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Adam Haines
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Identifying Your Online Coaching Audience

Freely available until 30 June 2021 and then exclusive to UK Coaching Subscribers. Part three of Adam Haines’ six-step guide to becoming a successful online coach

Coaching should be an enjoyable process. We all started coaching because we have a passion for helping people. 

It may be that you are coaching a very specific segment of people and that you entirely understand your audience. You know who they are, where they are, what their interests are and how they behave. 

If you don’t service a very specific niche, then you will need to understand demographics and how to utilise demographical data to identify your target audience. 

Using data to identify your audience

First, we need to understand that there are three key types of data segmentation that we can use to help us define our target audience. 

Demographic data

Demographic data is based upon characteristics of a specific population. Some examples of demographic data are: age, gender, race, ethnicity, income, occupation, marital status and education level. Demographic data can be obtained from regional, national or international census databases such as the Office for National Statistics in the UK.  

Psychographic data

Psychographic data is based upon people’s likes, values and personality traits. Gaining psychographic data requires you to reach out to an existing audience with a host of questions, to gather the relevant data that will help you understand your audience in greater detail than just the demographics. This can be done via software such as Survey Monkey or Google Forms. 

Behavioural data

Behavioural data will give you a view of your audience’s online behaviour. This may include in-depth analytics of how they are interacting with your services currently or their online social behaviours. Examples of behavioural data are user actions such as website usage, page visits, sign-ups and platform interaction. Behavioural data can be gathered via analytical platforms such as Google analytics, Clicky Web Analytics or the built-in analytics from third party software and social media platforms. 

Completing the jigsaw

The first stage is to look at who you are currently coaching. If you have an active client/participant base, it makes sense to gather the relevant data from the segments above to paint a picture of your target audience. It will help you to understand who is currently interacting with your services and how you can use that data to create a lookalike audience that you can then target to promote your services to in the world of online coaching. 

Once you have completed your research and painted a clear picture of who your audience is and what their traits and behaviours are, the next stage is to identify their problems and how you are going to provide a solution to those problems as their coach. 


Identifying your audience by analysing the key data is a fundamental part of being successful in online coaching. Don’t skip this step and hope that the correct audience will automatically interact with your services. 

This will help you to not only be able to provide a better service to your audience because you understand them in greater detail, it will also help you to define your pricing structure and product offering along with being able to target the audience as and when marketing your services is required. 

Guide to Online Coaching

Read the rest of the six-part series geared towards helping you develop your skills and business acumen as an online coach

Continue reading

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Adam Haines