Marketing Your Health Coaching Business on Social Media in 2022

Marketing Your Health Coaching Business on Social Media in 2022

Marketing Your Health Coaching Business on Social Media in 2022

If you’re using social media for your business, you’ve likely noticed some pretty big shifts last year with your ability to reach your dream clients.

It can be a lot to keep track of changes and what’s working right now on Facebook and Instagram, but we’re breaking it down and simplifying things for you with two key strategies you want to be sure to incorporate for 2022.

On this episode of The Wellness Business Podcast, you’ll discover:

  • The two most impactful social media marketing tools you must be using this year to get results, (this information is straight from Facebook and Instagram headquarters)
  • A simple way to get started using video that will make you feel more confident (no more stage fright)
  • The power of a Facebook group as part of your customer journey and why the latest tools being added make them even more exciting
  • Why using video and groups will be a gamechanger for your business and how they will finally get you in front of your dream clients on social media

This episode is a must for any health coach wanting to grow their wellness business in 2022.

Let’s look at what is working right now on Facebook and Instagram for your organic client attraction and client enrollment strategies.

Live video and Facebook groups.

We’re going to dive into each of these strategies individually to share why we feel so strongly about these two tools and why, if you’re a health coach trying to get clients through Facebook and Instagram, you absolutely without a doubt need to incorporate these 2 strategies into your plan for 2022.

Let’s start with live video.

Here are a few staggering stats to substantiate our position.

  1. Every day there is 100 million hours of video watched on Facebook
  2. There’s been an 80% increase in time spent watching video on Instagram, year over year since it was introduced in 2013
  3. More than 500 million people interact with Instagram Stories every day
  4. Facebook Live videos produce 6 times as many interactions as traditional videos

What that tells us is, whether you love it or not, your ideal clients want to interact with you through video. They 100% prefer this type of content over any other type of content on Facebook and Instagram and if you’re not showing up in this way you are going to be left behind.

A while back we did an episode on the podcast called: How to Conquer Your Fear of Live Video. It’s episode 171. If fear is holding you back, then now is the perfect time to listen in because video is here to stay.

Also, Karen has a Livestream Video Checklist that will help you feel more prepared before you hit the ‘go live’ button. We’ll link it up at the bottom of this post.

One of the easiest ways to dip your toe into the world of video is to do daily stories on Instagram and/or Facebook. They are quick because each clip is just 15 seconds long and they only last for 24 hours which means if you don’t love it you know it’ll disappear soon. You can do as many consecutive 15 second clips as you would like.

In doing research for this episode, we found a recent article that reported that How-To tutorials are the most popular form of Instagram video content, followed by behind-the-scenes, interviews, and news coverage. So, if you’re wondering what to talk about in your stories try how-to’s, demos, and behind-the scenes in your life and business.

Now let’s talk about the importance of having a Facebook group as part of your client journey.

When done correctly, a Facebook group can quickly become a community of your loyal fans that are warmed up to your programs and offers.

Let’s talk about some of the benefits of creating your own group:

1) With the ever-changing Facebook algorithm that determines what is placed in people’s newsfeed, it is exciting to know that each post inside your Facebook group gets increased organic reach for your group members. This can be especially helpful if you fear your posts aren’t getting the exposure they deserve on your business Facebook page.

2) More than 1.8 billion people are using Facebook Groups every month

3) As recent as November 2021 Facebook Announced New Groups Tools at Its 2021 Communities Summit. Things like…

  • New custom color and post background options for groups
  • Admins will also now be able to select the emoji defaults that users respond with in their group
  • Admins will also now be able to utilize feature sets to select preset collections of post formats and badges
  • They have also added an automated greeting message option, enabling group managers to outline key rules and guidelines for new members.
  • And, Facebook has officially announced its new Community Awards, which enable group members to allocate ‘Insightful’, ‘Uplifting’ or ‘Fun’ markers to posts and comments that they find valuable in the group.

And the list goes on.

When regular post reach on Facebook is down to an all-time low, Facebook has made it clear that for the foreseeable future they are putting a lot of their eggs in the ‘groups’ basket.

