May 23, 2025
Let’s talk marketing for coaches—without all the fluff and without pretending you need to suddenly become a TikTok influencer to sign clients.
Recently, I came across a post in r/lifecoaching where a coach shared her struggle with promoting her services. She hated video, felt overwhelmed by social media, and wondered if blogging alone was enough. If you’re in the coaching world, this probably sounds all too familiar.
Let’s be real: imposter syndrome is a thing. So is content burnout. And while video is king (or so they say), not everyone is built for it—or wants to be. That doesn’t mean you can’t build a thriving coaching business. You just need a strategy that’s aligned with you.
The Myth of “You Must Be on Video”
One of the biggest misconceptions in marketing for coaches is that you have to do video to get noticed. That short-form reels and TikToks are the only way to get leads. But here’s the truth:
If your ideal client isn’t spending their time scrolling reels, why are you?
Some coaches work with corporate leaders. Others help creatives, or entrepreneurs, or burned-out parents. Your marketing needs to speak their language where they are. If they read blogs, write blogs. If they’re on LinkedIn, start conversations there. Not everyone is glued to Instagram.
Strategy Beats Scrolling
A comment that stood out in that Reddit thread nailed it: “There’s not ONE way, but you must commit to SOME process that is consistent and has a strategy behind it.”
So ask yourself:
- What does your audience actually want?
- Where do they spend time online?
- What kind of content do they consume—and trust?
Video is a tool, not a strategy. Clarity and consistency are what really move the needle.
Build Your Foundation Before You Market
Before you hit “post” on anything—video or not—make sure you’ve done the groundwork:
- Know your audience deeply. Not just who they are, but what they say they want. Get in the DMs. Run surveys. Do market research without pitching.
- Position yourself clearly. Your bio shouldn’t just say “I’m a coach.” It should tell people what problem you solve and what they get from working with you.
- Structure your offer. Outline your program like you’d explain it to a 10-year-old. Tangible outcomes, clear pricing, and a breakdown of how it works.
Because without this, even if you go viral, you’ll still feel stuck when it comes to actually converting leads.
Play to Your Strengths
If you’re better in conversation than on camera? Do live Q&As or podcast interviews.
If you’re a writer? Own that. Turn long-form posts into newsletters, LinkedIn content, or articles like this one.
Hate social media altogether? Try guest blogging, networking events, or strategic partnerships. Your marketing doesn’t have to look like anyone else’s.
Just Do Something
One user said it best: “If you truly don’t have it in you to do video, then don’t. But just do something. Post post post post.”
Start where you are. Start with what feels good. Just start.
Because at the end of the day, marketing for coaches isn’t about trends—it’s about connection. And there’s more than one way to create that.
If you’re still figuring out how to market your coaching business in a way that aligns with your style, you’re not alone. There are powerful strategies out there that don’t rely on social media overload or being on camera 24/7. This guide from UpCoach breaks down the essentials of building a professional online presence. Meanwhile, Simply.Coach’s take on the 7 Ps of marketing for coaches offers clarity on crafting your unique proposition and creating real traction. And if you’re looking for practical, real-world ideas, this LinkedIn article lists 20 proven ways to market your coaching practice—none of which require becoming someone you’re not. Choose what fits, stay consistent, and build a business that feels like you.