#253: Which Platform Should You Be On

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So today we are tackling a question that probably over the last seven years of my business, I've gotten asked multiple times.
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Which social media platform should I be on?
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Hey coach, welcome to Make It Visible Podcast.
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I'm Michelle Quay, business and marketing coach for coaches.
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Here's what I note about you.
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You're really good at coaching.
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Really good.
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But being a green coach and building a coaching business that pays you, well, those are two completely different skill sets.
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And nobody taught you the second one.
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That is what we do here.
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Every week I take one real question from one coach and answer it.
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Your niche, your offer, your price, getting seen, getting clients, and also how do you keep consistent paying clients?
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No matter where you are, what's they did in your coaching visit.
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Simple steps that you can use on the same week.
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Grab your coffee.
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Let's get right into it.
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Now, I'm sure when you go onto YouTube channel, when you search on Google, there's a lot of different experts and who swear that this is the platform that you need to be on.
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And just a couple of months ago, it was probably Substack.
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I suddenly hear a lot of coaches are talking about I'm moving my stuff to Substack.
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And some people just swear that Substack is giving them six bigger coaching business, and if not more.
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And then suddenly we hear nothing about Substack.
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And now everybody's talking about YouTube.
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And coaches ask this question all the time, especially if you're thinking about getting your message out.
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You're thinking about I need to put myself somewhere.
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And that's usually the first question that a lot of coaches are asking.
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And the other type of coach that I see they start asking this question is let's say you are on Instagram and suddenly you're not seeing the result that you've been aiming for.
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And maybe you've been really consistent, putting the post out, and somehow you're not getting the traction.
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It could be a number of things.
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It could be the audience that you're targeting.
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They just tend to be very quiet.
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And it's really not nothing about you.
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So don't take it personal if they're not responding to you or they're not very engaging.
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Sometimes there's people just quietly watching in the background, and they don't necessarily want to jump in and commenting on things because that's vulnerability.
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I didn't need to get seen with my opinion.
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So sometimes you see them sliding into your DM.
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That's always a possibility.
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So just because you don't hear anything, don't equate that to your failure.
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And don't equate that to maybe I need you to move to a different platform.
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You haven't even mastered one platform, let alone mastering another platform, right?
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So before I get into, and this is where I wanted to do it differently because I know there's not a whole lot of people talking about this way, and that's not how my brain worked either.
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So the way that I want to approach and tackle this question is to show you what are the differences with all these different platforms and different.
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So I wanted to walk you through when you're thinking about which platform I should be on, I want you to think about categories.
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I know this is backward.
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So there are three categories.
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Category number one, if you want you to think about there are search platforms and they're also feed platform, and then three would be conversation platforms.
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So when you're looking at social media platforms, you can categorize them into a search platform, a feed platform, or a conversation platform.
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What are some of the examples of a search platform?
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Search meaning people can actually look you up, people can search for it, people can even down the line, five years, 10 years, even when you're out of business or you're still in business, your business glooming, people can still come across that article or that post, no matter how many years down the line, or no matter where you are in this world.
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So the search category are social media platforms, like so YouTube channel is one of the perfect examples of search platform.
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Other search platforms would be something like a Pinterest.
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Pinterest is another search platform example.
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Then you have blog and you have podcasts, which is also a search platform.
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And then there's something that's unconventional, which is a directory.
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So those of you who are International Coach Federation, accredited, and you are a member of ICF, then you definitely you definitely want to get onto the coach directory platform because it's a search platform that allows you to be so that's if a potential client or someone for whatever reason comes across the ICF directory, they want to know which coach I should hire for a leadership coach.
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Where are they going to go?
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They're probably going to go to the ICF website and they're going to look at all the coach directory and they're going to look for a coach on the directory website.
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So that will be one of the places that I would definitely, and it doesn't cost you a thing because you're already a member of as a as an ICF member.
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So you need to go this afternoon to create the very least to create a directory, list yourself on that coach platform, the ICF platform, so that you can be listed on the directory.
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So that's one of the examples for a search platform.
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Now, what are other search platforms?
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YouTube channel, a podcast, those are great and uh great search platforms that you can deliver great value.
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You can show up with your voice.
