Just when we thought we were knee deep already in the digital age, 2020 has shown us that technology is both the present and the future. With the spread of COVID-19, businesses of all types have moved online and have employees working from home. I even have some friends whose business is choosing not to renew the lease on their building to save money, as they realized they can be sustainable with the company working remotely.
It has also become evident that social media is becoming the main platform for communication. If you have a message you want to get out, then social media is the way to share. Whether that is news, updates about your life, education or marketing for your business, this is the one medium everybody is on and looking at regularly.
So what does this look like for the coach or trainer?
Being a coach is about being in the people business, and having gyms closed, or open with many restrictions, is changing how you do things. Coaching has, and always will be, about building relationships. In order to cultivate and create new relationships, you have to find a way to connect with people and get your message out digitally.
This is why no matter what stage of the game you are in, it’s crucial to build an online personal brand. My friend and branding expert, Matt Michalek, describes your online business or social media account as your “digital storefront”. This is true whether you are an online coach or continue to coach in person. When people see your social media, they can get to know you, your beliefs, and learn how you can help solve whatever problem they have.
People hire you for you, and it’s likely there are many people out there who could help them reach their goals or solve their problems. They hire you because of how you make them feel and the personal connection you are able to provide. This has always been true, even pre-COVID. The global pandemic has just magnified the issue and made it more important than ever.
Building a personal brand may seem daunting at first. Just like many things in life, it’s simply about just getting started. As you do this more often, and begin to post regularly, it will become more natural and you will get better. It’s about getting in the reps.
When you share your personality, success stories of your clients, the type of training you provide and your area of expertise, people will look to you as an expert and someone they can trust. For your followers this can feel like a “test drive” of what it’s like to work with you.
This becomes a marketing platform where not only can you get your message out, but you can interact with potential clients. Unlike traditional forms of marketing you don’t always get a chance to talk to the customer. Just as important as what you post, is how you engage with your audience. Choose to be curious, ask questions and get to know the people who interact with you. This will help you close sales and get more of your ideal clients.
The great news is, this form of marketing is free! Now is the time to take advantage and build a following. Remember, this is your digital storefront of what you have to offer, so take a step back and ask yourself, what is your social media saying about you? Start making decisions about what you are planning on posting, so you can be in alignment with the type of coach you are, and the type of clients you want to work with. After all, it doesn’t matter how good of a coach you are if nobody knows about you!