Marketing For Coaches Blog Series I

Chapter 1: Why Your Facebook Ads Aren’t Working and How To Market Your Business in 2019

If you’ve struggled with how to market your business on Facebook, then take these tips from this 4-part blog series to start building your tribe of ideal people. This is written only for coaches that need proven step-by-step strategies to get their message out there the right way!

Go directly to Chapter 2.

Coaches how to market your business on Facebook by Diana Walker from SMP LLC advertising agency Facebook marketing strategies and tips

Psst! Don’t have time to read this 2700+ word article? So, let me read it to you! I made an audio file that you can listen to any time. Click here to get your copy!

Let me ask you something…have you ever found it odd that most VIP coaches or expensive coaching courses, even certifications, don’t break down actual marketing strategies that help you sign clients?

Yeah, me too. I learned this painful lesson first hand when I got a one-on-one coaching package for $6,000. (Oh, don’t worry…I was smart enough to put it on my credit card! Mistake!)

Imagine my frustration that even though this person marketed herself as a 6-figure Business Coach, I wasn’t getting real business training. Or any system to sign clients. And no clients. Zero. She actually had me lead our calls from the beginning, “What would you like to cover today, Diana?” (I mean, seriously?! I didn’t stand up for myself then, but lesson learned.)

And then, halfway through my 6-month program, she changed to an entirely non-business title and would not offer me a refund. (eye roll emoji) This was not the program I had purchased…obviously.

The thing is, I know better now. And on my way to knowing better, I discovered something. There’s a disturbing trend in the coaching world that not enough people are talking about. And it’s costing many new coaches their entire business. Yep, the entire thing.

That suspicion I got from my own coach was solidified when several people in my 1200+ coaches network and Facebook groups all asked the same questions—how do I get clients and how do I market my business?

So, I set out to learn it and found my true passion and purpose for my business: marketing! It’s important to know that marketing is never a one and done job. Marketing is a commitment to consistency. And, continue to learn, we must. (Imagine that spoken in a Yoda voice.)

That’s why I created this 4-part series. As your newfound guide and partner, chapter by chapter we’ll uncover the parts that have been a mystery about marketing. This chapter is the foundation of how to market your business on Facebook for what is, essentially, one of the hardest things to sell online—your coaching packages.

The Truth About The Facebook Marketing Strategies You Were Taught

Coaches how to market your business on Facebook by Diana Walker from SMP LLC advertising agency. Facebook marketing strategies and tips.

Why do most coaches, especially life coaches, struggle with marketing?

Are you ready for the answer? I’ll give it to you, straight up.

What a lot of people are trying to call “marketing” are actually just scattered, inconsistent, and boring posts on social media. These posts aren’t actionable, compelling, or building a relationship or your brand.

The problem is, marketing seems overwhelming and confusing because most marketers and other coaches are only giving you a tiny bit of the whole puzzle and saying that it’s a solid, complete method. Guess what? It isn’t a solid, complete method! It’s no method at all. (Unless you call insanity a method…a method to drive you crazy.)

I call it self-centered marketing—too much focus on the wrong side of the equation.

What Is Self-Centered Marketing?

Here’s what most entrepreneurs are doing: They sign up for a coach (usually expensive) and go through a few weeks of “training”. They get a lot of fluff and encouragement, but no real strategy. They post about their ideal life, selfies, photos in Paris, and quotes that say “I can do it! I hustle!”

They also log onto Facebook to put some random posts into some groups or on their business page or Instagram and call it “networking”. And then, two days later, they post about this really cool program that they made, so come buy it!

This is pretty much what their coach told them to do and since they paid for this training, it should work. Right?

That doesn’t exactly work, so they try throwing a Facebook Ad up about their really cool program because a Facebook Ad fixes everything. Right…?

That doesn’t work, so they blame Facebook and say it’s “just not working. Those clicks didn’t turn into sales. They took my money. Facebook sucks. Marketing doesn’t work. I give up!”

(Commence the downward spiral of an expensive and frustrating death by 1000 terrible ads.)

What To Do Instead When Marketing On Facebook

Instead of being focused, clear, and supporting your message, most “marketing” on Facebook is noise. Noisy fluff that doesn’t tell your audience who you are, how you help them (in a better/faster/different way than someone else), and most times doesn’t even talk to anyone at all!

