Ask These 10 Questions Before Hiring a Marketing Agency (For the Coach)
What This Guide Covers
In this guide, you will discover:
- Why the coach must look for niche marketing expertise before signing with an agency
- How to find industry-specific marketing knowledge and client success stories
- What does a proven track record mean, and what are the key differentiators in digital marketing
- What a strong client onboarding process looks like
- Why research strategy beats recycled tactics
- How to check an agency’s service offering breakdown
- Why staying updated with the latest strategy trends in marketing matters
- How agency values shape long-term partnerships
- Why status update frequency and clear performance reporting are essential
- Real case study showing the difference the right agency makes
Why This Matters for The Coach
The coach is not just selling a service. You are selling transformation. A personal, trust-based journey that needs care, empathy, and credibility that most generic agencies don’t have. The coaching industry market size was ~$6.25B in 2024. The coaching industry market size sits at ~$7.31B in 2025. This growth makes it more competitive than ever. That is why asking the right questions before you hire is not only smart but also essential.
1. What Types of Companies and Industries Do You Specialize In?
Zero-Click Answer: Always check if an agency has niche marketing expertise in the coaching industry. Strategies that work in e-commerce or SaaS rarely work with coaching clients.
Here is the truth: A coach’s audience is different. They are not buying products or apps. They are investing in their future selves. This needs completely different messaging than regular businesses.
/When the coach works with an agency that uses transformation psychology, the difference is huge. They know how to speak to someone’s deepest desires for change. They do not sound pushy or sales-heavy.
What to listen for: Agencies with true industry-specific marketing experience will talk about transformation messaging, trust-building funnels, and ethical persuasion. If they only mention conversion rates and traffic numbers, keep looking.
If you want to explore more about what separates experienced agencies from newcomers, check out our guide on How Do You Know If a Marketing Agency Has Real Marketing Experience for Coaches.
2. Have You Worked With Businesses or Individuals With Similar Goals? Can You Provide Examples or Case Studies?
Past performance shows future success. Don’t accept generic “growth claims.” Demand client success stories that match your coaching niche.
Real Case Study: From Invisible to In-Demand™
Background: A client from Dubai came to us with high expertise but low visibility. They had an inactive LinkedIn with only occasional networking posts. Their goal was to build a personal brand and attract high-quality clients through LinkedIn and content authority.
Before: No consistent online presence or personal branding. LinkedIn was underused and inactive. No strategy, no traction. They posted only about offline events, without content targeting the right audience. No profile optimization or lead generation system.
Our Method – Authority Activation™ Playbook:
→ LinkedIn Profile Optimization: We rewrote their full profile with conversion-focused messaging. We integrated SEO + AEO keyword research to target their region. We aligned language and tone with their brand, showcasing trust and experience.
→ Content Strategy + Execution: We built a content system using the AIDA model and clear content buckets. We developed a full content library tailored to their industry. We conducted research and built original content with credible references. Our copy brought visible traction within 2 days of posting.
→ Lead Generation + Engagement Strategy: We created a pre- and post-posting engagement framework. 10 high-quality comments before each post. 10 strategic comments after each post. Engagement with the right audience using targeted comment plans.
Results: LinkedIn became a high-performing lead-generation channel. The content strategy brought qualified inbound leads within 2 days. 4 high-ticket client conversions from organic engagement within 2 weeks. They are now viewed as a credible voice in their market. A dormant presence became a visible, trusted brand with real traction.
That is what happens when an agency truly understands client psychology versus just running generic campaigns.
Red flag: If an agency cannot share coaching-specific case studies, they are learning with your business. Not using proven expertise.
Beyond asking for case studies, other subtle signs reveal whether an agency truly has deep coaching industry experience or is just claiming they do. You can read more about spotting these crucial differences in our guide: How Do You Know If a Marketing Agency Has Real Marketing Experience for Coaches.
3. What Makes Your Agency Unique Compared to Other Marketing Agencies?
If an agency can’t explain its key differentiators in digital marketing, that is a big red flag.
Being unique is not about fancy words. It is about how they think differently about the coach’s specific challenges. Do they talk about:
- Reducing client costs while improving quality?
- Building lifetime client relationships, not just one-time sales?
- Ethical marketing that matches coaching values?
