9 Ways To Improve Your Marketing Strategy As An Online Wellness Coach

For coaches, learning how to improve your marketing strategy as an online wellness coach can feel like a full-time job on top of everything else. But the truth is, without a strong marketing strategy, even the best training plans might not reach the people who need them. Whether you’re just getting started or you’ve been coaching online for a while, your marketing needs to match the energy and results you bring to your clients.

In this guide, we’re going to walk you through 9 simple but seriously powerful ways to improve your marketing strategy as an online wellness coach. We’re not here to give you buzzwords or fluffy advice. This is the real stuff that works right now especially in 2025, when competition is higher, attention spans are shorter, and clients want a coach who feels like their kind of person.

From creating standout content to using your email list like a pro, we’ll break each step down in a way that makes sense (and doesn’t make you want to scroll away in confusion). Expect a mix of tech tips, branding advice, and some much-needed mindset shifts too.

So if you’re tired of throwing out random posts and hoping something sticks or if you’re just ready to finally feel confident in your online presence, this one’s for you. And spoiler alert: one of the tips includes getting help from a coach who actually gets marketing in the fitness space ( hey, that’s me).

Let’s jump in and make your strategy work harder for you, not the other way around.

1. Nail Your Niche: Be The Coach Who Stands Out

Let’s get straight to it – if your fitness content sounds like everyone else’s, your dream clients will scroll right past. To improve your marketing strategy as an online wellness coach, you’ve got to stop trying to speak to everyone and start owning your niche.

What do we mean by niche? It’s not just your age group or gender. It’s the unique combination of who you help, what problem you solve, and how you do it. Instead of saying “I help women get fit”, try something like “I help busy 9–5 women finally feel strong in their bodies without doing two-hour workouts every day”. See the difference? One sounds like a general gym flyer. The other makes someone feel seen.

Your niche is what gives your content direction and your message clarity. When someone lands on your Instagram or signs up to your emails, they should know within seconds whether you’re the coach for them. No confusion. No fluff. Just “Yes, this person gets me.”

Still unsure? Look at your favourite clients, the ones you love working with. Think about their goals, their lifestyle, what they struggle with most. That’s where your niche lives.

And remember, having a niche doesn’t limit you, it helps you shine. Because when your message hits the right people, they won’t just follow you. They’ll hire you.

2. Create Content That Connects: Speak To Their Real Life, Not Just Their Workouts

You’ve probably heard the advice: “Post more content.” But here’s the truth, more content isn’t what gets you clients. It’s better content that connects. If you want to improve your marketing strategy as an online wellness coach, your content needs to stop being generic and start being real.

People don’t just follow fitness accounts for exercise videos. They want to feel understood, motivated, and seen. So yes, show them how to squat properly, but also talk about the days they don’t feel like working out. The guilt. The comparison trap. The moments they feel stuck. That’s what builds trust.

Try this: for every piece of content you plan, ask yourself , would this make my dream client stop and say, “that’s exactly how I feel”? If it doesn’t, it’s not ready.

And it’s not all about being serious either. Show your personality. Laugh at yourself. Share the behind-the-scenes – the coffee breaks, the off-days, the bloopers from your filming setup. That’s what makes you more than just another coach, it makes you relatable.

Also, please stop thinking your content has to be perfect. Done is better than perfect. A blurry reel that speaks from the heart will do way more for your business than a perfectly edited one that says nothing. The more human you are, the more powerful your content becomes.

Marketing isn’t about shouting louder. It’s about being so real that the right people hear you without you even raising your voice.

3. Start Creating Content That Actually Speaks To Your Ideal Clients

Let’s be honest, posting the same workout videos with the same captions like “Leg Day” isn’t going to cut it anymore. If you want to improve your marketing strategy as an online wellness coach, you need to get super clear on who you’re speaking to — and what they need to hear from you. Because guess what? Your dream clients are scrolling past generic content without a second thought.

Start by thinking about the people you love working with. Is it busy mums who want to feel like themselves again? Is it women in their 40s who are finally putting themselves first? Whoever it is, speak to them like you’re already in their DMs. What are they struggling with? What questions do they keep asking you? What myths are they still believing about fitness and food?