And if it does address someone specific, but no one is interested in what you’re saying, then most likely you’re not offering what they need and want from a coach. It could be too vague, too broad, or too copycat. All of those things are not compelling and don’t sell.

It’s all saying “Look at me! I’m the Coach. I coach. I’m here to coach you. I don’t know what you’re saying right now, but I’m the Coach.” Hence, the self-centered marketing.

So, what does sell? What your ideal client is asking for.

And what are they asking for? Transformation, implementation, systems that get them a result that’s faster, better, longer-lasting, or more custom than what’s currently available to them.

Bottom line: Coaching is the vehicle to the transformation, not the reason they buy.

– Diana Walker

The real villain here is bad marketing tips, not Facebook. Since what you were taught are bad skills or slow-as-watching-paint-dry marketing tactics, then it’s wasting your time, money, effort, and destroying your dream when the sales don’t come in.

On the surface, you’re struggling to get sales through your Facebook advertising, organic or paid.

When you struggle to get results, this can make you feel unworthy of attracting your ideal clients and frustrated that it’s going to take you months and possibly thousands of dollars to figure it out yourself.

The truth is, you know that your clients deserve an awesome coach like you. You do need to get your business out there on a huge, working network like Facebook so you can serve those clients. You deserve to have marketing strategies work for you, that don’t make you look self-centered, and that don’t bankrupt you.

(You can also have someone manage your Facebook Ads for you. Soon, we’ll cover how you can make that happen.)

I understand how it feels to spend hours “networking” and posting on Facebook and have nothing to show for it. Too many coaches feel left in the dark when it comes to marketing their business to get sales, not likes.

While likes are a good start to build an audience, it needs to do more than get them to passively click the thumbs-up. It needs to attract them and keep them coming back for more. There’s a lot of talk about the word “passion” in our industry, isn’t there? Let’s talk about that!

Side Note: Your biz needs leads. Your biz needs marketing that gets you leads. Click to get the FREE tutorial video on how to generate leads through Facebook!

The Build It On Passion And They Will Come Method

Your passion is important, but it’s not what people care about. Here’s a secret: they care about THEIR passions.

Coaches are taught wrong by their coaches about what a passion is actually for; it’s a springboard, a spark to find your purpose. A passion in itself is not why your tribe gathers with you.

Passion is the spark, but it can’t keep the whole bonfire going. There are too many distractions online and offline for passion-only businesses to be unique. We have passions come and go through our lives. They’re sometimes very superficial.

You must have what’s called a USP (unique selling position) and it has to be about your audience. People come to what they are attracted to and stay when what they find is valuable to them.

Why this idea of passion-only coaching has caught on—it feeds on our emotional human need of feeling important. And, while feeling important isn’t a bad thing, a lot of business owners take it out of context and go way too far with the idea.

So, their audience feels like they have no real part in the coaching they purchased. They feel like a pawn in your game instead of the hero of their journey.

What’s To Expect From The Coaching Industry

Every business that has survived and thrived past their first formative years has one common thing: Purpose. A clear, positive, and aligned purpose between the biz and the people is what builds tribes and creates movements. Purpose is empowering and provides a win-win relationship.

Passions change, purpose doesn’t. Attract them with the spark of passion and keep them with the magnet of purpose.

– Diana Walker

So, just saying you’re a passionate coach is not enough to stand out anymore. The coaching industry has growing year over year at about 6% since 2016, according to the Market Research, Inc. on the US Personal Coaching Industry report released in 2018. This means that revenue is expected to reach over $1.3 billion annually by 2022.

To get a piece of that luscious pie, you better know many things about marketing…or find a manager to do it for you!

The Truth About Coaching

Here’s some tough love that took me a long time to figure out: Coaching is not a business. It isn’t. Coaching is a skill that you use to bring cash into your business model. A business model includes a value ladder that has tiers of packages, in-person events, a monthly subscription service, etc.

Marketing is necessary, yes, but it’s not a little something that you post and *POOF* you have clients. Marketing communicates your offer and attracts your visitors.