As online marketing continues to change and evolve it’s important to stay up-to-speed on which tools are being prioritized and which are now considered old school. We have to follow the trends that are proving to work, and in this case, we have Facebook and Instagram telling us exactly where to prioritize our efforts.

In 2022 we too are going all in on video and groups because we know that is where we’ll see the best results. If you focus on these two options as your top marketing strategies, you are going to see better results.

Want to learn more about each of these key strategies? 

Kathleen will be launching a brand new two-part live workshop series called Group Accelerator, that will teach you how to grow a Facebook group full of your ideal clients and turn them into paying customers. Scroll down to get on the VIP wait list to be notified when enrollment opens next month.

Karen will be running her Social Video Advantage program again in 2022. This program is designed to teach you how to show up and feel more confident on video. To be added to her VIP waitlist, scroll down to the links below, or go to

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How Fill Your Coaching Programs Without Selling

How Fill Your Coaching Programs Without Selling

How to Fill Your Coaching Programs Without Selling

How great would it be to fill your coaching programs without feeling like you are “selling”?

We know from working with thousands of coaches in our courses and done-for-you programs that selling is something that most wellness business owners feel very uncomfortable about, so they avoid it as much as possible.  The problem with that is it prevents them from growing their practice. If you aren’t making offers and inviting people to work with you, how are you going to get clients? 

What if there was an easier way to do this?

That’s what we’re covering on this episode of The Wellness Business Podcast – How to Fill Coaching Programs Without “Selling” in the way you think and likely dread.

What we are sharing today is a technique that warms people up to your offer BEFORE you share it that also builds curiosity and interest about your program. When you plant seeds about what’s possible for people, they lean in and want to learn more, and this can lead to more people enrolling in your programs.

You can add this in anywhere really, and it works very well with offers like free challenges, workshop, webinars, etc. but it can also be part of your overall social media strategy and any launch strategy you use for a paid program. 

Yes, there will be some selling involved, but not in the way you may be thinking. The strategies we’re covering will make it feel much easier and more natural, which means you’ll feel more comfortable and confident about it.

Here are 3 easy ways to fill your programs without selling, and then we’ll give you examples of how to use them: 

  1. Share your story. Why are you doing what you’re doing?  Does your journey relate to them based on where you were when you started and where you are now?
  2. Share client success stories. People want to know it has worked for others and it helps lower skepticism. 
  3. What result can you help people get in your program? How do you help them with the problem or goal they have?

Let’s look at strategy #1 – Share your story.

If you are doing a webinar, workshop or challenge, people will relate to you much more when you share your journey. Where did you start and where are you now?  You don’t have to have reached your goal by 100% – you just need to be a bit further along than your ideal client where they can learn from you to speed up their process and results.   

Especially during a challenge, people will relate to you much more when you share your journey – your before, during and after. This is great to do on livestreams if that’s part of your challenge strategy. Where did you start and where are you now? 

Here are some ideas to include: Why did you become a health coach or nutritionist?  Does your journey relate to them based on where you were when you started and where you are now? Be real and not ‘perfect’ and people will connect with you so much more.

Let them know where you have struggled, mistakes you have made and what you have overcome and how you understand what it’s like and that’s why you love helping other people through the same challenge. 

If that doesn’t apply to you, you can share why you love doing what you do, who you help and how it affects people’s lives in a positive way. 

#2 Share client success stories – this is easy to do after you’ve worked with some clients.  One way to use this would be during a challenge, webinar or livestreams and you can say “When I worked with my client Megan, she was able to _______________  (insert benefit here) and she was so excited to be able to _________________ (benefit and how it made her feel). 

Here’s an example of what that could look like when you fill in the blanks: When I worked with my client Megan, she was able to balance her blood sugar in 30 days and she was so excited to be able to eat food she actually enjoyed without feeling deprived or hungry. 

Sprinkle these in because it plants the seed about how you can help THEM too without directly “selling”.  If you’re doing a challenge or webinar, you will be selling at the end, but this warms people up and has them wanting to work with you even BEFORE you promote your program. They are already thinking – maybe he or she can help me too – I want to find out more, so you are drawing them in and it’s building curiosity and demand, but you aren’t even selling yet.   

