What marketing does a new business coaching practice need first?

Four things, and content is not one of them:

• A defined business type and stage. Everything depends on this. Without it the website cannot be written, referral partners have nothing to route, and content has no audience.
• A website leading with your operating background. Plus the engagement structure, the investment level, and a concrete description of the first ninety days. This buyer wants credibility and mechanism, in that order.
• A defined first conversation. Short, specific, with what it involves stated. Owners avoid anything that looks like a discovery call designed to establish price sensitivity.
• Two or three adviser referral relationships. Accountants or fractional CFOs serving the same business type. Give something useful before asking for anything, and expect months before the first referral.

Speaking comes next, since it reaches rooms of your exact buyer and compounds. Content and paid channels after that, because both amplify positioning rather than creating it.

The most common mistake is publishing content before the positioning is settled, which produces volume that reaches nobody in particular.