The missing link to inbound enquiries

You may have been posting endlessly on social media but never, or rarely, received any direct messages reaching out to find out more about your offer, or had any calls booked from your content.
This article is all about how you can increase your number of inbound enquiries, which obviously gives you more chance of converting those enquiries into paying clients.
So, there are two primary types of leads – inbound and outbound.
An inbound lead is someone who approaches you, having been drawn in and attracted by your content or your reputation.
An outbound lead is someone you have reached out to, initiating a conversation.
Both are, of course, valuable, but there is something extra special about receiving an inbound lead.
They have been motivated to contact you. They’ve shown an interest. They’re engaged! They already like you and what you’ve got to say.
Ultimately, this means a higher conversion rate and a faster growing coaching business.
Now we know why we want to attract these inbound leads, let’s look at the three pillars of effective content.

Pillar 1 of effective content: Consistency is key

It’s a cliche, but it’s a cliche because it’s true! Whatever you’re going all in on – blog posts, podcasts, social media posts – consistency is what builds up trust and establishes you as an authority in your niche.
When I was thinking about what topic to focus on in my next podcast episode, I searched in Google ‘how to start a coaching business’ for inspiration and I was so excited to see my own website and my own article on how to start a coaching business show up on page one of the search results!
Coaching is such a competitive business that being the fourth result on Google, without paying for any Google advertising, feels fantastic.
I wrote that article over two years ago and it would never have been found before but, because I’ve pretty much published a blog every week since then, my website is being constantly refreshed and Google’s algorithms love new content.
So, if you’re thinking you just need to get your website perfect and you’re done, you’ll be missing a big opportunity.
I update my website every single week. For example, if I’m promoting an offer or an event, I’ll put a new banner on my website.
It’s much more effective for your online visibility to constantly update your website, than getting it ‘perfect’ once and never touching it again.
To see the consistency with my blog writing and publishing finally paying off, with a high profile on Google for free is really satisfying, and you can do it too.
Think about your niche. What might people be searching for on Google? Create content that covers those search topics and be consistent.

Pillar 2 of effective content: A structured approach

This can be a game changer and I must confess that I haven’t always walked the talk myself! Although I provide a 30 day content plan to help my clients to do this, I completely get that it’s sometimes hard to be really organised and have everything scheduled and ready. Life often gets in the way.
I’m lucky that I now have a social media manager who is preparing this content and doing it for me, which I know is not in everybody’s reach but, what I would recommend and what I’ve seen work really well for my clients, is to do it in batches. Get your monthly plan, then carve out a two or three hour block on a Monday and schedule your content.
My most successful clients schedule their content, and I think that what happens when you don’t schedule your content is pretty much the missing link that we’re talking about with inbound leads.

Pillar 3 of effective content: Showcasing proof

There is nothing more powerful than sharing success stories or testimonials.
Not only is it testament to your skills and the transformation that you offer, but it also gains trust from people, helping them to step into the picture. They can see that you work with people like them and can see themselves mirrored in your clients’ stories.
A lot of clients say to me that people are reluctant to give them a testimonial, but I think it’s all about the positioning.
Rather than asking them to write you a testimonial as a favour, you can say, “I would love to showcase you as a case study because your story is so inspiring. Can we write up a case study, or have a conversation to reflect on your journey?”
That’s a really great way of approaching it. If they don’t want to do that, you can still reflect on their journey yourself, looking at where they were before, what steps they went through and where they are now.
So, I would suggest that you post proof-based content every week or at least every other week – weave it into your content strategy as much as you can.

A spotlight on the missing link

So, you’re publishing consistent content. You’re sharing your success stories. You’re doing everything you’re meant to be doing but the inbound enquiries still aren’t pouring in.
What could be missing?
Often, it’s not having clear product positioning.
Your audience might love your content and find it really inspiring. But if you are not making it clear what you’re offering, how much it costs and how it’s delivered, your audience might hesitate to reach out.
Choose what you are selling and what you are going to focus on.
I’ve noticed that this is something a lot of people struggle with. They’ll say they’ve got four offers, and an online course and this and that… and it’s no wonder they’re not selling anything because it’s too cluttered and it’s hard to promote anything clearly.
Pick one offer. One platform. One ideal client. Go all in on that one offer for at least one month.
You can’t sell multiple offers at the same time and flip flop between them. It’s confusing for you and it’s confusing for your audience.
Make your life simple and choose your one thing. This clear product positioning will help people to understand exactly what they’re getting, how much it’s going to cost and what they can expect.

The power of a product positioning post

There are two main types of product positioning posts – direct and indirect.
A direct product positioning post is straightforward. It showcases your service, its features and its benefits.
Think of it as a mini sales page. You could do a carousel for this, or write a short post. My social media manager has created lots of these for me.
If you haven’t got a clear schedule that you are working to, that plans your content out in advance, you might avoid a direct product positioning post because it feels too salesy, but it really does work – it’s helpful for people to be able to clearly see what you’re selling.
An indirect product positioning post is more subtle. It might be sharing a success story or a testimonial that indirectly highlights the benefits of your product.
You should still include a call to action, for example, if you were sharing Julia’s success story, you might say, “If you would like to have results like Julia, message me today.”
If you don’t use social media, that’s absolutely fine. Many of my clients don’t. You can still action this strategy by making sure your website is really clear about exactly what you’re selling.
Think about your own buying habits and put yourself in your client’s shoes. Would you book a discovery call if you didn’t really know what they were selling?

Actionable steps for effective product positioning

Clarity is absolutely crucial. Your potential clients need to understand exactly what you’re offering and why it’s valuable to them.
This is the groundwork you need to put in before you start promoting your offer.
It doesn’t necessarily mean the nuts and bolts, like how many coaching sessions are included.
It means really understanding the heart of your client’s problems, and showing them how you can help them, step by step, along that journey.
Frequency is also really important with product positioning posts. Share a direct product positioning post every six weeks or so, telling people exactly what you’re offering, and an indirect product positioning post every two weeks, saying here’s the type of outcome you can expect if you invest in my service.
Finally, always include a clear call to action at the bottom of your post, whether you are inviting them to DM you, book a call, or even just engage in the comments, asking them for their view.
Anything you can do to gain interaction will be a huge step forward.
Remember, people rarely book a call without having a little interaction with you first. So, the more you can create content that asks their opinion, the more they will start to take those tiny micro steps towards you.
 
In summary, remember that the key to attracting inbound enquiries lies in consistent, valuable content and clear product positioning.
Implement these strategies today and watch your coaching business grow.
 
Whenever you’re ready, there are 3 ways I can help you grow your coaching business:
1. Love coaching, but struggling to get clients? Download the 12 Quick and Easy Ways to Get Clients now.
2. Want to learn from valuable insights and actionable advice so you succeed in the coaching arena? Listen to my podcast Women in the Coaching Arena here.
3. Interested to know more about the Business of Coaching programme? Click here.

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Hello and welcome! I’m Joanna Lott, and I’m passionate about empowering qualified coaches like you to build brilliant businesses.