I’ve always thought that setting up a lead magnet, sending people to a landing page to get this lead magnet and then marketing them with emails until they purchased was the best way to help my clients grow their coaching businesses. Don’t get me wrong, it works wonders, but I’ve found that it’s not the most effective and long term approach.
With this method, you typically see unpredictable and short term results. So, if you’re looking to build a big community and business designed for the long term then there’s a better way.
It starts with a shift of focus. Focusing on gaining leads and making sales is short term thinking. Rather, we should focus on creating a long-lasting, quality relationship with our community. A beautifully designed brand and space for your community to learn, interact and thrive. Sounds logical, but are we actually putting this into practice?
- Does my website/social media/community platform look and feel like a place my target audience would like to spend time on.
- Are you putting content out for your community to consume on a regular basis? Blog posts, videos, quotes, etc.
- Do you interact with your people on a consistent basis?
- Do they engage with each other on your platforms?
The first few months are about building a community of people that love and trust you. It’s not about making a sale, but about building a brand for the long term. Sales will come later.
People would rather buy from someone they know, like and trust. How long does it take for you to know, like and trust someone online? Think about an online-entrepreneur you admire. How long did it take for you to warm up to them?
For me, I think it’s about 3-months. 3-months of seeing them, consuming their content and engaging with their community. So how can I expect my leads to go from not knowing me, to working with me in any less than 3-months? How can I expect to see results from my ads within a few weeks? I can’t…
I made this mistake. If you’re expecting your ads to create sales within a few weeks of running them then you’re likely to be disappointed like I was. But that’s a good thing.
Now that you understand this you can play the long game rather than playing the short game like most of your competitors. Most of your competitors will be ready to give up when they see their ads not working within a few weeks, while your mind is on long-term goals.
You understand that it takes time for people to warm up to you. You understand that it takes time to build a loyal and high-quality community in order to run a predictable and reliable coaching business successfully.
1. Great products
You need great products and services. Make sure to test and refine them until your target market absolutely loves it.
2. Build your community
This step should take the longest. Create content, blog posts, videos, podcasts for your community to consume and learn from. Engage with them. Find out what their problems are and help them solve em. Also, encourage your community to engage with one another so that you don’t always have to be present for your community to be active.
3. Promote your content
Get your content out to new people. This is to increase the overall size of your community. Therefore increasing your authority, brand and sales.
4. Sell your products
After a solid few months of cultivating a loyal and quality community, they’ll be ready to buy. At this point they know, like and trust you. Plus, you will have provided so much support and content that’s helped them in their lives that the law of reciprocation will add some magic.
So start seeing your coaching business as an actual business. Invest in it and be prepared to bite the bullet for a few months before asking for the sale. Cultivating a high-quality community is your ticket to repeat sales, predictable business, making an impact, and long-lasting success.