How to blog to grow your coaching business? (3 Critical Steps)8 min read

You are constantly getting ideas and inspirations for your blog. You write them down, go through them thoroughly and sort out the ones you can turn into genuinely good posts for your coaching niche.

With the idea in hand, you then go ahead with the outline, the draft, the simultaneous research. You write, edit, rewrite and then finally post that article on your Blog.

And after this thorough process of raking your brain for the best of ideas and generating a properly meaty article for your blog, you see that there is no result. Maybe no one read that post, nor did anyone comment nor did anyone attempt to share it.

How does that feel like?

And imagine that you tell yourself that this was probably the first post ever, so maybe that’s why you got so less of a reception or recognition for your work. But month after month, post after post, if the same pattern of no traffic and no engagement continues for your Blog, you end up highly frustrated.

The frustration isn’t just from the lack of traffic or the conversion, but it comes from all the efforts you’ve put in to get to where you are currently. You may have read everything you could find on how to generate leads from your blog post. You may have tried a whole bunch of different tactics and many of them have failed to work.

You begin to lose hope in your ability, your writing, and you get that sinking feeling that nothing good is ever gonna happen for you.

Now the first question you should ask yourself is:

Why are you even writing a blog post?

• Is it because you want to build an email list?
• Is it because you love writing?
• Or maybe you believe that a blog is the only way to grow your business.

What’s your goal? Be very clear about the reason you’re writing a blog post.

Otherwise, you will keep writing them and you won’t even know whether you’re doing good or bad.

If you’re just starting out as a coach/consultant then my suggestion would be to focus on getting a few clients first. And, how do you get these initial clients? I have discussed this in the post – The 7 Practical Marketing Strategies For Your Coaching Business

On the other hand, if you’ve got a few clients and you’ve decided that you’re going to write blog posts to grow your business and generate more leads every month then here are my 3 suggestions for you:

• Write functional content in your coaching niche
• Find out the people who influence your audience
• Include an email opt-in at the end of your blog posts

1.) Write functional content in your coaching niche.

What do I mean by functional content? The content which can solve your client’s problems or help him/her to make progress in their lives.

If you have done research in your coaching niche; you know the pain points, hopes, barriers, objections and dreams of your potential clients. Write the content around these topics.

Different people relate to different things. So make sure you’re providing them everything – different perspectives, case studies, tools and interviews related to a particular topic.

You can write about a single topic in multiple ways. Sometimes it can be your opinion, other times it can be your experience with a client, a case study of a particular client’s growth and many more things.

If you think creatively, you will have enough topics to write about in your coaching niche.

Let’s say you are an executive coach, here are a few topics you can write about:

1. How To Hire The Right Executive Coach For Your Organization?
2. 3 Mistakes Made By Companies When Hiring An Executive Coach.
3. 6 Ways An Executive Coach Can Make You More Successful
4. Top 7 Reasons For A Drop in Executive’s Performance. And what to do about them?
5. Master Executive Presence With These Simple Exercises

By writing functional content, you will help your clients make progress in their lives. And, you will establish an authority in your coaching niche.

2.) Find out the people who influence your audience.

Let’s say you are a relationship coach and your clients are ladies in the age group 25-35 who want to attract the right kind of guy. They have been in many casual or a few serious relationships but now they want to settle down. And, you’ve written a great 2000+ article to help them find their Mr. Right.

But how do you promote this article? How do you make sure that ladies read your article?

Around 3 million blog posts are being written every day. How do you stand out from the crowd?

Find out the people who already have your audience. Collaborate with them.

Let’s say you want to reach out to ladies in the age group 25-35. Do these ladies read about fashion? If yes, then reach out to fashion bloggers who are interested in covering a guest post about relationships.

Are there influencers on Instagram who write short stories about relationships?
Yes. Reach out to them and ask if they would like to share snippets from your amazing article.

Are there any links and references in your articles to the people who are famous in the relationship space? If yes then reach out to these famous people, tell them you are a fan of their work and that you’ve linked to their research in the article.

If they think your article is great and will help their audience, they would love to share your article.

Find out the publications your audience reads. See if you can do a guest post for these famous publications. There are Facebook groups who already have your audience. Share your blog post in these groups.

Use tools like Buzzsumo to see who is sharing related content. Reach out to those people and ask if they would like to share your article.

I know it’s hard work. You won’t find the right people when you’re just starting out. But when you keep doing it again and again, this will become your process. You will build relationships with people who influence your audience. Your audience will start growing slowly but steadily.

Start by making a list of 10 people you would reach out to, send them an email but be ready for a few rejections. If 1 influencer is ready to share your article then that’s a great start. Don’t get disheartened by rejections, this is part of the process. Then make a list of 10 more influencers & then 10 more & then 10 more…

If you’re thinking that you only need to write an article and the right people will find your post; I’m sorry to break it to you but those days are gone. There are too many people writing blog posts, making videos, recording podcasts and doing all kinds of promotions. If you won’t promote your article, it will get lost in the interwebs.

3.) Include an email opt-in at the end of your blog posts.

Now you’ve done all the hard work of writing an article, reaching out to influencers and finally, a few people are reading your amazing blog post.

But there is still 1 critical element missing in your blog post.

What’s that?

An email opt-in.

Here’s what it looks like:

Matt Olpinski’s Email Opt-In

People who’re reading your complete blog posts like your writing. And they may want to read more of your upcoming articles. So give them an option to join your email list.

Now, it’s 2018 and if you will ask them – ‘Subscribe To My Emails’, most of them will never join your email list.

Give your readers an offer which is valuable to them like a checklist, best places to find Mr. Right, techniques to overcome their personal insecurities etc. And then they may consider giving you their email addresses.

No one likes to get an email which doesn’t deliver any value.

Including an email opt-in is not a big thing but I have seen hundreds of coaches who do all this hard work of writing amazing blog posts and then they forget to include an email opt-in at the end of their blog posts. You don’t need to make that same mistake.

Action Steps –

1. Write 1 great article which will help your audience make progress in their lives.
2. Make a list of 10 influencers in your niche and reach out to them via email or social media.
3. Include an inviting email opt-in at the end of your blog post.

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