LinkedIn Content Strategy for Coach Training Founders | Netwarm
LinkedIn playbook · Case study
LinkedIn content strategy for coach training founders: how a Paris coaching school founder reached 399 coaches
We read every reaction on 16 posts from the founder of a Paris coaching school and coaching software. 556 people, 399 coaches. Here is what brings buyers, what brings peers, and the 5 posts we'd publish next.
Max Sawyer · Netwarm··11 min read
The creator in this case studyThe founder of a Paris coaching school and coaching software
Followers27,052
Posts~5 a week
SellsAn RNCP-certified coach training (Linkup Coaching) and The Coach Pilot, an all-in-one software for coaches (clients, contracts, invoices, client portal, prospecting)
PeriodOct 8 – Oct 30
Ideal client: practising coaches who run their own business (career, leadership, life coaches), and people training to become one.The challenge: The founder writes for coaches and for their clients, and sells both a school and a software. Which posts bring the coaches who could use the software?
Key takeaways
These numbers are from 30 October. Your audience has already moved.
New coaches turn Hot every week and others go quiet. Run your free scan to see today’s version, with the names.
7 readers in 10 are coaches.399 coaches reacted in 3 weeks, 71.8% of everyone who reacted. Marketing and LinkedIn peers are only 7%.
Posts for coachees reach the most coaches.Posts written for future coaching clients reach 69 coaches each, product posts 46: about 1.5x more.
41 coaches are Hot right now.They reacted to 5 posts or more. Several reacted to 12 to 16 of the 16 posts.
01
Who actually reads you, and what the LinkedIn algorithm changed
The founder posts about 5 times a week, mostly at 8:00: coaching techniques, the business of being a coach, posts for future coaching clients, The Coach Pilot's features and the school's own data.
The LinkedIn algorithm shows a post to the people who reacted to the last ones, then to people like them. Reach alone can't say whether the readers are coaches who could buy, or marketers and curious followers. Who reacted can. We looked at every person who reacted between 8 and 30 October, and sorted them by role.
16posts in 3 weeks
556people reacted
399coaches
94came back 3+ times
Audience by roleThe 556 people who reacted, by roleFree
The buyers lead by far: 399 coaches, from leadership and management coaches to career, transition and personal development coaches. Many say they are certified.
Peers are few: 39 LinkedIn, marketing and sales coaches who sell to the same coaches. The audience is the market.
SeniorityAll people who reactedFree
Founder, owner, C-level4.3%
Director, VP0.5%
Manager4.9%
Independent46.4%
Other43.9%
IndustriesCoaches onlyNetwarm
Leadership and management coaching31.1%
Hidden in preview00%
Hidden in preview00%
Hidden in preview00%
See all industries and company sizes in your free scan.
When 7 readers in 10 are coaches, the share hardly moves from one post to the next. What moves is how many coaches each post reaches.
We tagged each of the 16 posts by topic, then measured the share of coaches among the people who reacted, and how many of them each post reached.
Your topicsWhat your 16 posts were aboutFree
16posts
Coach business5
Coaching techniques4
For future coachees3
The Coach Pilot3
The school's own data1
Topics that attract coachesShare of each topic’s reactions from coachesNetwarm
The school's own data79.6%
For future coachees74.9%
The Coach Pilot69.2%
Coach business68.8%
Coaching techniques68.3%
One topic reaches about 1.5x more coaches per post than another. See which.See which topics
Every topic brings 68% to 80% coaches. The gap is reach: posts for future coachees reach 69 coaches each, product posts 46, about 1.5x less.
Posts that brought the most coachesShare of coaches in each post’s reactions1 of 5 open
#1What 221 Google reviews really say79.6%
#27 questions before signing with a coach77.6%
#3Your company may already pay for a coach75.9%
#4Prospecting inside the software74.5%
#59 clauses for a coaching contract74.3%
For comparison, the 3 product posts brought 139 coaches in total, 46 per post. The two that opened on the feature reached 41 and 42 coaches; the one that opened on a coach's week reached 56.
These rules come from what worked on the founder's own profile between 8 and 30 October, and from the best-performing posts by French-speaking coaches since August.
1
Write for the coach's client. Coaches share what they can send to their own clients. A post for coachees travels through coaches' networks, and coaches react first.On this profile: the 3 posts for future coachees reached 69 coaches each, the most of any topic.
