If you work as a self-help coach, career coach, executive coach or generally in the coaching industry, it is important that you work actively with your personal brand in order to generate more clients for the services you offer.
Many self-help coaches today use social media to get their message out to the masses. Many times they use trending hashtags but also direct messages to people or individuals who may be interesting to talk to. If the coach also starts to make a name for himself within the same industry, the snowball effect starts and clients start coming in based on references.
Something that many self-help coaches miss or don’t think about when they publish content on various social media is to follow up the message on the search engines with an ad or an update to an existing ad.
The reason why you as a self-help coach want to do this is that today there are two different types of channels. A push channel that social media ends up in and a pull channel that the search engine category ends up in.
What is the difference between a push channel and a pull channel in marketing?
A push channel is a channel that advertisers use when they want to convey or create brand awareness in the market for their company.
It’s not necessarily the channel that converts the best, nor is it the channel that leads to the lowest CPC rates or lowest cost per conversion, but it’s a great channel for building brand awareness.
The message that the advertiser reaches out with reaches a wide target group in an effective way, especially if the advertiser uses different hashtags to tag the content that is published.
The advertiser’s message is visualized for the user via the various hashtags that the user subscribes to and in this way the user can take part in the advertiser’s content and then click on to the advertiser’s profile and subscribe to the advertiser’s profile if they find the advertiser’s content interesting or useful.
If the advertiser’s content gets a high level of engagement from likes or comments, the push channel’s algorithm will do its utmost to spread the message to other users on the platform in order to increase the spread of the content.
This is a fantastic way to create a closeness to your users as an advertiser, but also to increase the brand awareness of the advertiser’s services and products.
A pull channel is a channel that the user actively uses to search for information about the services or products that your brand offers to the market.
The user is already interested in what your brand has to offer but may not know your brand before. They use search engines to get more information about a certain area, product or service.
Many times the user is already in what we in the marketing world call buying mode, which means that the interest in your services and products is already there, but the user has not decided where to make the purchase or they need more information about the area before a conversion can happen. Regardless of which stage the user is in, it is the user himself who has actively chosen to start a search.
The conversion rate differs between the different channels
The big difference between the different channels is that one channel is used to push out a message while the other channel is used to capture the user when the interest is already there.
Because the advertiser has a strategy for how the various channels are used, it is possible to capitalize on this behaviour in order to generate more conversions and completed purchases.
Many self-help coaches miss this opportunity because they only work actively in one channel. Many times they choose to put their greatest focus on social media, which is a push channel and forget to follow up on their posts on the search engine.
Because the fact remains that everyone, no matter who it is, or what industry we operate in, it is to the search engines that we turn to if we are looking for information about an area, service or product. Not then as an advertiser not appearing on the search engine when a search is made leads to the advertiser missing out on several users which in turn can lead to more potential customers for the business.
Marketing is often about finding the common thread and leading the user in such a simple and clear way to a conversion on your own site. Then the advertiser must make it easy for the user to find the brand but also be clear on their website about where the user should go.
It is usually said that, if grandma, grandpa, grandma or grandpa can easily understand what your website is about and make a conversion on your site, then it is a website that is easy to convert on.
By following what’s trending on Google, the advertiser can also create content that is up-to-date for the market in which the advertiser operates.
Google is the world’s largest search engine and today owns 92.47 percent of the total search market. It is not an understatement to say that the majority of us use the service to search for, access and read more about the information we are interested in.
If the advertiser uses the Google Trends tool, self-help coaches can get an insight into what kind of services people are looking for, and also see what is trending in their area.
Find trending search terms via Google Trends
The most recent trends in Google Searches provide a window into the aspirations of people around the world and their search preferences in particular locations such as:
- A window into the interests of people, and the desires of individuals in a particular location or topography.
- Identify the most-wanted products and services in a particular location and can be used to understand the preferences of a particular population or geographies.
- Better understand the needs of our customers and provide better services and products, which will keep our customers coming back and investing in our products and services.
Let’s look at a quick example of how you can use Google Trends for your self-help business.
How to use Google Trends for self-help coaches
Here we have been looking at the following keywords to determine what is trending for each main category and also to give us an idea of up-and-coming searches users are searching for:
The main search categories we looked at were the following:
- Career Coach
- Executive Coaching
- Leadership Coaching
- Life Coaching
- Business Coach
*Geographic targeting and time frame: The United States 01/08/2019 – 02/08/2022 all categories & web search.
What is trending on Google in the self-help industry?
By following the graph, we can see which keywords have the most search volumes in relation to each other. Based on the geographic catchment area we have focused on together with that date range, we get a fairly clear picture of which search term is most searched for during that period.
If we look more closely at this segment, we can see that the following search terms have reached a break-out stage.
- Business coach for female entrepreneurs +250%
- Business coach near me +70%
- Life coach 100
- Amtrak 79
- Amtrak coach 79
- Coach class 71
- Business coaching 68
- Spiritual life coach near me +200%
- Life coach near me +100%
- Life coach certification 100
- Life coach near me 69
- Become a life coach 58
- Life coaching 55
- Life coach school 141
- What does a leadership coach do +200%
- Transformational leadership +50%
- Leadership coaching 100
- What is a leadership coach 73
- Coach style leadership 55
- Executive leadership coach 50
- Executive coach 50
- Executive function coach near me +110%
- What is executive coaching +80%
- Executive coaching 100
- Executive functioning coach 72
- Executive functioning 72
- Executive function coach 59
- Executive function 58
- Teacher career coach +250%
- Career coaching 100
- Jobs 84
- Career coach jobs 83
- Career life coach 62
- Job coach 62
*Top – The most popular search queries. Scoring is on a relative scale where a value of 100 is the most commonly searched query, 50 is a query searched half as often as the most popular query, and so on.
*Rising – Queries with the biggest increase in search frequency since the last time period. Results marked ‘Breakout’ had a tremendous increase, probably because these queries are new and had few (if any) prior searches.
Google Trends is a very useful tool if you are interested in what is trending in the self-help coaching industry and want to use the tool to reach new customers via Google’s network.
By using the tool, you get an insight into what is trending for the day and also an idea of what your next social media post can be about.
For example, if you write a blog post about a keyword that is on the rise, you can be sure that Google will index your blog post and show it on Google. In this way, you can capitalize on users both from the organic search results on Google and also via your social media channels in order to get converting customers to your site.
Lead generation for self-help coaches using Google Ads
If you don’t want to wait for Google to index your new content, you can use Google Ads. Google Ads is Google’s advertising platform for advertisers. A tool that allows advertisers to create engaging text, image and video ads to attract potential customers.
By creating engaging ads on search terms that are relevant to your professional field, you can reach users via Google when they are actively searching for products and services that your company sells.
With the help of the tool, your brand can come to the top of Google above the organic search results and with that get the most clicks to your website.
We at Adcasa have specialized in lead-generating campaigns and are happy to help you with your Google advertising.
How Adcasa can help you grow your brand online
Adcasa is a specialist agency where we have focused on lead generation companies with the aim of helping these brands become stronger online.
Our process consists of us always starting our collaborations with a dialogue about your business in order to create a picture of what your goals are and what conditions we have to work according to.
Once that is done, we create a unique marketing strategy that is tailored to your brand and then moves on to implementation.
Our goal is always to create cost-effective campaign efforts with a high focus on tracking, measuring and analyzing your media investment.
You always choose whether you want to invest in Google Ads, but we will always be there to guide and support you if you have any questions.
Through transparent and clear communication, we create a collaboration that is based on trust.