Part II: Reinventing a Coaching Firm

By Todd Uterstaedt

If you read my last blog you know I talked about focusing on a global online niche. I hope you were energized by the idea and that you’re ready to start thinking about the target group you’d like to serve.

Now what? How do you find your new "ideal client?"  When we launched www.daughtersincharge.com we faced a similar challenge. Our first step was to truly understand the pains and joys of daughters working in family businesses. We worked with a small group of these women for almost a year. We learned the key words that they used to describe their issues and themselves. And we developed a “content marketing strategy.”

Because our daughters have not been “aggregated” by anyone yet, the cost of finding them is higher than if they were already pulled together by someone else. You might find it easier to attract your unique audience members if a trade organization, magazine, LinkedIn Group, or even a Facebook Group is willing to partner with you.

"Content marketing" is still a somewhat broad and evolving term. For us, it is really about building our audience by providing valuable insights that help them with their unique challenges. Tools like www.googlekeywordtool.com, help our daughters find us.  Because the first step to deploying a content marketing strategy is to "own” the key words that will attract your ideal client, once you have your key words, you can collect, curate, and create valuable information products, services, and experiences that serve the people you choose to help. Offering free content through blogs, e-zines, YouTube videos, and now even podcasts, not only helps your audience, but also drives them to your website and your very important “opt-in” email list.

The “opt-in” is key. This is usually a free and valuable e-book, white paper, toolkit, audio product, or even an assessment that you provide to your audience members in exchange for their name and email address. It really is your first opportunity to demonstrate your caring, concern, and competence in helping your audience succeed.

As your email list grows, you’ll have a more direct way to connect and communicate valuable revenue-generating coaching programs, mastermind groups, one-on-one coaching offerings, and more. Cloud-based systems like www.infusionsoft.com and www.webber.com make it easy to automate your content marketing, e-commerce, and customer relationship management all in one platform.

We didn't figure this out for ourselves. We learned from people like Brendon Burchard, Amy Porterfield, Michael Hyatt, and many others. These online experts all serve their own unique global audiences by providing consistent, quality content over multiple internet-based online platforms that foster relationships and create trust. They use social media platforms to attract their ideal clients and accelerate the growth of their "opt-in" email list. When they are ready to launch a group coaching course, for example, their online clients sign up. The trust is there.

You, too, can attract your ideal client. Find your key words. Create compelling content that serves your audience. Launch your “opt-in” gift connected to your email marketing system. Listen to your audience's feedback. Create powerful online courses, coaching programs, etc., that help them go deeper in solving their problems. It's never been easier.

Still not sure? Need a partner to help you? In my next blog, we'll share how YOU can find a partner that understands this new world.

Todd Uterstaedt is President & CEO of Baker & Daboll, LLC, the leading Executive Coaching firm in Cincinnati, OH. He is also co-founder of “Daughters in Charge”, an online community for daughters working in their family’s business.
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Posted by WABC

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