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So being on the search platform allows someone to type into the Google or go to this platform and say, okay, so I want to look for a resilient coach.
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Really resilient coach who work with women.
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So they'll be able to look up your YouTube or they will come across your YouTube if you do it right.
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They're going to get a list of topics or videos that's going to pertain to the resilient in women.
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So search platforms like YouTube and Podcast are definitely two of the platforms that are searchable.
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Now, the second category is a feed category.
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What are the feed categories?
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Feed category would be very commonly.
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We are on Facebook.
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And there's also Instagram.
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These are, you see, the feed that keep going and going, right?
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And thread would be another example of the feed platform.
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And then there's also TikTok.
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So basically it's a vertical thing.
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Then you post something, people can see it, it comes in if the algorithm is within your favor.
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I would say LinkedIn, right?
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LinkedIn would be another platform that's a feed example.
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Actually, LinkedIn can be also a conversation.
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We'll get to that.
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So these are examples of how the social media platform is working.
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They work by posting on a fee.
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And the biggest challenge with these feed platforms is that now you have to work with the algorithm that the social media platform is going to either be in your favor or it's not going to be in your favor, depending on what type of content that you're putting out.
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Now, the good thing about these fee platforms is that nowadays, with the power that they created in their back end, right, there's an AI power, AI that pick up all the content that you're putting out there and deciding for you in terms of who needs to who need to see these type of content.
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It's going to either be in favor of your content and pushing it out to your ideal client who needs to see this post, or it could be working against you because the content that you're creating, it doesn't, it's really vague.
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The message can't be applied to everybody.
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So you're actually causing the AI to be confused in terms of who do I need to show this feed to.
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So one of the things that I do in my coach with Clients Academy is I work basically on a five-mestone framework.
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And one of the milestones, the second milestone, once you get set up, the second one is getting clear.
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So inside, inside how I structure my academy is that the second milestone you need to have is getting clear.
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Why getting clear is so important and getting clear with your message, getting clear in terms of your package.
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You wanted to make sure that all these content that you're creating, you're helping the AI to decide that, hey, my content is not going to be for everyone, but I those who do need to see it, I want to make sure that my messaging is aligned to who needs to see this post.
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Right.
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So some of the things that you wanted to be more conscious of is how would my ideal dream client describe a certain situation and what are some of the words that they are using.
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So I use tools that work through work through in terms of what are some of the things that your ideal client would be saying and doing and feeling so that you can help the AI to choose what needs to be seen by whom.
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So that is a fee category type of platform, like Facebook, Instagram, Threat, and LinkedIn.
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Those are examples of a fee category.
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So the third category is conversation.
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Now, conversation, very simply, is how easy it is for someone to start a conversation with you or strike a convers you can strike a conversation with them.
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So if you think about it, it's not very easy to have a conversation, right?
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Because I don't necessarily, unless I'm doing it live or I have I'm watching the chat, I'm watching the comment, or I'm constantly coming back, checking the who left me message on my video.
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It's not very conversational.
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And recently, YouTube actually added a chat function so I can actually go and have individual messaging some of the listeners or subscribers who left a message on my video.
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So I can create a private chat with that person to have conversations.
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But in the past, I always struggle finding ways to even just share a resource that someone had asked.
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So it's always been challenging for me to start conversation on a search platform.
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So conversation platform, you want to think about what are some of the ways that you can have conversation with people.
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So what would be the example of these types of platforms?
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Facebook allows you to create conversation, whether it's the messenger, okay?
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So you have the direct message system.
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And Instagram will be also conversational.
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You can also send the app and it also ties into both Meta and Instagram, also ties into WhatsApp.
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So you can use WhatsApp to create community.
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You can use WhatsApp to have conversations with individual or with a group of people.
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So let's say you don't love Facebook group.
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So one of the alternatives is I encourage clients to think about maybe it's a WhatsApp WhatsApp, or maybe just your messenger that you create a private group and invite people into that private chat with you in the messenger.
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So you don't necessarily need to have a group to have a group.
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You can create a community for people who you want to invite into that private chat.
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So messenger, see your private DM on your Instagram, app, those are conversational.
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There's also LinkedIn.
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LinkedIn also has a DM function, a private message function.
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I think they called it PM.
