When building your coaching business, it’s important to get clear on who you truly help, beyond assumptions.
In this note, I’ll walk you through how to start connecting with your ideal clients, both online and offline, so you’re not just guessing what they need.
You’ll learn directly from them and start building something relevant from the very beginning.
Let’s talk about finding your people online.
If you’re just getting started and you don’t have an audience yet, that’s totally fine. You don’t need one. What you need is access to conversations, questions, frustrations, and thankfully, the internet is full of those.
1. Start with Facebook Groups
Search for groups based on the kind of people you feel drawn to support. Examples:
- Women navigating divorce
- First-time moms juggling work and identity shifts
- People recovering from burnout or career pivots
Join 2-3 active groups and spend a few days just reading. Take notes on the words people use.
Look for repeated challenges or goals. Then start genuine conversations with people either in comments section, on in their DM.
2. Use Reddit to Listen at Scale
Reddit is full of real, unfiltered experiences. Use the search bar and look into subreddits related to mental health, career shifts, self-development, relationships, etc. (Examples: r/decidingtobebetter, r/selfimprovement, r/careerguidance).
You’re not looking for clients here, you’re looking for patterns.
What do people keep asking for help with?
3. Instagram Hashtags + Comment Sections
Search hashtags your potential clients might use or follow. For example: #burnoutrecovery, #midlifecoach, #lifepivot.
Go through recent posts, read captions, and especially check the comments. That’s where the unscripted insight is.
4. LinkedIn for Career-Related Coaching
If your coaching supports professionals in any way, LinkedIn is a goldmine.
Follow people or companies in that niche and join relevant discussions.
Comment thoughtfully, not pitching, just contributing.
5. Host a “Curious Conversation”
Once you start picking up on common challenges, you can invite 2-5 people to a short Zoom chat.
Let them know you’re trying to better understand what people need support with, and you’d love to hear their story.
You could frame it as a networking or bonding call, not a research or discovery call.
Now, what about offline?
This part gets overlooked, but it’s powerful, especially when you’re just starting out and need momentum.
1. Check Your Immediate Circle
There’s a good chance someone you already know(or someone they know) could benefit from what you offer.
Don’t underestimate your own network.
Let people know what you’re doing and who you’re curious to learn more from.
2. Attend Local Events
Look for events in wellness, business, women’s leadership, or personal development spaces.
Not to pitch. Just to meet people, listen, and see what comes up.
Bonus: these are often way less crowded than online spaces.
3. Partner with Aligned Professionals
Think: yoga teachers, therapists, nutritionists, consultants.
You can reach out and say, “Hey, I’m a coach working with people navigating [x], and I’m currently learning more about how to best support them. If you have time, I’d love to hear about what you’re seeing with your clients.”
Use What You Learn to Shape Your Offer
Start capturing the actual language people use to describe their situation in conversations you have.
Build your offer using that language, not your own terms.
With this approach, you’ll stop wondering what to say on Instagram.
You’ll know. Because you’ve heard it directly from the people you’re here for.
Conclusion
Start by listening. From there, connection happens naturally, and consistency comes a lot easier.
