5 Marketing Mistakes Coaches & Consultants Make When Launching Their Businesses

Mistake No. 2. Not Taking the Time to Truly Understand Their Audience

Coaches and consultants often assume they know who their audience is: “HR professionals,” “business leaders,” or “individual clients.” But here’s the reality—audience targeting is almost never that broad. The most successful coaches understand that there are different segments, each with unique challenges, pain points, and expectations.

For example:

• If you’re targeting HR managers, division VPs, C-Suite executives, what industry are they in? What geographic area? What are their particular concerns around the services you’re providing? Who is the actual “end consumer” of the services you offer?
• If you’re targeting the individual professional, similarly, who are they? Where are they located? What drives or motivates them?

One of the biggest mistakes we see is that consultants sometimes go WAY TOO BROAD and their messaging ends up not being specific enough for the EXACT audience that they are best suited to serve (at least from the outset). Tailoring your approach—whether that’s in your content, your speaking style, or your advertising—dramatically increases the likelihood of your services resonating with the right people.

Mistake No. 3. Not Creating Enough Content to Establish Authority

Here’s the reality that no one likes to talk about: building authority as a coach or consultant takes time, and content is your number one tool for getting there.

We’ve seen many launch their businesses and then shy away from creating consistent blogs, videos, podcasts, or social posts, either because they “don’t have time” or because they feel like no one is listening yet. That’s a mistake.

Think of content as your digital proof of expertise. When prospects look you up, they want to see more than a smiling headshot. They want to read your insights, hear your perspective, and understand how you think about their challenges. Without content, they have no tangible way to differentiate you from the next coach in their LinkedIn feed.

• Examples of high-value content you can create include:
• Blog posts addressing common challenges your clients face.
• Short-form videos offering quick insights or tips.
• LinkedIn articles that demonstrate thought leadership.
• Case studies or success stories that showcase client results.
• Webinars or workshops that allow real-time interaction.

By producing consistent content, you’re telling your audience: I’m here for the long haul, I understand your problems, and I have the expertise to help. That kind of authority builds trust over time and directly supports lead generation.

Mistake No. 4. Running Ads Without Understanding the Funnel

Another mistake we see far too often is when new coaches and consultants jump into ads—on Google, Facebook, or LinkedIn—expecting immediate paying clients. When it doesn’t happen, they assume “advertising doesn’t work” or worse, they burn through their budget with little to show for it.

The real issue? A lack of understanding of the marketing funnel.

Ads are powerful, but only when they align with the customer journey:

• Top of funnel (Awareness): At this stage, people don’t know you. They need educational, problem-focused content that introduces you as a potential solution.
• Middle of funnel (Consideration): This is where they engage more deeply, maybe watching a webinar or downloading a guide. They’re evaluating whether you’re worth more of their time.
• Bottom of funnel (Conversion): Here, they’re ready for a consult or purchase. Running direct “buy now” or “book now” ads to a cold audience rarely works unless you’ve already built authority.

In other words, you have to balance short-term tactics with a long-term strategy. Instead of expecting ads to solve everything immediately, think of them as an amplification tool for the growth journey you’ve already mapped out.

Mistake No. 5. Not Building Social Proof (and Lacking Patience)

Finally, one of the most overlooked mistakes is failing to build and leverage social proof. Reviews, testimonials, case studies, speaking engagements, and even simple ratings on your Google Business Profile all give you credibility in a crowded marketplace.

When prospects are comparing two coaches or consultants, the one with tangible proof of impact will almost always win. Social proof doesn’t just happen, though—you have to ask for it, cultivate it, and highlight it across your digital presence.

And that leads to the second part of this mistake: a lack of patience. Building a reputation doesn’t happen overnight. Whether you’re gathering testimonials or growing word-of-mouth referrals, it takes consistent effort over time. Too many consultants expect instant success and abandon their efforts when it doesn’t materialize quickly. The ones who succeed understand that marketing is about staying visible, building authority, and steadily earning trust.

Final Thoughts

Building a thriving coaching or consulting business takes more than expertise in your field. It’s about creating the right foundation, knowing your audience, producing content consistently, understanding how to nurture leads through a funnel, and investing in social proof.

The good news is that none of these mistakes are permanent. With the right mindset, system, and patience, you can establish yourself as a go-to authority and create a business that not only brings in clients but sustains long-term growth.

At C² Marketing by MNG, we’ve helped dozens of coaches and consultants avoid these pitfalls and get set up for success. If you’re serious about launching your business the right way, start by making sure you’ve covered these five areas. Do that, and you’ll already be ahead of most of your competition. As always, feel free to contact us for a free consultation too.