If you’re a coach looking to grow your business, generating leads is the single most crucial factor in your success. Without a steady flow of leads, even the most transformative coaching program will struggle to scale. In this in-depth guide, Chris Barry—who helped build a multi-million dollar coaching business—shares expert strategies to help coaches generate leads. Whether you’re just starting or looking to grow your business, these methods will help you create a reliable system for consistent and predictable lead generation.

The Importance of Leads: The Foundation of Your Coaching Business

Chris starts by emphasizing that no matter how great your coaching program is, it won’t sell itself. You need leads—people who are interested in what you offer. Without leads, even the best product won’t generate revenue. So, the first step to building a thriving coaching business is establishing a system for continuously attracting leads.

To make it simple, Chris outlines three primary methods for generating leads:

1. Outreach (Free)

2. Content Creation (Free)

3. Paid Advertising (Fastest and Most Consistent)

Let’s break down each method in detail.

1. Outreach: The Most Accessible Lead Generation Strategy

Outreach is an effective way to generate leads, especially if you’re starting with a small marketing budget. This approach allows you to personally connect with potential clients, whether you know them or not. Chris breaks outreach into two categories:

Cold Outreach

Cold outreach means reaching out to people who have no prior relationship with you. While this can be more challenging, it’s a solid option for those with no budget for paid ads. Here are some practical cold outreach tactics:

• Facebook Groups: Engage in communities where your ideal clients hang out. Comment on posts, answer questions, and send direct messages (DMs) to people who show interest.

• Instagram DMs: Find accounts that your target audience follows, like their posts, and send them a message to introduce yourself and your offer.

• LinkedIn Messages: LinkedIn is a great place to connect with professionals in your niche. Reach out to people in your network or potential clients using direct, personalized messages.

Cold outreach may not convert right away, but consistency is key. Chris shares how, in the first 90 days of his business, they used outreach alone to generate over $1 million in sales by consistently connecting with people on social media.

Warm Outreach

Warm outreach focuses on reaching out to people you already know—people who are familiar with you, your content, or your business. This could include your:

• Existing Contacts: Reach out to your phone contacts, email subscribers, or social media followers. Many coaches overlook this simple strategy, but your existing network can be a goldmine for new clients.

• Followers on Social Media: Your current followers may already be interested in what you offer but haven’t taken the step to engage. DMs or comments on your posts can help bridge that gap.

Although some coaches feel awkward reaching out to people they know, Chris stresses that there are ways to do it without feeling "salesy." The goal is to offer value and let your contacts know how you can help them.

Buying Email Lists

While not highly recommended due to legal complications and low trust factors, purchasing email lists is another option. However, it’s far more effective to build a list organically through outreach and content.

Pros of Outreach:

• Free or low-cost

• Allows for personalized interactions

• Helps build relationships

Cons of Outreach:

• Time-consuming

• Requires consistency and persistence

• Results may not be immediate

2. Content Creation: Build Trust and Authority

Content creation is a long-term strategy that helps you build trust with potential clients. Chris highlights that before people buy from you, they need to know, like, and trust you. One of the best ways to achieve this is through creating valuable content that educates and nurtures your audience.

Pick a Platform

There are numerous platforms where you can post content—Instagram, Facebook, YouTube, TikTok, and LinkedIn, to name a few. While it’s tempting to try and post everywhere, Chris advises focusing your energy on one platform where your ideal clients are most active. For example:

• Instagram: Great for visually-driven content like testimonials, quick tips, and behind-the-scenes stories.

• YouTube: Perfect for long-form educational videos where you can deeply dive into topics your audience cares about.

• TikTok: If your audience skews younger, TikTok’s short-form video format can help you connect quickly.

Once you pick a primary platform, you can repurpose content for other platforms. For example, an Instagram post can be shared on Facebook or a YouTube video can be cut into short clips for TikTok.

Deliver Valuable Content

The key to success with content marketing is to create content that speaks directly to your ideal client’s pain points and desires. You’re not just posting random updates; you’re providing value that positions you as an expert. Ideas for valuable content include:

• How-to guides

• Client success stories

• Tips related to your coaching niche

• Personal stories that show your expertise

According to a Google study, on average, people need to consume seven hours of your content across 11 touch points before they make a purchasing decision. So, consistency is crucial.

Include Call-to-Actions (CTAs)

Every piece of content should include a CTA that encourages your audience to take action. Examples include:

• "Click the link in my bio to book a free consultation."

• "Download my free guide to learn how to get started."

• "Comment below if you have questions, and I’ll get back to you."

CTAs help move people from passive consumers of your content to active participants in your sales funnel.

Pros of Content Creation:

• Builds trust and authority

• Helps nurture leads over time

• Increases brand visibility

Cons of Content Creation:

• Time-intensive

• Results take time to see

• Requires consistency and a clear strategy
  

3. Paid Ads: The Fastest and Most Scalable Strategy

While outreach and content creation are free methods, they often take time to produce significant results. If you’re looking for a faster and more predictable way to generate leads, paid advertising is the best option. Chris shares why he recommends paid ads as the most efficient method for scaling a coaching business.

Why Paid Ads?

Paid ads allow you to put your message directly in front of your ideal clients. You can test different messaging and audiences to find what resonates and converts. Unlike organic content, which takes time to build an audience, paid ads can drive traffic to your website or sales page almost instantly.

Top Paid Advertising Platforms

• Meta (Facebook and Instagram): Meta ads are highly targeted and offer a variety of ad formats, including videos, carousel ads, and lead generation forms.

• Google Ads: Google offers search ads, display ads, and YouTube ads. With search ads, you can target people actively searching for solutions you provide.

• YouTube Ads: You can run pre-roll ads that appear before videos or ads that appear within video content.

• LinkedIn Ads: If your coaching business targets professionals or B2B clients, LinkedIn is an excellent option.

Types of Paid Ad Campaigns

There are different strategies for structuring your paid ad campaigns, depending on your goals:

• Direct to Booking: Your ad leads directly to a booking page where potential clients can schedule a call with you.

• Video Sales Letter (VSL): Your ad directs viewers to a VSL that explains your offer, followed by an invitation to book a call.

• Lead Magnet (Opt-in Page): Your ad promotes a free resource (e.g., ebook or webinar) in exchange for a name and email. This helps you build a list and nurture leads.

The key to success with paid ads is targeting the right audience and having a strong, compelling message that resonates with them.

Pros of Paid Ads:

• Fastest way to get leads

• Scalable and predictable

• Highly targeted

Cons of Paid Ads:

• Requires a budget

• Can be complex to set up

• Need to test and optimize regularly

Final Thoughts: Choose the Strategy That Fits Your Business

Generating leads for your coaching business doesn’t have to be overwhelming. By utilizing outreach, content creation, and paid advertising, you can build a system that works for your unique business model. Outreach is great for starting out with no budget, content builds long-term trust, and paid ads provide fast, scalable results.

Remember, the key to success is consistency. Whether you’re DMing potential clients, creating valuable content, or running ads, showing up regularly will help you build momentum and grow your business.

If you’re ready to dive deeper into paid advertising or want more actionable strategies, make sure to check the comments and description for additional resources. Let me know what strategies you’re using or want to learn more about in the comments!

Supplemental Video