Why should coaches and instructors use social media for their marketing?

Social media is crucial for coaches and instructors hoping to build their businesses, grow their reach and amplify their impact. This probably isn’t the first time you’ve heard that statement.

But, why?

Why is social media so important for coaches and instructors? What can it do for a coach hoping to grow their contacts? How can social media help instructors fill their appointment books?

What can it do for the bottom line?

The simple answer to all of those questions can be summed up simply by saying that social media is where your students are, so it would be wise to build your presence on social, too. But, the value of social media for coaches and instructors runs much deeper than that.

Let’s dive into why coaches and instructors need a presence on social media to get ahead in their efforts of maximizing their impacts by examining three key benefits to putting forth effort through this medium:

Showcase Your Expertise

For experts like you, social media can be an easy place to showcase your expertise. Online, authority rules and social media platforms like Twitter and Facebook can be a great place to build authority in your niche.

Posting specific fundamentals, advanced techniques and commentary on current events in your sport can be a terrific way to show followers, prospects and leads that your knowledge level on your sport is above the rest.

Action Item: Whether you’re just starting out on social media or are looking for a way to maximize your current presence, pick the network with your biggest following (for newbies, go with the one you’d like to immediately make an impact on) and begin posting daily with one — just one — authoritative take on your sport. Continue this daily and in a month, you’ll have 30 (or more) expert opinions for others to see, live by and — most importantly for you — find you through. It’ll be a great first step into showcasing your authority to an online audience.


Build Your Tribe

Have you heard of the 1,000 True Fans theory? If you haven’t, it’s a great read into the value of building your tribe and focusing on your key niche.

The good news for you is that your niche is defined — and defined well. As they say, “the riches are in the niches.” Other folks looking to gain traction online have likely searched far and wide for the perfect niche to build authority and their 1,000 true fans. Heck, it took me quite a while to find my sweet spot. You’re already halfway there!

Social media is the easiest way to dip your toe into this online business phenomenon for two reasons:

  1. It’s easily accessible
  2. Your audience is already there.

Let’s dive into those two virtues a bit deeper:

The accessibility of social media is two-folded. First off, mobile, tablet and desktop applications make it extremely easy to access your network(s) of choice. While I lean to desktop publishing (thanks to years of experience as a desk jockey), the ability to publish whatever you want, whenever you want thanks to mobile applications make social media content very easy to build.

Have a topic you want to offer an opinion on? Don’t add it to the to-do list; publish it. Have a student that can help you prove a major fundamental in your sport? Shooting and publishing high-quality video has never been easier.

My second — and much more important — point is that your audience is already on social media. 

One of the points I’ll talk about a lot here on the blog is the importance of efficiency. Look, I understand that you have a business, team or organization to run. I get it, I have a family and other duties, too. I hear you. This internet stuff “isn’t for you.”

Understanding, comprehending and executing on ways to practice efficiency is a big part of your success and a bigger part of how you should consider social media. The first lesson to remember is that it’s the place where your audience congregates, engages, chats, opines, learns and — of course — buys. Leverage this!

Capture Leads

While social media, at its core, is meant to engage, any smart business owner can and should utilize the medium to generate leads.

Generating leads on social media can be as simple as growing your communities on the relevant networks and marketing your products or services to them. It can also be a bit more involved.

Let’s explore three ways to capture leads using social media.

1.) Content Offers: You might as well get used to this — content is a theme I’ll be talking about quite a bit here at Content Game Plan. It’s a great way to generate interest and email opt-ins via social media. Whether you’re using organic (free) or paid tools like advertising, you can use social media platforms to promote content that you’ve gated behind an email opt-in.

Action Item: Prepare content to be housed on your website and keep it hidden behind an email opt-in. Promote it via Facebook with even $5 worth of targeted advertising behind it and watch the leads come in. It will be a good way to get your feet wet in email capture and paid advertising!

2.) Contests: Contests are always a great way to generate leads. Raffle off a private lesson or some valued insight for players or other coaches in your sport and use email capture to generate an entry. The value created on both ends of a campaign like this are long lasting. As with the above action items, you can utilize organic or paid methods to promote on social media to reach a maximum audience.

3.) Twitter Lead Generation Cards: I believe the jury is still out on whether Twitter’s paid services can be good for businesses, but the platform’s lead generation cards are perfect for folks just like you hoping to, well, generate leads. For a small price, you can use Twitter’s traffic and targeting options to opt-in to your email list. The best part about Twitter’s lead generation cards? Users don’t even have to leave the site to take the action, leaving one less hurdle in the way.

Above all else, social media is a place for you to build quality communities to which you provide value. If you do this consistently, that value will come back to you ten-fold.

Focusing your marketing efforts and time building your social media presence will be effort and time well spent. Again, I urge you not to build followers for the sake of building followers. Your goal should be to grow a quality audience with a high percentage of qualified members willing to buy your products or services, share their positive experiences with other like-minded individuals and be positive members of the community.

Social media is a major opportunity for coaches and instructors just like you. I look forward to your successes with this medium!