#3 Mention your program and how it helps people

Plant more seeds along the way by mentioning your program and how it helps people.  You’re doing this before you sell or promote your paid program, so it’s very powerful and under the radar.

An example of this would be something like: “In my Lean and Strong coaching program, I help women over 50 lose weight and gain strength without losing muscle “and a common question I get is _________________________” Then answer the question (or come up with one you THINK will be common).  You planted the seed about your program and what it does and that grabs attention and then you give a brief answer and explain that you go into the answer in much more detail in your coaching program.

Sprinkle these soft sell techniques in where you can because people are watching, listening and observing and it warms them up to the next step, so when they see or hear your offer, they are quicker to make a decision about joining your program.

They will have fewer reservations and be less skeptical too.

These 3 strategies are PART OF your launch. You will also want to create posts and emails that directly invite people to your program, but they will be warmed up to you and eager to learn more about your offer when you put these examples into place.   

Are any ideas coming to you about how you can use this? It’s easy when you think about it from the standpoint of sharing what you do, why you do it, your own journey, and success stories from your clients – sprinkle these in as you go and include it as part of your overall social media marketing strategy too any time during the year.

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BEST OF: 3 Simple Steps to Nailing Your Niche

BEST OF: 3 Simple Steps to Nailing Your Niche

BEST OF: 3 Simple Steps to Nailing Your Niche

One of the trickiest things for many health coaches to figure out is their niche. This is important because having clearly defined niche allows you to convey exactly who you help and what problem you help them solve, so you can get your message in front of people who are looking for a solution.   

On this episode, we are walking you through how to come up with a compelling niche statement that succinctly explains what you do, you can go from a generalist to a specialist who stands out and attracts your dream clients.   This will also give you clarity on what type of content to create and share with your audience because the more specific you are, the more you will attract the right people.

There are 3 P’s to this 3-Step formula, and we’re diving into each of them on this episode:

1. People – Who you help

2. Problem – The problem they have

3. Process – How you help them – the solution

Let’s look at each of these a little more closely.

People. This is who you want to help. Is it women, men, moms, dads, executives, teachers, healthcare workers, stay-at-home moms, etc.? This is usually the easiest part to figure out.   Sometimes, choosing an age range is appropriate too (but it is not always relevant or necessary).  If you want to help women over 50, your messaging and content will be different than it would be if you’re helping new moms in their 30’s, so in that case, an age range would be appropriate to mention. 

Problem. What problem do you help them solve? What is it that they are struggling with or trying to figure out? Maybe it’s about reaching a goal such as running a first 5k.

The problem they are experiencing could be things such as:

  • Food sensitivities
  • Weight gain
  • Menopause symptoms

Process. How do you help these people get the result they want? What process do you use? This is where you can really stand out and claim that your process is what they need to get the desired transformation.

Is your process/solution a whole foods diet, carb counting, keto, vegan or is it something else?

When you have the 3 P’s figured out, you can put together your niche statement that succinctly explains what you do, such as:

I help _____________ (people) who want to ______________ (problem/solution) through/with ____________________ (process).

Here are a couple of examples:

“I help women with Diabetes balance their blood sugar while still eating delicious meals with a whole foods diet.”

“I help women over 50 lose weight and gain muscle through 30-minute at-home strength training workouts.”

Think about who it is you would enjoy helping and why you became a health coach or nutritionist. What was YOUR struggle or journey like? Do you want to help people who are in a similar situation?

Once you have this dialed in, you’ll feel confident about your niche and you’ll also be able to easily communicate the answer to “What do you do?”

Tune in to learn more about the 3 steps, so you can finally nail your niche.

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How to Conduct Effective Discovery Calls that Lead to New Clients

How to Conduct Effective Discovery Calls that Lead to New Clients

How to Conduct Effective Discovery Calls that Lead to New Clients

If you do 1-on-1 coaching, doing discovery calls is likely how you get most of your clients, so knowing how to conduct these calls effectively is key to growing your practice.