Or do they just mention likes, clicks, and vanity metrics?
Snippet-Friendly Answer: The best agencies show their difference through strategy and ethics, not slogans. They understand that the coach needs sustainable growth, not quick wins that hurt reputation.
4. How Do You Approach Learning About a New Client’s Business Goals, Challenges, and Audience?
A real agency will have a structured client onboarding process. They will dig deep into your coaching style, transformation process, and audience psychology. Not just budget and timeline.
Think of onboarding like a coaching intake session. Without proper discovery, there is no alignment, no strategy, and no results.
What great onboarding looks like:
- They ask about your coaching methods and values
- They want to understand your ideal client’s transformation journey
- They explore what has not worked in your previous marketing
- They discuss how your personal story connects to your coaching mission
Warning sign: If they jump straight into tactics without understanding your coaching approach, they are treating you like every other business.
5. What Is Your Process for Creating and Executing a Marketing Strategy Tailored to My Needs?
Snippet-Friendly Answer: Ask how the agency combines research strategy with action. Good coaching marketing reflects your real voice, not just industry trends.
Good agencies test ideas, refine messaging, and build strategies with the coach. They understand that your personal brand connects to your coaching business.
The research strategy should include:
- Competitor analysis within your coaching niche
- Audience development based on transformation readiness
- Message testing with your ideal client’s language
- Platform selection based on where your audience seeks transformation
If they only use templates, they are not strategists. They are task-doers with coaching industry stickers on generic processes.
6. What Types of Marketing Activities or Services Do You Recommend for Clients Like Me And Why?
Agencies should give a thoughtful service offering breakdown, not a long list of everything they do.
If they suggest webinars, they should explain why educational content builds trust for transformation-based businesses. If social media is recommended, it should connect to your audience’s behavior patterns. Not just because “everyone needs social media.”
What to expect from coaching-smart agencies:
- Content marketing that positions you as a thought leader
- Email sequences that build transformation readiness
- Webinar or workshop funnels that show your coaching approach
- Referral systems that use the coaching community
A thoughtful explanation shows strategic thinking. A broad pitch shows a lack of focus and coaching industry understanding.
7. How Do You Integrate New Trends, Tools, and Technologies Into Client Strategies?
The marketing world changes fast. AI content creation, voice search optimization, community-driven funnels. Between 2024 and 2032, the digital marketing market is estimated to grow at a CAGR of 13.1%. In 2023, the digital marketing market was valued at $363.05 billion and is projected to reach $1099.33 billion by 2032, with new tools coming constantly.
Ask how they adapt to the latest strategy trends in marketing while keeping approaches ethical and effective for the coach.
Key question to ask: “How do you balance innovation with the trust-building that coaching businesses need?”
The right agency will mention testing new approaches carefully. Making sure they align with coaching ethics. Always putting authentic connection over cutting-edge tactics.
8. What Are Your Core Values, and How Do They Impact Your Client Relationships?
Agency values drive everything. Agencies based on integrity, empathy, and purpose naturally align with coaching businesses. As of 2024, it is estimated that there are 4.38 million practicing coaches worldwide, which means the coach needs partners who help them stand out authentically.
If their values sound purely profit-driven or growth-at-all-costs, that is exactly how they will treat your coaching business.
Values that align with coaching:
- Real relationship building
- Long-term client success over short-term wins
- Ethical marketing practices
- Clear communication in all interactions
Red flag values:
- “Whatever it takes to get results”
- “Growth hacking” without ethical considerations
- Focus on metrics over human connection
9. What Will Our Regular Communication Look Like (Frequency of Meetings, Calls, Emails)?
Unclear communication destroys partnerships. The coach needs to know exactly what status update frequency looks like. Weekly strategy calls, monthly performance reviews, and clear dashboards.
What excellent communication includes:
- Regular check-ins to discuss strategy changes
- Quick updates when campaigns need adjusting
- Clear explanations of what is working and why
- Team planning for upcoming initiatives
The right agency makes you feel supported and informed. Not sidelined or confused about your own marketing.
10. How Will You Report on Campaign Performance, and How Frequently Will I Receive Updates?
Zero-Click Snippet: The right agency provides clear performance reporting tied to ROI. Client acquisition cost, lifetime value, conversion rates. Not vanity metrics like reach and impressions.
