In 2018 I wrote an article called “Digitizing Your Intercultural Coaching Practice – Ten Steps to a Digital, Global Coaching Practice” which was published in in the SIETAR Europa Journal. Since the publication, I have made further progress and hope to be able to answer your questions on how to deliver digital, intercultural coaching and what it actually means for your business model as a coach, trainer or consultant. Many of the lessons learned work for consulting as well. You probably don’t know this but I spend a large junk of my week working as a Global Mobility Project Manager inside companies. Due to the Pandemic I currently work from home and only go to the client when it is absolutely necessary. Our living room has been converted into a spaceship that could easily compete with the Millenium Falcon. We divided the space in three sections: Eat, Work, Play. Who would have thought that I could convert my “practice” into a fully digital operation in just two years. The only issue I am still struggling with today is that I am using the printer too much.
Most executive and business coaches I know prefer to work face-to-face with their clients. This is usually possible because classical coaching happens within the same city and like with a therapist a client builds a relationship with a coach over a relatively short period of time to follow certain goals. However, a lot of coaches are passed on between clients based on good old word of mouth. It’s not really a topic you openly write a review about on LinkedIn. Hence, I find it hard to ask my clients to write an honest review. I feel it breaches our confidentiality agreement.
Digital Intercultural Coaching still is new in the Swiss market. I’ve been running a coaching practice since 2012. My clients are all international and they are all busy global people.
In the early days of my business, I used to travel to a client in Basel for two hours for a 1.5-hour coaching session. I sometimes coached up to 15 clients in one week. That was the maximum I could manage with a good distribution of hours, without exhausting myself completely and with a good quality for the clients. Despite having a 60-hour workweek my income had dropped to one-third of what I had made as a Global Mobility Leader earlier. I know that you have to accept a loss of income in your first two years as a founder but I was not making enough money to survive. I am the breadwinner in the family and Zurich is one of the most expensive cities in the world. The cost of running a physical practice was eating up a lot of the earnings so in 2018 together with my wise accountant we decided to digitalize as much as possible.
In addition to corporate seminars, I offer a job search support group through HireMeExpress and the one-week RockMeRetreat. (Before Corona this was all possible offline, now we needed to reconsider and we offer many programs online via Zoom as well.)
If you want to build a coaching model with potential to scale you need to adopt digital practices in order to serve more clients in a shorter time frame. I had experimented with Skype coaching and other online methods already and I figured out that a lot of my methods would work online too.
The 10-Step Plan to a sustainable Digital, Global Coaching Practice
Step 1: Understand Your Ideal Client
You are not in business for yourself. If you don’t work with a client as in a person who is willing to pay for your services you probably have a hobby. Before you think about your positioning in the market, you should know what your ideal client looks like and how she or he lives and works. It’s a good idea to write a story about your ideal client.
Step 2: Have a Profile on LinkedIn
You need to have an authentic online presence. Even if you work as a freelancer you need to be able to show your qualification and approach online, you need to be able to connect with clients and potential colleagues online. At a minimum you should have a good and solid LinkedIn profile. We have several articles on how to improve this and LinkedIn has courses on it as well.
Step 3: Own a Mobile-Friendly Website
If your website dates back to 1990 and is not mobile-friendly you should invest in making it mobile friendly. You could easily have a WordPress or google site without investing a lot of money.
Step 4: Work from Home
One advantage of a digital coaching practice is that your practice becomes location-independent. If you now think that you can work from coffee shops and the beach I would say that yes, in principle that is possible. You will still want to take calls from clients but you might be able to have those during specific hours of the day when you are in a disturbance-free area.
If you can work from home without feeling distracted this is your chance to move to the mountain hut you had dreamed about. However, in my experience, you can get lonely quite easily. I prefer to work in the city of Zurich so I can engage in offline networking and still offer physical meetings with my clients when they are close to my office.
You will need a reliable Internet connection in order to hold Skype or Zoom calls. It’s worthwhile to invest in good headsets and a comfortable office chair.
Step 5: Work with an Email Marketing Provider
It took me a long time to figure out the best tools and media for sharing my messages with my clients and readers. I read a lot of blogs and reports and I curate content and events for my readers. They spend time reading interesting posts or watching relevant videos instead of digging through the social media circus. I always enjoyed sharing interesting content and now I use this skill professionally.
It’s important to understand that despite social media marketing you still need to build an email list with your own clients and prospects. I recommend a two-list approach. One list is for everyone who is vaguely interested in what you do. This is the where you let people join when they sign up on your website for free. In my view, it is mandatory that you have such a sign-up option. In WordPress, you could start with Magic Action Box for example.
You should also have a list of paying clients. This list is important for your targeted marketing campaigns. It’s also possible to “segment” lists if you have several programs to advertise.
Step 6: Invest in tech and your user platform
We developed our own web application called RockMeApp so we could run sessions without the use of paper and in parallel to an online session. Clients can enter their coaching targets and I can follow their weekly progress. There are platforms out there offering similar options but you can obviously not influence their layout and design. If you are just starting you might want to work as a sub-provider first and invest in your own technology later, when you have a better understanding what is out there.
Step 7: Focus on Selected Social Media Channels
I could spend all day on Instagram, Facebook, Twitter, LinkedIn and Youtube. So, I have hired a DIGITAL MEDIA MANAGER to help me. The main reason is that I want to focus on writing content and creating rather than sharing and discussing. With good organization I believe you can spend less than two hours a day on social media.
My advice is that you focus on the channel that speaks to your ideal client the most. I assume that most of my clients hang out on LinkedIn and this platform also serves for connecting clients and contacts with each other. Also, I often find inspiring articles there by following the hashtags I work with.
