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This episode is inspired by a recent look at my business analytics, which are confirming that my business is surging right now and yours could be too!
What are business analytics and why am I talking about them?
Well you can’t know what times are most effective for promotion unless you set up and track analytics. Sound complicated? Not really.
For me, there are 7 sets of numbers I regularly review and track that tell me how many people:
- are on my website and how long they engage there
- are subscribing to get my freebie
- open and click through on the links in my emails
- listen to my podcast and what percentage of the episode they listen to
- respond to my posts on social channels.
- fill out my application to work with me and sign up for a Discovery Call
- are enrolling in a Strategy Session
These are all my opportunities for a future connection with a person who could become my paying client.
What opportunities have you set up to connect and attract paying clients?
I’ve made every aspect of my business — my website, my lead magnet, my podcast and more — highly visible and compelling for my target audience. I never do any type of promoting to a general audience.
Monitor Analytics About Your Coaching Business
Do you have stats about your business that you’re watching? If not, I encourage you to set up processes to attract ideal clients and keep their attention. Then figure out how you can measure that. Apps make this easy.
If you do have numbers you can review, what do you do with them? Soon I’ll do an episode about this. For now, I’ll just say … never let your stats depress you. Instead let them spur you to action.
So, my question in the title of this episode — when is the most effective time to promote your coaching business — is a bit of a trick question. The truth is that it’s best to promote all the time. All. The. Time.
Never Hard Sell Your Coaching Prospects
And I want to make it clear I’m not talking at all about constantly asking people to hire you or posting ads all the time. I don’t believe in that pushy approach.
If you’re running your coaching business the way I do and the way I teach my clients in my VIP program, you are using the simplest coaching business model and have built a beautiful customer journey so your ideal clients steadily flow right to you ready to enroll.
I’m not advocating hard selling. Consistent non-salesy marketing is the best approach for coaches.
My new clients tell me that one reason they chose me over other business mentors for coaches is because I didn’t hard sell them … ever. They never felt I was pushing or attached to them hiring me.
So take away this point today … run your business so that you’re promoting in a non-salesy way all the time. Do that by getting in front of and staying in front of your audience with high value content. Speak their language.
Inconsistent marketing is usually a waste of time because people forget who you are and their interest is harder to spark again.
Publish a weekly podcast, blog or videos and consistently show up on social media plus use more high touch methods monthly – such as networking and public speaking. All of this should be targeting your narrow audience and not talking about generic coaching topics.
Show Up More During These Times
That said, there are certain times of the year that, for most coach’s audiences, will be the most effective for a bigger promotional effort.
Think about it. When are human beings most in the mood to improve their lives and therefore most likely to hire you?
- January after the holidays – This is the greatest energy for self-improvement and new initiatives.
- May – Spring raises all life giving energies so people tend to invest in themselves then.
- September – Once the kids are settled in school adults want to start something new.
- November through early December – Before the year ends people want to honor their goals.
Plan Your Coaching Business Ahead of the Wave
If you haven’t launched your coaching business yet, launch during those high times.
If you’re launching a new program, plan the opening for these times.
Of course, that means you need to be thinking things through about 6 months earlier or more.
When I sold group programs, products and online training I used to plan my promotional calendar 18 months ahead because I needed to secure promotional partners, write web copy and promotional material, plan all the content when it would go out and how it would build excitement.
That was an exhausting and why I don’t sell products, online training or group programs anymore. It’s why I created the Simplest Coaching Business Model because I can make and keep more money with private services, which are fun for me as well as being more effective for my clients.
What are you selling? How many people do you need to get interested to enroll the number of people that will give you a great income?
These are questions that most coaches don’t ask themselves. And I get it. The business side of coaching isn’t why you started this journey. Still, if you’re in this to stay and you also want to earn well, you can’t NOT think about this.
I didn’t want to think about these things either when I started. I shot from the hip and didn’t plan anything. That affected my income. And then I found, when I made a game out of doing and tracking my business it became more fun!
You always hold the reins in your business and can do whatever you want, when you want. Start noticing what happens when you take action and what happens when you don’t. Set up ways to track your stats. Do things that AFFECT those stats. Watch how you improve and how your business grows.