How I Use Facebook to Consistently Get Coaching Clients
I don’t care what you’ve heard—Facebook still works for getting coaching clients.
Not “kind of works.” Not “only if you pay for ads.”
It has brought me more clients in the last six years than any other platform—and it’s still my number one source of new business in 2025.
Done right, this approach can save you more on ad spend in the future than you ever thought possible.
What I use is a simple, human-first strategy—built on relationships, not algorithms—that works whether you’re brand new to coaching or already have clients.
But here’s the problem: Most coaches are either:
Ghosting Facebook completely because they think it’s “dead” or "my audience is only ____" (WRONG!)
Or living on it every day without seeing results.
Both extremes are a waste of your time.
The real magic is in the middle ground—a way to use Facebook with intention so it works for you (without taking over your life).
In this article, I’ll show you:
The Facebook mistakes 99% of coaches are making (and why they’re costing you clients)
The exact way I use Facebook strategically—so I’m visible and valuable without feeling chained to my phone
How I turn Facebook connections into paying clients every single month—without cold pitching or chasing people in the DMs
If you’ve been wondering whether Facebook is worth your time in 2025, this is your answer.
Why Facebook Still Works Better Than Other Platforms
I’ve tested Instagram, LinkedIn, TikTok—they all have their strengths.
Instagram is great for visuals. LinkedIn can work for B2B. TikTok is amazing for reach.
But when it comes to actually creating genuine, two-way conversations that turn into paying coaching clients, nothing has matched what I’ve been able to do on Facebook.
Here’s why:
Facebook is built for connection. It’s where people go to share their lives, not just consume content. That means the conversations feel natural, not transactional. (Yes, you can get spammer. But that's true across all platforms.) My advice? Set your boundaries, not everyone deserves your energy!
Facebook is a rare mix of entertainment and education. People come here to relax, scroll, and catch up with friends—but they’re also open to learning something new along the way. That balance means you can weave valuable insights into content that still feels casual and relatable, making it easier for your audience to connect with you and your message.
Groups and personal pages are engagement goldmines. If you know how to use them right, you don’t need huge numbers to get results—you need the right people paying attention.
The real reason this works for me?
I don’t use Facebook like most coaches.
I’m not blasting cold pitches in DMs. I’m not posting generic “value tips” through the internet rooftop. I’m not relying on a business page no one sees.
Instead, I use it like the relationship-driven platform it was meant to be—intentionally building a warm audience who actually wants to hear from me.
That difference in approach is exactly why it still works.
Here are 3 tips for you before you think about ditching the platform
Tip #1: Use Your Personal Page Like a Human
Just because you run a business doesn’t mean you stop showing up as a human.
Business pages had their moment. Back when Facebook first rolled them out, they were the place to be—you could grow a following, get seen, and build an audience without spending a dime.
If you want people to hire you, they need to feel like they know you, not just your logo or business name.
Coaching isn’t like selling shoes or kitchen gadgets.
People aren’t browsing for the “best deal.”
They’re scrolling through their feed looking for connection, inspiration, and moments that make them feel seen.
They’re not just buying a service.
They’re buying your energy, your story, your perspective.
If you’re still treating your coaching like a faceless transaction—posting generic tips, using overly formal language, or hiding behind a brand voice—you’re making it harder for people to connect with you now and in the future.
And no, this doesn’t mean airing your deepest secrets or turning your page into a diary.
It’s about intentionally sharing the parts of your life and work that:
Show you understand your audience’s struggles
Highlight your unique approach and personality
Spark genuine conversation
It might be a quick story about a client breakthrough, a moment from your own journey, or even a personal experience that ties back to the kind of change you help people create.
Think of your personal page as your relationship hub—a place where future clients can “hang out” with you online, get to know your values, and start seeing you as someone they can trust.
Because when they feel like they know you, hiring you doesn’t feel like a risk—it feels like the obvious next step.
Tip #2: Join and Host Groups Strategically
Facebook Groups can be one of the most powerful tools for finding and nurturing coaching clients—if you use them intentionally.
