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5 Steps to build your online personal brand as a coach

If you’re a coach that’s new to the digital and online world, you’re reading the right article. For those who still think that having a name card and a published book is good enough, it isn’t. In order for people to trust you, they need to be able to find you online. And if there’s nothing about you on the internet, you’re seen as a low rated coach or just another one of those scammers.

The truth is, most of us search the internet before making decisions. So you want to be seen by them rather than having them stare at names alike to yours. If your competitors are online and you aren’t, you know where most of your potential clients are going to.

So if you still think that having a digital brand isn’t necessary, you don’t have to read on. But if you’re someone who understands its importance, read on. You’ll find tons of gems in here.

Focus on an area of expertise

The number 1 mistake that most beginners make is trying to cover everything that they already know. For example, I’ve been into learning acceleration & teaching youths & students for over 6 years straight, but that isn’t what people know me for, because I don’t show it to others in my brand.

If you think about it, some of the world’s top influencers in the training/coaching industry are known for that 1 thing. Here are a few examples:

Robert Kiyosaki – rich dad poor dad (investing)

Tony Robbins – peak performance

Russell Brunson – sales funnel

Brendon Burchard – high performance

Vishen Lakhiani – meditation

Wim Hof – breathing

If I were to teach learning acceleration, along with Instagram branding & marketing, my audience will be really confused with what I’m actually doing. Focusing on your area of expertise isn’t just about everything that you’re good at, it’s the thing that you want to be known for.

So ask yourself,

What do you want to be known for 5 years down the road?

What do people go to you for advice?

What is 1 thing that you want to be world-class in?

Once you’ve identified your core expertise, you want to stick to what you’re great at. Your audience should be constantly reminded that you’re great at what you do, so everything else that you want to show should be aligned with what you’re great at.

For example, I talk about MBTI personality types on my Instagram as it is in line with finding what’s your most natural way to portray yourself on social media!

Focus on your client’s platform

Which social media platform should I be on? Here’s another step where people get confused about it. Because Gary Vee keeps telling you to be on every platform & you’ll benefit from it, that doesn’t mean that you should be on every platform, especially when you don’t have a team or resources to spend on it.

Don’t start on a platform just because it’s tending as well. For example, if a new app like Tik Tok starts to trend, that doesn’t mean that it’s the most profitable platform to build your brand on.

Instead, focus on where your clients are congregating. Christians go to Churches, Buddhists go to Temples, so where does your audience hang out at? If you’re doing corporate coaching, will they be hanging out on Tik Tok or Snapchat? Most likely not, they’ll probably be on LinkedIn!

Always start on a platform where most of your audience is at. When you’ve grown quite well on one & you’re able to manage it with your current time & resources, start diversifying out on the other platforms.

There’s no point in having 100 followers on each social media platform compared to maybe 1k followers on Instagram & 1k on LinkedIn

Create your website

If you want greater visibility, it’s best to be on the biggest search engine in the world, Google. But no, we’re not aiming to be on the first page of your topic, that takes a ton of work & time to get there.

What we’re looking at is getting you seen & found when others look for your name. Whenever we think of buying an item from a shop, we’ll usually be searching for that exact brand on google as well.

Instead of making others think about who you are & having them give up on wondering who you are a few seconds later, it’s best to have a website that shows who you are.

Why not a business card then? Well, how many business cards have you collected so far? As far as I know, I got a stack of them & I did not contact even 1 of them through those cards. And you’re not a genie, you can’t magically give everyone a business card when they happen to hear your name.

When you have a website that answers

  • Who you are
  • What you do
  • Who you help
  • How you help
  • Your audience problems
  • Other people you’ve worked with (your case studies)

Your audience will know more about you even before you’re physically with them. So you don’t have to convince them on how great you are, they’re already convinced!

Share content regularly

When you’ve chosen your platform & website, the next thing is content. And there are a plethora of choices here. If you choose youtube, you got to be producing videos(probably the hardest for a beginner), and if you want to rank at the top of Google, you need articles & SEO skills.

Last but not least, if you’re on any other social media platform, you just need photos, videos, or captions.

At the end of the day, having a page & website doesn’t get you known. It’s the content that you produce that people know you for. Just take a look at the amazing stories that Nas Daily & Prince Ea paints!

The reason why brands stand out is for their unique type of content.

However, don’t get stress yourself with coming out world-class content right now. You’re only at the start. If something is brand new to you, you’ll usually suck at it.

When you first started to crawl, or walk, or ride a bike, you will fall. So be okay with falling on content. What matters is starting & persevering on even if you suck at it.

Model influencers

If you’re not sure about the personal brand or content you want to create, the easiest way is to study what’s already working in the market.

As Tony Robbins once said, “success leaves clues.” You’re giving yourself a ton to think about if you were to start it from scratch. There are so many things that you won’t even know where to begin!

So here’s 3 simple steps for you to get clearer on what your brand is and the kind of content you can create.

  1. Look for the top 10 leaders in your market
  2. Look at their website, check out their copy & the design of it. What do you like about theirs & what would you want to learn from?
  3. Look at their social media pages, look at the TYPE of content that they produce. Every influencer has their own kind of content which is unique to them. Ask yourself, what kind of content suits more towards you.


With that being said, if you are someone from the service industry who has just started on your personal branding journey, I’d highly recommend you to read our Ultimate Social Media Guide here.

If you’re unsure of which platform you should focus on, take our short quiz and find out the ideal platform that you’ll thrive in less than 2 minutes.


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