How to Create Social Media Content for Your Coaching Business

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Social media Marketing is a powerful growth strategy

How to Create Social Media Content for Your Coaching Business

Learning how to create social media content is important to grow your coaching business. All too often, coaches think that as long as they talk about their services and offer some value here and there, that the clients will come flooding in the door. And then they get super discouraged when that doesn’t happen! Or, they are unsure what to say so they completely stall and don’t create any content.

Since you’re reading this, I know you’re serious about learning how to create consistent quality content for your coaching business. If you want to attract clients, then you need to get strategic. So, let’s dive in.

This guide will help you learn:

  • How to Build Your Social Media Content Strategy

o    Determine the goal of your content

o    Types of social media content

o    Ideal client research

o    How to deliver your social media content

o    Creating images for your social media content

o    Repurpose your social media content

o    Automate the process

  • Step-by-Step Guide to Create Your Social Media Content

  • Your Return on Investment

How to build Your Social Media Content Strategy

To develop your social media content strategy, it’s important that you take a close look at your business, your clients and the type of content they are looking for online.

1. Determine the Goal of Your Social Media Content

Before you begin writing your social media content, it’s important to think about why you are writing the content - what is your goal? There are many goals depending on your business, your current visibility and what you are trying to accomplish. Some goals to consider include:

  • Brand Awareness: Brand awareness is simply making more people aware of you and your business. This goal may overlap with other goals on this list because, in reality, all forms of social media content can increase your brand awareness. But, if this is the primary goal for your content, then it’s important to think about where you will share the post. The more visible your piece of content is, the more people become aware of your brand. Some really powerful ways to increase your brand awareness are to share educational trainings and client testimonials.  

  • Establish Yourself as an Expert: Establishing yourself as an expert on social media can attract new clients and other business opportunities such as speaking events or getting articles published. There are a lot of chances for you to showcase your knowledge when you are viewed as an expert online. If this is the primary goal of your content, then you will want to include educational trainings and consider collaborating with others. Video content is also important to include when you are trying to establish your expertise online.   

  • Attract Coaching Clients: Attracting clients is a popular goal for social media content...I mean, we all want more clients, right? So, think about what your clients need to see and hear from you online to want to work with you. Do they need to view you as an expert, do they want to know about your personal life, what educational content will attract them?

  • Email List Growth: If your goal is to drive traffic to your email list then you will need to have a really great offer that attracts people. This is called your freebie, opt in or lead magnet. People need a good reason to give you their email address so make sure this freebie offer is AH-MAZING!

  • Attract Speaking + Writing Opportunities: If you are trying to attract speaking or opportunities, then you need to first consider what types of speaking/writing opportunities you’d like to secure and start creating content that aligns with those. For example, if you would like to speak at events about your journey and a powerful experience you survived, then this journey must be included in your social media content. If you want to provide the keynote at a conference, then it’s important to showcase your knowledge in your social media content.   

2. Types of Social Media Content

A common mistake many coaches and consultants make is thinking that social media content is a time to push their services and programs down their audience’s throat. Trust me….that is not usually successful. Your content should include a good mix of the following four types of social media content:

  • Educational: Educational content is one of the most powerful types. These include tips and trainings that you provide. This is the only the only type of content that can actually achieve every goal listed above (increase brand awareness, establish you as an expert, attract coaching clients, grow your email list and attract writing/speaking opportunities).  

  • Social Proof: Social proof (aka testimonials) is incredibly important when you’re growing your online business because it always carries more weight to have someone else praising your work than it is for you to tell people yourself how great you are.

  • Personal/Inspirational: Personal and inspiring stories help your audience get to know you, see a new side of you and feel inspired or motivated. It is human nature to make decisions based on emotions, so try to connect with your audience emotionally. Simon Sinek explains this perfectly in his TED talk, Start With Why.

  • Promotional: And finally, do want to tell people about your offers, services and programs. Just remember that your content should include a good mix of these various types of content. I try to keep my promotional posts to one per week, unless I am launching a new program.

3. Ideal Client Research

Before you dive in and start creating content to showcase you and your amazing offers, remember that your content is really about your CLIENTS (not you!). Sit down and take a few minutes to brainstorm what type of content your clients want and need to see from you online. Some things to consider are:

What questions do your clients ask you? Whatever questions a client asks you, it’s almost a given someone else is wondering that exact same thing. Use these questions to create social media content around and potential clients will be sure to find your posts informational and helpful!

What questions did you ask? So often, we end up creating businesses where our ideal client is someone that we used to be. If this is you, then think about what questions you had to spend time researching or asking, and start turning these into social media content.

What is searched for online? There are several online tools to figure out what is searched for online. A few I use are Google Trends and Key Word Finder. It is also helpful to type the topic into your browser and see what search results come up. Seeing the other content out there can inspire you, especially if you have a different opinion or unique perspective on the topic.

What questions are posted in Facebook groups? You must be on your mobile phone for this one (not a computer). But, if you are in the Facebook group, at the top you can search for topics in that group. It will display every post that contained that keyword. So if you are a health coach that helps postpartum moms, it could be really helpful to search on the word “weight” in your new mommy groups. The questions that have been posted can also be turned into your next social media content.