Step 8: Organize with a Shared Cloud Drive and Master Sheets
One of the challenges of today is that we all share everything. It is more difficult to find what you need especially if the documents are not tagged correctly. I use a system where I try to sort all my work according to event date because I have a lot of events. I also use names and tags on my documents.
As a shared drive, I work with Google Drive because it allows me to share work with my global, virtual team without having to send emails back and forth. It also works with corporate clients if they use Google Drive. In order to keep overviews of projects and tasks, I developed very simple master sheets in Google Sheets. I like to use sheets as I can post a link (URL) to the relevant document or website there.
We are also using SLACK for our team to message each other and keep track of progress. However, for me (probably because I am Gen X) a simple spreadsheet is a lot easier to work with.
Step 9: Clarify your Purpose and Pivot
One of my main enjoyments in having my own company next to working with incredible Expats, Expat Spouses and Global Mobility Managers is the fact that I have the time and capacity to write and edit. I have been pretty good at maintaining a weekly blog called the “Global People Club Sandwich”. I regularly get requests for guest posts and together with collaborators my company has published two workbooks in different formats and editions. A third workbook “The Global Rockstar Workbook” is in the making.
I am considering a pivot for Global People Transitions into a publishing company, which will develop digital tools for global people in intercultural transitions. However, at the moment I still have a lot to do to fulfil my mission to “bring the Human Touch back into Global Mobility”. Hence, the publishing company probably has to remain a side business in 2021 as well.
Step 10: Use Paper as a Strategy
As mentioned my final step to full digitalisation will be to reduce all the paper in the office. In order to do that, I do not allow myself a large quantity of printing paper in the office. I try to have flyers and seminar presentations and folders printed by professional printing companies in order to be more environmentally conscious.
One of the issues is that I seem to need paper to remember information better. So now I use paper as a strategy, for example, to write “morning pages” or “have-done-lists”. I use paper to write my coaching notes.
To avoid printing, I use “print to .pdf” as a default on my printer and I work on a big screen in my home office so I can reduce the necessity to print.
I have noticed that if I cannot read a document online it might be because they were formatted for print. In that case, it helps to go back to the original source and check if the same article has an online version.
Kind regards
Angie Weinberger
PS: Usually our readers are Expats and Expat Partners. If you aspire to be a digital nomad with a coaching, training or consulting business and you enjoyed this article, please sign up here for more.
by Taylor McKinney
As a solopreneur, you know that no good business can run without a solid digital strategy. After all, failing to plan is planning to fail. With a carefully curated approach, you can anticipate increased sales, new and returning customers, and long-term growth. Here’s what you need to know about creating your digital strategy as a team of one.
Determine your mission
This is the foundation upon which your entire business is run, so consider this one carefully. For example, Patagonia’s mission statement isn’t just about selling outdoor clothing and gear, but to “build the best product, cause no unnecessary harm, and use business to inspire and implement solutions to the environmental crisis.”
Ask yourself what’s at the heart of your business and what made you pursue it in the first place? These core values will be echoed and maximized in all parts of your brand and marketing, so make sure it’s authentic and something you’re proud of. It should be about more than revenue, but how you’re planning to make your place in the world and make the lives of your customers better or easier, no matter how small the scale. Look to bigger companies for influence if necessary, and especially these inspiring mission statements.
Identify Your Goals and Measure Them
Key Performance Indicators and targets goals—it’s all business-speak for the most important part of growing your business, which is identifying where you want to be and tracking your performance to get there.
If you’re just starting out, choose “stretch goals” or achievements that won’t be easy, but are still realistic. Make sure they’re quantifiable and able to be tracked, whether it’s getting 100 email subscriptions or 500 followers on social media.
If you’re already in the business, consider increasing your lead generation by 25% or to increase time on page by 20% in the next month. Google Analytics and other web analytics tools are great to help measure your conversions, social media analytics will track your engagement. Content marketing software can measure the success of your content marketing.
Develop Audience Personas
A successful business speaks the language of their customers or buyers. And just like with the mission statement example, chances are you have an idea of who’s using your services or buying your products, but why settle for a roundabout guess when you can use data to find out the nitty-gritty of who they are and what they need?
To start with, record all the demographic information of your customers. To find out how they best like to engage, determine how they find and interact with your content through Google Analytics. If you don’t have access to this information, add form fields or surveys to your site to capture all pertinent data. You can even determine trends and personas through feedback and communication via your social media sites. These persona templates will help you get started.
Strategize with SEO—and Update it Frequently
You’ve put countless hours into your content creation and overall marketing strategy—and it’ll all be for naught if no one sees it. If you’re just starting out here, make a list of themes or topics that are most relevant to your brand—both descriptions of your product or services, as well as possible blog topics—and conduct keyword research (both short and long tail) via Google Keyword Planner to see what terms you should be targeting in your page structure, as well as anchor text, meta description, h2 tags, and titles, etc.
You’ll also want to initiate a link building plan to get backlinks, so reach out to relevant sites and offer to write content for them in exchange for a link back to your site. Once you’ve optimized your site and all associated content and marketing materials, continue to monitor your progress, as well as that of any direct competitors.
The best part is that this digital marketing plan is scalable, no matter how many people you add, or how many moving parts you add to your vision. These steps are a solid core of the business plan to help you stay ahead of the curve, keep ahead of digital marketing trends, and fully achieve your business goals.
Taylor McKinney is a Marketing Specialist at TrustRadius, which has become the most trusted website for B2B software reviews. When she is not writing about the latest tools and small business trends she is enjoying Austin’s beautiful scenery with her family.