Share your own data. A school that reads its 221 reviews one by one has something nobody else can post. Coaches trust numbers they can't find elsewhere.On this profile: the reviews post brought 79.6% coaches, 78 of them, the best of the period.
Open on what the prospect thinks. « Le coaching, c'est pour les gens qui vont mal. » Coaches hear these sentences every week. Naming one gets them to stop and save the answer.Across the niche: a leadership coach's post on « Ah bon… ça ne va pas ? » got 52 likes and 64 comments.
Confess a beginner's mistake. Coaches remember their first clients. A certified coach admitting what she did wrong reads as craft, not weakness.Across the niche: « Mes débuts de coach ressemblaient à ça » got 84 likes from a 17.2k-follower coach.
Show the product through a coach's week. « Mardi, 18h » beats « la feature la plus puissante ». Coaches buy back their evening, not a feature.On this profile: the session-scene post reached 56 coaches; the two feature-first posts 41 and 42.
Tell the certification story. A new coach's certification is the proudest moment of the training. Alumni stories prove the school and bring the next students.Across the niche: a certification announcement from a 4.2k-follower coach got 296 likes and 150 comments.
When coaches read: the best time to post on LinkedIn for coach training founders
We compared the share of coaches by the day each post was published (Paris time). 10 of the 16 posts went out at 8:00 and no other 2-hour slot has 3 posts, so there is no hour comparison yet.
Share of coaches by posting dayAmong the people who reacted to each postFree
75.4%
Mon
72.0%
Tue
69.7%
Wed
66.7%
Thu
72.5%
Fri
Friday reached the most coaches per post, 66, and Tuesday 63. Monday's 75.4% share rests on 2 posts. Wednesday and Thursday were the weakest, 48 and 49 coaches per post.
Keep Tuesday and Friday at 8:00 for the posts for coachees and the school's own data, and give the product posts a Monday or Wednesday slot with a coach's-week opening.
05
5 posts ready to publish to target coaches
Each post follows the rules above, in the founder's voice and in French, like the rest of the feed. Check every detail and swap in your own data before posting.
1Ready to postFor future coachees
Ta première séance de coaching : 6 choses à savoir avant d'y allerRule 1: write for the coach's client. Built like the « 7 questions » post (76 coaches), on a Tuesday at 8:00 like most of the feed.
Hook
Ta première séance de coaching est la semaine prochaine ? Voilà 6 choses que personne ne te dit avant ↓Tu n'as pas besoin d'arriver avec un problème. Tu as besoin d'arriver avec une envie.1/ 𝗧𝗼𝗻 𝗰𝗼𝗮𝗰𝗵 𝗻𝗲 𝘃𝗮 𝗽𝗮𝘀 𝘁𝗲 𝗱𝗶𝗿𝗲 𝗾𝘂𝗼𝗶 𝗳𝗮𝗶𝗿𝗲
→ Il va te poser des questions. Beaucoup.
↳ Les réponses qui tiennent sont celles qui viennent de toi.2/ 𝗟𝗮 𝗽𝗿𝗲𝗺𝗶è𝗿𝗲 𝘀é𝗮𝗻𝗰𝗲 𝘀𝗲𝗿𝘁 à 𝗳𝗶𝘅𝗲𝗿 𝗹’𝗼𝗯𝗷𝗲𝗰𝘁𝗶𝗳
→ Ce que tu veux avoir changé à la fin, formulé simplement.
↳ Si tu ne sais pas encore, c'est normal. C'est le travail du jour.3/ 𝗧𝘂 𝗽𝗲𝘂𝘅 𝘁𝗼𝘂𝘁 𝗱𝗶𝗿𝗲
→ Ce qui se dit en séance reste entre toi et ton coach.
↳ Même si c'est ton entreprise qui paie.4/ 𝗟𝗲 𝘃𝗿𝗮𝗶 𝘁𝗿𝗮𝘃𝗮𝗶𝗹 𝘀𝗲 𝗳𝗮𝗶𝘁 𝗲𝗻𝘁𝗿𝗲 𝗹𝗲𝘀 𝘀é𝗮𝗻𝗰𝗲𝘀
→ Un exercice, une action, une observation à faire dans la semaine.
