What’s the best time to invest in marketing for coaches?
It’s early January, and your inbox is eerily quiet. You're wondering if anyone will book a session again, let alone fill your calendar. Fast-forward to next month: your schedule is overflowing with appointments and you consider hiring another VA to lighten the workload.
What happened? New Year’s resolutions!!!
Marketing as a coach is all about understanding when your audience is most likely to need a helping hand. Showing up at the right time can mean the difference between lukewarm results and a flood of valuable inquiries.
In this blog post, we’ll explore the times of the year when your marketing efforts can have the biggest impact on your ideal clients.
Why January is a goldmine for coaches
January can feel like a strange mix of emotions. The holidays are over, the sparkly lights have come down, and the world feels like it’s asking you to go at 100 miles an hour, even when you’re still catching your breath...
For many, it’s a time of reflection and hope, but also one of overwhelm as they stare down the goals they’ve set for themselves. It’s often a time when people look at the year ahead and consider investments in personal and professional growth, incuding coaching.
As a coach, you can meet people in this moment and give them the clarity and motivation they’re looking for. Generally, January is when your clients are ready to turn their hopes into action but might not know how to take the first step.
By helping them reframe their goals, find small wins, and reconnect with their “why,” you’re helping them start the year right. You’re giving them a gift they’ll carry long after January ends. And they’ll be grateful for it.
When you show up in your marketing during this time, you’re not selling, you’re inviting your future clients to take that first step with someone who genuinely cares about their journey.
You’re offering help at the moment they need it most.
How to maximise January marketing
Campaigns that inspire transformation: Share stories of client breakthroughs. For example:
“When Sarah came to me at the start of 2023, she was overwhelmed and unsure of where to start. Together, we broke her goals into manageable steps, and by focusing on what mattered most, she began seeing progress in ways she hadn’t imagined.”
This approach shows potential clients that transformation is possible even when it feels out of reach.
Build trust through authenticity: January is full of flashy, “too-good-to-be-true” promises. Stand out by highlighting genuine testimonials and case studies. Show potential clients how you’ve walked alongside others, helping them create meaningful change.
Meet your audience where they are: Platforms like Instagram and Facebook are full of resolution-makers seeking inspiration in January. Use this moment to connect through relatable, engaging content that speaks to their aspirations without feeling salesy.
Individuals and businesses often set budgets for the year ahead, making January an ideal time to propose coaching as a worthwhile investment.
Spring time
Spring is a time when everything feels a little lighter. The days are longer, the flowers are blooming, and there’s a sense of possibility in the air. It’s also a season when people naturally start to reflect on the goals they set earlier in the year, often realising they could use a little help staying on track.
This makes March through May a beautiful time to show up for your audience. Just as nature embraces growth and renewal, you can help your clients do the same. Your coaching can be the support they need to clear out what’s been holding them back, make room for fresh opportunities, and plant the seeds for meaningful progress.
By aligning your marketing with this seasonal energy, you create a message that resonates. It will encourage your clients to embrace this season of growth with curiosity and optimism.
Campaign ideas for spring
Spring-cleaning your mindset: Make an offer focused on decluttering blocks and creating space for what matters most. Think of it as their personal "spring-cleaning": letting go of what’s been holding them back and planting seeds for new possibilities.
Help clients get summer-ready: Summer often feels like a juggling act of holidays, events, and routines turned upside down. Position your coaching as a good help to staying grounded and intentional during this busy season. Whether it’s a focus on work-life balance, goal-setting, or self-care, offer solutions that help your clients make the most of their summer without feeling overwhelmed.
Of course, your campaign must be tailored to your niche and ideal clients, but hopefully, the above gives you a starting point to get the creative juices flowing.
A final push before the holidays
As the year draws to a close, life naturally slows down, creating space for reflection. It’s a time when many people start to think about their accomplishments, the setbacks they’ve faced, and the goals they didn’t quite reach. They’re also looking ahead, wondering how they can show up in the new year as the best version of themselves.
As a coach, there are so many ways to market your offers that will benefit your ideal clients. Whether it’s helping them process the past year or plan for the next, your guidance can provide the momentum they need to finish the year on a high note.
Why November works well:
The combination of Black Friday deals and the end-of-year mindset creates a good combination for marketing. November is better than December as people are still in their regular routines and are less overwhelmed by the holiday season. You’ll find that they’re more likely to engage with your marketing and consider investing in coaching. People are looking for meaningful investments, not just material ones.
When you show up with thoughtful, client-centered offers, you’re inviting them to make a decision they’ll feel proud of, both now and in the year to come.
Marketing ideas before the year-end rush
Year-end clarity sessions: Offer a one-off session to help clients review their progress and set goals for the year ahead.
Black Friday promo: For clients who sign up in November, offer a % off your usual price or discounted packages.
Timing isn’t everything, but it’s close
Whilst there are general trends for marketing in coaching, what’s more important is tracking your data. What has worked before and what hasn’t? How can you improve your marketing?
Each season offers a chance to connect with your audience: the hopeful energy of January, the fresh beginnings of spring, the intentional focus of summer preparation, and the reflective pause at the end of the year.
By aligning your marketing with these natural rhythms, you’re connecting with your clients in the moments when they’re most open to growth and transformation. And that’s how you make an impact that truly lasts.
Do you want to do more on marketing but feel like there’s never enough time?
I completely understand how overwhelming marketing can feel when you’re already busy with clients. Book a free strategy session, and together we’ll create a simple, step-by-step plan to market your coaching services at the right times.
Without it taking up hours of your day, I promise :)
