What is a marketing coach?

Janine looking very worried on the phone

I thought I’d made up the title ‘marketing coach’. I was under the impression I might be the only one!

But after a quick google, I found that there are other marketing coaches but we’re a ragtag bunch with not-a-lot in common.

Some marketing coaches can help you to get more out of your social media or to plan your content.

What I do is more akin to a business coaching, but my background is aaall marketing, baby.

This is my stab at a definition of small business marketing coach:

A marketing coach works with business owners to understand their values, mission and lifestyle before sharing strategies and tactics to meet their goals as efficiently as possible. The ultimate decision on what direction to take lies with the business owner.

I like helping business owners get clear on their goals before we start working. Sometimes you think you want something, but the underlying motivation means that a different approach would be better.

For example, someone might say ‘I want to get 10,000 email subscribers by the end of the year’, but what they actually want is a higher, more stable long-term income. A quicker route could be to create an offer for a higher paying client type. Getting 10k of the wrong subscribers isn’t going to help anyone.

What gets me hopping up and down with excitement is to see clients developing their own marketing instincts, which means you’d:

  • Get more income for less effort
  • Have tried and tested systems in your back pocket, ready for your next launch
  • Make better business decisions that save you time and money
  • Be able to see why things aren’t working and what to do to rectify it
  • Know when to try something and when to steer clear

Why would you need a marketing coach?

I see a lot of entrepreneurs still searching for ‘the answer’. Thinking that if they could just find the right course or programme, they’d be set on the path to sure-fire success.

But working with someone one-to-one is the quickest way to see improvements. 

I get it. There are so many fabulous alluring offers out there. From HUGELY successful people. With insane testimonials. And sometimes these offers are cheaper than working with someone one-to-one. 

‘Before I went on the Megabucks Bootcamp I was living on Lidl cornflakes and water but now I’m regularly earning 6 figures a month!’

I don’t dispute the veracity of those quotes, but I DON’T believe they represent the experience of the majority of people who go through group programmes.

The secret that nobody tells you is that those things only work when you’re already 80% of the way there.

If you have serious, foundational issues with your business that you need to work through, you’re not going to be able to get the results you need unless you work with someone on a more intensive basis.

Issues like:

  • Your offers aren’t compelling enough
  • Your ideal customer is a figment of your imagination
  • What you’re selling isn’t profitable long term
  • Your personal brand isn’t defined so people don’t know, like and trust you enough yet.

It’s SO difficult to work through these things on your own.

In short, if you want to move forwards, more quickly, a marketing coach might be just the ticket. Book a call with me if you want to talk it through.

How do I find a good marketing coach?

Having worked with several coaches myself, some good, some not-so-good, my best recommendation is for you to get to know them.

Working with someone on the basis that they’re entrepreneur-famous risks an expensive mistake.

If you’re newer to this mad online world, then ask around for recommendations. Keeping in mind what it is that you specifically want to get out of a coach.

Have a little look at their LinkedIn profile and see what their previous experience is.

Read a few of their blogs, watch a few of their videos and have at least one face-to-face chat on Zoom or Skype before making a decision. Ideally speak to a former client of theirs too. 

How do marketing coaches work?

I’ve seen marketing coaches work in a variety of ways:

  • One-to-one programmes 
  • Masterminds
  • Memberships
  • Group programmes
  • Online Course

For a thorough run through of the pros and cons of each, read my blog ‘What’s the best investment? Online course vs Membership vs Mastermind vs Group Programme vs One to one Programme‘.

Personally, I like working one-to-one with people for a minimum of 6 months. That doesn’t mean that it’ll take 6 months to see the benefit, it means that we have the time to lock down the strategies, embed the new ways of working and make sure the path to success is secured.

When I’ve worked with people for less time; it’s frustrating. Just as we get going, our time is up.

My marketing coaching packages usually involve a couple of Zoom calls a month. More frequently than that and you won’t have time to digest what we’ve talked about and do the work.

What qualifications should a marketing coach have?

It depends on the type of help you want.

If you all you want is to improve the results you’re getting from your social media campaigns, then you could find a social media expert with no marketing qualifications at all and they might be the best person for the job.

However, if you have even the slightest suspicion that you need higher-level, strategic help; I would suggest that you need someone with formal marketing qualifications and solid experience in doing marketing for other people at some point in their career.

Going back to the whole sexy influencer thing; I see so many people saying ‘I’m successful, I did this, you do the same and you’ll be successful’.

Without knowing how marketing processes break down and the necessity for them to be adapted from business to business, they won’t be able to spot why it’s not working for you. They’ll end up blaming you for not following their formula closely enough.

Or, because they tend to sell one-to-many programmes, they’re not close enough to your business to be able to notice which part of the marketing machine needs attention.

Without going into my life story, I’ve got business degree, postgrad marketing diploma and 15 years working in the marketing departments of corporates. Plus 4 more years of working with small businesses and entrepreneurs as a freelancer.

I’ve lived and breathed best practice. I’ve seen how slick successful organisations function, and I love sharing how simple it can be to think about your own small business in the same way.

Tactics change but fundamental business and marketing principles don’t. FACT.

How much does it cost?

How much is a piece of string?

I know talented marketing professionals charging less than £60 per hour for a done-for-you service and others charging £60k plus for a 12 call coaching package.

Personally, it costs upwards of £600 per month to work with me.

More expensive doesn’t necessarily mean better, but if someone is super cheap it would suggest that they might not have confidence in their own abilities. Or at the very least, they won’t be able to help you create offers that will earn you the kind of money you’re looking for.

I don’t work with newbies, because it’ll take them too long to recoup the investment. I don’t work with low-ticket service providers or product-based businesses for the same reason.

My ideal client can earn back the investment of working with me with only one or two sales. Or they’d be in a position that I could get to that level within 6 months. 

What about marketing consultants?

Marketing coaches and marketing consultants are frequently muddled up. If you’re still not sure about whether a marketing coach is right for you, read What’s the difference between a marketing coach and a marketing consultant?

Or if you like the cut of my jib, book a call with me and let’s have a chat about whether I’d be the right marketing coach for you. 

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