almost 200 downloads in my first three months!

So the question becomes, why can’t you do the EXACT same thing in your own niche?