Introduction

Nowadays whenever an individual needs a coach or a trainer he just doesn’t go to his friends or relatives anymore; instead he searches and does some research about his needs through Google or Facebook. And thus it makes Digital Marketing an essential promotion rather than an exception. 

Imagine people are searching for you or your program on the internet and if you were not positioned properly in this digital sphere you are not found anywhere.

Digital Marketing can make your online presence felt for you and your business. It can also bring your business to an entirely new level by bringing predictable (because it is quantifiable) customers without burning a huge amount of cash.

There are a lot of Coaches and Trainers who utilize the power of Digital Marketing and thrive but if you feel you are missing the bus this is the best time you know a bit about Digital Marketing.

Digital Marketing is a direct response marketing, meaning here the responses of your marketing efforts are directly quantifiable….

Unlike traditional advertisements where you are not aware which leads come from which Ads, Digital Marketing can actually help you to gauge the number of leads coming from a particular Ad.

Suppose you spend some money, say Rs. 10,000 on Facebook Ads in a month…

You can follow many useful parameters like the number of leads you created, the number of individuals tapped on your promotion, the number of individuals visited on your website or landing page, etc.

And so, you will be able to calculate how much money it costs to get a client to enroll in your program.

If 1000 leads are generated by the Facebook Ads and 10 people have enrolled or bought into your program or service then the cost per lead is Rs.100 and the cost per client/customer is Rs. 1000.

As you can measure the direct responses of your marketing efforts it is most likely that you spent an appropriate budget considering the availability of the number of seats or capacity.

In case you're running 4 advertisements targeting 4 different audience groups for a while and you have noticed that the vast majority of your deals come from only one of your advertisements, you can immediately stop all other advertisements and spend more cash on the advertisement that is producing results for you.

It’s very unlikely that you burn your cash on things that aren't delivering results and thus you have the best return for money invested on your advertising spend.

There are two main types of medium that are available in today's world. 

The first one is something when people search for a specific keyword, for e.g. people searching for a particular product or service on google. 

This medium is called "Search Engine Type". It could be Google, Yahoo, Bing, etc.

This can be compared to a "Pull type of Marketing" in the sense that your product or service has been in the marketplace for quite some time. And it has become popular and people want to know about your product/service.

The search engine gives a list of those people or company that provides that product or service.

The second type of medium can be compared to the "Push type of marketing" in the sense that your advertisement will interrupt somebody from what he or she was doing and seek their attention to learn about your product or service.

You might have noticed that while you were scrolling your Facebook, you just saw a sponsored post that interrupted you and asked you to click on a link or button to learn more about what that sponsored post has to offer, etc.  

Unless you are very popular and have your name in the mind of your customer, and because you need to go to the place where your clients hang out as a coach or a trainer, FACEBOOK and INSTAGRAM would be the ideal medium for digital marketing.

These two mediums are places where most of your clients or students may most likely hang out. 

Facebook and Instagram are places where youth, energetic people between the age of 25-50 years, or entrepreneurs (anyone other than C-suite type corporate) usually hang out. 

Nonetheless, this doesn't imply that you should not play around with other media.

A newspaper Ad for a 3" x 2" space may cost you around Rs. 800-1000 per day per newspaper brand.

And it is highly likely that only a limited number of people from the limited number of subscriptions of a particular newspaper might observe your ads.   

However, with a digital ad, you can run ads with a small budget as low as Rs. 85/- per day for Facebook and Rs. 100/- per day for Google.

Generally, we consider the cost of lead as Rs. 100, though it may be less or more depending upon the parameters like location, city, etc.

Thus, when you compare the expenses incurred to create a customer it is reasonably cheap compared to the expensive traditional models (newspaper, radio, TV). 

This way you can also spend your money on ads smartly.

You can target an insanely specific audience like English-speaking women, between the age of 30-55, who live within a 15Km radius of Pune, Maharashtra, who are mothers of grade-school kids, etc. Sounds exciting, right?

So, if you have some time and resources to analyze your customer base you just need to highlight the attributes of your ideal client. 

Facebook could do super-sophisticated ads targeting the people that are most likely to get interested or buy your product, service, or program.

There is a tool in Facebook known as Custom Audience which helps you to re-target the audience from your email list, leads you have captured from newsletter signup or other lead generation efforts, or even a group of current clients that you want to up-sell.

Here you can craft ads that are more personalized and even refer to the previous event which makes them come into contact. You can guide them to take the next logical steps to get to the next level.

When you have enough data, you can replicate your revenue-generating audience. This is done with yet another feature of Facebook called Lookalike Audience. It allows you to take an audience you already have and expand your reach by finding new leads that have similar attributes.

But one caution is don't get too specific that only a handful of people could see your ads and leave out others who can give you more revenue.

Digital Marketing has demonstrated itself to be the eventual future of marketing and furthermore the way in which organizations are run nowadays. Surely you can become a better coach if you re-examined your plans of action and fused a major lump of your spending with digital marketing.