To build a true business (not an expensive hobby), you have to accept the truth that great marketing and great sales strategies are vital to your cash flow, no matter what topic of coaching you pursue.

How To Start Marketing Your Business

Simply put, great marketing takes planning and consistency. When you don’t have a good plan (because you weren’t taught the system) and you’re inconsistent (because you don’t have a clear path to follow), then it’s going to lead to bad, self-centered marketing.

What I don’t want you to think is: Marketing is hard. At its essence—just like business—marketing is simple. There are just several parts to a strategy to get it to work. When we use certain steps out of order or we leave some out, then you’ll get a case of ‘bad marketing’.

We like to make simple things complex. We can’t help it, we’re human! And we do like to figure things out. But, if you’re reading this, you don’t need to spend countless hours trying to find a combination that works.

The Parts Of A Marketing Strategy

Let me tell you the first parts that you need to start building your strategy: a platform, an audience, and a compelling message.

You can easily get the platform and audience part: Facebook! Facebook has your audience, no doubt. With millions of daily users, this is the lowest hanging fruit when you want to find, grow, and expand your tribe. Plus, you don’t need to go broke doing it. (This is where I can really help you.)

FYI: For the coaches that exclusively work with CEOs, business managers, and other types of strictly professional job titles, LinkedIn will be your go-to. I don’t cover LinkedIn advertising, but later in 2019, I’ll share some LI strategies that have worked for me. We’ll also get into offline offers in a different guide. But, Facebook is where we start with that too!

Where the marketing machine falls apart is misunderstanding HOW to communicate. Coaches make it a mess of clambering for attention, me-me-me messages.

Marketing has and always will be about connection and building a relationship. We do that through a compelling and them-focused message.

– Diana Walker

Side Note: Ready to get a consistent stream of leads? You need a complete marketing strategy. Click to get the FREE tutorial video to generate leads through Facebook.

Their Desire Is Your Marketing Message

We live in the age of obvious info-overload. How can you stand out? I gave you the hint a few times…

Clarify. You clarify your message in order to cut through all the fluffy noise.

First, we clarify and second, we captivate their desire. Their desire is your marketing message.

National marketer Donald Miller has created an entire business around one messaging method he’s trademarked as StoryBrand. The brand part in “StoryBrand” is the business; the story is the business’s message, which is written with elements of a movie script, including character, guide, and resolution.

In his method, Miller talks about the three levels of the problem that the character has in every story—external, internal, and philosophical.

The Three Levels Of A Problem

External is what the problem looks like on the surface. Usually it’s something like losing weight, finding the man of their dreams, or marketing their coaching business. 😉

The external is what a majority of marketing messages pinpoint and address. And then, they stop there. That’s a big problem. Why? Well, external problems are not actually what motivates anyone to reach out and get help. Solutions to external problems don’t address or transform the real issue, which is deeper.

Below the external is the internal problem. This is the negative emotional story that’s going on inside. For instance, if someone can’t lose weight even though they’ve tried everything, then they may start to feel defeated and unconfident.

Ok, so we have the internal/emotional side of the problem. Now we can go to market with a solid message, right? Not quite…

Miller covers the biggest piece of the problem that most marketers and coaches miss—the philosophical part. This is where the emotion digs into our subconscious and becomes what we believe we deserve. When we believe we deserve or don’t deserve something, then our motivation is either activated or shut down.

If that person can’t lose the weight and feels unconfident in their body, they may have a story like this going through their heads, “I probably don’t deserve my ideal body. My ideal body days are over. I haven’t taken care of myself. It’s too late. I shouldn’t even try.”

Ugh, awful, right!? So, now you get to come in as coach to the rescue, to speak to what you know they want AND what they desire. (ex. It’s not too late to create their ideal body with long-lasting results through your weight loss method.) That’s the vehicle!

How To Find Your Marketing Message

Try going through that three-level problem layout with your ideal audience. Answer these six questions:

  1. Who is the person that my coaching serves?
  2. What is their external or surface problem?
  3. How does this external problem make them feel internally?
  4. What kind of philosophy or story do these emotions make them to believe?
  5. What result or transformation is opposite of their problem?
  6. What is the main struggle they’ve had trying to get this result?

The answers to these questions create your one-sentence go-to-market message:

I help [person] to get [result] without [struggle].