↳ Une séance sans suite, c'est une conversation agréable. Pas un coaching.5/ 𝗧𝘂 𝗮𝘀 𝗹𝗲 𝗱𝗿𝗼𝗶𝘁 𝗱𝗲 𝗻𝗲 𝗽𝗮𝘀 𝗮𝗰𝗰𝗿𝗼𝗰𝗵𝗲𝗿
→ Le lien avec ton coach compte autant que sa méthode.
↳ Si ça ne passe pas, dis-le. Un bon coach te remerciera.6/ 𝗖𝗲 𝗻’𝗲𝘀𝘁 𝗽𝗮𝘀 𝘂𝗻𝗲 𝘁𝗵é𝗿𝗮𝗽𝗶𝗲
→ On part d'aujourd'hui pour aller vers ce que tu veux.
↳ Si un sujet demande un psy, ton coach te le dira.Enregistre ce post, et envoie-le à quelqu'un qui commence son coaching cette semaine.
Visual · Carousel7 slides: the hook, then one slide per point with its two lines. Linkup colours, no stock photos.Check before postingCheck each point against your school's code of ethics before posting.
Ce que +4000 coachs accompagnés nous ont appris sur leur premier clientRule 2: share your own data. Built like the 221 Google reviews post, the best of the period (80% coaches), on a Friday, the day that reached the most coaches per post.
Hook
+4000 coachs accompagnés. On leur a demandé d'où venait leur premier client. La réponse m'a surpris ↓Je pensais lire « LinkedIn », « mon site », « une pub ».Pas du tout.◉ 𝗖𝗲 𝗾𝘂𝗶 𝗿𝗲𝘃𝗶𝗲𝗻𝘁 𝗹𝗲 𝗽𝗹𝘂𝘀1/ 𝗟𝗲 𝗿é𝘀𝗲𝗮𝘂 𝗽𝗲𝗿𝘀𝗼𝗻𝗻𝗲𝗹
→ Un ancien collègue, une amie d'amie, un ex-manager.
↳ Quelqu'un qui connaissait déjà la personne avant de connaître le coach.2/ 𝗟𝗲𝘀 𝗰𝗹𝗶𝗲𝗻𝘁𝘀 𝗱’𝗲𝗻𝘁𝗿𝗮î𝗻𝗲𝗺𝗲𝗻𝘁
→ Les séances faites pendant la formation.
↳ Plusieurs sont devenus des clients payants, ou les ont recommandés.3/ 𝗟’𝗮𝗻𝗰𝗶𝗲𝗻 𝗺é𝘁𝗶𝗲𝗿
→ Une RH qui coache des managers. Un ingénieur qui coache des ingénieurs.
↳ Le premier client parle souvent la même langue que le coach.◉ 𝗖𝗲 𝗾𝘂𝗶 𝗻’𝗮𝗽𝗽𝗮𝗿𝗮î𝘁 𝗽𝗿𝗲𝘀𝗾𝘂𝗲 𝗽𝗮𝘀→ Les pubs payantes
→ Les annuaires de coachs
→ Les gros lancements◉ 𝗖𝗲 𝗾𝘂𝗲 𝗷’𝗲𝗻 𝗿𝗲𝘁𝗶𝗲𝗻𝘀Ton premier client ne cherche pas un coach.
Il cherche quelqu'un en qui il a déjà confiance.Alors avant de lancer ton site, fais la liste des 50 personnes qui te connaissent déjà. Et dis-leur ce que tu fais maintenant.Et toi, ton premier client, il est venu d'où ? ↓
Visual · Single imageA simple bar chart with the real shares of each source of first clients, in Linkup colours. Title: « D'où vient le premier client d'un coach ? »Check before postingRun the question on your alumni first (a 2-question survey is enough) and use the real answers and shares. Keep only what the data says.
« Un coach, c'est trop cher. » Ton prospect le pense.Rule 3: open on what the prospect thinks. Built like the « Le coaching, c'est pour les gens qui vont mal » post and Céline Arnaud-Huygen's.
Hook
« Un coach, c'est trop cher. » Ton prospect le pense. Il ne te le dira pas comme ça. Voilà comment l'entendre, et quoi répondre ↓Un RDV découverte se perd rarement sur le prix.
