Learn how to get coaching clients without social media by leveraging your network, running ads or beefing up your website’s SEO.
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On Jan 4, 2022, it happened to me.
I woke up to this email:
Followed by this email:
Followed by this:
And then came weeks and weeks of headaches while I scrambled to get my accounts back.
And I was a lucky one.
Long before January 2022, I had begun to implement SEO. And I had begun to grow my email list.
And during the months while my account was down, I still got new leads. I still retained new clients.
Look, every platform is problematic.
Algorithms change and visibility can be turbulent.
But the only platform that can get taken away from you?
That’s the socials. And it’s a big reason why I invest more of my energy into my email list, my website, PR, and networking.
When I began coaching online, I thought social media was the only way to get coaching clients.
Several years later? I’ve been blow away by the diversity and creativity of approaches that folks use to fill their client rosters.
If you haven’t yet diversified beyond the socials, or if you’d like to divest from them entirely, read on for 3 ways (that complement each other beautifully!) to grow your audience and your client roster.
1) Get In Front Of Other People's Audiences
Building trust from scratch is hard work. When you’re starting conversations with cold audiences, you’re climbing an uphill battle in the “know, like, and trust” department.
But when someone else introduces you to their community? You get to skip ahead in line.
You’re borrowing their credibility, their relationship, and the trust they’ve already built with their people. It’s a warm referral on steroids.
How to Make This Strategy Work
Start by mapping your network. Look for colleagues who serve your ideal clients but offer complementary (not competing) services. Think about the people whose audiences would benefit from what you do.
Lead with value. Before you pitch anything, ask yourself: “What can I offer that would genuinely help their community?” Your goal isn’t just to get in front of people. It’s to serve them well enough that they remember you.
Make it a win-win. The best collaborations benefit everyone involved. Your colleague gets value for their audience, their audience gets helpful insights, and you get introduced to potential clients who are already problem-aware.
Here’s What This Looks Like in Practice:
- Guest podcast appearances. Apply to speak on podcasts that serve your target audience.
- Workshop collaborations. Create one signature workshop you can deliver to different communities.
- Email list swaps. Partner with colleagues who have complementary services. You introduce their offer to your list, they introduce yours to theirs.
- Speaking opportunities. Similar to podcast guesting, apply to speak at live or virtual events that have a similar target audience to your own.
The Key to Success
Come prepared with a clear next step. Every appearance should include a compelling call-to-action. Whether it’s downloading your lead magnet, booking a discovery call, or joining your email list, make it obvious how people can connect with you after your presentation.
Build relationships, not just exposure. The goal isn’t just to get your name out there, it’s to start meaningful connections with people who are already looking for solutions you provide.
This strategy works because you’re meeting potential clients with the benefit of a trusted introduction. And unlike social media, these relationships and the visibility they create aren’t subject to algorithm changes or platform policies.
2) Pay To Play (ADS!)
If you want to get in front of your ideal clients quickly, paid advertising is your fastest route. While organic strategies take time to build momentum, ads can put your message directly in front of people who are actively searching for what you offer.
The beauty of paid advertising? You’re not waiting for the algorithm to decide who sees your content. You’re taking control of your visibility.
Where to Focus Your Ad Spend
Google Ads are particularly powerful for service providers because you’re showing up when people are actively searching for solutions.
Facebook and Instagram ads let you target based on interests, behaviors, and demographics. You can reach people who follow competitors, have shown interest in related topics, or fit your ideal client profile.
LinkedIn ads work well if you serve other business owners or professionals. The targeting options are incredibly specific, and people are already in a business mindset when they’re scrolling.
What to Advertise
The key with paid ads is understanding that you’re reaching a cold audience—people who don’t know you yet. Your goal isn’t to immediately sell your high-ticket coaching package. It’s to create micro-conversions that move people into your world.
Lead magnets work beautifully for ads. Instead of asking cold traffic to book a discovery call, invite them to download something valuable in exchange for their email address.
Webinars or workshops give you a chance to demonstrate your expertise and build trust before making any offers.
Low-ticket offers can work well as an introduction to your higher-level services. A $27 mini-course or a $47 workshop gives people a low-risk way to experience your teaching style and expertise. When they get results, they’re primed to invest in your core coaching programs.
Cold traffic needs time to warm up. By offering something valuable at a low barrier to entry (i.e. in exchange for an email address), you’re building your email list, establishing credibility, and creating a pathway to your higher-ticket offers.
Why This Strategy Works
Paid ads let you test what resonates with your audience quickly. You can experiment with different messages, target different demographics, and see what converts, all while building your email list and generating leads.
The investment pays off in two ways: immediate visibility and long-term list building. Even if someone doesn’t book with you right away, they’re now in your ecosystem where you can continue to provide value and stay top of mind.
Pro tip: Start small and scale what works. Begin with a modest budget on one platform, test your messaging, and reinvest your profits into what’s performing best.
While ads do require financial investment upfront, they give you speed and control that organic strategies can’t match. You’re buying back time and getting predictable results, something that’s increasingly hard to achieve on social media alone.
