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The Essential Guide to Setting Up Your Health Coaching Business Online:    Part 1

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A Brief Stroll Through the World of Online Marketing

Online marketing is a form of voodoo magic that some just aren’t cut out for.

FALSE.

In fact, online marketing is a relatively simple pursuit. Sure, tools and techniques are constantly being created and updated and yeah, there are a number of moving parts to stay on top of, but really it’s a simple ecosystem far far less complex than your territory – the human body.

Just like the body though, if you treat each part well, your business will flourish as a whole.

The vital ingredients that make online marketing work:

The core of online marketing is a lot like a peanut butter and jam sandwich (no, hang on, that would make it processed, artificial and filled with sugar).

Ok, it’s more like an open gluten-free sandwich covered with mashed avocado and sprinkled with feta & chia seeds.

• The plate is your website – it’s your very own online home base where you position yourself & communicate your unique brand • The bread is your content – the blogs, podcasts and videos that live on your website are the solid, wholesome foundation that you build your business on • The avocado is your SEO (Search Engine Optimisation) – everything you do to help Google rank you as a high-quality source of information on your topic. It’s there to help your ideal clients find the answers they’re looking for • The feta & chia seeds are social media and advertising – the little bit of decadence on top that helps distribute your content and draw your ideal client back to your website

The anatomy of an organic online marketing system 

Though it may look complex, the system above is, in reality, a simple, interconnected ecosystem. Each of the parts work in tandem together to build trust and authority, eventually leading to a sale and (if done well) a loyal customer.

In part 1 we’ll be looking at the main factors leading visitors to your site. It’s here that you have the golden opportunity to demonstrate the value you provide by telling an authentic story that differentiates you from the competition. Crucially, it’s also where your blog lives.

Organic traffic drivers:

Your blog is where you educate and entertain your readers, develop an audience and, most importantly, establish yourself as an authority in your specialist areas. It’s also one of the main places where you grow the critical business asset we discussed earlier – your email list.

By adopting a strategic approach to email marketing, informed by in-depth knowledge of your ideal client, you’ll be able to send the right emails to your subscribers at the right time, thereby building a loyal audience and consistently making sales.

Your social media accounts are where you engage your ideal client and share valuable content, both your own and that of other experts in the field. It’s a great place to build community and is extremely effective at drawing people back to your website, at which point your goal is to get them on your email list. . Forming mutually-beneficial connections with other entrepreneurs & businesses in your niche (or a complementary niche) is a great way to increase exposure for your business online, whether through guest blog posts or contributing to podcasts and videos.

Advertising: An authentic traffic driver when used well

The key point we’d like you to take from this post is that effective online marketing is about being seen as a helpful expert with the ability to solve specific problems. So even though ‘helpful’ isn’t a word we typically associate with advertising, it certainly can be…

As with everything else in online marketing, if your approach is to think first about what is valuable to your customer, you’ll be much less likely to create advertising that interrupts and gets ignored.

So when should you think about using paid advertising?

  • When you’re clear on what value it will ultimately provide for your customer
  • When you understand exactly who those customers are so you can target them with relevant advertising messages
  • When you have the systems in place (website or dedicated page) that your advert leads to and where your target audience can download their opt-in gift in exchange for their email address

While this might seem like a lot to digest, what we’d like you to be clear about is that all of the activities we’ve talked about so far are aimed at building your list.

In part 2 of The Essential Guide to Setting Up Your Business Online we’ll be looking into exactly how you can set up, grow and make effective use of your most important online marketing asset: your email list.

Meet the team behind the keyboards:


The UX Advisors -James Longley- Conversion Copyriter.James Longley

  • Content Strategist
  • Kayaker & Paleo enthusiast

The UX Advisors -Sveta Kornienko- Conversion ConsultantSveta Kornienko

  • Online Marketing Strategist
  • Believer in nutrition's healing power