Get this 6-question as a PDF worksheet bonus with the Chapter 1 audio file sent via email! Click here.

Once you know 1) who your audience is and 2) what they want to either now or finally solve, then you play a Game of Match to put your expertise to their problem.

Now, you can go to market with more clarity to get through the noise! But, before you do that, check out my upcoming chapter, Chapter 2: How To Fix These 3 Big Marketing Mistakes To Attract Your Ideal Clients. If you’ve ever thought, “Facebook isn’t working for me,” then there are going to be some gems in the next chapter for you!

Chapter Conclusion

Now that you know: what bad marketing looks like, how to start getting your message clear so you stand out, and why the cycle of self-centered marketing needs to stop. Be sure to go through those 6 questions in detail to find your one-sentence message for your business.

I believe that you are here to make a difference for your business and your tribe. The effects of you following your purpose will ripple out to countless people. We all just start with one.

To really start thriving by getting a consistent stream of leads, you’ll need a full strategy. I’ve created something called The Full Picture Approach Method to quickly and concisely build a Facebook marketing strategy specifically for coaches.

Keep reading for Chapter 2 of this Marketing For Coaches blog series!

Know that this is your time to Align, Empower, and Thrive in style. See you soon, coach!

Coaches how to market your business on Facebook by Diana Walker from SMP LLC advertising agency. Facebook marketing strategies and tips. The Full Picture Approach Method for marketing your coaching business.

Chapter 2: How To Fix The Biggest Mistake Coaches Make With Their Facebook Advertising

There are three BIG mistakes that all new and even some not-so new coaches when it comes to marketing their business on Facebook. This chapter is going to cover the biggest one. Get the full scoop of how to set up your ads to attract your ideal clients. (Ideal clients start with ideal leads.)

Becoming An Experimenter To Find Your Ideal Client

Business is not an obvious habit to get into and get “right”. All business owners, successful or not, have had many bumps in the road.

If you think you’re the only one, go listen to any business or entrepreneur podcast. Stories of learning, failure, mishaps, and mistakes abound! So, don’t feel like you have to know everything before you can be successful.

The best thing we can do is take on the mindset of an experimenter. Go into every stage to learn and test your theories; especially when it comes to finding your ideal audience and then ascending the relationship with them.

Sam Ovens and Tai Lopez each taught me this in their own way.

Sam Ovens owns consulting.com and is a master of sales and the psychology of sales. He teaches his students to let go of expectations and instead be brave in proving the hypothesis. Genuinely letting go takes off a lot of pressure and disappointment.

Bottom line, you can’t know for sure what will or will not work—even when you’ve done research—until you’re in the experiment. So, that means you have to create a good test to get solid correlations.

Tai Lopez is one of my favorite people to follow online. Technically, he’s an investor, but he’s teaches about marketing because he’s also a great marketer.

One of the first things that stood out to me was his lesson from the 67 Steps Program on becoming brave in business.

In our soft and squishy modern world where aren’t taught bravery, exactly. Tai says we have to do it for ourselves. Especially those that want to build a successful business that stands the test of time, our mindset has to be tough. (He’s been in his online business for over 10 years now, so I trust him!)

Being tough doesn’t mean being pig-headed and stubborn. It’s the strength of heart to not let fear get to you when an experiment goes sideways, and it’s also having the strength of heart to let something go that really isn’t working.

The Experimenter’s Mindset and being tough will come in handy when you begin your Facebook advertising journey.

Why Experiments Matter For Your Facebook Ads

Starting with the mindset of, “this is a theory, I’m going to prove which way this hypothesis will go” is a lot easier to learn from and possibly let go of for your ad campaigns. Believing, “this is the only way it can go,” means you’re most likely closed off to seeing a new opportunity or lesson.

Tai also says that we need to be better experimenters as business owners. Experiments are a more purposeful way of “failing forward”.

Most people let an experiment either go too long. This makes it a huge problem to clean up or hard to pivot from, usually because they’re being stubborn. When marketing your business on Facebook with advertising, it’s wasteful to hold onto a bad ad. Yet, many waste hundreds or thousands of dollars hoping it will turn around, if they just keep spending. That’s a bad idea!

