LinkedIn can help coaches build their business. So why are so few using it well? Helen Pritchard reports
The average LinkedIn user spends 17 minutes on the site per month1, which is a statistic that makes my soul weep!
Managed well, LinkedIn can be a great source of information for coaching buyers on who to work with and why, and an amazing lead-generating tool for coaching providers. In this article, we look at how it can support coaches in building their businesses. (Spoiler alert: there are no quick fixes or ‘hacks’ despite what you might have read, seen or heard elsewhere.)
You’ve got to put the work in and be relentlessly consistent. And you need to show up on there every single day. The good news is that you only need to spend 20 minutes doing three things each day to get results. When done correctly, you should never need to sell again and can stop spending money on marketing and live the lifestyle you want to lead in a fun and easy way.
Too good to be true? The social proof I get from coaches in my community suggests otherwise – people who have closed four-figure (even five-) deals that have transformed their business.
So, if you’re overwhelmed with sales funnels and email marketing campaigns, and feel ready to step into clarity and focus, then let’s start by looking at your current LinkedIn profile. Does it feel tired or dusty? Full of connections from your past?
We often have fixed ideas about how a professional LinkedIn profile should look, but let’s take a moment to explore that idea… Write down how much money you need to earn, then how much you want to earn. Is your current CV-style profile bringing in either of those two figures? If it’s not, it’s time to make a change.
Defining your offer and ideal client
Where do you add the most value? Where do you make (or have the potential to make) the most profit? What brings you the most joy?
Working out your Value, Profit, Joy Triangle is about taking the empowered decision only to offer services you love that are profitable and add value to
Once you’ve decided on what that offer will be, you then need to identify your ideal client and finetune how you’ll help them. ‘Catch all’ audiences don’t work. You need to go deeper: what are the main problems your ideal client needs to solve? How will they feel when they’re fixed?
Picture them clearly in your mind’s eye as a fully formed person with a name and an age. Describe how they make their money and where they enjoy spending it. Are they an ‘Earth Mother’ with a side hustle or a ‘Top 100 Leader’ at the peak of their powers? What are the big outcomes you can see yourself delivering for them?
Now you know what you want to offer and who you want to offer it to, it’s time to turn your LinkedIn profile into a lead magnet.
We’ll begin with your headline, which is not just a space for your job title or a place to stuff with random keywords. It follows you around everywhere – on every post you like or comment on. It’s the first thing people see when you send them a connection request, so it needs to ‘speak’ to your ideal client.
My tried-and-tested formula is: Helping [ideal client] achieve XYZ by XYZ.
Mine is: ‘Helping coaches, consultants and business owners get more inbound enquiries on LinkedIn.’
Your summary is not a CV; it’s a landing page to engage your ideal client. Structure it like this:
- Are you an XYZ?
- Do you feel frustrated by XYZ?
- I can help by XYZ
Let’s recap that format:
Identify your ideal client >
articulate their frustrations >
explain how you can help overcome them. Finish off with contact details so they can get in touch with you.
Things to do every day on LinkedIn
By now, you should have a profile to feel proud of, but that alone is not going to generate leads.
Every day you need to post content that can include:
- A longform ‘story’-style post
- A video
- Social proof such as a client testimonial
- A Call to Action to buy from you (it’s nice to be nice on LinkedIn, but you need to tell people what they can purchase from you).
To help you grow, send connection requests to 10 people who fit the profile of your ideal client. Once they have accepted, like, comment and share their posts as part of your regular engagement to nurture that relationship.
I see so much bad practice on LinkedIn that it’s hard to know where to begin!
My cardinal rules are:
- No personalised connection requests (if you’ve set up your headline correctly, they’re not necessary)
- No sending direct messages the instant you’ve connected. No one wants to ‘read the article you found interesting’, ‘grab 10 minutes for a chat’ or ‘attend your free seminar’. Think about similar messages you’ve received. I guarantee that every time you read that, you felt you were being sold to!
- Don’t worry about automation, algorithms or groups. Posting content, connecting and spending time on engagement matters more
- Don’t spend money on unnecessary adverts.
Does it really work?
It does if you do. As I said, there are no shortcuts or tricks. My method is about connecting with ideal clients, serving them quality content and being clear about what you offer. Forge trusting relationships with people who know and like you, and you’ll never need to have a sales conversation again. Remember: the key is relentless consistency combined with time, patience and clarity.
- Helen Pritchard educates 40,000 people worldwide in her online communities – offering access to free challenges and resources. She helps action-takers through her ‘LinkedIn Mastermind’ online course, e-learning products and growing mentorship community
- Source: Omnicore – http://bit.ly/2GtnABa
- G Hendricks, Big Leap: Conquer Your Hidden Fear and Take Life to the Next Level, New York: HarperOne, 2010
- R Campbell, Light is the New Black: A Guide to Answering Your Soul’s Calling and Working Your Light, Hay House UK, 2015
- D Duffield-Thomas, Get Rich, Lucky Bitch! Release Your Money Blocks and Live a First-Class Life, CreateSpace Independent, 2013
- D Goggins,Can’t Hurt Me: Master Your Mind and Defy the Odds, US: Lioncrest Publishing, 2018
- Paula Cohen, founder of Taylory
I used to think of LinkedIn as a stuffy platform; a place for recruiters to do their headhunting. That was before I signed up for Helen’s ‘LinkedIn Mastermind’ course – an idea she developed in our regular coaching sessions.
Having revamped my profile, I picked up seven new clients in only 18 months. My connections have grown from 1,300 to 8,500 and my post about my TEDx talk attracted 103,000 views. LinkedIn is helping me to build my brand and raise awareness of my offering: helping people who are very good at what they do, but who need support and clarity to grow their business.