A coaching business can only succeed if you have people to coach, which means one of the most important questions to answer is: How will I find clients? The good news is, that when you join ActionCOACH, you’re not on your own when it comes to marketing. The franchise is built on a multi-level system of lead generation and brand visibility that operates at the local, regional, and global levels.
As a coach, you’ll combine proven local strategies with access to global resources and campaigns. You’ll learn to market yourself effectively, attract the right audience, and turn visibility into consistent opportunities. In this article, we’ll break down what marketing looks like as a business coach—and how ActionCOACH helps you get the leads you need to grow.
Why This Question Matters
Marketing is often one of the biggest fears for new coaches. Many people feel confident in their ability to help business owners but less confident in how to find them. Others may have sales experience, but not a structured marketing plan.
Understanding how lead generation works within the ActionCOACH model helps remove the guesswork. It shows you that with the right systems and mindset, attracting clients becomes a repeatable process, not a lucky break.
The Three Levels of Marketing Support
When you join ActionCOACH, your lead generation efforts are supported at three distinct levels: local, regional, and global. Each plays a different role, and together they create a well-rounded and effective strategy.
Local: Focused on Lead Generation
Your local marketing efforts are where you’ll generate the majority of your qualified leads. This is where you actively connect with small business owners in your area, build relationships, and position yourself as a trusted expert. Strategies here include hosting events like GrowthCLUB, attending business networking meetings, and leveraging local paid advertising. You’ll also nurture email lists, form referral partnerships, and create visibility through your local business community.
ActionCOACH provides playbooks, presentation decks, and promotional content that you can adapt to your own voice. The goal is to build relationships in your community and position yourself as a go-to business resource, not just a coach, but a trusted partner in business growth.
Regional: Lead Gen Meets Branding
At the regional level, your Master Licensee may coordinate branding and lead generation activities that reach beyond your personal network. These campaigns might include co-branded webinars, public relations opportunities, and larger events that promote the franchise across your territory.
You benefit from pooled marketing efforts and shared visibility. When these campaigns generate leads, they’re often passed along to local coaches based on region and fit, offering another stream of potential clients.
Global: Long-Term Brand Awareness
Globally, ActionCOACH supports the brand as a whole. The goal here is credibility and recognition. While these efforts don’t generate leads directly for you, they strengthen the brand’s image, making your outreach more effective. When a potential client looks up ActionCOACH online, they’ll see a global organization with decades of results, active content, and professional leadership.
Global branding campaigns include search engine optimization (SEO), content marketing, interviews with Brad Sugars, and collaborative partnerships that elevate the public’s understanding of business coaching as a category.
What Your Marketing Looks Like Day-to-Day
On a daily basis, your marketing efforts will be focused on creating touchpoints with your audience. This might include posting insights on LinkedIn, promoting a webinar through paid ads, or nurturing prospects through email follow-up. You may spend part of your week attending networking events, and another part reviewing campaign results and planning your next workshop.
To help with this, ActionCOACH provides a full 12-month marketing calendar, tools to track your sales funnel, and a structured weekly rhythm so you’re never unsure what to do next. You’ll have access to tested templates for emails, landing pages, ad copy, and social posts—each created to support high-converting client acquisition.
As your schedule fills with client sessions, marketing becomes more about consistency and leverage. This is where automation and outsourced support become essential.
Digital Marketing Tools and Automation
ActionCOACH franchisees benefit from integrated tech platforms that allow you to automate and track your efforts. Whether you’re launching a new event or following up with past workshop attendees, your tools are designed to help you:
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Build email funnels that nurture prospects over time
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Create opt-in offers like eBooks or free training videos
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Track which campaigns deliver the best return on investment
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Segment your audience and tailor messaging for different markets
You’ll also receive guidance on how to scale these tools as your client base grows. By building a marketing engine that runs even while you’re coaching, you create more stability—and more freedom—in your business.
Training and Community Support
During onboarding, you’ll receive dedicated marketing training tied to your launch plan. This includes campaign planning, message development, event promotion, and tracking. But your education doesn’t stop there.
Weekly coaching calls, monthly marketing workshops, and access to a collaborative peer community mean you’ll never run out of ideas. You’ll hear what’s working in other territories, test new formats, and learn how to adjust your approach based on market feedback.
Whether it’s improving your local SEO or learning how to speak more confidently at networking events, the community makes you sharper and faster to act.
Marketing That Grows With You
Your marketing efforts will evolve as your business matures. At first, you may rely more heavily on your personal network, community presence, and event hosting. Over time, as your budget and expertise grow, you can incorporate:
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Higher-converting ad funnels
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Retargeting campaigns
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Outsourced marketing execution
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Team support or a marketing VA
ActionCOACH gives you the structure and training to grow confidently. The more you implement, the more your results will compound. And if you choose to build a firm, these same tools and processes are scalable across multiple coaches and markets.
A Lead Generation Engine—Powered by You
You don’t need to be a marketing expert to generate leads as an ActionCOACH. With proven systems, templates, tools, and training, you’ll have everything you need to consistently attract new clients. Whether you’re hosting a local event or launching a paid ad campaign, you’ll always know what to do—and how to do it well.
Ready to build a business that consistently attracts the right clients? Request a discovery call today and learn how ActionCOACH empowers you with the tools and support to market with confidence.