I’m thrilled to sit down with Milena Traikovich, a powerhouse in the realm of LinkedIn marketing and demand generation. With her deep expertise in analytics, performance optimization, and crafting campaigns that attract high-quality leads, Milena has helped countless businesses—and coaches—turn their LinkedIn presence into a client magnet. Today, we’re diving into the common pitfalls that keep qualified coaches from thriving on the platform and exploring actionable strategies to stand out, build trust, and attract premium clients.
How do so many coaches end up casting too wide a net on LinkedIn, and why does this hurt their ability to connect with the right clients?
A lot of coaches fall into the trap of wanting to help everyone, which sounds noble but backfires on LinkedIn. When your profile screams ‘life coach for anyone,’ it lacks the punch needed to grab attention. Specificity is what builds credibility. If you’re not clear about who you serve—like executives battling burnout or tech founders needing confidence—your ideal clients scroll right past. They’re searching for solutions to specific pain points, not generic support. Being too broad dilutes your message and makes you invisible to the people who’d pay premium rates for your expertise.
What kind of impact does niching down, say to something like fertility coaching for women over 40, have on attracting the right audience?
Niching down is a game-changer. When you position yourself as the go-to expert for a specific group with a specific problem, like fertility coaching for women over 40 navigating IVF, you speak directly to their struggles. They see themselves in your profile and think, ‘This person gets me.’ That emotional connection builds trust instantly, making them more likely to reach out. Plus, it filters out poor-fit clients, so you’re not wasting time on tire-kickers. You attract people who value your specialized skills and are willing to invest at a higher level.
What’s a simple, immediate step a coach can take to sharpen their LinkedIn headline and make it more magnetic to their dream clients?
Start by rewriting your headline to name your niche and the transformation you offer. Ditch vague labels like ‘life coach’ and get specific. For example, ‘Helping C-Suite Leaders Overcome Burnout & Reclaim Their Weekends’ tells your ideal client exactly what you do and for whom. It’s not about clever wording; it’s about clarity. Spend 10 minutes brainstorming the core problem you solve for a specific audience, and craft a headline that reflects that. It’s the first thing people see, so make it count.
Why do you think some coaches shy away from prominently displaying their credentials, like degrees or certifications, on their profiles?
I’ve noticed a lot of coaches hesitate because they don’t want to seem boastful or they think their results should speak for themselves. There’s this humility mindset, especially among those who’ve poured years into training, where they feel showcasing a master’s degree or ICF certification might come off as over-the-top. But the reality is, LinkedIn isn’t the place for modesty. Clients are looking for trust signals, and if those hard-earned credentials are buried or missing, you’re missing a chance to stand out as a credible professional.
How should a coach decide which achievements or qualifications to spotlight in key areas like their headline or About section?
Focus on relevance and impact. Pick the credentials that align most with the problems your ideal client faces. If you’re coaching executives, highlighting a leadership certification or years of corporate experience might resonate more than a generic coaching cert. In your headline, lead with the most impressive or recognizable one—think ‘ICF-Certified Executive Coach.’ Then, in your About section, expand on two or three others, tying them to client outcomes. For example, mention how your 5,000 coaching hours have helped leaders boost productivity. It’s about painting a picture of trust and expertise tailored to your audience.
Can you share a story of how showcasing credentials upfront has transformed a coach’s success on LinkedIn?
Absolutely. I worked with a coach who specialized in career transitions for mid-level managers. Initially, her profile barely mentioned her MBA or decade of HR experience—it was tucked away in the education section. After we revamped her headline to include ‘MBA, Career Transition Coach’ and highlighted her background in the About section with client success stats, her profile views spiked. Within a month, she landed two high-ticket clients who specifically mentioned feeling confident in her expertise because of those visible trust markers. It showed her that leading with credentials isn’t bragging—it’s giving clients the reassurance they need to say yes.
Shifting to content, why do posts like ‘DM me for the secret’ or ‘Book a call to learn more’ often flop on LinkedIn?
Those kinds of posts flop because they offer no upfront value and feel like a bait-and-switch. LinkedIn’s algorithm favors content that keeps users engaged on the platform, not content that pushes them to private messages or external links right away. Plus, users are savvy—they want insights, not teasers. Posts like that scream desperation instead of expertise, and they train the algorithm to deprioritize your content because they don’t spark meaningful interaction. It’s a lose-lose for visibility and trust.
What type of content should coaches be posting to demonstrate their expertise and keep their audience engaged?