Once you know this, your content strategy becomes 10x easier. Share posts that answer their specific questions. Create videos that break down one small thing they can do to feel better. Write emails that feel like a supportive chat, not a newsletter from a robot. The more real you are, the more likely they’ll start seeing you as the go-to expert and the coach who gets them.

Also, don’t be afraid to show a little personality. Your clients want to work with someone who feels approachable, trustworthy, and like a human being — not just a fitness machine. So mix in some behind-the-scenes, your “why”, and your own journey. These are the things that help your audience connect with you on a deeper level.

Remember, creating content that connects is about consistency and honesty. It’s not about going viral, it’s about being valuable.

4. Stop Selling Features, Start Selling Feelings

Here’s a little marketing truth nobody tells you early enough: people don’t really care about what’s included in your coaching package. They care about how your programme will make them feel and what life will look like when they finish working with you.

When you’re trying to improve your marketing strategy as an online wellness coach, one of the biggest shifts is learning to sell the result, not the process. If you’re saying things like “12-week plan, check-ins, macros and app access,” and wondering why no one’s biting that’s why.

What your ideal client really wants to hear is: “I’ll help you feel like yourself again when you’ve felt stuck in a body that doesn’t feel like yours.” Or: “I work with women who want to finally feel confident in their skin, without starving or spending hours in the gym.” That hits differently, right?

Of course, the features are still useful but they should come after you’ve shown them what’s really possible. Paint the vision, show the transformation, and speak to the version of them that’s sitting on their sofa wondering if they’ll ever feel good in their jeans again.

So next time you write a post or plan a story, ask yourself: am I listing features, or am I helping someone imagine a better version of themselves? If it’s the first, flip it. Because feelings are what get people to click “join now”.

5. Get Support From A Coach Who Knows Marketing (Yes, Like Us)

If you’re doing everything on your own right now, writing your content, sending emails, planning launches, posting reels, tweaking landing pages, it’s no wonder you feel overwhelmed. You didn’t become a coach to spend hours each week trying to figure out marketing strategies that might work.

That’s why this is your permission slip to get help. Working with someone who gets the fitness space and understands how to grow a business online can change everything. You don’t have to guess your way through building an audience, converting leads or planning an actual client journey that makes sense.

At Grow and Glow Marketing, we help online coaches like you get clear on your message, tighten up your content, and build email and marketing systems that run in the background while you focus on your clients. Imagine not having to write your next email last-minute or stare at a blinking cursor trying to figure out what to say.

A marketing coach can help you build a real plan not just wing it week after week. You’ll save time, feel more confident showing up, and finally have the space to grow your business instead of just keeping it going.

Trust us, getting support doesn’t mean you’re failing. It means you’re taking your business seriously.

6. Build A Strong Lead Magnet Strategy: Attract The Right People From The Start

Let’s talk about something that too many wellness coaches skip over lead magnets. If your plan to “get more clients” starts and ends with posting a few reels, we need to fix that. Lead magnets are the thing that turns curious scrollers into actual leads who want to hear from you.

A lead magnet is something valuable you give away for free in exchange for someone’s email. Think: a 7-day meal plan, a “home workout without equipment” guide, or a 10-minute warm-up routine for busy people. If you’ve ever downloaded something like this, you’ve been through a lead magnet funnel!

The goal here is to create something that answers a small but specific problem your ideal client has and then give it away with zero fluff. It needs to feel easy to say yes to, and instantly useful. Once you’ve got their email, you can start nurturing that person with friendly, helpful emails. (Not random “Hey! Buy now” messages.)

The magic? The people who sign up already trust you a bit. So, when you do offer your programme or classes later, it doesn’t feel like a hard sell. It feels like the next step.

If you don’t have a lead magnet right now, this is your sign. Set aside one hour, think about what your dream client struggles with, and make something short, sweet, and solution-based. And if you’re stuck, this is literally the kind of thing Grow and Glow Marketing can help you create with strategy behind it.

