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    by Simone Sauter

    Attracting coaching clients and establishing yourself as an expert can often feel like an uphill struggle.

    Because there are already so many coaches out there. And they all seem to have bigger budgets, better marketing know-how and more streamlined marketing funnels than you do.

    They’re everywhere on social media too.

    Facebook, Twitter, Instagram, Pinterest, YouTube – you name it, they’re there, rocking their platform, sharing their messages and getting clients practically banging down their door and begging for their services.

    Whereas you either don’t have a clue on how to get started, or you feel like you’re losing momentum and getting buried under the rest of the internet noise.

    What you really want is to get noticed.

    To share your message.

    To change lives.

    And to create that successful coaching business you’ve always dreamed about.

    So, let me share with you eight essential tips that will help you get noticed with your coaching business, to get seen as an expert and to connect with your ideal audience.

    Click on play and listen to this episode:


    So, to become visible with your coaching business and to be seen as an expert, you have to first define what you stand for.

    The best way to do this is by defining your niche. A niche does two very important jobs – it defines what problem you solve and also whom you’re solving it for. Defining it is much easier than you think.

    I know that a lot of people struggle with defining their niche because they feel either that this will make their business inflexible, that their decision will be set in stone or that they’ll exclude certain people and therefore not find enough clients. There’s also a lot of mindfucks going on around finding your niche.

    So, you’re a coach. Now, the first step is to think about what problem you solve, and secondly, whom do you solve it for? That is your niche. Easy.

    Get out your notebook, open up a blank document on your computer and get your thoughts about your niche onto paper.

    The nice thing is that your niche is not set in stone. You can always adapt, you can always change it. If you’re not very sure, you can just take the overall niche and narrow down your focus as you move further along in your entrepreneurial journey.

    I knew that I wanted to help people overcome heartbreak from the start. If I didn’t I would have said that my niche was to help people with their relationships. Then I would have taken on clients, worked with them on different issues and problems in their relationships, and then had a look at what was the most fun for me and where could I get the best results for my clients.

    Resist the urge to talk about everything. There are a lot of bloggers and coaches out there who try to do everything. Their niche is far too broad and they simply call themselves a ‘life coach’ without finding their focus. They say they help you with your health, your relationships, your money and with everything. Whilst this might seem like a good move for getting the money coming in, it only prevents them from being visible enough and also building a platform as an expert in their niche.

    (I’m also going to write another blog on that one – watch this space!)


    The second step is to know your client. Really know who the person is you’re talking to and keep this person in mind when you create everything in your business like blog posts, podcasts, videos, programs and all your services.

    As I write this, I have a very clear idea of this ‘person’ in my mind. She’s a client of mine and she is my ideal client. I record this podcast as if I was talking to her because I know that she will understand my content and my message just the way I want her to.

    Also, try to think less of the stereotypical demographics that marketers often talk about and more about the psychographics.

    What do I mean with that? Basically, many times it’s not that important to know how old the person is, where this person lives and other demographics like this.

    It’s much more important that you know the psychographics which are things like:

    • What’s the person’s personality?
    • What are the person’s values?
    • What is his or her opinions, attitudes, interest and lifestyles?

    This is really what defines your ideal client.

    Then try to find out where they are online and offline, and head where they hang out.


    There is a great saying that goes:

    Tell, don’t sell.

    This is great news if you feel a little bit itchy around selling because telling your story will make a huge difference for you. People want to connect with and buy from people, especially if that person is authentic and coming from the heart.

    If I continuously talked to you like a robot, I wouldn’t share anything personal, such as details about my personality, my life and my experiences. I would just talk continuously about content. I would just try to sell you stuff, you really wouldn’t give a shit. You wouldn’t care. You wouldn’t want what I’m offering.

    But when you come from the heart, you connect with your audience, you can help more people, and they know that you’re ‘real’.

    Of course, some people will like you and others won’t like you. That’s just a true story. It’s just like real life. You have to choose not to focus on the people who don’t like you and you and you can focus on the people who actually do.

    Also, don’t be afraid of being vulnerable and showing that you’re a human being. My niche came from a very personal place and it left me very vulnerable when I shared it with others, but it was worth it.

    When I shared my journey and shared obstacles I overcame, people realised that I wasn’t a perfect person without problems. I was real. And that’s how I connected with other people.