Coaches should share real, actionable value—think frameworks, strategies, or insights they’ve honed over years. For instance, post a three-step process to manage stress if you’re a burnout coach, or share a quick tip on pitching for introverted founders. The goal is to make someone think, ‘If their free content is this good, imagine the paid stuff.’ It’s not about generic inspiration; it’s about specific, problem-solving content that positions you as the expert. When you teach something tangible, you build trust and encourage engagement, which boosts your reach.
How can coaches strike a balance between sharing valuable free content and protecting the strategies they save for paying clients?
It’s all about giving a taste without giving away the full recipe. Share the ‘what’ and the ‘why’ in your posts—like why a certain mindset shift matters for overcoming burnout—but save the detailed ‘how’ for your programs. For example, outline a framework’s key steps, but don’t dive into the personalized application or tools you’d use in a session. This approach shows your expertise and builds curiosity without devaluing your paid work. Most importantly, remember that generous content often converts better—people hire you for implementation and accountability, not just information.
When it comes to visibility, why is targeting a specific audience more effective than chasing viral content on LinkedIn?
Viral content might get you views, but it rarely gets you clients. LinkedIn isn’t TikTok—mass appeal often means shallow engagement from people who aren’t your buyers. Targeting a specific audience, like burned-out lawyers or overwhelmed CEOs, means your content resonates deeply with the few who matter most. A post that gets 100 views from your exact target is worth more than 1,000 random likes. Specificity drives action—when someone feels you’re speaking directly to their struggle, they’re more likely to check your profile or reach out for a call.
Can you guide us through creating a post that speaks directly to a narrow audience, like stressed-out executives?
Start by picturing one person—say, a stressed-out executive who hasn’t taken a vacation in years. Write as if you’re talking to them. Open with a relatable hook: ‘Are you a C-suite leader who can’t remember the last time you unplugged on a weekend?’ Then, share a quick insight or story: ‘I’ve seen this in countless leaders—it’s not just overwork, it’s the guilt of stepping away.’ Finally, offer a bite-sized tip or question: ‘Try this: Block one hour this week for yourself. What’s stopping you?’ Keep it conversational, specific to their pain, and avoid generic fluff. That directness makes them stop scrolling and see you as their solution.
What’s an easy way for coaches to check if their content is hitting the mark with the right people, beyond just looking at view counts?
Look at the quality of engagement. Check who’s liking, commenting, or sharing—are they in your target audience, like executives or founders? Even better, see if your posts are prompting profile visits or connection requests from people who fit your ideal client profile. LinkedIn analytics can show you viewer demographics for some posts, so use that to confirm you’re reaching the right crowd. If you’re getting comments like ‘This speaks to me,’ that’s gold. It’s not about big numbers; it’s about meaningful reactions from the people you want to serve.
Let’s talk profile optimization. Which LinkedIn features should coaches prioritize to make their profiles stand out to potential clients?
Focus on the headline first—it’s your billboard. Make it niche-specific and outcome-driven. Then, use the Featured section to pin your best content, like a post with client results or a video intro. Your About section should tell a story—lead with your credentials, describe who you help, and include a call to action. Don’t sleep on the Skills section either; list specific expertise areas over vague terms like ‘coaching.’ Every piece should reinforce your positioning and make it easy for the right client to say, ‘This is my person.’
How can coaches use keywords or specific skills on their profiles to ensure they’re discoverable by their ideal clients?
Keywords are your ticket to being found in LinkedIn search. Think about what your dream client might type—terms like ‘executive burnout coach’ or ‘career transition coaching.’ Weave those naturally into your headline, About section, and even job titles if relevant. In the Skills section, add specific terms tied to your niche over generic ones—think ‘stress management’ instead of just ‘life coaching.’ Endorse skills that match your expertise, and ask connections to do the same. It’s about aligning your profile with the exact phrases your audience searches for, so you pop up when they need you.
What’s your forecast for the future of LinkedIn as a platform for coaches to build their personal brand and attract clients?
I see LinkedIn becoming even more critical for coaches in the coming years. As the platform continues to grow as a hub for professional networking, its algorithm will keep prioritizing authentic, value-driven content over flashy, viral posts. Coaches who master specificity—narrowing their niche, optimizing their profiles, and creating targeted content—will have a huge edge. We’re also likely to see more features for creators, like enhanced analytics or video tools, which will make it easier to connect with ideal clients. My advice? Start building your presence now, because the competition will only heat up, and those who establish authority early will dominate.