But here’s where most coaches go wrong:
They start a group, invite everyone on their friends list, and end up with a mixed bag of members who couldn’t care less about the topic.
A big group means nothing if the people inside aren’t engaged.
Or they jump into any group —without checking if their ideal clients are actually there, or if the group is even truly active.
The result? Silence. Low engagement. And zero leads.
Here’s the fix:
1. Join groups where your dream clients already hang out. Skip the “networking” groups filled with other coaches selling to each other. Look for spaces where your ideal clients are talking about their struggles, asking questions, and looking for solutions you can help with.
When you’re in those rooms—virtually speaking—you can add value, share insights, and become a trusted name without ever having to pitch directly.
2. If you create your own group, make it exclusive. Don’t just let anyone in. Use the entry questions to qualify members. Better yet, create a mini-funnel that goes through your email list first before adding them to your group. Make sure they actually match your ideal client profile before you click “approve.”
A smaller group of the right people will always outperform a big group of randoms.
Tip #3: Make It About Them (Not You)
This applies to both your personal page and any group you run.
The quickest way to be ignored on Facebook? Make every post about you—your achievements, your services, your opinions—without considering what your audience actually needs or wants to hear.
The quickest way to be remembered? Make your posts about them—your audience’s struggles, frustrations, questions, and small wins.
When someone scrolls and sees a post that mirrors their reality, they pause.
They nod along. They might even think, “That’s exactly how I feel right now.”
That moment of recognition is what starts building trust.
Here are a few ways to do it:
Speak and acknowledge the everyday challenges they face. Emathy is your superpower, use it wisely.
Share relatable stories. This could be from your life or a client’s journey (with permission).
Small, actionable tips they can try today—without hiring you. Be helpful without a hidden agenda.
Use their language. Mirror the words and phrases they use to describe their problem.
Pro Tip!
A like or a comment on your post is not an open invitation to slide into someone’s DMs with a pitch.
Think of it this way: if someone glances your way across the room, you don’t immediately walk over and ask them to marry you. That’s not connection—it’s pressure.
The truth is, some of your best future clients may never “engage” publicly at all. They’re silent watchers—following your content, taking in your message, and quietly deciding whether they trust you. Then, when their timing is right, they will initiate the conversation.
That’s why low engagement doesn’t mean you’re failing—it means you need to keep showing up.
Keep posting. Keep being visible.
Keep proving you’re someone worth paying attention to.
And don’t just wait for people to interact with you—be intentional about interacting with them. Leave thoughtful, specific comments on their posts that prove you’ve actually read or watched what they shared.
“Great post!” isn’t enough. A real comment reflects their ideas back to them, offers encouragement, or adds something valuable to the conversation.
Because in the end, it’s not about broadcasting to the masses—it’s about building real relationships. And real relationships lead to sales.
Why This Works
Facebook still works because it’s built for connection—not just content distribution. Unlike platforms where you’re mostly broadcasting to the massive and hoping it'll land in the right hands.
Facebook is built to spark conversations, highlight mutual connections, and keep you visible to the same people over time. At its core, it’s always done one thing exceptionally well—create community.
It gives people a sense of belonging, a place to connect with others who share their interests or challenges. And it’s easy to use—so intuitive that if your grandma can navigate it, your ideal client can too.
When you:
Use your personal page like a real person instead of a faceless brand, people see the human side of you. They relate to your experiences, values, and perspective—and that’s what builds trust.
Join and contribute to the right groups, you position yourself in rooms full of people who are already talking about the problems you solve. You’re not trying to create interest from scratch—you’re entering an existing conversation.
Make your content about them, you flip the focus from self-promotion to service. Your audience starts seeing you as someone who “gets” them, not someone trying to sell to them.
Do these three things consistently, and you create a warm audience—a group of people who already know you, like you, and trust you before you ever make an offer.
And when people trust you, they don’t need to be convinced with pushy messages or cold pitches. They reach out to you when they’re ready.
That’s the power of using Facebook with intention—it’s not about gaming the algorithm, it’s about being a real human in a space designed for human connection.
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