Free Sample Marketing Plan + Life Coaching Template

Need a sample marketing plan + life coaching template? We’ve created a sample marketing plan template for life coaches that’ll help them create their own marketing strategy quickly. It is designed to ensure you’re thinking through all the important facets of marketing a coaching business.

Free Sample Marketing Plan + Life Coaching Template

A marketing plan is a comprehensive document or blueprint that outlines a business advertising and marketing efforts for the next quarter or the coming year. It describes business activities involved in accomplishing specific marketing objectives within a set time frame. A marketing plan also includes a description of the current marketing position of a business, a discussion of the target market and a description of the marketing activities that a business will undertake to achieve its marketing goals. This sample marketing plan + life coaching template has a formal structure but can be used as an informal document which makes it very flexible.

It helps you:

  • Define what makes your coaching product or service different from the competition and understand why that matters to clients.
  • Set specific goals, like increasing sales by a certain percentage or reaching a new target audience and decide on a strategy for achieving those goals.
  • Determine where your brand fits in the market—what are the needs of your target audience and how do you meet them?
  • Keep your brand consistent across all marketing platforms—does everything reflect the same mission, vision, and values?

Sample Marketing Plan + Life Coaching Template: Main Components

The five key components of a life coaching marketing plan are:

  • Value proposition

Value proposition is the part of a marketing plan that explains how the company will provide its product or service to its clients.

In the context of a life coaching company, the value proposition answers the question: “Why should I trust you with my most important and personal goals in life?” No matter what the product is for a business, the value proposition typically addresses its quality, price, and convenience. In a life coaching marketing plan, it is particularly important to explain how your coaching will be high-quality, affordable, and convenient.

Another component of the value proposition is differentiating yourself from your competition. Make sure you know who your competitors are and how you are different from them. If you are not different enough, figure out how you can tweak your program or course so that it is better than your competitor’s.

  • Marketing Goals + Objectives

Goals are how you know your business will be successful. They are not just dreams, but defined targets that you set for yourself and then actually reach.

The first step in goal setting is to determine what you want from your life coaching business. Do you want to coach a certain number of clients? Do you want to be able to take a specific amount of time off each year? Do you want to earn a certain amount of money by a certain date? All of these are valid goals.

  • Target market

Your target market is the group of people that you want to sell your coaching services to. They are the people who will be interested in what you have to offer and will be motivated to pay for it.

To identify your target market, you’ll want to think about who you want your clients to be. What are their demographics? What are their lifestyles like? Do they have challenges or goals that you can help them with? How do they find information about life coaching services?

The more precisely you can define your target market, the better able you will be to tailor your coaching business marketing plan to meet their needs and interests.

  • Marketing Activities

Once you have determined your target market, the next step is to detail the specific activities that you will undertake to achieve your marketing goals and objectives. 

What steps or activities will you undertake to achieve your marketing objectives? These may include print advertising, online advertising, sample lessons, mail-outs, giveaways, media releases, events, developing a website, creating a blog, getting active on social media, public relations, branding and artwork, or publications.

As you create these activities, keep referring to your target market—it will help you to assess which activities are worth the time and effort to implement.

  • Budget

You will need to create a budget and stick to it. The more thorough your budget is, the better. You will want to itemize all your expenses, including costs for things like your website, marketing materials, client acquisition, and more.

It’s also a great idea to set aside some money for emergencies that you didn’t think of. For example, set up a rainy-day fund for unexpected expenses like car breakdowns and last-minute trips on short notice to see clients and family members who are having emergencies. It’s important to set aside some money for situations like these. 

Once you’ve sorted these five things out, always remember, all plans in a marketing plan should remain flexible (and adjustable) as you are often working with assumptions. The more planning you do, the better you will become at predicting who your clients are and what they need. However, as you are learning the needs of your market—it is fair to say that some of your assumptions are going to fall short of expectation, therefore continue adjusting your plan until it works for you!

SPECIAL BONUSIf you would like step-by-step blueprints for generating a massive income from high paying coaching clients, I invite you to claim your FREE ACCESS to the “Life Coach Salary Secrets” video toolkit.  Go HERE to get it FREE.

Jeannie Cotter
Writer, Coaches Training Blog community

How to Develop a Life Coach Marketing Plan

If you’re thinking about developing a marketing program for your coaching business, you need to begin with a life coach marketing plan. Some life coach marketing plans are short and to the point, others are hundreds of pages thick and cost thousands of dollars to produce.

Regardless of the scope of your marketing plan, you must keep in mind that it is a fluid document. Every business needs to have a well-structured plan that is based on thorough research, competitive positioning and attainable outcomes. Your plan should be the basis for your activities over the coming months. However, you should always be willing to enhance or redirect your plan based on what produces results.

Life Coach Marketing Plan Basics

The following are a few things that you should keep in mind when developing a life coach marketing plan

  • Market Research

Collect, organize, and write down data about the market that is currently buying the coaching product(s) or service(s) you will sell. Some areas to consider include:

  • Market trends, patterns, and dynamics
  • Customer’s taste and preference
  • Popular coaching products and services that are trending
  • Demand and supply
  • Competition in your coaching industry
  • The current state of the coaching industry

If you analyze all of the above, you’ll be able to create a good marketing plan.

  • Target Market

Once you’ve done a thorough market research, find a niche or target market for your coaching products or services and write a description about them.

  • Products/Services

When creating your coaching products or services, ask yourself these questions: How does your product relate to the market? What does your market need, what do they currently use, what do they desire above and beyond current use?

  • Competition

There is always competition in the coaching market, hence you need to develop a unique selling proposition, i.e., doing something different from your competitors to stand apart from the crowd.

  • Market Strategies

A marketing plan is all about promoting your life coaching business. You must write down all your promotion strategies and marketing strategies in your marketing plan. There are various strategies that you should consider:

  • Advertising – print media, radio, television, magazines
  • Networking – go where your market is, e.g., coaching seminars, events, or parties
  • Direct marketing – brochures, flyers, sales letters, newsletters
  • Website – blogs, videos, social media
  • Write articles, give advice and become known as a coaching expert


  • Pricing

From the information you’ve collected, determine the price of your products or services. Set a fair price according to market trends and what your target market is willing to pay.

  • Budget

Budgeting is very important in any marketing plan. A budget will decide what marketing strategies you can afford, how you can advertise your service, what you can do in house and what you need to outsource.

  • Marketing Goals

Define your marketing goals in your marketing plan. Marketing goals are your targets that you want to achieve. For example, as a life coach you want to gain 30 new clients per month, or you want to satisfy all of your old clients with your services. Goals can be anything, but you should work hard to achieve them.

  • Monitor Your Results

A life coach marketing plan is nothing without proper monitoring. You must analyze whether your strategies and plans are working or not. You have to decide whether your old plans are good enough to achieve your goals, or you have to create new ones.

By taking into account the above, you are in a much better position to promote and sell your coaching product or service. Successful coaches continually review the status of their campaigns against their set objectives. This ensures ongoing improvements to your marketing initiatives and helps with future planning.

To learn more about how to generate an endless wave of high paying coaching clients, get your 

FREE Instant Access to our “ Life Coaching Business Blueprint” video toolkit when you go HERE.

Jeannie Cotter
Writer, Coaches Training Blog community