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Private message function.
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We generally just call them direct message.
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So private DM function.
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And then there's also community, right?
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There's community, things like school.
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You can build community on school.
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My community, including the membership, is on circle.
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So circle is another community.
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There's also a Mighty Network.
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Now, when you get to the other two, the Mighty Network and Circle, you really want to be conscious about do I want to start a free platform on something that I'm paying, right?
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That's something that we need to discuss in terms of what does your community look like?
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What does your package look like?
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What does your offer look like?
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And if you're someone who's still in the beginning of putting your package together, last week we had covered how to put your package together.
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So I would encourage you to go back to watch that recording and go back to that office hour where we talked about the package before you're thinking about putting a membership together, putting a community together, because there's a lot of things to consider before you sign up to pay.
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I think the cheapest one is what,$97 a month, especially the circle and Mighty Network, right?
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It starts in the hundreds.
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I think the schools you can start a little cheaper.
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I think it's$9 or something.
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I think there was a promotional that that was going on for just$9 a month.
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So you see a lot of people jumping into school.
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But you as we're talking about all these different categories of platforms, there's search platforms like you, Pinterest, Directory, there's a fee platform, which is Facebook, Instagram, TikTok, or Threat, and there's conversational platform which allow you to send private messages, private community that you can build.
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There's a lot of things that may not resonate with your own lifestyle, with your own bandwidth.
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So here is how we're going to come to next topic that I'm going to answer your question in terms of which social media platform should I be on?
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Now that you know that these are different categories of social media platforms that's available to you, how do you choose which one is best for you?
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Now, as someone who does marketing, as someone who creates content, who's been in this world for the last almost decade, I highly suggest and I recommend my clients to pick two platforms for your coaching business.
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Okay, two platforms for your coaching business.
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What are those two platforms that you want to pick for your business?
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I would suggest that you definitely consider a search platform.
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Whether you want to write, you can be on Substack if you like to write, or you can create your own blog you like to write, just make sure that it is on the search platform.
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So if you like to write, start a blog.
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You can start a blog on your own website.
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If you don't have a website, that's okay.
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Start on Substack and create an article that people can go and watch and read and consume your the knowledge that you have in regard to coaching.
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If you are able and you love to just start being you using your voice and being on camera, then either a podcast or YouTube channel, those are great ways to start to sharing your value to create your own platform where you can get your message out.
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And I think one of the biggest struggles for a lot of coaches is finding the places to take your message out.
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And that was one of the things that I struggled with when I first started out, was that I didn't have any luck in finding the platform where that resonated with me, that fit my time, fit my schedule, and also fit my personality.
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And therefore, since there's a saying that goes, if you can't find it out there, then you start creating one, right?
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Which is why I created my own pocket, because that becomes my own platform and I can decide what topic I want to talk about when I want to show up, and that would allow me to get my message out.
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So I also want to invite you to sit down and think about if you're someone who's trying to out there and getting your message out, why not create it your own?
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Why not create a place for your own?
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Build your own stage and you can just put yourself out there and let your message become something that's searchable.
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So, one platform that I believe, I strongly believe that every coach needs to have is definitely a search platform.
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You can decide whether you like YouTube, you can decide whether you like the audio version or podcast, and you can turn it into a video in the future, or you just simply like to write.
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And writing is something that's easy for you.
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You don't have to think twice, you can just sit down and you can start writing.
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Then having a blog is nothing wrong, it's nothing less than people who's doing video.
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So just because you pick one platform doesn't mean that you are more or less than compared to someone else who's picking another different platform.
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It's just how it fits our lifestyle, the way that we want to show up, the way that we can show up consistently.
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So that's one of the categories that I want you to consider, and that's definitely one of the platforms that you need to have in your coaching business.
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So the second platform that I want you to consider is something that you can have conversation.
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I think a lot of us focus on, oh, I need to be on Instagram, I need to be on Facebook, but we're not really utilizing the Facebook and Instagram to its full power.
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Why do you need to be on Facebook and Instagram?
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It's not so that you can get your business seen and known.
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It's that you need to have conversation.
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If you have a service, if you have a product-based business that you, or maybe it's a brigand mortar, then you might not need to have conversation, which I don't believe that there's any type of business that's out there that doesn't require conversation.