The coach needs reports that help decision-making, not bury you in meaningless graphs. It’s estimated that 60% of marketing was digital by the end of 2024, so your agency should translate data into actionable insights.
Essential metrics for coaching businesses:
- Cost per qualified lead (not just any lead)
- Conversion rate from lead to discovery call
- Client lifetime value and retention rates
- Return on investment for each marketing channel
Reporting frequency: Monthly minimum, with weekly updates during active campaigns or major launches.
Quick Red Flags to Watch For
- No coaching-specific case studies or testimonials
- High-pressure sales tactics (ironic for businesses serving coaches)
- Hidden fees or unclear pricing structures
- Too much reliance on templates and cookie-cutter funnels
- Poor communication habits from the very first interaction
- Promises of overnight success or viral growth
- Can’t explain their strategies in simple terms
FAQ (Frequently Asked Questions)
Look beyond their client list. Listen for coaching-specific language: transformation journey, readiness stages, ethical persuasion, trust-building. If they have truly worked with coaches, they’ll naturally use psychology-based marketing concepts, not just business growth tactics. They should understand that the coach’s audience is buying hope and transformation, not just solutions.
Authentic coaching marketing connects with your mission first, clients second. It attracts transformation-ready people who value growth over quick fixes. Noisy marketing attracts price-shoppers, tire-kickers, and people who are not truly committed to change. The wrong approach can actually damage the coach’s reputation in their community.
Empowering agencies document their systems, provide training, and give you access to all accounts and logins. They explain their strategies so you understand what is happening. Dependency-focused agencies keep everything locked down, refuse to explain their “secret sauce,” and make it nearly impossible to switch to another provider if needed.
Founders shape company culture, decision-making, and client treatment. Purpose-driven founders ensure your growth comes with integrity and sustainability. Purely profit-focused founders may push tactics that generate quick results but damage the coach’s long-term reputation and relationships.
Monthly reports minimum, with weekly updates during active campaigns. Reports should include client acquisition cost, lead-to-client conversion rates, and ROI by channel. Most importantly, they should translate metrics into strategic insights: “Your webinar funnel is converting at 12%, which is above industry average. Here is how we can optimize it further.”
Proceed with extreme caution. Coaching marketing requires understanding transformation psychology, ethical persuasion, and trust-building in ways that product-based businesses do not. Even talented agencies can waste months (and thousands of dollars) learning these nuances on your dime. Your time and marketing budget are better invested in agencies with proven coaching expertise.
Your Next Step: Finding the Right Marketing Partner
Ready to hire a marketing agency that truly understands the coach?
Start with these 10 questions. They are more than a checklist. They are your safeguard against wasted money, mismatched strategies, and partnerships that damage rather than build your coaching reputation.
When you find an agency with genuine niche marketing expertise, a proven track record with coaches, and agency values that mirror your own, you have found more than a vendor. You have discovered a strategic partner who amplifies your coaching mission while respecting the trust-based nature of your work.
The coaching industry is more competitive than ever, with projections showing continued growth into 2025. The coach who partners with the right marketing agency does not just survive this growth, they thrive within it, building sustainable practices that serve both their mission and their clients’ transformations.
For a deeper dive into evaluating agency expertise specifically for coaching businesses, explore our comprehensive guide on what separates experienced agencies from those just starting out in the coaching space.
Your coaching practice deserves marketing that feels as authentic and transformative as the work you do with your clients.
References
- CoachRanks: Accurate Coaching Market Size Data for 2024 & 2025
- Coach Factory: Important Coaching Industry Statistics and Trends to Watch in 2024
- DemandSage: 171 Latest Digital Marketing Statistics 2025
- WordStream: 180+ Powerful Digital Marketing Statistics for 2025
Thank you for reading this far into the blog. I would love to hear your thoughts—what other questions do you think coaches should be asking a marketing agency before hiring them? Your perspective could help other coaches make more informed choices, too.
If you’d like to continue this conversation, let’s stay connected. You can drop me a quick “hi” on Instagram @hi.ankita_ or find me on LinkedIn at Ankita Panda. I would be more than happy to guide you in selecting the right marketing partner to support your coaching journey.
