Your Stories Should Be Doing More Than Resharing Your Latest Post
Stories are probably one of the most underused parts of an online coaching business.
And I dont mean coaches aren't posting them.
I mean they're not using them.
For a lot of coaches, the Story strategy looks something like this:
Post a reel.
Reshare reel to Story.
Maybe add a "new post" sticker.
Disappear for the rest of the day.
Then wonder why nobody is replying, conversations aren't starting and leads aren't coming through.
Your Stories should be doing so much more than that.
In fact, when you use them properly, Stories are one of the best places to actually turn the attention you're creating with your content into conversations, leads and eventually clients.
Think about the job of your main feed vs your Stories
I look at them differently.
Your main feed is brilliant for discovery.
A reel can reach someone who's never heard of you before.
They watch it.
They relate to it.
They visit your profile.
Maybe they follow you.
Great.
But now what?
This is where your Stories become so important.
Main FeedStoriesGets you discoveredBuilds familiarityReaches new peopleNurtures existing followersShows your knowledgeShows the person behind itCreates attentionCreates interactionGives someone a reason to followGives someone a reason to talk
You need both.
Getting someone to follow you is only the start.
Stories are where ALL the leads are
This is the bit I really want you to understand.
Instagram literally tells you who is paying attention to you.
You can see who's watching.
You can see who's watching regularly.
You can see who votes on your polls.
You can see who answers questions.
You can see who reacts.
You can see who replies.
Those are signals.
If someone has watched your Stories every day for the last month, theres a good chance they know who you are.
If someone votes on a poll about a problem your coaching solves, they've just told you something about themselves.
If someone answers a question box, they've given you an opening.
That doesnt mean you immediately reply with:
"Great mate, my coaching is £200 per month, fancy jumping on a call?"
Please dont 😂
It means you've got an opportunity to have a conversation.
And conversations are where leads come from.
Stop waiting for people to make the first move
This is something I talk about constantly.
Your next paying client could already follow you.
They could be watching you every single day.
But you're waiting for them to suddenly build up the courage to message:
"Hi, I've been following you for six months and would like to purchase your coaching please."
Some people will.
Most wont.
You need to make the first move sometimes.
Stories make that infinitely easier because you're not randomly messaging somebody with a sales pitch.
They've interacted with you.
They've voted.
They've replied.
They've shown interest in a topic.
Now you have context for a normal conversation.
Use it.
You're an online coach. Show people that.
Another mistake I see is coaches trying to make every Story educational.
Nutrition tip.
Training tip.
Reposted reel.
Client transformation.
Another nutrition tip.
It becomes very one dimensional.
Remember what you're actually selling.
People aren't just buying a training programme. They're buying access to you as their coach.
So let them see you.
Show yourself training.
Show what you're eating.
Show a client check-in you're working through.
Talk about a conversation you had with a client.
Show your morning.
Show your dog.
Show where you're working from.
Share something you're thinking about.
Talk to the camera.
Give an opinion.
You dont need to manufacture some ridiculous influencer lifestyle.
Just document more of the life you're already living.
Thats how you build a personal brand.
Give people a window into your coaching too
If you're telling people you're an online coach, they should actually be able to see evidence of you coaching online.
This doesnt always mean before and after pictures.
Show the process.
Maybe you're reviewing someone's training.
Maybe you're adjusting calories.
Maybe you've just received a brilliant check-in.
Maybe a client asked you a question that other followers would benefit from hearing the answer to.
Maybe you've spotted a mistake several clients used to make before working with you.
Turn those things into Stories.
You're showing somebody what being coached by you actually feels like before they've ever paid you.
Thats powerful.
Create interaction on purpose
Dont just hope people reply.
Give them opportunities to.
Polls are ridiculously simple.
"Do you struggle more with training or nutrition?"
Training / Nutrition
Now you've learned something about everyone who votes.
"Do weekends normally knock you off track?"
Yes / Every week
Again, you've learned something.
You can use question boxes, sliders, quizzes and simple CTAs as well.
The important thing is that you're not adding them because somebody told you "engagement stickers boost the algorithm."
You're using them to understand your audience and create opportunities for conversations.
A simple way to think about your Stories
You dont need some complicated 47-part Story funnel every day.
Think about mixing these:
Your life - let people actually get to know you.
Your coaching - show what you do and how you think.
Education - help somebody understand or solve something.
Proof - client wins, messages, check-ins and progress.
Opinions - what do you actually believe?
Interaction - polls, questions and opportunities to respond.
Offers - yes, you're allowed to remind people that they can actually work with you.
You dont need all seven every single day.
But if I looked through your Stories for a week, I should get a pretty good idea of who you are, who you help, what you know and what it would be like to work with you.
Dont post and ghost
This is probably the biggest takeaway.
Your content isnt finished when you press post.
If people are watching, interacting and responding, do something with that attention.
Check your viewers.
Look at your poll responses.
Reply to people.
Start conversations.
Ask questions.
Get curious about the people following you.
Because you can chase another 10,000 followers if you want.
But there could already be somebody in your Story viewers today who needs exactly what you do.
Your main feed gets people through the door.
Your Stories let them get to know you.
Your conversations are where you find out whether you can actually help them.
So tomorrow, dont just reshare your latest reel and disappear.
Actually use your Stories.