How to Sell Coaching on Social Media?

When I first started offering mindset coaching, I treated my Instagram like a digital billboard — quote graphics, generic tips, and way too many “DM me to book” posts. And you know what happened? Crickets.

No one was biting.

I thought just being present on social would magically bring clients in. Spoiler: it didn’t. What finally worked? Shifting from “Hey, look at me!” to actually helping people in real time.

Build Trust First, The Sale Comes Later

Here’s the truth most coaches don’t want to admit: people don’t buy coaching from strangers. They buy from people they trust. That means before you ever mention your offer, you’ve gotta show up consistently and provide real value.

I started doing this thing where I’d hop on Instagram Stories a few times a week and talk about a challenge I’d faced that week — either personally or with a client (with their permission). I’d break it down, talk about what helped, and then just leave it there. No pitch, no CTA.

After a few weeks, I had people DMing me like, “I’ve been following your stories and they’ve helped me so much… do you offer 1:1 coaching?”

Boom. That’s when it clicked — sell by serving first.

If you’re just getting started and still figuring things out, I highly recommend checking out how to attract clients for coaching. That post helped me dial in on what actually matters.

Show, Don’t Just Tell

Posting “I’m a coach” over and over doesn’t show people how you can help them. You’ve gotta give little transformations right in your content.

So I started doing:

• Mini trainings on IG Live and Facebook — Just 10-15 mins on a topic I coach on, like setting boundaries or managing overwhelm.

• Carousel posts with coaching frameworks — Not the full system, just a sneak peek. Enough to say, “Hey, this works.”

• Before-and-after client stories — With permission, I’d share what someone was struggling with, what we worked on, and where they ended up.

That kind of content makes people think, “I want that kind of result too.”

Also — don’t underestimate your brand presence. Social media and visibility go hand in hand with building a coaching brand online. You can’t sell what people don’t remember.

Make It Easy to Buy From You

I used to have this long booking form buried three clicks deep on my website. Big mistake.

Now?

• I have a “Work With Me” highlight on Instagram with a simple Google Form.

• I’ve got my coaching packages pinned on Facebook.

• I drop my Calendly link in stories when I have openings.

That’s it. The more steps people have to go through, the more you lose them. Keep it stupid simple.

Also, when someone DMs you with a question? Don’t launch into a sales pitch. Just answer them like a human. Offer value, ask them about their goals, and if it feels aligned, then share the offer.

Want to create offers that convert without sounding pushy? Then brush up on how to write a high-converting coaching sales page. That post is gold.

Use Social Proof Without Being Sleazy

At first, I felt weird about asking clients for testimonials. But I learned you don’t have to ask for a glowing review — just ask them, “Hey, what was most helpful from our last session?” or “What shifted for you this month?”

Take that answer (with their permission), screenshot it, and post it. Done.

I also started sharing casual “client wins” like:
“Client just told me she had her first anxiety-free day in months 🥹 So proud of her.”
That stuff builds credibility without bragging.

For inspiration on how to do this well, take a peek at 8 best examples of testimonials and social proof for coaches. It’ll change the way you look at your own feedback.

Be Consistent (Even When You’re Tired of Repeating Yourself)

You will feel like you’re saying the same thing 1,000 times. Because you are. But that’s what makes people remember.

I used to think I had to be clever and post something new every day. But once I started repeating the same core message — “I help women stop burning out so they can actually enjoy their lives” — people finally got it. And they started tagging friends who needed that exact help.

If you’re looking to expand your reach even more and build sustainable income, don’t miss how to sell recurring coaching subscriptions. It’s a game-changer once you’ve built that trust.

Final Thoughts: People Buy You, Not Just Your Coaching

People aren’t just hiring you for your process — they’re hiring you for your energy. The way you talk, how you think, how you make them feel seen. That means being yourself online matters more than having perfect branding.

So be real. Share the messy middle. Teach something useful. Then make it easy for them to take the next step.

Social media isn’t a sales page, it’s a place to build trust, connection, and curiosity. Do that, and the coaching clients will come.