    Next, you need to harness the power of content marketing to demonstrate your expertise.

    This might include writing a blog, having a podcast or a YouTube channel or making the most of other social media channels.

    At this point, it’s extra important that you know your niche because otherwise, you’ll end up writing about everything and nothing. You’ll struggle to find your true audience.

    It’s also very important that you like what you do. If you don’t like it, then you won’t be able to be consistent and creating content will always feel like a struggle or a fight.

    I love creating podcasts and writing. I don’t like making videos and editing them and putting them on YouTube. But I do like to do Instagram stories because then I don’t have to edit the videos.

    So, I do them. And it rocks!

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    Before you take action, you first need to set up your strategy.

    If you don’t have a strategy, you’ll only end up making your life harder. You’re going to be distracted and you’re not going to be productive because you will look around, you will look what other people do and you’ll continuously be thinking, “Oh, I could do that as well. And that. And that.”

    I recommend you get something like a spreadsheet and write down your ideas. Set up a strategy, implement the strategy, see what works and see what doesn’t work. That’s exactly what I did, and it’s exactly what helps my coaching clients achieve business success time and time again.

    Remember, focus on what you want and where your clients are and don’t try to be everywhere. That’s just creating overwhelm for you and your community. Besides, it’s easy to get caught up on those social media sites looking up cute cats or possible holiday destinations when you should really be getting shit done!


    Connection, community and relationships are also very important when it comes to creating a successful coaching business.

    It will really help you to become more visible online and offline and you’ll get lots of word-of-mouth recommendations and connections which will come in handy as you grow your business.

    The rule of thumb is first to do something for someone else before you ask someone to do something for you. Really be of service and help other people. Don’t try to build relationships and then just try to get the most out of it for yourself. That’s not going to work.


    Far too often I see coaches with amazing gifts and amazing offers, but then I look at the website and I think, “Oh my God, like how, how?”.

    Imagine this…You have great services and you do a great Instagram Live, Facebook live, or whatever and people really want to check out what you’re doing.

    They click the link, they find your website and they’re excited about what you might have to offer them.

    But your website is really crappy, it’s not professional and it doesn’t look like it’s of high value.

    So they just click away and find someone else to solve their problem.

    It sucks, right?

    Unfortunately, this is how the human brain works.

    Appearances do matter and we draw conclusions from what we see.


    You never get a second chance for a first impression.

    So, if you try to sell me an offer and your website is really not what I expect quality-wise, then you’ll have a hard time to sell your product to me.

    Also make sure you’re also creating leads on your website because that’s what your website is there for. Collect those precious email addresses and use them. They’re the most valuable marketing tool you’ll have in your coaching career and life as an entrepreneur.


    If you’re serious about getting recognised as an expert, you also need to be consistent.

    But unfortunately, many coaches start doing something, and then it doesn’t deliver results after a week.

    So, they just stop doing it. They give up. They presume that because they don’t have a five-figure following within five days (kind of exaggerated, but you get the point!), it’s not going to work for them.

    It doesn’t work like that. To be visible for search engines and also for your clients, you need to be consistent. I know it can be really, really hard and really frustrating sometimes when you’re putting in the work and not getting results, especially if you’re feeling overwhelmed.

    But don’t give up. Hang in there!

    Rethink your content strategy and think of clever ways you can make life easier for yourself.

    You can do it!

    So, there you have it! Remember, if you want to become more visible with your coaching business, you need to follow these eight steps for success.

    1. Define your niche.
    2. Know your client.
    3. Tell your story.
    4. Show your expertise.
    5. Set up a strategy to become visible.
    6. Build relationships.
    7. Get a professional website.
    8. Be consistent.

    Put these simple steps into action and you’ll soon notice an improvement in your online and offline visibility and, most importantly, start changing more lives!

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    Probably you already heard me saying how vital SEO is to become visible online. One crucial aspect of that is that my content is shared. So if you like what you heard/ read, please share with the social media buttons on this page. Thank you so much!



    For iTunes, it’s essential that a podcast has reviews and subscribers to climb up the ranking. And I’d love to reach more coaches and inspire and encourage them to become the expert in their niche. Therefore I’d be forever grateful if you subscribe & leave a review ❤



    I am the founder of FEATHERY, and I help ambitious coaches to become a recognised expert in their niche, so they get clients with ease.


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