We're wrapping up our three-part series of snapshots into the professional coach survey we recently conducted. First we talked about the coach by covering topics like the coach persona, stages of the coaching field, and the most important goal for 2018. Then we talked about coaching sessions with topics like amount of sessions per month, fee per session, and customer impressions.
In this final snapshot, we turn our attention to marketing:
- What is the biggest obstacle in getting new clients?
- How much money are coaches willing to spend on marketing?
- What marketing tactics are coaches planning to use?
Let's look at what we found.
Obstacles in Getting New Clients
When asked what their obstacles are in getting new clients, coaches identified money, time, customer awareness of coaching, lack of confidence as a coach, and marketing as the major hurdles. More than half of coaches named marketing as the biggest obstacle, which received three times as many votes as number two (time).
Coaches see marketing as the greatest obstacle in getting new clients.
When it comes to spending money, the survey asked how many US dollars coaches are willing to spend per month on marketing: $0, $25, $50, $100, $200, or no limit. Among coaches, the most popular amount is $100 (26%), followed by $25 (20%), and $50 (19%). 7% of coaches are willing to pay whatever it takes to market to new clients, while 16% aren’t willing to pay anything.
Although the most popular goal for coaches is getting new clients, 16% of coaches aren’t willing to spend money every month on marketing.
35% of coaches are willing to spend more than $100 on marketing every month.
When asked to identify their marketing tactics, 67% of coaches use online marketing, 24% use word-of-mouth marketing, and 9% use speaking or networking events. The most popular form of online marketing is Facebook (18%), followed by a personal website (12%). Other forms of online marketing include: LinkedIn, Facebook, blog, online coaching directories, written or video content, podcasts, Instagram, Pinterest, and paid search engine ads.
67% of coaches plan to use online marketing to get new clients, but only 12% have a personal website.
The most common type of online marketing for coaches is Facebook.
We hope we've given you helpful insights into coaching. Want to see the full survey results?