Are you a coach or course creator feeling overwhelmed by the sheer volume of marketing advice out there? One guru says “run ads,” another says “post organic content,” and a third says “build a complex funnel.”
Here is the truth: Marketing isn’t one-size-fits-all. It depends entirely on where you are in your business journey.
We aren’t just talking about ads here; we are talking about a holistic marketing environment. Whether you are a beginner, halfway there, or advanced, you need to match your strategy to your stage to avoid burning cash or wasting time.
Here is the breakdown of the three stages of scalable marketing.
Stage 1: The Starter Phase
Goal: Build Visibility and Conversations
This phase is ideal for new coaches and info-product sellers with little to no audience.
If you are just starting, do not overcomplicate things. You don’t need a massive website structure or complex funnels yet. You need to test your idea and validate your offer. The easiest way to do that is through Platform Media Buying.
This strategy highlights using the platform itself (Instagram, YouTube, etc.) rather than trying to drag people off the platform immediately.
The Strategy:
- Focus on Acquisition: Run low-cost “Follower” campaigns on Instagram or “Subscriber” campaigns on YouTube. The goal is brand awareness and growing an audience base.
- Go Live Weekly: Instead of pre-recording complex webinars, host weekly Lives directly on the platform (IG Live, FB Live). This builds familiarity and creates a low-friction environment where your audience already hangs out.
- DM Selling: Sell and nurture leads through Direct Messages. Since your volume is lower, you can personally answer everyone. This is crucial for understanding your audience’s pain points.
Why it works: You are building trust in a low-friction environment without high tech costs.
Stage 2: The Builder Phase
Goal: Deep Engagement and Automation
This phase is for creators with a decent following and better clarity on who their audience is.
Now that you have people listening, it is time to upgrade. We are moving from pure platform engagement to Combined Platform Media Buying + Basic CRM.
The Strategy:
- Introduce a CRM: You need to start organizing your leads. Use your socials to send people to a simple CRM (email list) to deepen the connection.
- Layer in Conversion Ads: Keep running your follower campaigns, but start running conversion ads to retarget your now “warm” audience.
- Automate Conversations: Use tools like ManyChat for automated DM follow-ups to qualify leads before you spend time talking to them.
- Zoom Sessions: Experiment with moving your Lives to Zoom.
- Note: Social media Lives offer “Social Proof” (high numbers), but Zoom offers “Intimacy.” Use Lead Ads to fill up your Zoom rooms.
Why it works: You are scaling your outreach while keeping the personal touch that builds connection.
Stage 3: The Scaler Phase
Goal: Structure, Volume, and Predictability
This phase is ideal for coaches spending over $5k/month on ads and ready to systematize.
At this level, “winging it” stops working. You need predictability. The strategy upgrade here involves adding Funnel Layers and Qualification Metrics.
The Strategy:
- Advanced Metrics (MQL & SQL): You need to know the difference between a Marketing Qualified Lead (MQL) and a Sales Qualified Lead (SQL).
- Lead Scoring: Use robust CRM tools (like GoHighLevel or ActiveCampaign) to build segmentation flows. You should know exactly how “hot” a lead is based on their actions.
- Weekly Webinars with Capture: Continue your weekly sessions, but combine platform engagement with deeper data capture.
- The Sales Team: You will likely need a closer or a sales team to handle the DM selling and calls. You cannot do it all yourself anymore.
Why it works: You are treating your business like a scalable system without losing the human side.
The Bottom Line
Don’t jump from tactic to tactic. Success comes from knowing exactly what stage you are in and executing the right strategy for that level.
- Stage 1: Get visible and talk to people.
- Stage 2: Automate and organize.
- Stage 3: Systematize and scale.
Are you applying these strategies? Let me know in the comments which stage you are currently in and what is (or isn’t) working for you.
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