The Ultimate Leadership Podcast

How to build your coaching business online with Alex Braganza of Expertise.tv


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As business leaders, we do a lot of coaching. But there’s a growing number of people out there that are taking their leadership skills and moving into the business of coaching.
One of the things we hear all the time is leaders wanting to know how they can use their experience and expertise and learn the skill of coaching. Traditionally, coaching has been a face-to-face interaction, but with the rise of online communication and video conferencing, many coaches are moving their businesses online.
But how do you build a coaching business online? Where do you find new clients, how do you communicate with them and nurture a valuable relationship without ever meeting in person?
To answer that, we’ve brought Alex Braganza on the show.
Alex is the CEO of Expertise.tv, a video platform that enables anyone, anywhere, to access the best experts globally. They help business leaders build and grow their coaching business online.
Alex has spent the last 15 years building businesses in the emerging markets including Hong Kong, Dubai and Mumbai. His experience of being away from his hometown of London has highlighted the difficulties of finding expert advice when there are limited providers physically close to you.
From this frustration, the idea of Expertise.tv was born and he’s on the show today to share his insights with us.
The biggest misconception of coaching in the digital age
The range of people you can reach and communicate with is far greater online, which is one of the biggest advantages of going digital. Until recently, reaching an audience of this scale was only available to large companies with marketing and technology budgets to match.
Alex says one of the most common misconceptions he sees is that as a historically face-to-face business, coaches believe that they won’t find clients on Facebook, Instagram or other social media platforms.
It’s not just about LinkedIn, he says – these other platforms are so ubiquitous that they all offer unique opportunities to connect with your prospects.
Making the transition to coaching online
It’s all about content.
You may have a great reputation in your local area – where you’re based geographically – but online you need to be able to build that same reputation and trust with the community. And the best way to do that is by creating valuable content.
The internet is a noisy place, so in order to stand out, Alex says you need to clearly identify your ideal client. Who is the client that you can help the most with your coaching? And what is the biggest problem that they have?
Find a problem that your ideal client thinks about frequently in their life and career, and focus your attention on creating content around that specific subject.
Provide insightful, valuable content that helps with this problem and deliver it using a mix of mediums to fully demonstrate how you can help people in this area of their career or business. Those mediums can include things like:

* Video/Live video
* Blogs and articles
* Newsletters
* Podcasts

Once you have that content available, it’s about distributing it to the people that are looking for that sort of help. And that’s how you begin to build your audience.
Over time you will build trust with this audience. As the advice you are offering through your content has a positive impact on their lives, they will start believing in you and your ability to help them and will be very keen to develop that relationship with you.
At that point, it’s about having the correct systems in place that make it easy for them to take the next step in becoming your client.
What type of content should a coach produce?
Alex’s thoughts: It’s all about starting.
He sees the biggest hurdle as just that – getting started. When starting out you should pick the medium that you are most comfortable...
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The Ultimate Leadership PodcastBy Chris Cebollero