Social media can be an incredible waste of time! You can spend hours every day checking out photos, scrolling through your cluttered feed, and wading through the massive quantities of dross that plagues the internet.

But social media can also be a tool that, if used properly, will help you to expand and grow your coaching business and brand like nothing else can!

Welcome to the Ultimate Facebook Guide for Coaches! We’ll help you learn how to get started using Facebook to build your brand and business, and give you a few tips to help you expand and reach more people via Facebook.

The Importance of a Facebook Page

You probably already have your own Facebook page, one filled with pictures of you doing the things you love, connecting you to your friends, and giving you a platform to talk about coaching.

But in order to use Facebook properly, you need a Facebook Page–with a capital “P”. A Facebook Page is an account set up for a personality, a company, or a brand. It’s the professional version of your regular account, and it’s something you MUST have if you are to succeed on Facebook.

Important: You should never use your personal page as a business page. It’s against the Facebook user agreement, and it’s just not the right way to go about it.

Setting up a Facebook Page for your coaching business or brand takes all of 5 minutes, and you’re ready to get started. Your goal now is to direct people to that Business Page, and get them to “Like” the Page.

But how can you do that?

How to Get More “Likes”

So you’ve just created your Business Page, and you’re staring at a Page that has 0 Likes. Now what?

Driving more “Likes” to your Page isn’t easy, but there are many ways you can do it:

  1. Invite people — On the sidebar of your Business Page, you have the option to “Invite People to Like Your Page”. You can send out invitations to everyone in your current network (of your regular account), and ask them to “Like” your Page. How effective is this? A lot of your friends, family, and clients will “Like” your Page because they like you or your business. The more people you invite to “Like” the Page, the better! It’s a way to start expanding your business network. Anyone who “Likes” the Page will see all of the content you post.
  2. Add “Like” buttons on your website — If your website or blog is getting even a small amount of traffic, it can be a good way to drive people towards your social media pages. Set up a “Like” button on your website or blog, and ask people to click it when they visit. It’s one more way to stay connected!
  3. Add links in your emails —With every email you send out, add a link to your Business Page. Ask people to “Like” the Facebook Page, and offer an incentive for them to do so. Perhaps they’ll get something for free, or they’ll gain access to special content on your website. Just make sure that EVERY email has that link!
  4. Use Twitter — If you have a good following on Twitter, you can drive a lot of “Likes” to your Facebook Page. Connect the two platforms by adding your Twitter handle in your Page profile, and your Facebook Page URL in your Twitter profile. The more you connect your social media platforms, the better!

These are a few tricks to help you drive “Likes” to your Facebook Page, but here’s the single most effective trick in the books: POST ENGAGING CONTENT.

If you’re serious about driving “Likes” and traffic to your Facebook Page, you’ll need to start posting on a pretty regular basis. You should schedule posts on your blog at least two or three times per week, and publish those posts on your Facebook Page. Share those posts via your personal page, and ask others to do the same.

What should you post about? Does it matter? Post about everything and anything!

  • Post content to your blog. It doesn’t matter what the topics of those blog posts are–there’s always someone bound to find what you have to say interesting.
  • Post photos. Everyone loves photos, and the most effective social media posts are the ones that include videos or photos of some sort. Infographics, personal photos, business photos–just about any kind of photos will do!
  • Post links. If there are links you find interesting, post them to your Facebook Page. Those links will show people what you are interested in, and will get them coming back to your page. After all, shared interests are the next best thing to actually “knowing” someone on Facebook.
  • Post “exclusive” content. Everyone wants to feel like they are getting something special, so if there is something that ONLY your followers see, more people will want to follow you.
  • Post questions. Ask questions that will get people thinking and responding, and you suddenly have engagement. The more people comment on your questions, the more their friends and contacts will see what they’re talking about.

The key is to give your followers value, and it will keep them coming back for more. It’s far too easy for them to simply “un-follow” or “un-Like” you, so you need to make sure that you are delivering content that keeps them engaged and interested.

How to Make Your Page Pop

You know how they say “a picture is worth a thousand words”? In the world of social media, a beautiful Facebook Page is worth 1,000 Likes!

