Marketing For a Life Coaching Business & How to Create a Marketing Plan + Template


As a life coach, you have the unique opportunity to improve people’s lives. To make the most impact, you must market your business effectively and reach as many clients as possible.

Creating a marketing plan is essential for any business, and it’s vital for a life coaching business because of the personal nature of the services you offer. Your marketing plan will be your roadmap to success, so it’s essential to take the time to create a comprehensive and effective plan.

Key Components of a Life Coaching Marketing Plan

A great marketing plan has eleven sections as follows:

  1. Executive Summary
  2. Target Market Segments
  3. Unique Selling Proposition (USP)
  4. Pricing and Positioning Strategy
  5. Distribution Strategy
  6. Offers
  7. Marketing Materials
  8. Promotions Strategy
  9. Digital Marketing Plan
  10. Conversion, Referral, and Retention Strategy
  11. Financial Projections

We provide more detail for each of these key components below.


Executive Summary

The executive summary is a brief overview of your entire marketing plan. It should include your overview information from the other sections, such as your target market, unique selling proposition, key promotions strategies, and financial projections.


Target Market Segments

When it comes to marketing a life coaching, it is important to identify your target market segments. Who are your most likely customers? Consider age, gender, income, location, and lifestyle factors when determining your target market segments.

For example, a life coaching business’ customers may include:

  • People who are going through a major life transition, such as a divorce or retirement
  • People who are struggling with their career
  • People who are trying to make a significant change in their lives
  • People who are feeling lost or stuck

Break down each of these segments by considering their needs, wants, and pain points. For example, the needs of a life coaching business’ customers may include:

  • A desire for change
  • A need for guidance and support
  • A want to be happier and more fulfilled
  • A pain point of feeling stuck or lost

By understanding your target market segments, you will be better equipped to create marketing messages that resonate with them.

Create a winning marketing plan quickly & easily with our Ultimate Marketing Plan Template.

Unique Selling Proposition

Your unique selling proposition (USP) sets your life coaching apart from other life coaching businesses. What do you offer that nobody else does?

For example, your USP might be:

  • You are a certified life coach with years of experience.
  • You offer unique skills, such as coaching, therapy, and mentorship.
  • You have a proven track record of helping people make lasting change in their lives.

No matter what your USP is, make sure it is clear in your marketing materials. Your clients/customers should be able to see immediately what makes you different from the other business in their area.


Pricing and Positioning Strategy

Your pricing and positioning strategy will be determined by your target market segments and your unique selling proposition.

For example, if you are targeting high-end clients, your pricing will be higher than if you were targeting budget-conscious clients.

No matter what your positioning strategy is, make sure your pricing strategy is competitive. Consider conducting a market analysis to see what other life coaching businesses with which you compete are charging for similar offerings.


Distribution Strategy

Your distribution strategy documents how customers will buy from you. For example, will they buy directly from you in person? Will they buy online? Will they purchase from your partners, distributors, etc. 



Providing offers through your business is a great way to entice clients to make a purchase. Consider offering discounts for first-time clients or loyalty rewards for frequent clients. You could also offer promotional items such as coupons.


Marketing Materials

Your marketing materials should be based on your unique selling proposition and target market segments. They should be designed to grab attention and generate interest in your business.

Some of the marketing materials you might want to create include product brochures, flyers, and website banners. You will also want to make sure your branding is strong and consistent across all of your marketing materials.


Promotions Strategy

Your promotions strategy includes the methods you will use to attract new customers. It should be designed to generate excitement and encourage customers to try your business. 

Life coaching businesses should consider the following promotional strategies:

  • Participating in trade shows and conventions
  • Offering free consultations
  • Giving away free sample sessions
  • Creating special offers and discounts


Digital Marketing Plan

In today’s digital age, it’s important to have a solid digital marketing plan. This will help you reach a wider audience and drive more traffic to your business.

Some of the digital marketing tactics you might want to use include search engine optimization (SEO), pay-per-click advertising, social media marketing, and email marketing. You will also want to make sure your website is mobile-friendly and easy to navigate.

Life coaching businesses should consider the following digital marketing strategies:

  • SEO: Use keywords and phrases related to life coaching in your website content, blog posts, and social media posts. This will help you rank higher in search engine results pages (SERPs).
  • PPC: Invest in pay-per-click advertising to drive traffic to your website. Target keywords and phrases related to life coaching.
  • Social Media: Use social media to connect with potential and current clients. Share helpful tips, articles, and other content related to life coaching.
  • Email Marketing: Send out monthly newsletters or weekly email blasts to your subscribers. Include special offers, discounts, and other incentives to encourage them to use your business.

Download our Ultimate Marketing Plan Template to quickly and easily complete your marketing plan.

Conversion, Referral, and Retention Strategy

Your conversion, referral, and retention strategy should be designed to keep customers coming back. Consider offering loyalty rewards, referral discounts, and other incentives to encourage customers to continue using your business.

You will also want to make sure your customer service is top-notch. Respond quickly to any complaints or concerns, and always go above and beyond to exceed customer expectations.

Life coaching businesses should consider the following conversion, referral and retention strategies:

  • Loyalty rewards: Offer loyalty points or discounts to customers who continue to use your business.
  • Referral programs: Give existing customers a discount or incentive for referring new clients to your business.
  • Customer service: Provide excellent customer service to keep clients happy and coming back for more.


Financial Projections

Lastly, you will need to create financial projections for your business. This will help you track your progress and ensure you are on track to meet your goals.

The key information to include in these financial projections are your monthly marketing expenditures and expected sales. Be sure to update your projections regularly to reflect any changes in your business.

Financial projections for a startup life coaching business may include:

  • Monthly marketing budget: $500
  • Expected sales: $5,000 per month



A life coaching business can be a rewarding and profitable venture. However, it’s important to have a solid marketing plan in place to ensure your business is successful. Use the tips and strategies outlined in this article to create a marketing plan to help you reach your target market and achieve your business goals.

Other Helpful Articles

Where to Find & How to Get Life Coaching Clients

Life Coach Advertising Ideas & Where to Advertise Your Services

Defining the Target Market For Your Life Coaching Business