7. Use Clear Calls To Action: Make It Easy For Clients To Say Yes

Okay, let’s say someone’s on your page, they love your vibe, and they want to work with you — but they’re not sure what to do next. This is where a clear, direct call to action (CTA) makes the biggest difference.

Too many wellness coaches end their captions with a “DM me if interested” or don’t even mention their offers at all. But if your CTA isn’t clear, your dream clients are probably clicking away without taking any action. That’s a loss we don’t want.

Your CTA should feel like a conversation. Think:

“Want help sticking to your workouts? My 1:1 coaching is open.”

“Struggling with meals? Grab my free 3-day plan — link in bio.”

“Doors close Friday. Let’s get you booked in!”

Each post, email or story should have a mini-goal. Do you want them to follow, join your email list, buy a programme, or send a DM? Whatever it is, say it clearly and say it often. Repeating your offers is not annoying — it’s smart.

This is also where having a link in your bio that actually works for you (like a simple page with buttons to each service) helps so much. Don’t make people scroll, search or think too hard. People buy when it’s easy to take the next step.

Make it easy, make it obvious, and you’ll see way more people turning interest into actual sign-ups.

8. Encourage Client-Generated Content To Build Trust

Let’s be honest, no matter how slick your posts are, nothing hits harder than real people getting real results. If you want to improve your marketing strategy as an online wellness coach, getting your clients involved is a game-changer.

Think before-and-after photos (with their permission), short testimonial clips, and even progress screenshots from your coaching app. These aren’t just vanity metrics—they’re proof. They show potential clients what’s possible with you by their side. And it’s not about perfection either. Raw, in-the-moment progress updates often perform better than polished, high-production content.

You can even turn this into a fun challenge or feature, like a weekly spotlight on your Stories. Give clients a reason to share and tag you—it boosts your reach, builds trust with new followers, and shows you’re coaching real people with real wins.

Don’t forget to say thank you and celebrate them publicly. That recognition goes a long way, and more clients will want to get involved. This kind of content can speak louder than any ad spend ever could.

When people are scrolling, they want to see someone they relate to. Someone who looks like them, has the same challenges, and actually saw results. That’s what gets someone to hit the link in your bio.

9. Create Offers That Convert—Not Just ‘Nice Ideas’

There’s a big difference between a decent offer and one that makes someone feel like they’d be missing out if they didn’t sign up. If you want to improve your marketing strategy as an online wellness coach, your offer needs to be built around real value—not just a cute title.

Instead of “Summer Shred Bootcamp”, try “Lose 5lbs In 30 Days—With Support That Actually Works”. Now we’re talking results, not just vibes.

When you’re building your next programme or coaching offer, ask:

What problem am I solving?

What quick wins can my client see within the first week?

How am I removing the reasons they might say no?

Include things like private check-ins, welcome packs, or mini resources. These little bonuses show you’ve thought things through and genuinely care. And when you structure your offer like something that’s only available for now, you create urgency without being pushy.

Test your offer names and pricing with your audience too. Use polls or Stories to get feedback. You’ll be surprised how much they’ll tell you if you just ask—and that kind of insight can make your next launch your best one yet.

Let’s Be Real—You Don’t Have To Improve Your Marketing Strategy As An Online Wellness Coach Alone

Improving your marketing strategy as an online wellness coach doesn’t mean doing all the things by yourself. And if you’ve been reading through this thinking, “This is exactly what I need—but where do I even begin?”, you’re not alone.

The truth is, you’ve already got the skills and passion. You’re helping clients every day, changing lives and building something that matters. But when it comes to building systems, planning content, setting up funnels or tweaking offers, it’s okay to bring in help.

That’s where we come in.

At Grow and Glow Marketing, we get wellness coaches. We understand the energy that goes into your business and the kind of marketing support you actually need, stuff that works, feels like you, and makes people hit that ‘book now’ button without thinking twice.

So if you’re serious about levelling up your strategy, building stronger connections, and getting more of the right clients, we’re here for it. Let’s build your marketing plan together, with confidence, clarity, and content that doesn’t just sound good, but sells.

Ready to make your next move your best one yet? Drop us a message and let’s get your strategy glowing.