On the other side, sometimes they don’t let the campaign run long enough—giving up after 1-2 days—because they get scared or impatient, checking on it every hour. When you don’t let an experiment go on long enough, the data may not be solid enough to point which way to go next. It means a lot of scattered decision making.

In your Facebook ads, not letting the ad run long enough can be just as wasteful as letting it run too long. You’ll miss out on a potentially profitable campaign.

The wisdom is not just knowing the difference, but also going into the experiment with a healthy theory to validate. Most campaigns have no theory, they’re just winging it. No wonder a lot of money gets spent with only an empty campaign to show for it!

With this Experimenter’s Mindset in mind, let’s talk about a big mistake most coaches make in their Facebook marketing and how to fix it so you get more ideal leads coming in.

The Mistake Of Not Knowing Your Ideal Client

To get a healthy theory formulated, knowing your ideal client is key.

Why is this such a big one? Your ideal client is your audience. Your audience is what the algorithm needs to help show your ad for as economical a cost as possible. Believe it or not, Facebook actually wants to spend your money wisely. They would go out of business if they didn’t help you out.

It’s hard to put a number to it, but many (if not most) ads fail because they’re talking to the wrong person…or no one specifically.

If you want to successfully market on Facebook, don’t fall into the common trap of “generalizing”. That is, going after a massive market with no one in mind.

It’s what I refer to as The Tidal Wave Approach: Your audience is an entire ocean with wide, non-specific targeting, a huge age range, and mass interests all while you have an equally vague ad message.

The Facebook algorithm is very capable of finding people that will click your ad. With this general approach, though, it will take time and gobs of money, especially if the message and offer aren’t aligned to the audience.

A mass of people is never made up of a single type of person. However, the funny thing about us humans is we don’t pay attention to an ad unless it seems like it’s talking to us (in a non-creepy way).

When you don’t know who you’re talking to, your ad will easily get lost.

Getting lost = No clicks or low engagement. Low engagement makes for a low relevancy score. That score is one of the main numbers that tells the algorithm: Stop showing this ad, it’s giving a poor user experience to our audience. (Facebook knows their audience…I think we all know how much data they collect.)

What else happens if you don’t know your audience? Not knowing them means you usually create a me-too offer; and then, you try to sugar-coat it with a vague, confusing title.

The problem is, the market has too many options to be excited by copycats and vague titles. No amount of spending will convince someone to click something they don’t want or buy something they don’t understand. So, you don’t stand out or get clicks or sales.

Time to change that around and get as clear as possible!

Researching Your Audience

Getting your campaigns to attract your peeps requires research.

Why is research so important for a good campaign? You’ll find what, who, why, and how the audience wants the offer or freebie that they want. Plus, you can use their words to describe it.

Having total alignment like this is a vital piece to a successful Facebook Ads Campaign and to my Full Picture Approach.

For researching, I like to keep it simple and free! Three of my favorite places to get free data on my audience are:

  1. YouTube
  2. Pinterest
  3. BuzzSumo

YouTube and The Googleverse Together For Research

Even though Google is very simple to use, it doesn’t mean there isn’t gold to be found here! When I use The Googleverse—that’s what I call it, since it’s the internet universe—I do three things:

  1. Put in a general term to research and check out the top videos listed.
  2. Look and check in to suggestions from Google in the search box.
  3. Use Keyword Planner (or a similar tool, if you choose) for my blog content.

Top Videos Search Results

Since Googleverse owns YouTube—which has more traffic and views than all major global television networks combined—The G ranks video highly. Their videos, of course.

These may show up on page one as well as under the Video tab. Scan over Page One first to see which video Google is really ranking among written content. Then, check the Video Tab next.

For your search, notice which (if any) the top videos have the popular keyword phrase exactly as searched, or a version of it in the title. This is a very good idea to do for your videos so they begin to rank. Titles that are more exact matches (plus views and relevance, among other things) get ranked higher.

Also make note of:

  • The video descriptions—links, layout, length.
  • Authors and channels—is this a competitor, someone I can collab with?
  • The audience the video is talking to, and how well they’re answering the questions.
  • The words and phrases they’re using.
  • The number of views and when it was posted—you can rank by updating someone else’s old content as a new video.