Here are a few ways to make your Facebook Page stand out from the rest:

  1. Use a good image — Unless you have a breathtaking logo that everyone can’t help but love, you’ll want to avoid posting your logo as the Facebook Page image. Instead, post a picture that is engaging, visually appealing, and speaks to your brand. For your coaching Page, why not post a picture of you in the act of coaching someone? Get a professional photographer to take a few stock photos, and use them as your Facebook Page image. People like to see people on a Facebook Page, not some unknown company logo. You are your best seller!
  2. Use a vanity/custom URL — When you first open your Facebook Page, Facebook gives you an URL with a long-winded string of numbers and letters. But once you reach 100 fans, you have the option to choose your own custom or vanity URL. It’s DEFINITELY a good idea to create an URL that is in line with your company/brand name. For example, if your coaching business is called “Coaches Unite for Love in the Universe”, come up with an URL like “CoachesUnite” (it would look something like “”). This keeps the URL consistent with your brand or business name, and makes it easy for people to remember.
  3. Post content specific to your audience –– The key to keep people coming back is to give them what they want. If someone shows interest in a certain topic or subject matter, consider posting on that topic more frequently. If you get a lot of “Likes” on your photos, take more photos. Find out what your audience likes, and give that to them!

How to Use Your Facebook Page

What do you do with all those “Likes”? You’ve driven people toward your Facebook Page, so what do you do now that they’re all there?

Well, think about why you started the Facebook Page in the first place. Was it:

  • To engage with your audience and provide people with another method of contacting you?
  • To drive traffic to your blog or website?
  • To build a reputation or establish yourself as an expert in your field?
  • To drum up new customers and clients?
  • All of the above?

If your goal was to engage with your audience, you need to keep posting content that your audience finds interesting. When they comment on your posts, it’s up to you to interact with them.

If you wanted to drive traffic to your blog or website, you want to post all of your content to your blog, and add the links to your blog posts in your Facebook Posts. Thankfully, WordPress makes it easy for all of your blog posts to be automatically published to your Facebook Page, and that will help you get more people visiting your site. The more you post on your blog, the better!

If you are trying to build a reputation or establish yourself as an expert, you need to keep your posts on topic and relevant. Scour the internet for content that adds value and instructs your audience, and post that to your Facebook Page. Write articles and blog posts on the subject, and put those up on your Page as well. The more value you provide, the more you show people you know what you’re talking about. That is how you start building your reputation!

If your goal is to drum up new customers and clients, you’ll have to make your Facebook Page a bit more focused on the marketing than just on the fun and social interaction. You’ll want to add links to your website, where people can find out more about what you do. You can post about special offers, discounts, or deals on your coaching services. You’ll also want to post an “About Me” that tells people what you do. You’ll still need to post valuable content and make your Page interesting, but you’ll need to sprinkle in a bit more marketing.

Most of all, and I cannot stress the importance of this enough, give people a chance to sign up for your email newsletter/mailing list.  Facebook makes it easy for you to get people to sign up, either directly on Facebook or via your website.

How can you set it up?

Step 1: Navigate to your Facebook Page.

Step 2: Look at the Header (you’ll have an image there).

Step 3: Click on the “Add Call to Action” button.

Step 4: Choose your call to action. In this case, you’ll use “Sign Up”.

Just like that, it’s set up! In two minutes, you’ll get people signing up to your email list.

Now, you may be wondering why you would want people to sign up for your email list in the first place. After all, there are so many users on Facebook (billions by now), so why would you want to send out emails to just a few hundred or thousand?

Well, as all the best marketing experts will tell you, engagement is highest via email. You post something on your Facebook page, perhaps 1 out of every 500 to 1,000 people will actually take action. You send out that same call to action in an email, and you’ll get 1 out of every 50 to 100 people. You don’t need to be a math whiz to see how much better that is!

Your Facebook Page can be a tool to help you drive people to your website and blog, but also to your email list. The more people you have on your email list, the more people you can reach directly. Instead of hoping your Facebook post stands about among the thousands of others cluttering your fans’ feeds, you’ll be competing with just a few dozen emails every day. Make your emails interesting and valuable, and you’ve got a direct hotline to your fans that will yield MUCH better results than any amount of Facebook posting.

If you need help getting your Facebook Page going, there is SO MUCH information available online to help you out. Check out these links, and take time to read the advice that will help you take your Facebook Page to the next level:

By the time you’re done with these resources, you’ll be one step closer to becoming a Facebook whiz!

Good luck, and happy posting!

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Ajit Nawalkha

Ajit Nawalkha is the Co-founder of Evercoach. He is passionate about disrupting industries and creating positive change. Ajit is a business coach himself.

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