Il se perd sur ce que le prix cache.1/ « 𝗝𝗲 𝘃𝗮𝗶𝘀 𝘆 𝗿é𝗳𝗹é𝗰𝗵𝗶𝗿 »
→ Il ne voit pas encore ce que ça change pour lui.
↳ « Qu'est-ce qui devrait se passer dans 3 mois pour que ce soit un bon investissement ? »2/ « 𝗝𝗲 𝗱𝗼𝗶𝘀 𝗲𝗻 𝗽𝗮𝗿𝗹𝗲𝗿 à 𝗺𝗼𝗻 𝗰𝗼𝗻𝗷𝗼𝗶𝗻𝘁 »
→ Il a besoin de mots pour le justifier.
↳ « Qu'est-ce que vous allez lui dire ? On peut le formuler ensemble. »3/ « 𝗖𝗲 𝗻’𝗲𝘀𝘁 𝗽𝗮𝘀 𝗹𝗲 𝗯𝗼𝗻 𝗺𝗼𝗺𝗲𝗻𝘁 »
→ Il doute que ça marche pour lui.
↳ « Qu'est-ce qui rendrait le moment bon ? »4/ « 𝗝𝗲 𝗽𝗲𝘂𝘅 𝘆 𝗮𝗿𝗿𝗶𝘃𝗲𝗿 𝘀𝗲𝘂𝗹 »
→ C'est peut-être vrai. Et c'est OK.
↳ « Depuis combien de temps vous essayez ? »5/ « 𝗠𝗼𝗻 𝗲𝗻𝘁𝗿𝗲𝗽𝗿𝗶𝘀𝗲 𝗻𝗲 𝗽𝗮𝗶𝗲𝗿𝗮 𝗽𝗮𝘀 »
→ Il n'a souvent jamais demandé.
↳ « Vous voulez qu'on prépare la demande ensemble ? »Le prix n'est presque jamais le vrai sujet.
C'est la valeur que ton prospect n'arrive pas encore à voir.Enregistre ce post avant ton prochain RDV découverte.
Visual · Carousel6 slides: the hook, then one objection per slide with « ce qu'il veut dire » and « ta réponse ».Check before postingSwap in the objections your students and coaches really report most often.
Vendredi, 19h. 6 séances cette semaine. Et l'admin qui attend.Rule 5: show the product through a coach's day, not the feature list. Built like the « Mardi, 18h » post, which reached more coaches than the two feature-first posts.
Hook
Vendredi, 19h. Tu viens de finir ta 6e séance de la semaine. Il te reste 3 factures, 2 contrats et 1 relance ↓Tu as aimé chaque séance.
L'admin, beaucoup moins.◉ 𝗦𝗮𝗻𝘀 𝗣𝗶𝗹𝗼𝘁→ Tu ouvres ton tableur pour retrouver les infos de ton nouveau client
→ Tu les copies dans ton modèle de contrat
→ Tu l'envoies pour signature, avec un autre outil
→ Tu recopies tout dans ta facture
→ Tu envoies l'exercice de la séance par mail
→ Et tu te demandes si tu as bien relancé la cliente de mardi◉ 𝗔𝘃𝗲𝗰 𝗣𝗶𝗹𝗼𝘁→ La fiche client est créée une fois
→ Le contrat part avec ses infos, signé en ligne
→ La facture suit, sans ressaisie
→ L'exercice est déjà dans son portail client
→ Et la relance t'attend dans ton pipelineRésultat : ton vendredi soir te ressemble un peu plus.Tu es coach ? 30 jours d'essai gratuit, sans CB → thecoachpilot.com
Visual · Short videoA 40-second screen recording of the same new client in Pilot: profile, contract, signature, invoice, portal. No voice, captions only.Check before postingCheck that every step shown matches what Pilot does today.
Le modèle de contrat de coaching en 9 clausesThe lead magnet: the 9-clause contract from the 30 October checklist, offered as a template for a comment. It leads straight to Pilot, where contracts are signed online.
Hook
J'ai transformé les 9 clauses indispensables d'un contrat de coaching en modèle prêt à remplir. Je te le donne ↓La semaine dernière, je t'ai partagé la checklist.