On this episode, we’re covering how to prevent your discovery calls from going off the rails, so YOU are the one who is in control of the flow of the conversation rather than leaving it up to chance and running the risk of the call getting off track and not being productive.

Grab your free Ultimate Health Coach Toolkit here which includes a complete discovery call script (and 6 other helpful resources).

Let’s dive in!

We recommend you have an outline or a list of questions to ask, so YOU are in control of the call because your discovery calls should be strategic and intentional. You don’t want your potential client to lead the conversation because it can quickly and easily go off the rails and then it can be tricky to get things back on track. It’s also important to set the stage at the beginning of the call to let your prospect know what to expect, since this helps put them at ease, while also establishing boundaries.   

Here’s one example of what I mean (this would be after you initial greeting):  I’m excited to get to talk with you today to learn more about you. I have set aside 30 minutes for our call (or however long your calls are) so I’d like to start out by asking you_______________ and then move into the first question.

If you have people fill out a questionnaire prior to their call and send it to you (this can be automated), you’ll have a lot of their information beforehand that you can review which is how I did it when I was a health coach.

If you don’t get any of their information beforehand, you may need to have longer calls, such as 45 minutes, but test to see what works for you.

The important thing to keep in mind is that when you have a list of questions to ask and you know how to lead people to the next step in making a decision about working with, you’ll enroll more clients, so it’s a win-win.

Your discovery call is like a sales process (it’s basically a sales call) where you are finding out what they need and where they are feeling stuck, so you can present your coaching as the solution to help them reach their goal or solve the problem. If you don’t have a framework in place for this, the call can end up anywhere, and it won’t be a good experience for either of you.

Here are 7 basic steps to conducting an effective discovery call  (download my free HC toolkit to get the exact wording):

  1. Welcome them to the call and ask how they are doing.
  2. Ask what their top 1-2 biggest challenges are right now (related to your niche).
  3. Why is that important to them to solve? What will it allow them to do? How would it feel if they reached that goal of had that problem solved?
  4. Confirm that this is an area where you help clients, if applicable, and share a story about a past client that had a similar issue/struggle.
  5. Ask if they would like to hear about your coaching program and how you can help them.
  6. If they say yes, give them a basic overview of your program and the investment and answer any questions they may have.
  7. If they aren’t ready to commit, ask them if it’s okay if you follow up with them. If they say yes, ask them when a good time would be to follow up. Put that date in your calendar and be sure to call to check in and follow up.

Being prepared is half the battle because when you know what you want to cover on the call, it’s easier to find out where your prospect needs help and if you are the right person to help them. If you can help them, you invite them to work with you.

This takes practice and fine tuning. The first few calls you do may feel a little awkward and you’ll learn what to change as you go. If you can practice with colleagues, that’s always helpful too, but just start however you can. The more discovery calls you do, the more clients you’ll have.

If you need ideas on how to promote your discovery calls, we covered 11 ideas on episode 91 of The Wellness Business Podcast.

Learning how to master discovery calls to enroll new clients is a key conversion strategy for many health coaches. In this episode, you’ll learn exactly what you can do to increase enrollment on these calls.

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The Formula for Growing Your Health Coaching Business

The Formula for Growing Your Health Coaching Business

The Formula for Growing Your Health Coaching Business

There is no magic pill when it comes to building your wellness business, but there is a proven formula you can follow that will expedite your growth and success. Just like you probably tell your coaching clients: it takes work, and it takes consistency to see results.

Don’t make the all-too-common mistake of chasing the next sparkly object that you think will be the answer because it will still take implementing this 6-part formula before you see progress and success – no matter what.

One of the most common questions we get is “What do I need to do to get clients?” and that is what we are going to cover on today’s episode.

In this episode, you’ll discover:

  • How to STAND OUT and move people from being AWARE of who you are to becoming a CLIENT
  • What you must do on a CONSISTENT basis if you want to attract the RIGHT people and turn them into PAYING CLIENTS
  • If you aren’t getting enough clients, FIND OUT THE #1 reason why and what to do about it.

If you’ve wondered how you can stand out and consistently turn your ideal clients into paying client, this episode is for you.

Scroll down for a detailed outline of this episode.