3) Website SEO
Here’s the truth: your ideal clients are still going to Google when they have problems to solve or services to find. And if you’re not showing up in those search results, you’re missing out on connecting with people who are actively looking for exactly what you offer.
Search Engine Optimization (SEO) is how you get your website to appear as the answer to their searches. It’s like having a 24/7 marketing assistant that works while you sleep, bringing qualified leads to your digital doorstep.
Why SEO is Worth the Investment
People trust Google. When someone finds you through search, they’re not being interrupted or sold to. They’re actively seeking solutions.
That means they show up already problem-aware, motivated to take action and receptive to solutions.
SEO compounds over time. Unlike a social media post that disappears in 24 hours, a well-optimized blog post can bring you leads for months or years. The effort you put in today keeps working for you long after you’ve moved on to other projects.
You have more control. While Google does make algorithm updates that can affect rankings, your website is your asset and you own it.
Getting Started with SEO
Focus on the problems you solve. Think about what your ideal clients are typing into Google when they’re struggling with the issues you address.
Create content that answers real questions. Blog posts, resource pages, and service descriptions that directly address your clients’ pain points will naturally start ranking for relevant searches.
Optimize your foundation. Make sure your website loads quickly, works well on mobile, and clearly communicates what you do and who you help. These basics matter more than fancy SEO tricks.
If You Want To Do Your Own SEO
SEO can feel overwhelming when you’re starting from scratch, but you don’t need to master everything at once. Here are some beginner-friendly resources to help you get started:
- 8 Beginner-Friendly SEO Tips For Service-Based, Small Business Owners – Start here if you’re brand new to SEO and want to understand the fundamentals
- 5 Seriously Smart Ways to Figure Out What Your Audience is Searching For – Learn how to find the words your ideal clients are actually searching for
- SEO Blog Writing for Service Providers: How to Attract Clients, Not Just Traffic – Learn how to write blog posts that move a cold audience closer to working with you
If You Want To Hire SEO Support
SEO doesn’t have to be a solo project. If the idea of figuring it all out yourself sounds exhausting, or if you’d rather focus your energy on the actual coaching work, bringing in an SEO expert can fast-track your results and save you countless hours of trial and error.
You have two options, depending on how hands-on you want to be:
SEO Site Review: An SEO audit shows you exactly what’s working, what’s not, and what to prioritize first. You’ll get a personalized action plan that tells you where to focus your time and energy for maximum impact.
This option is perfect if you want expert guidance and a clear roadmap, but you’re ready to roll up your sleeves and implement the changes yourself.
Done-For-You SEO: If you’d rather hand off the technical work, done-for-you services take the implementation off your plate. You’ll still get the strategy and insights from an audit, but instead of doing it yourself, your SEO pro handles the optimization work for you.
This is ideal when you want results without adding more tasks to your already-full to-do list.
Both paths get you to the same outcome: a website that shows up in search and brings you clients.
The difference is whether you want to DIY the execution or delegate it to someone who can handle it while you focus on serving your clients.
The bottom line: SEO is a long-term strategy that builds sustainable visibility. It’s not about overnight results. It’s about creating a foundation that consistently brings the right people to your business, whether you’re actively marketing or on vacation.
Stop Relying on Social Media Alone to Get Coaching Clients
Social media can be a powerful tool for growing your coaching business. But relying on it as your only source of clients? That’s a risky strategy.
Platforms change. Algorithms shift. Accounts get suspended. And when your entire client pipeline depends on one channel you don’t control, you’re building your business on shaky ground.
The good news? You have options.
→ Getting in front of other people’s audiences lets you leverage trust that’s already been built and connect with warm leads who are primed to hear your message.
→ Paid advertising gives you speed and control, putting your offers directly in front of people who are actively looking for solutions.
→ SEO builds a foundation that works around the clock, bringing qualified leads to your website whether you’re posting, pitching, or taking a well-deserved break.
These strategies aren’t mutually exclusive. In fact, they work beautifully together.
You might guest on a podcast (borrowed audience), run ads to your lead magnet (paid visibility), and optimize your website so those new subscribers can find more of your content through search (organic traffic).
The point isn’t to abandon social media entirely if it’s working for you. The point is to stop depending on it as your only lifeline.
Diversify your visibility. Build assets you own. Create systems that don’t require your constant attention.
Because the stronger your foundation, the more resilient your business becomes, no matter what changes the platforms throw your way.
Ready for a website that brings you clients without relying on social media?
The first step is knowing what your ideal clients are actually searching for when they need the help you provide.
Grab my free SEO Simplified workbook and learn how to identify the exact keywords your potential clients are typing into Google, so you can show up when they’re actively looking for solutions.
Inside, you’ll get a simple, fill-in-the-blank process to:
- Discover what your ideal clients are searching for
- Choose the right keywords for your coaching services
- Know exactly where to use those keywords on your website
Download SEO Simplified and take the first step toward getting found by people who are ready to work with you.