We’re a bit jaded in our multi-viral-video age, but don’t be fooled…even a video with 6,000 views may have gotten lots of visitors to their website. If they had setup the video and the description to drive traffic from YouTube to a more controlled space, like their website.

Video is one of my 2019 commitments for my business. Video is the fastest way for a stranger to get to know you through the computer screen. As more and more marketing goes online, especially to Facebook and YouTube, video is going to be even more important to connect with your audience. And make sales. Since FB Live and YouTube are still free, embrace video!

Other Search Suggestions From Google

When typing in the search box, check out that drop-down of other ideas Google offers. These are other top searches that are similar to your keywords.

Google has done a lot of heavy lifting for you with their trillions of bits of data. (Or gazillions…) Pay attention to how they’re helping you out here. The longer the keyword phrase, the more specific and possibly painful or urgent the desire.

So, if someone is searching for “marriage counseling” they may just be curious and beginning to open their options.

But, if someone is searching for “spiritual marriage counseling in Utah for couples married less than 10 years”, then you know what kind of help they’re specifically looking to get. This can help shape your counseling or coaching services and marketing.

Look at it from each angle. If there are big topics missing for your niche from Google or YouTube, then you better get recording! 🙂

How do you know if the keywords Google suggests are too big for you to rank? This is where Keyword Planner comes in.

Using Keyword Planner

There are other tools similar to Keyword Planner. For a blog of my size (currently small) pinpointing audience-relevant keywords to build my content around is key. (See what I did there? Haha…)

However, it can take a long time to rank if the keyword is highly competitive. Instead, finding words with 1,000-10,000 searches per month are popular enough to go after, and “safe” enough for me to start ranking in.

Most likely anything over 10,000 is competitive and difficult to rank on the first page, according to SEO experts like Neil Patel.

Plus, the Planner helps me validate keywords. Some words that I thought would be popular for my audience sometimes have less than 100 searches per month. So, toss that one! Also, clicking on the “suggestions” can uncover good variations to use.

Speaking of ranking and powerful search engines, let’s not forget Pinterest! Oh, sure, you might think that Pinterest is social media. But, luckily, it isn’t!

The Powerhouse Of Pinterest For Free Traffic

Pinterest started out as kind of a social media platform for showing and sharing beautiful images, aka pins. But, as it grew and became the young adult it is now, its purpose changed dramatically.

(PS: I’ve been on Pinterest for 10 years, y’all! And I’ve fallen in love with it again, though Instagram is still my favorite.)

Pins are not like the posts that you have on Instagram. You know how quickly your post gets buried, even if you have really great hashtags?

Pins are exactly the opposite! They rank based on repins, the keywords, quality of the linked content, and a bunch of other things controlled by the algorithm.

It’s so exciting because Pinterest has become a major resource for free traffic. Yes, free traffic still exists!

So, how does one use Pinterest for research? You can find tonight’s recipe, of course, and you can find your next highly engaged audience.

Enter in any keyword to the search box. Keep these fairly general like “vegan recipes” for you Veganites or “exercise for women”.

Things to note for Pinterest:

  • The images that are catching your eye. (It’s still all about looks!)
  • The pin descriptions, what words and phrases they’re using.
  • See what kind of lists are being created. (Content ideas!)
  • Click on pins that you like (or all of them) and see the number of repins at the bottom of the description.
  • Use pins as inspiration for your own profile and other visual content. (Note: Any image can potentially be pinned. It’s wise to make your blog/website/email images are Pinworthy!)
  • When creating pins, keep them vertical, not horizontal.

Pinterest is a bit more democratic and wants pins to get an equal chance at being noticed. It’s my opinion that this is what has caused some recent platform changes…

They seem to have hidden the repins count from your search page. The number only shows when you click on the pin itself. Finding the most repinned pin is helpful for seeing what is performing. Repins tend to indicate good click-throughs to the linked content aka free traffic.

There’s a free tool that would sort the most popular pins, called Pinterest Sort. (Clever, huh?) It’s a Google Chrome extension that bloggers and marketers have been using for years.