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Especially nowadays with the AI that's uprising, right?
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People want conversation.
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So the second platform I want you to consider is where can you have those conversations?
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It may be a threat where you can have conversation with them without having intimate, deep conversation and like getting to know each other, that type of conversation.
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But having some type of conversation platform would definitely be great.
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I know a lot of coaches are using thread because it allows them to kind of like tweet how it works, right?
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And sometimes I would just go on thread and I would post my opinion about certain things, or I would share what's going on with Cooper, with Toby, those kind of things.
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So it's very on plan in the moment, something happened, I'm gonna go and post it on my thread, right?
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It's not really strategically planned out, but I like to have a conversation.
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And there's a lot of people who's open to have those conversations with you.
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And it feels like I'm connecting to a human.
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Whereas the fee, the second category, it's more planned, it looks more aesthetically beautiful on Instagram, it's highly curated.
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I don't feel like it allows you to give you a lot of conversation.
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So the next category that I want you to have in your business is having a some type of conversation platform.
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It could be you are on Facebook, you are on Instagram.
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But the reason why you are on Instagram and Facebook, it's not just posting, you are actually inviting people to have conversations with you.
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So, how do you invite and get people to start talking to you?
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Maybe it's it's even a community, maybe it's school, maybe it's in your email.
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So, email is another way of having conversation, right?
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So if you signed up to my newsletter, you I can have a conversation with you.
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I can send you a response if you reply to my email.
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So there is that one-to-one conversation opportunity that you can have with your people, not just getting my email, but you can also reply and we can have a conversation together.
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So it's more private, it's more secure, you own the platform, and that's one of the things I also teach is how do you get people from your social media onto your email and how do you have conversation with them and so that you make people feel like they're seen.
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So, to answer your question in terms of which social media platform should I be on, there are two that I want you to have in your business.
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One is a search platform, and the other one, more now than ever, I want you to have a conversational platform.
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A conversation platform.
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How can you show up on Facebook and start having conversations instead of simply throwing a post out there and that just it doesn't mean anything to the people who's following you, who's waiting to work with you, it doesn't start anything for them, and they're not even sure if this is for me, right?
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So when I want you to think about how can I facilitate more conversation so that people would be willing to come and have a talk with me, and it makes your future invitations so much easier.
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It makes building your coaching business so much more human than just thinking about which social media platform do I need to be on in order to get viral, in order to have 2,000 views or 3,000 views or 5,000 views or 10k views.
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That's not the goal.
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The goal is to have conversation so that your ideal client feels comfortable in sitting down with you in privately in a coaching session, working with you as their coach.
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Because if you think about your coach and client relationship in the coaching business, it's something that's very intimate, very private, something that you're going to hear a lot about what your client is struggling with, right?
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People need to feel that they're seen, they're heard.
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And how do you do that with all these fees that's so busy going through every single moment, every single day?
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And that's not the goal.
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If you have the bandwidth, you have the capacity, you have the technology to do that, then by all means be on all social media platforms.
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But especially if you're in the beginning of your journey and you're just putting your message out, establishing your authority, getting yourself seen, I would highly suggest just to search a search platform, the YouTube, Pinterest, Podcast, blog, a directory, app directory if you're ICF members, or find a coach directory that you're already part of.
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Google business.
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That's another place that you can list yourself and put your business out there.
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Those are the search platforms.
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And then on top of that, I want you to consider having a conversational platform, whether it's a Facebook, Instagram, or maybe it's a LinkedIn, where you can have direct conversations with people and they have access to you, easy access.
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I don't need to jump through the hoops in order to have a conversation with a human being.
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Thank you for listening to Make It Visible Podcast.
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If you love this episode and want paper support for your coaching business, head over to builderroom4coaches.com and come build with me to turn your passion into a profitable business.
00:24:41.680 --> 00:24:59.440
I help coaches launch and scale their coaching business faster than ever without wasting time and money, filling the gaps in your marketing strategy, creating a simple and easy to follow system so you can accelerate on the path of your coaching business that you love to wake up to.
00:24:59.680 --> 00:25:05.519
Head over to builderroom for coaches.com and join me inside the builder room today.