Lead generation is all about getting more potential clients in your sales funnel. It’s the process that you use to engage with prospects that are ideal candidates to become your next client.
So obviously lead generation is important. But what you might not know is that when it comes to getting leads for your health coach business, it all relies on having a strong brand.
But that’s easier said than done. So, I wanted to share how you create and then use a strong brand for lead generation in your business.
Here’s how you do it…
How to Be Successful in Lead Generation
Health coaching clients need more than just quality assurance to work with you. They are not interested in your ads and will ignore most of them because they are overwhelmed with so many of them on a daily basis.
Today, consumers want to research what they are looking for on their own and learn more about all of it.
So, instead of finding your clients, they have to find you and your website. So make it easier for them by:
#1 Narrowing down your perfect niche
A good niche will help you filter out your competition because you will be filling a position nobody else is!
For example, are you a health coach that is focusing on busy stay-at-home mums that are under lots of time pressure? Or perhaps you are offering premium services for health coaching clients that are celebrities? You could even narrow down your focus further – by going for sports celebrities only!
How can you find your perfect niche?
Well, first and most importantly, don’t just go in blindly because it seems like a good idea. Think about the expertise and skills you have, and then figure out whose problems they solve best. Once you do, you got yourself a niche to go for!
After you have a niche, it’s super easy to scale your business. You can reuse marketing materials and tactics to expand your client list and attract similar clients for lead generation that you know works!
#2 Create brand recognition and awareness
Good branding lets you stay on the forefront of everyone’s mind, and it makes you more likely to be the person people will recommend or think of when searching for someone to solve a specific issue.
Brand recognition and awareness help you do that. These two are similar, but also very different:
- Brand recognition simply means your audience recognizes your brand and that they can tell you apart from other brands.
- Brand awareness, on the other hand, means your audience knows more than just your existence – they are familiar with how you do stuff. You become a synonym for the services you offer.
How this works for lead generation?
Brand awareness is your number one tool for lead generation because it works entirely by itself. The more familiar you are, the higher the chances that people will pick you over someone whom they aren’t that familiar with. Both recognition and awareness help you become a brand your prospects will choose, and a brand that your clients will recommend to their family and friends.
#3 Be a thought leader
Informative content that you publish online will make your brand the go-to place for getting the latest insights and learning something new. This will also position you as a thought leader and an expert in your field.
Potential leads only want to listen to the expert in the field that relates to them!
So, before you start writing your new blog post or social media update, answer the following question:
What makes me an expert, and why should people care about it?
Keep your target audience in mind when trying to answer that. Demonstrate your expertise with examples on how you’ve worked through an especially tough challenge with your client, what methods you used and why, and then provide proof.
Your audience must get value from the content you create – and your expertise – so make educating them your primary goal. Leads and sales will then follow naturally!
#4 Offer downloadable content
Don’t be afraid to experiment with new types of content to offer to your clients! Everything that’s available on your website, social media, even your guest posts, are known as ungated content – there is nothing standing between your visitors and the content you share that way. That’s an awesome way to build brand awareness and get visitors to your website.
But when it comes to lead generation and capture, you have to give them a nudge by tapping into the power of gated content!
Gated content requires your prospects to give their name and email in order to get access to it. For them to be willing to share that information, you must offer something of value and gated content is the most common type to choose.
Types of content for lead generation
What kind of content can you offer for downloads in exchange for a bit of information? Here are some options to consider:
- Research and insights
Don’t forget a lead capture form. When you get their email addresses, you can keep in contact with prospects and lead them further down the sales funnel.
#5 Appear on podcasts and conferences
Yes, it’s nerve-wracking just to think about it, but you wouldn’t believe how many health coaching clients you can get through the power of public speaking! It enables you to demonstrate your personality and distribute your content on the go!
A health coach with a strong personality and public appearance have much more influence over how their business is perceived by the audience. It all comes back to brand awareness again.
As with written content, don’t make lead generation the primary goal here – stick to educating your audience, and lead generation will be the natural result of that!
- Conferences are great for networking and finding new opportunities. You’ll also get insights into industry trends that can lead you to a previously untapped niche you could expand to!
- Podcasts are the same: share your insights and knowledge, and educate listeners on topics that matter to them. This will be your “hook” that helps reel in prospective new clients!
Tips for podcast speaking for lead generation
Here are a few best practices that you can use for both podcasting and conference speaking gigs:
- Be yourself and share ups and downs – You’re not perfect and you make mistakes. Admit them and talk about them. It’s the challenges you face that make your brand strong, not just the success stories. Talk about real-life challenges you or your clients were facing, and how you had to work hard to fix them.
- Follow up by expanding on the topic – You can generate new leads by expanding the topic you talked about in a podcast or a public speaking event on your website or following up.
- Make leads part of your contract – many events will allow you to have a ‘lead list’ form the event as part of the negotiation if you ask for it. Anyone who opts in to get updates from ‘sponsors’ or ‘partners’ which usually include speakers will get the same list to market to. It’s competitive but if you stand out you can have it work for you.
- Stay for a Q&A Session – Do not bolt as soon as you are done. Stay and listen to others, or make yourself available for questions. You can build new connections and get even more contacts this way.
#6 Build an audience online
Your online audience is a never-ending source for new leads and has a tendency to grow exponentially. Use online communities to your advantage! Pick a route that you like best: create a newsletter, social media groups, or even your own online forum.
Social media channels are especially good for getting more personal with your target audience and create a more informal, but still professional brand image.
They give you an opportunity to help and advise on the spot, share tidbits from your daily life, or talk about a recent struggle and how you solved it.
When your prospective clients see you are right there with them, they will be more inclined to seek your services.
Pro Tip: You might be tempted to withhold information and, instead, advise audiences to check out your website or contact you for an appointment. Don’t do that. Offer help there, at no cost, instead of trying to sell and keep all knowledge behind a paywall. When they see you really want to help, they will see your services on their own and be willing to buy directly.
3 Tips to Keeping a New Audience Engaged
Getting leads is just the first step. You must nurture those leads if you want them to turn into customers and become loyal clients, or even ambassadors for you and your brand.
Nurturing leads is all about keeping them engaged with your brand. Here’s how you can do that:
#1 Answer, answer, answer!
If you’re building an audience on social platforms, don’t just count the number of likes and faves – answer their comments so they know you’re there and listening!
One thing that your new audience dislikes most is not having their questions answered. They will feel like you’re not even acknowledging they exist!
#2 Share user generated content
Ask your audience to share their success stories or struggles on social media. Start such a campaign with a hashtag relevant to your business. They will contribute with lots of content, and help spread the word about your business.
In return, you’ll get powerful insights into their struggles and needs, and then you’ll be able to fine-tune your services even more.
#3 Ask for their input!
This is, hands down, the best way to keep your audience engaged! Ask them how they like your content – curated and original – and what they like most! Would they like more insights? Or maybe they want you to share more personal stories from you or success stories from your clients?
Ask them to fill out a quick poll where they can pick the type of content they like more. Leave room for them to write their own replies (but don’t make it mandatory). And of course, deliver!
Branding Is Everything
The power of your brand is what makes you different in lead generation. Prospects connect with your brand easier when they can recognize you immediately. If you’re struggling with your branding, get in touch today and let’s see how we can start generating leads for your health coaching business!