Since the beginning of 2018, the Pinterest team appears to have cracked down on “cheater” tools like Pinterest Sort. Currently, the sorting extension is not working. Or, maybe Google is the one having issues as I write this blog. I’ll check on it in a couple of weeks and report back.

On to this third tool for research. It’s actually my favorite one, but I’ll explain why you should use this one after your searches on YouTube and Pinterest.

BuzzSumo Is For Top-Shared Content

BuzzSumo is a search engine for finding the most shared content. This is a goldmine if you want to know what’s getting liked and read the most in your industry, who is writing it, and what platform it’s being shared on the most.

Years ago, when I first got shown this platform through an SEO course, I was floored. I mean, they’re showing me exactly what to model…it’s all there!

Quick Tip: BuzzSumo is free only for 10 searches per month. And it only shows you the top 10 results, but really, that’s still awesome for how much data you can get from it! After the top 10, you must pay.

They have a sophisticated IP address tracker, so instead of wasting your time trying to cheat their system, I recommend using BuzzSumo after you do a search on YouTube and Pinterest. This way, you can have a list of 10 industry-specific keywords to validate on BuzzSumo.

You don’t have to only search by keyword. You can also look up the content on a specific website and about a specific name. Both the site and the name must be huge and/or well-published, like Tony Robbins or SELF Magazine. This way Buzz will have something to grab.

A name technically is a keyword, but it’s a good way to verify where and how a large competitor is showing up in other people’s content.

How To Use The Free Searches On BuzzSumo To The Max

Let’s just walk through an example of how I use the search:

  1. If you’re in relationship, marriage or dating coach, a big YouTube channel and popular website like “Matthew Hussey” could be a great name to search. See what comes up as the top 10 shared pieces of content.
  2. Take note of which platforms are doing best and what type of content it is—for example, infographics perform well on Pinterest and Facebook, possibly even LinkedIn. The top 2-3 platforms are where you should be spending your time and energy promoting your stuff. Your audience is there!
    1. Huge numbers aren’t guaranteed even for hot topics. So, if you get a dud of a search, remove a word to make the term more generic or find a bigger website/person to search.
  3. I like to open each link in a separate tab to keep my search open on BuzzSumo.
    1. If you close the BuzzSumo search, you’ll have to refresh it and that counts as #2 of 10 searches for the month.
  4. Read through the articles to see:
    1. How long it is. Word count is still important for quality SEO. You can get a word count by putting the article into a Google Doc. (Word Count is under Tools.)
    2. The main topics covered. Look for headers, bullet points, and bolded/emphasized phrases to find these.
    3. Who the author is. This might be a competitor to research more or someone you can collaborate with.
    4. Images that visualize the audience the article is written for. Is this your ideal audience? If not, you can model the content and make it more relevant for your audience. If yes, you can model the content and make it more aligned to your brand.
      1. SIDE NOTE: Modeling is not copying! Of course, you know that, but I needed to put it in here anyways…
  5. After finding some gems under the Big Name Search, follow up with a large keyword term like “dating coach” or “relationship coach” to see what other content comes up.
  6. Choosing a  date range is also a search results option, look on the left side of your desktop screen. If you only want content written in the last 6 months, select that. There are limited options in the free version, but they’ll tell you what you can and can’t select.

You can choose to use all 10 of your searches at once per month, or spread them out over the 4 weeks.

BuzzSumo helps me get a high-level picture of competitors, who my audience is, and what they vote is sharable content. If you want to align to what they want and stand out among the thousands of coaches out there, you now have a way to do it!

Upcoming Chapters

Come back to the blog on Jan. 12, 2019 to get Chapter 3! We’ll start outlining your brand marketing to position yourself as your tribe’s guide. Not having a strategy and paying for ads without proper testing are the other two biggest mistakes to fix.

For marketing on Facebook, your audience research matters. Do the work now on the research so you aren’t scrambling to fill in gaps later.

To really start thriving by getting a consistent stream of ideal leads, you’ll need a full strategy. I’ve created something called The Full Picture Approach Method. It covers all of the things coaches were never taught about marketing or taught completely wrong, without overwhelming you with all the work.

To learn all about The Full Picture Approach Method, sign up for this free video that I made for you.

Until then, know that this is your time to Align, Empower, and Thrive in style. See you soon, coach!

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