Published: Sep 10, 2024
Social media got you feeling overwhelmed? Platforms like YouTube and Instagram can be a goldmine for coaches, but most of them are missing out on the big rewards because they don’t know how to use it effectively. They’re posting random content, crossing their fingers, and wondering why it’s not working.
Spoiler alert: It’s because they’re winging it without a plan.
If you’re one of these coaches, it can feel like you’re just spinning your wheels. So much effort—so little to show for it. Plus, the frustration of not knowing what actually works is, quite frankly, exhausting.
But when you have a smart, strategic approach, social media can become your secret weapon to build authority, attract clients, and explode your coaching business.
The Power of a Controlling Idea
At the heart of any successful coaching business is a clear and compelling controlling idea. More than just a tagline, your controlling idea is a boundary that defines why your coaching is useful. It should clearly state what you help your clients achieve in tangible ways.
A strong controlling idea could be something like, "Excellence demands daily sacrifice" or "Building a great team means you go further and get there faster." Each of these statements defines a specific problem and promises a solution.
Let’s look at some well-known brands that have great controlling ideas.
First is Duolingo. Their controlling idea is that learning a language can be fun. On TikTok, Duolingo uses its playful mascot, Duo, in funny videos that lean into current trends and memes. With a profile description like “just an owl tryna vibe 🦉”, they’ve clearly mastered the art of not taking themselves too seriously. Their content reinforces their message: learning doesn’t have to be boring.
Then there’s Calm. Their controlling idea, "Take a Moment for Yourself," reminds us how important mental well-being is. On Instagram, Calm shares soothing images, short meditations, and calming quotes that help followers slow down and focus on their mental health. Every post shows that taking time for yourself isn’t a luxury—it’s essential. Calm has become a trusted source for anyone looking to bring more peace into their day.
Your controlling idea should be the foundation of your social media content. This will allow you to occupy a specific space in the "mental real estate" of your potential clients, positioning you as the go-to expert for solving that particular problem.
When people think of that issue, they should immediately think of you. This is how you begin to own a problem and build your reputation as an authority.
Crafting Your Content Plan
Once you’ve established your controlling idea, the next step is to develop a content plan that brings it to life. Start by identifying 52 problems your potential clients might have related to your controlling idea. This gives you a year's worth of weekly content that is directly aligned with the core value you offer.
Each piece of content should follow a simple, consistent structure:
- Present the problem
- Then offer the solution
This format not only makes your content easy to follow but also reinforces your expertise. When you repeatedly show that you understand your clients’ challenges and know how to solve them, you build trust and credibility.
For example, if your controlling idea is "Excellence demands daily sacrifice," your weekly content could address issues like time management, overcoming procrastination, or developing discipline. Start with a problem ("Struggling to find time for daily self-improvement?"), then provide actionable advice ("Here’s a simple daily routine that can help you make progress every day").
Dr. Mark Hyman is a great example. His controlling idea, "Food is medicine," drives all his content. On platforms like Instagram and YouTube (where he has millions of followers and subscribers), Dr. Hyman addresses health challenges like poor diet, inflammation, and chronic illness.
He’ll start with common problems ("Feeling tired, achy, and bloated all the time?") and provide actionable solutions ("Here are 3 anti-inflammatory foods you can eat to boost your energy"). His posts consistently reinforce the idea that what we eat has a profound impact on our health, and by making better food choices, we can heal and prevent disease. Nearly every piece of content ties back to his core belief that healing begins with nutrition.
Content Creation Made Simple
Creating content consistently can seem daunting, but with the right game plan, it can become manageable and even enjoyable!
One effective strategy is to batch your content creation. Set aside one day a month to record several videos or write multiple posts. This strategy not only saves loads of time but also ensures that your messaging remains consistent.
Now, let’s talk about editing. Polished content is more likely to engage your audience and reflect well on your brand. If possible, hire an editor to help refine your work. But if you’re just starting out, consider doing it yourself or using a virtual assistant. The key is to ensure your content is clear, concise, and professional.
Video content, in particular, is highly effective on platforms like Instagram, YouTube, and Facebook. Videos allow you to convey your personality, build a deeper connection with your audience, and demonstrate your expertise in a more dynamic way.
Tip: Start with simple, short videos that address the problems your clients face, and as you gain confidence, you can experiment with longer formats or live sessions.
Optimize and Analyze
To truly maximize your social media presence, you need to continually optimize your efforts. Conduct a monthly or quarterly review of your social media posts to determine what resonates most with your audience. Look for patterns in the posts that receive the most likes, shares, and comments.
By analyzing your top 10 posts, you can find common themes and insights into what your audience loves to see from you. Most social media platforms offer built-in analytics, like Instagram Insights and YouTube Analytics that can help you evaluate a post’s performance.
This analysis can help you hone your controlling idea or adjust your content strategy to better serve your clients. For example, if you notice that posts about time management consistently perform well, you might decide to create a series of videos or a downloadable PDF guide focused on that topic.
Focus on Where Your Audience Is
With so many social media platforms available (and new ones popping up ALL the time), it can be tempting to try to be everywhere at once. But, especially for new coaches, it’s more effective to focus on mastering one platform where your target audience is most active. Whether it’s LinkedIn, Instagram, Facebook, or another platform, choose the one where your ideal clients spend the most time.
Once you’ve established a strong presence on your chosen platform, you can then branch out to others. The key is to build a solid foundation before spreading yourself too thin. A well-curated and active profile on one platform is far more valuable than a scattered presence across many.
Repurpose Your Content for Multiple Platforms
Don’t worry, you don’t have to create brand new content for every platform—repurposing is key. You can take something like a long-form blog post and turn it into an Instagram carousel, a LinkedIn article, a nurture email, and a short TikTok video. This way, you’re reaching more people without having to start from scratch every time.
Gary Vee does this all the time—he’ll take one keynote talk and upload it as a podcast episode, then break it down into dozens of video clips, quotes, and images that he spreads across Instagram, YouTube, LinkedIn, and TikTok. It’s a great way to keep your message consistent while getting more mileage out of your content.
The Importance of Consistency and Patience
Success on social media doesn’t happen overnight. It requires consistent effort and a long-term strategy. Aim to post at least 3 times a week, providing valuable content that reinforces your controlling idea and addresses the problems your clients face.
Over time, this consistency will pay off as you build a loyal following and establish yourself as a trusted authority.
Remember, building a strong online presence takes time. Don’t get discouraged if you don’t see immediate results. Stay committed to your strategy, keep refining your content based on feedback and analysis, and trust that your efforts will attract the right clients.
Key Takeaways
To grow your coaching business through social media, focus on these key principles:
- Establish a strong controlling idea that clearly defines the value you offer
- Create consistent, problem-solving content that addresses the challenges your clients face
- Batch your content creation to save time and stay consistent
- Make sure your content is polished and professional by working with a good editor, or refining it yourself until you can.
- Analyze your social media performance regularly to track what’s resonating with your audience and tweak your strategy.
- Focus on mastering one social media platform before expanding to others.
- Stay consistent and patient because building a following takes time and persistent effort.
Social media doesn’t have to be confusing or frustrating. With a clear plan, consistent effort, and a focus on delivering value, you can turn it into a powerful engine for growth.
The more intentional you are about how you use social media, the more you’ll see it pay off in your coaching business.
Ready to take the next step in growing your coaching business? Download our free guide, The 8 Biggest Mistakes Coaches and Consultants Make That Destroy Their Businesses, and avoid the common pitfalls that can sink your coaching business.