Let’s start with step #1, which is where it all begins. 

1. Know WHO it is you want to serve and what specific problem you help them solve (and keep the wording simple).

Will a 10-year-old understand what you do without giving you a blank stare?  If your messaging is something like “I help women find their inner goddess so they can live their best life and thrive” – that is an example of being vague and wishy-washy.  You want your niche statement to be very obvious so people can tell right away if you are for them or not. One example of this would be “I help moms transition their families to gluten-free living with ease, so they can prepare delicious meals the whole family will love.” Very specific, right?  The problem these women have is not knowing how to prepare healthy, gluten-free meals the whole family will like, so she doesn’t have to cook different meals for everyone each night.

2. Have a clear solution to their problem (through your coaching program).

When you know who it is you help and how you help them, it’s easier to convey that your program is their solution.  Naming your program something that communicates the outcome they will receive makes it easy for people to understand you can help them. In the example I used earlier about gluten-free living for moms, your program could be called something like “Gluten-Free Made Easy” or “Gluten-Free Jump Start” then add a subtitle that explains who it’s for.  An example of a subtitle for this could be “Your 30-Day Plan to go from OMG to Gluten-Free with Ease.”  Your subtitle would be based on what you know are your ideal client’s top concerns and struggles, so it helps them see how it will benefit them. When you know where your ideal clients struggle the most and what their top 3-4 problems are, it becomes easier to know what to include in your program and your messaging around it which means you’ll have more clients.

3. Build AWARENESS.  Get exposure on a consistent basis, so people get to know you, your personality, and the solution you offer. Decide what consistency looks like to you and the platform(s) you will use.

Examples of building awareness include options such as:

  • Livestream video
  • Instagram Stories and Reels
  • Social media posts
  • Blog posts
  • Guest blog posts
  • Running free 5-7-day challenges
  • Being a guest on podcasts
  • Hosting workshops or webinars
  • Being a guest on online summits or produce your own summit
  • YouTube channel
  • Reach out to potential referral partners

These are just a few ideas to give you a place to start. What appeals to you the most right now? Start with one thing and build from there.

4. GIVE. This means sharing helpful tips and resources and also include stories about your own journey and personal anecdotes that will help people get to know you as a person. If you enjoy video, use that as your main medium and share short, 1-5-minute videos where you share one or two tips at a time and include a call to action for another step they can take such as join your Facebook group, sign up for one of your freebies, book a discovery call, read one of your blog posts or whatever action you want people to take next (you can rotate your calls to action). Only include one CTA at a time.

5. Build your email list and stay in touch at least weekly with a helpful tip, resource or story that will resonate with your audience. Building your email list is not optional if you want to build a sustainable business, so even if you don’t personally like email, it’s still one of the highest-converting sales strategies with a reported ROI of 38-1, so you can’t argue that.

6. Offer your services on a regular basis. If you aren’t getting enough clients, there’s a good chance it’s because you aren’t offering your services often enough or it’s not clear who you help and how. In fact, this is often the #1 reason coaches aren’t getting clients – they aren’t offering their services often enough – or at all. Offering your services can be done in your emails, in your Facebook group, on social media, on livestreams, at the end of your challenge, on webinars, or any other formats listed in #3 above.   Invite people to join your programs and let them know how you can help them.

So, you don’t need to do a million different things, but what you do choose to do must be done consistently, so people get to know you, and you stand out.

Resources and Links mentioned on the show:

Links/Resources mentioned on the show:

Free Guide – The 6-Part Formula for Growing Your Wellness Business

Episode 163 – The Difference Between Your Niche, Marketing Message, and Offer

The key to growing your wellness business involves keeping the customer journey in mind because this is how you take them from becoming aware of you to eventually becoming a client.

Think of the customer journey as taking people through these 3 stages:  Awareness -> Connection/Trust -> Conversion (to becoming a client).

Intentional multiple touchpoints with you, over time, is what builds trust and leads to people enrolling in your programs.

Download my free guide called The 6-Part Formula for Growing Your Wellness Business, which covers this in detail, and you can save the PDF to refer back to again and again

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