Social media marketing for coaches often feels a little bit like shouting into a void, don’t you think?

You’re told to batch content, follow trends, or write hooks that “convert,” but you’re like, I literally started my business because I love the work. I’m not here to focus on conversions. I want to connect. Make friends. Wake up every day excited and inspired and creative.

This right here is the shift I love to talk about — transforming social media and content creation from a dreaded obligation into a soft, sacred place where the work you do can live, breathe, dance, and invite others in, as you celebrate and adore the work you do every day.

Related: Why I Don’t Chase Current Trends in Social Media

Also, if you prefer to watch or listen, you can do so right here. And feel free to subscribe to the Substack so you can get these musings right in your inbox — a little heartfelt message from my home, to yours. 😉

Why Social Media Is Home for Your Brand

A Home Welcomes, Not Forces

When I first got into interior design during 2020, you know, that time when we all needed to reckon with a little bit of chill-ness, I realized something wild: designing a space is a lot like building a brand. Especially on social media. You’re curating a feeling. A welcome mat. Not a billboard. And in turn, social media marketing for coaches is allowed feel less like “Look at me!” and more like “Come on in if you’d like, the tea’s warm.”

It’s just the same with your brand. We don’t need to go to these networking events to force ourselves into someone else’s home, saying why you absolutely need to be there. You’re welcoming them into yours, letting them know that if they want, they’re welcome.

My “Sprinkling with Fairy Dust” Philosophy

I love to think of every piece of content I put out sprinkling a little bit of fairy dust.

Not in a fluffy, avoid-the-hard-stuff way, but in a “here’s a glimmer of my world” kind of way. You’re sharing love with other people through the art form of content creation, just like a painter is sharing their love with you through an illustration. It’s all the same.

True social media marketing for coaches is about creating these micro-invitations. Offering a feeling, a spark, a reason to linger if a potential client so desires. And the more you lead with this, the more you’ll realize the dream clients come in more and more.

Share Your World > Selling Your Product

This is everything that welcoming your audience into your world is about. It’s the reason why you don’t have to be afraid of selling, why you don’t have to worry about being too salesy (I have this fear multiple times a week, so I GET IT!).

Adjusting the energy behind your content is really what matters at the end of the day. The energy that’s coming from you. Seeing content creation as marketing, and a “should” is not a great energy to be putting into your business. “Shoulds” need to be left at that corporate full-time job that made you want to start this business!

Sharing your world as content creation means people are feeling your world. And as you’ve probably heard, people won’t remember what you say, but will remember how you made them feel. That over everything will be the reason they invest.

How to Ring in Dream Clients Through Content Creation

Channel Your Daily Joys Into Your Content (It Doesn’t Have to Be On-Brand!)

Social media marketing for coaches doesn’t have to be strictly business, although I think we all think it needs to be! “5 tips for how to hire the best HR consultant.” I know you don’t want to be making that content, so why are you? You don’t have to, friend!

We want to hear about…

✨ This morning when you lit that new candle and felt so good in your space

✨ When you and your kiddo danced in your kitchen last night after a meltdown and it healed both of you

✨ When you and your childhood best friend visited last month and went to the Thai place you always went to in high school

When you share from your lived experience, people feel you. And feeling is exactly what your dream clients are looking for.

Your life doesn’t need a “niche” to be relevant. That was never the point. The niche fits into your life, not vice-versa. Your audience wants to see what lights you up because that’s what helps them trust the container you create.

When your content becomes a reflection of how you live, not just what you offer, you naturally call in clients who want more than surface-level strategy. They want to be in your orbit! 🪐

Romanticize Your Work the Way You Romanticize Your Life

Repeat after me (because I’ve needed to repeat it to myself for years):

Clients pay for your world, not your deliverables.

Clients pay for your world, not your deliverables.

Clients pay for your world, not your deliverables.

Think about the last time you got excited over a beautifully curated dinner or a handwritten note. Now bring that energy into your posts. You don’t have to choose between your life and your business. They are all one. Gush about the little things. Nerd over something your friend told you. As long as you have a branded content system, you won’t need to second-guess anything.

The Flutter Test: How Your Feed Should Feel

Ever land on a page and instantly feel a little flutter? You didn’t even read anything yet, you just felt it. That’s the magic we want when our dream clients + collaborators land on our website + social channels. And I always believe that you need to feel this in order for your clients to feel it. If that post you’re making feels like a deep breath, an amazing realization, or something you’re genuinely excited about posting, you’re in the right direction.

Alternatively, if you’re scrolling through your feed and it doesn’t feel like you, I want you to ask yourself: “would my dream client feel seen, heard, and welcomed in here like a flutter in their heart?”

THIS is your north star. Not a content calendar, not mastering an algorithm, and not remembering all the metrics. LET YOUR BODY LEAD.

Related: How to Overcome Perfectionism in Content Creation

Your Perspective Is the Product

Remember what we repeated? “Clients pay for your world, not your deliverables?” At the end of the day, the lens in which you see the world is what clients are paying for. It’s a filter. They want to understand how you think, live, and hold space.

That’s the differentiator, because I’m sure you know, there are a million people doing what you’re doing. There are a million people doing what I’m doing! And as overwhelming as that may feel, it also means there is nobody doing what I’m doing.

Ready to Fall Back in Love With Your Work? Let’s Get on a Fit Call!

If even thinking about social media marketing for coaches has felt cold, corporate, or overwhelming, I see you! I’ve worked on alllll sides of marketing, from social media management to SEO blog writing, and I’ve found that the most vastly abundant way for coaches and consultants to be able to show up is to build a world through an intentional, branded + beautiful content system that fits into their lifestyle so dream clients can effortlessly show up at their digital door already feeling ready to sip tea in your home, your world.

Book a fit call so marketing can be less of a performance and more of a joyful frolic for you — I can’t wait to meet you! 🤸