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Life and Work Blog

Coach Marketing: Snapshots from the Survey

Jul 9, 2018 8:30:00 AM / by Chris Heinz

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.

coach marketing

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.

Marketing Budget

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.

Marketing Tactics

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?

Download Coach Survey Results


Topics: Coaching

Chris Heinz

Written by Chris Heinz

Chris Heinz inspires personal and professional growth to help people love life and work. He writes and speaks on employee engagement, self-awareness, strengths, and coaching. He's the Chief Human Resources Officer for EnergyCAP, Inc., where he created the ROSTER engagement program. Chris holds coaching certifications from Gallup and the International Coach Federation, and is a Learning Partner with Penn State. Chris' writing has been featured as "Best of the Week" by "Human Resources Today." He’s also the author of the “Made To Pray” book and prayer assessment, which helps people find their prayer strengths. Chris lives with his wife and three children in central PA. He blogs from www.ChrisHeinz.com.