So either you have a coworking space, are looking to create a coworking space or ways you can monetize those empty chairs. Look no further as we cover the essentials on what you need to do to increase your workspace visibility. This article will be frequently updated so stay tuned for more strategies on how to market your coworking space!
1. Find Your Coworking Niche
There is no question that coworking spaces are becoming more and more popular. One of the important elements is how will you differentiate your space from the rest? Prior to moving forward with a coworking marketing strategy, you first have to identify why users should consider using your space over others. What are the benefits your coworking space has over your competitors? Is it your space’s amenities, community, services, or industry niche? By looking at what makes your space different, you can increase your chances of success. Get more granular than just aesthetics or “beautiful space” the goal is to market something that cannot easily be replicated.
2. Build A Brand
Once you have developed what your niche is, you will need to ensure that you are constantly letting customers know why you are different and the value you can provide to them. Your message should be reflected in all of your marketing strategies. This means creating a professional website for your coworking space. Yes, your business is real-estate, yes your customers can walk into your space, but your site is a representation of your brand and usually a customer’s first impression of your workspace. Do not underestimate the impact your website can have. First impressions are everything!
3. On-Site Optimization (Coworking SEO)
Getting your website up and running is half of the battle. You need to make sure you invest the proper care and consideration when optimizing your website for the search engines. If your website performs poorly, loads slowly or is not mobile optimized you are going to have trouble showing up on the search engines. I have outlined a brief checklist of the essentials below:
- SSL Certification On My Website
- Implement the correct Title Tags, Metadata, Url and Target keywords on your site
- Upload your website property to Google Search Console
- Create your .xml sitemap
- Add Google Analytics to your website
- Ensure images and content are compressed and being properly cached on your website
- Make sure your website page speed is on point
- Check to see how mobile optimized your website is
It would be a mistake to not create social media accounts for your coworking space. There are a number of ways social media can be leveraged to advertise your space to prospective members. Make sure your accounts are always up to date and used on a weekly basis. My recommendation would be to develop a social calendar where you can post a few times per week
- Coworking Space Events
- Community Updates
Tip #2 : For all of you out there that are artistically challenged (like me). I would suggest using tools like Canva to handle your infographics, social post designs and more.
5. Start Local
Ok, so you have gotten your messaging down, you have created a great user experience on your website. Now it’s time to start marketing your workspace. I have posted some of the most important websites that will start driving customers to your coworking space, straight from the get-go.
List Your Coworking Space On Google My Business
Did you know that 90% of the searches in the United States are done on Google? Did you know that by simply listing and verifying your spaces with Google My Business you can greatly enhance your visibility for FREE? Google automatically shows your local workspace to customers looking for your services, specifically in your area. What could be better than that?
Tip# 3: There are directory syndication websites that can post your local listings to hundreds of local directories.
Once you have listed your locations across the above local directories. It’s important to gain social proof of your concept. This means asking users to rate your space on Google, social media, directories like yellow pages and yelp. Social proof is a powerful phenomenon because potential leads will see your space working for like-minded people, thus they will be more likely to try your space out. It also shows that you truly care about your concept and your customers. After all, your members ARE your target demographic and your biggest advocates. Offer incentives to your members to further promote your space by offering affiliate deals.
7. Partner With Local Businesses and Host Events
Nothing is better than having the local coworking community experience what your coworking space has to offer. It’s not just about work it’s about how you can leverage your workspace to become the community center of your area.
- Get involved with your town or cities chamber of commerce
- Host charity and nonprofit events to enhance
- Bring in industry influencers who can teach workshops and spread valuable knowledge to help local businesses
- Support local vendors by ordering coffee, teas, and cross-promoting products
- Host events where restaurants can bring in tastings for members
- Partner with an incubator or create your own to help companies afford space when starting out
- Organize community outings to send business to local merchants and vendors
Tip# 4: Use platforms like Meetup and eventbrite to attract new members and increase the turnout of your events.
8. Become a Mensch
I thought it was important to separate this thought as it’s rarely talked about. Your members or potential members are looking for something when they are considering your space. Maybe it’s a sense of community, networking opportunities, or simply wanting to learn more about how to run their business. Take the time to listen to your members and provide value rather than just “space amenities”.
- Organize new member orientation days so members can meet and introduce themselves
- Connect members who can work collaboratively with one another or enhance one another’s business.
- Create a services board where members can be free to post about what they are looking for and other members can answer
9. Engage Your Community
It is imperative that you frequently communicate with members and leads with information about your space. This can range from space feedback to event ideas, services and more. If your members feel like they have a say and are actively a part of your space you will increase member retention. Give your customers an easy way to communicate with management. You can use tools like DropDesk’s Marketing Automation Tool.
10. Press Outreach
Research your local news outlets (both digital and physical) for potential opportunities to get featured. Create a pitch template and reach out to journalists that are likely to write about your space. Do some research on the journalist to make sure they are familiar with coworking, real-estate, and technology. The last thing journalists want and need is to get spam emails that are not to their day to day. In the future, I will create another article that focuses more in-depth on how to craft your pitch and conduct outreach. There are a ton of platforms out there that can help you like:
Platforms you should consider:
11. Start A Blog For Your Coworking Space:
Although it seems tedious, starting a blog for your coworking space can greatly enhance your ability to attract members. Why’s that? In today’s digital age we get most of our answers by asking mobile assistants and search engines for answers to our problems, like what is a coworking space for example. If our blog article topic, keywords and user intent match what users are typing, we appear on the SERPS. Don’t just write about “salesy topics” users won’t read or share that content. The goal is to develop link worthy content allowing your space to gain exposure. Keep in mind that every customer follows the same purchase funnel.