Tu as été nombreux à me demander : « Tu n'as pas un modèle ? »Le voilà.◉ 𝗖𝗲 𝗾𝘂’𝗶𝗹 𝗰𝗼𝗻𝘁𝗶𝗲𝗻𝘁→ Les 9 clauses, rédigées et commentées
→ Ce que tu dois adapter à ton activité (individuel, équipe, entreprise)
→ Les formulations pour les annulations et les remboursements
→ La clause de confidentialité, version coaching d'équipe
→ Ce qui se passe pour tes notes de séance à la fin de l'accompagnement◉ 𝗖𝗼𝗺𝗺𝗲𝗻𝘁 𝗹’𝘂𝘁𝗶𝗹𝗶𝘀𝗲𝗿↳ Remplis-le une fois avec ton cadre
↳ Fais-le relire si tu as un doute juridique
↳ Envoie-le avant la première séance. Pas après.Un contrat, ce n'est pas de la méfiance.
C'est le premier acte de ton cadre de coach.Commente CONTRAT et je t'envoie le modèle en message privé.
Visual · Single imageA mock-up of the first page of the template, the 9 clause titles visible, with « Modèle offert » in the corner.Check before postingHave the template reviewed by a lawyer before sending it, and answer every comment the same day. Adjust « tu as été nombreux à me demander » if it isn't true.
Free forever: unlimited scheduling through LinkedIn’s official API, with images, video and PDF carousels.
06
LinkedIn lead generation: lead magnets that work to target coaches
Reactions show interest. A download shows intent. The fastest way to find out which coaches are ready to organise their business is to give them something useful and see who asks for it.
Among French-speaking business creators, these formats get the most requests:
Format 1The checklist with its contents listedOne page, one job, and the post lists exactly what's inside. Coaches save it and ask for it.
Format 2The guide built from the fieldA long guide from years of practice, with a version people can reuse straight away.
Format 3The complete guide for coachesEverything from positioning to signed client in one place, with templates and scripts.
Our pick for you: “Le modèle de contrat de coaching en 9 clauses”Built from the founder's 30 October checklist: the 9 clauses as a ready-to-fill template. Offer it in post 5 for a comment. Every request is a coach who signs clients with a shaky contract, exactly the person who needs contracts signed online in Pilot.With a Reveal link, every person who downloads it is shown by name, with their role and how warm they are. Your first Reveal link is free.Create your free Reveal link
07
From reactions to clients
Content brings coaches to the profile. It doesn't say when to reach out. Most never comment, so they stay invisible. 94 coaches reacted to 3 posts or more over the 3 weeks, and 11 of them reacted to all 4 posts of the last week.
On LinkedIn, the right moment to start a conversation is when someone keeps coming back. We call that Hot: 5 or more points over 90 days, where a reaction counts 1, a repost 2, a download or a reply 4.
Hot right now41 coaches · not contacted yetNetwarm
41 coaches are Hot. See who to message first.See who’s Hot
First messageAn opener for each Hot person, based on the posts they readNetwarm
Bonjour Claire, vous suivez mes posts sur le business du coach depuis quelques semaines. Aujourd'hui, vous gérez vos contrats et vos factures avec quoi ?Bonjour Marc, j'ai vu vos réactions sur mes posts pour les coachés. Vous avez beaucoup de RDV découverte en ce moment ?
A first line for each of them, ready to send.See the openers
Netwarm sends nothing for you. It tells you who and when, and you write the message. It also works inside Claude and ChatGPT: ask “Who's Hot today?” and get the list.
08
FAQ
Posts coaches can send to their clients, the school's own data, and product posts that start from a coach's week. On this profile those reach 56 to 78 coaches each.
For this founder, Friday reached the most coaches per post, 66, then Tuesday with 63. Most posts went out at 8:00.
This founder posts about 5 times a week and 7 readers in 10 are coaches. The volume works when product posts get a coach's-week opening.
Look at who reacts, not how many. Group reactions by role, measure the share of your ideal clients per post, and follow the people who keep coming back. A free Netwarm scan does this for you.
Yes. Netwarm only reads public reactions to your own posts. It never logs in as you, never asks for your password, and never messages anyone for you.
How we made this playbook
We read the public reactions on 16 posts published between 8 and 30 October 2026 (the first 100 reactors of each post), and sorted the 556 people by role. Duplicate posts were left out. Comments were not counted, so engagement figures are a floor.
Niche rules come from top posts by French-speaking coaches and business creators since August, and from the founder's own posts. Role groups are approximate; a Netwarm scan matches people to your own ideal client.