Driving Traffic / Hot Dates / And Instagram for Biz Coaches by Karl Bryan
A couple of weeks ago, I posted about getting high-end coaching clients using LinkedIn. To keep it super simple, marketing on the internet is all about eyeballs.
The lead singer of the rock band finds someone to go home with him. The college quarterback isn’t short of a date. The guy pulling beers behind the bar gets slipped a phone number. The actress has guys falling over her.
Effective marketing on the internet works the exact same way.
Tony Robbins used to pay for his TV show to run 24 hours per day, 7 days per week. Lotsa eyeballs and apparently worked OK for him.
Therefore, if you want to get high end coaching clients using the internet… concentrate on getting eyeballs on you and your content and you’ll be a happy, profitable and busy coach.
It’s the same reason why my popular program “Live Event Mastery” for coaches works so well for closing high end coaching clients.
It’s a bulletproof way to fill rooms with small business owners and the subsequent eyeballs make it borderline impossible not to get high-end clients afterward (plus I provide the same super compelling word for word script I use).
In my previous post about driving traffic (eyeballs)… I said there are only three platforms coaches should focus on to get clients.
Here I want to talk about Instagram (IG). Truth be told, I’m more of a FB guy but I manage to get thousands of subscribers on the IG platform and these tips will work anywhere. Let me explain.
You need three things or your dead in the water prior to starting IG.
– An Instagram account
– An understanding of how to help local businesses grow
– A willingness to help people prior to getting paid
Step 1: You Need To Create 9 Powerful Pieces of Content
You’re a business coach and know how to help local businesses grow…
So help them.
You hear me say this often:
You don’t have a client problem.
You don’t have a money problem.
You have a refusal to help people before they pay you problem.
That’s the problem.
Share your best material in 9 pieces of content. 9 because Instagram will show sections of 3 on your profile page.
So how do you work out what the magical 9 pieces are?
If a local business owner landed on your profile page… and they viewed (mix of videos and pictures is ideal) what you had created… what content would change everything for them?
Your best material will create an intense desire to remember you, contact you, and ultimately work with you.
Examples of what I put out for my target market (successful business coaches) and create:
- How to find and close high-end coaching clients
- How I filled over 400 local small business events / Let me show you how
- How I find any small business owner $100,000 in 45 minutes without them spending an extra dollar on marketing or advertising
- How to create magnetic social media content that attracts high end coaching clients
- How to form a joint venture with an accountant
- How I ensure you keep coaching clients for years rather than a few months
- How to package and close $50,000 coaching clients
- How I turn advertising into coaching clients/money
- How I build you a team of ten coaches to work under you
Those are my examples (if you need help with any of the above, just ask) and now you need to create a similar list.
Be mindful of your talents and create content around it.
My superpower is building ppl multiple six-figure coaching businesses and that’s the content I can easily create.
You need to create content around your superpower and before you get all psyched out, just get started and let your content evolve/improve over time into your superpower material.
I need you to put some serious effort into this so when people find your page (and they will)… you want them to be jacked up to remember you, contact you, and ultimately work with you.
Also, remember that value online comes in two forms:
a. Entertainment – Being funny, charismatic, being attractive (Richard Gere has nothing on short, fat, me), controversial, sharing cool material, etc…
b. Education – Taking an email and turning it into a blog post, providing your point of view, sharing educational content that will help them, etc…
Step 2: Your Profile Pic, Link and Bio
You’ve got one profile pic, one link to send them to and 150 characters for your bio. Make all three of these count.
Your pic should be a professional headshot and not from your grade 12 yearbook nor your sister’s wedding. You don’t need to be graced with my incredibly good looks to get your picture out there. Remember I’m a solid 8.5 rolling out of bed with my bent nose, slightly larger than 5-foot stature and pot belly.
Richard Gere eat your heart out.
The link should send them to see the value you bring to the world and entice them to want to remember, contact and work with you.
The 150-word bio must be compelling and ideally evoke “curiosity” which is a very powerful, totally unused, sales tool for coaches looking for high end coaching clients.
An example is if you were able to say”
“I can find any small business owner $100,000 in 45 minutes without them spending an extra dollar on marketing or advertising” in your bio…
Think that might make them a little curious and attracted to you?
That 100k verbiage is also all about them… not you. They don’t care about you, they care about what you can do for them (find them 100k).
Step 3: Reach Out
The first two steps assume they’ll be visiting your profile page. So how do you get local business owners to come to your page?
By reaching out to them individually and engaging in their content. I’ve got a saying that if you want to double your engagement (comments, shares, and likes on your posts) then triple your activity.
There are many ways to do it and yes, it’ll take some effort.
The first is to look at people who are big in your community and view the content they’re putting out.
An example would be the local Chamber of Commerce and maybe they did a “Top 40 Under 40” recently and over the next 40 days, they are highlighting each of the 40 nominated.
90% will be business owners and all will be local influencers.
You should absolutely be congratulating (engaging) that person as they’re announced (their eyeballs on you plus others reading).
You can then send them a private message and say congrats, you must be super busy, is there anything I can help you with or anyone you’d like to be introduced to?
Start the conversation
Don’t be needy like a lame arse or none of this works.
Or if you have a live event coming up (great idea)… say to each of the 40 nominees that as a result of being honored, I’d like to ask you to come to my live event on Tuesday where I’ll announce your nomination to the group, encourage them to vote for you, and you’ll also be amongst some of the top marketing/advertising business in XYZ (the city).
Or you can go to a super high profile person like Tony Robbins and look at their posts for who is replying and asking questions (lots). See who is asking for help. Tony doesn’t reply but you can.
Then send them a direct message (video message is way better) explaining that you saw their questions, have a few ideas for them and you’d be happy to have a 15-minute chat to solve their current challenge.
You should also learn social media so you can better help your clients.
Look at hashtags that their ideal clients are posting to. Lets say your client sells wine look for #RedWine (93k posts), #Wine (36k posts), #WhiteWine (31k posts), #BestRedWine (28k posts), #WineTasting (19k posts), #Vino (16k posts).
The posts are people drinking wine etc… have your client engage with them and say “Have you tried this one?”
The bottom line hundreds of thousands of business owners are posting questions and their problems every day. Make it your job as the local business coach to guide them.
After they see your helpful comment and non-pushy messages they’re going to go look at your Instagram profile page.
Your magical nine pieces of content, picture bio, and link will speak to their problems and in many cases, they’ll suddenly see you as their solution.
Possibly the solution for someone else and they’ll refer you / mention you.
Some conversations will continue and they’ll take you up on your 15-minute call.
Step 4: The 15 Minute Call
Get on the call and help them with no expectation of getting paid and ensure they can see the passion for what you do. Stories work fabulously here and you should have some canned ones you pull out (Tony Robbins, Gary V, Grant Cardone, and ALL the greats do, you should too).
Blow their minds with the value on this call and guess what’ll happen…?
“So how does this work are you available to do this regularly..? How much and will you take me on as a client..?”
Step 5: $1.80 strategy
Gary Vaynerchuk teaches the $1.80 strategy.
Leave your 2 cents, 90 times per day…. For my non-math folks that’s $1.80.
Follow the above steps and rinse and repeat.
Obsessed with your business coaching success,
Karl Bryan gets clients for Business Coaches...period. He is the editor of The Six Figure Coach Magazine and Chairman of Leader Publishing Worldwide, home of the largest private community of Business Coaches (24 countries and counting) in the world.
His goal is straight forward… to help serious coaches/consultants get more clients and to start using the internet effectively.
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