4. How to Deliver Your Social Media Content

Different types of content resonate with different people so it’s important to think about how you will deliver your content to your audience. Often times, coaches and consultants immediately think of creating written posts for social media. Although written posts are important to include there are other ways to consider:

  • Live/recorded video

  • Blog post

  • Written social media post

  • Webinar

  • Infographic

5. Creating Images for Your Social Media Content

Beautiful images are not only important on IG. It’s important to have branded, nice looking visuals on all social platforms. Unless you are a graphic designer, this can be a bit more difficult to figure out.

Systems/tools: Using the correct systems/tools is the first step. If you already know how to use Photoshop, that’s great! If you don’t, head over to Canva; which is a great website that allows you to create images. You can start with the free option and upgrade when you’re ready.

Dimensions: Every social platform has specific dimensions for the images. These are important to remember so that your images look correct on that platform. Canva has specific templates to use for each social platform. For example, if you are creating a post for Facebook, then begin with the Facebook template. You can even resize images in the paid version of Canva.

Stock photos. As a coach, you are the face of your business and, if you’re trying to attract clients online, good quality photos can make the difference between being overlooked and getting booked! So, are professional photos worth the investment? YES. Without a doubt. But, that doesn’t mean you won’t use any stock photos.

Here are some tips on incorporating stock photos into your social media content:

  • Make sure the images look/feel like your brand

  • Using a consistent filter or overlay can give a cohesive look to your images

  • There are several sites/places to get stock photos. I personally use Pexels.

6. Repurpose Your Social Media Content

What the does it mean to repurpose content and why is this important? Repurposing content means you use the same content topic in multiple ways. For example, if you are a health coach and create a live video to talk about your top 5 nutrition tips then, afterwards, you would write those tips into a written post or email your list.

Repurposing content is important for a couple of reasons. First, reusing content ideas saves you time because you create multiple pieces of content from one topic. Repurposing content is also important because many people may miss the first time you post about a subject. So, this is a strategic way to get your content seen by more people.

You can choose any of the following ideas to repurpose your core content:

  • Email your list

  • Post on other social media platforms

  • Create a blog

  • Write an article

  • Create a video

  • Create multiple written posts from one live stream

To learn how to map out your content ideas and repurpose your core pieces of content, download the free Timesaving Content Creation guide.

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7. Automate the Process

Automating your content creating process will save you time and, if done right, will also make your content more strategic. There are different ways to automate your process. Batch creating your content streamlines the writing process. What does batch creating actually mean? It means you sit down and create multiple posts at one time. This may look like sitting down and creating all posts that are linked to that one main piece of core content, or it may look like sitting down and creating 4 Motivational Monday posts so taht those are done for the month. As with anything in life, this may feel hard at first since it’s not how you have been creating content. But, trust me, the more you do this, the easier it becomes!

The key timesaving automation tool is to use a scheduling tool. A scheduling tool is used to actually post your social media content for you by pre-scheduling them. There are many options out there (Butter, Later, and more), but I’ve worked with Hootesuite for the last couple of years. Like most tools, there are limitations to using the free version, but it works well if you are only focusing on 2 platforms.

Step-by-Step Guide to Create Social Media Content for Your Coaching Business

Now that you understand the basics of how to create social media content for your coaching business, let’s run through the step-by-step process I use to create my content.  

Step 1: Map out your content ideas. Download my Timesaving Content Creation guide and learn how to map out 4 weeks of content ideas in as little as 10 minutes!

Step 2: Download a free calendar template into Word. Take each piece of content you mapped out and write them into the Word Calendar. Remember, place no more than one promotional post each week. You should aim to include content from each category, every week.

Step 3: Fill in your blank calendar so that you know exactly what you will post each day of the month.

Step 4: Write your posts in the same word file, below the calendar.

Step 5: Create your images for each post. I use Canva to create my images.

Step 6: Open your scheduling tool. Copy and paste the written post from your word file into your scheduling tool, and upload the image. Schedule for the date specified on your calendar.

The Return On Investment of your social media content

There should be a Return on Investment (ROI) for all of the activities you focus on in your business, including your social media strategy. What this “return” means is different for everyone and goes back to the initial goals of your content because no matter what your goal is, it’s important to monitor the ROI. For example, if your goal is:

  • Brand Awareness: One metric to measure may be your Facebook followers on your business page or the amount of traffic to your website in Google Analytics.

  • Establish Yourself as an Expert: You may want to monitor your average video views over time or track the number of speaking requests you receive.

  • Attract New Clients: Track how your clients found you when they book a discovery call on your pre-call questionnaire.

your social media content strategy

So many entrepreneurs skip the important elements to creating content. They hop on during the day to randomly post and then are confused why their content isn’t converting into leads. You must look at your content objectively and strategically. At the end of the day, your social media content strategy is a living, breathing piece of your business that you will need to tweak and course correct along the way as you learn what does - and doesn’t - resonate with your audience. You will see results if you commit to creating valuable content for your audience and stay consistently visible.

And that, my darling, is how you create social media content that attracts clients and grows your coaching business.