How to Market a Coworking Space to Get More Members
The growing number of startups in the past couple of years has put the global market on an entirely new trajectory. Today, coworking spaces are the best options in the market for startup owners, freelancers, and others who look for a well-optimized working environment.
If you own such an environment, then you’d know that any effort to market a coworking space can be a real challenge. Many entrepreneurs and startup owners have settled for setting their meetings at their homes or coffee shops or perhaps renting a small room in a business building. Therefore, you should make them reconsider their decision as your first step.
But, how do we actually promote coworking spaces? Short answer: Marketing. Having a robust marketing strategy and following the best practices in advertising and brand promotion can help you market a coworking space and attract new members. Here, we’ll briefly discuss a straightforward branding strategy, and then offer a few tips to market your coworking space.
Let’s dive in:
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How To Brand a Coworking Space?
Before you start to market a coworking space, you need to build your brand and integrate your brand identity into your marketing campaign. Here are a few tips to get you started:
#1 Build a Brand identity
If you are thinking of your coworking space as a nice spot to work, you have little chance to attract new members. But if you view your coworking space as a special place that offers something unique, then you have a great shot at promoting your place successfully. So, your first step is to find elements that differentiate you from others.
For instance, if you want to attract tech-based startups, you can offer them state-of-the-art IT infrastructure, the best equipment, rental hardware plans, maintenance services, and so forth. Or you can promote your coworking space as a place with ultimate safety and security that will protect their on-premise databases as well as their digital datasets.
Branding can be a bit difficult at first, but you can enjoy the process. For instance, think of your brand as a person. What are the words and metaphors you can use to describe the personality of your coworking space? Your answer will define your entire marketing direction, as well as your communication style, design, value propositions, etc.
#2 Tap Into Audiences’ Emotions
Using emotions is not a new strategy in marketing. Pretty much every marketing effort from the beginning of the practice targeted some aspect of its audience’ emotional understanding. Why? Because emotions are powerful, and often, more effective than reasoning.
For example, let’s imagine you are offering coworking space for IT professionals, and you want to choose a motto. Which of the following do you think would be most effective?
- High-tech office for startups
- Where high-tech magic happens
Most people probably would agree that the second one is far more powerful because it has its own narrative, and it’s easier to remember. When you market a coworking space, it’s crucial to use emotions to make your brand memorable.
#3 Develop a Unique Brand Image
The common ground between branding and marketing is that both aim to differentiate brands’ social image from competitors. However, building a unique brand image that appeals to clients and aligns with your services and products can be a very complicated task. The main purpose of branding here is to convince viewers that what you offer is unparalleled.
You need to mobilize all your marketing and brand promotion resources and tools such as your news feeds, social media publications, and public relations campaigns to outshine the competition. Everything associated with your brand should be directed toward convincing your audience that you are adding seamless value to their work and life.
#4 Keep Your Brand Message Consistent
Let’s continue with the previous example. If you’re promoting a coworking space where “high-tech magic happens,” all representations of your brand should align with that message and your brand identity.
A consistent brand message doesn’t mean you have no room for flexibility and customization. It simply means that you follow your own rules and principles in all forms of interaction with your clients, whether it’s website design, content marketing, workplace design, social media strategies, etc.
Consistently applying your brand personality to all customer touchpoints is a surefire strategy for building your brand credibility and customer loyalty.
How To Market a Coworking Space?
Now that you’ve covered the branding process, you are ready to move on to the marketing part. Here are the top 8 tips to market a coworking space successfully:
Photo by Marc Mueller from Pexels
#1 Develop a Social Media Strategy
Almost 60 percent of people around the world use social media on a daily basis. Social media marketing strategies offer an exceptionally powerful communication tool to reach different audience groups and promote your coworking space.
A robust social media presence establishes your brand authority, boosts your business’s SEO score, and increases audience engagement across various channels of communication. Moreover, social media marketing can be a huge plus for enhancing your online exposure and helping you target high-value audience segments.
You can start by advertising your brand on popular platforms such as Facebook, Twitter, Instagram, and Reddit. After a while, you can see a considerable increase in brand awareness as well as upward spikes in your social media and website traffic.
#2 Leverage Video Content
Video marketing is an excellent way to market a coworking space. Video marketing offers incredible customizability that can be used to target specific audience personas with well-crafted content. In addition, video marketing is fairly cost-effective.
There are many reasons to incorporate video marketing into your brand advertising strategy. For starters, videos are a far more effective way to increase audience engagement compared to text-based content. Also, virtual tours allow you to give potential customers a real-time digital experience of your coworking space.
By offering a virtual tour on your website, visitors can experience what it’s like to be in a place they are not actually in. All you need is an experienced, professional team that understands your business needs and showcases your comfortable environment, equipment, and resources. Consult our team today and equip your website with a custom 3D virtual tour.
#3 Create a User-Friendly Website
Another proven strategy for marketing a coworking space is to create a sleek and elegant website. Business websites are excellent tools to facilitate communication between you and your potential clients. Online viewers can learn everything they need to know about your offering with a quick online search, without wasting time on one-on-one interactions.
Keep in mind that your online presence, and especially your website design directly impacts your brand’s credibility. An SEO-optimized website showcases your trustworthiness and makes you a reputable business to both search engines and potential customers.
Be sure to update your website regularly with fresh, original content to keep it relevant. You can also set up a FAQ page to answer visitors’ questions. It improves your site’s navigability, provides visitors with a better user experience, and boosts your internal link-building, which is an important search ranking factor.
#4 Create a Google Business Profile
Google Business Profile is a free, easy-to-use tool for businesses and organizations to manage their online presence on Google. You can optimize your Google Business Profile by adding your business to Google Maps and providing additional information about your business, such as opening and closing hours, contact information, and direct links to your website and social media accounts.
A well-maintained Google Business Profile has many benefits. Firstly, it will improve your local SEO campaign. An optimized profile will appeal to anyone in your area looking for a great coworking space.
It’s also a powerful tool for improving your online presence and ranking on search engine results pages (SERPs). By adding reviews and responding to them, you establish yourself as a responsible and trustworthy business. And don’t forget to keep updating your profile in case your contact details change.
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#5 Offer Membership Perks
Offering different perks or incentives can entice viewers to join your coworking space. There are many ways to include perks and special offers in your marketing plan. For instance, you can set up a referral program where you offer discounted rent or free membership when a member brings in a successful referral.
You can also offer free entry every month and invite members and non-members to come, visit and work at your space for free. This is a great opportunity to give people a taste of what it’s like to work in such an environment and hopefully win them over.
Another good idea is delivering 24/7 service to members. Most coworking spaces do not require expensive high-level monitoring. This adds only slightly to the overall cost, but is a great incentive for night owls and freelancers working on odd schedules!
#6 Start Email Marketing
Email marketing is a traditional, yet powerful way to market a coworking space. Email marketing can be a part of your communication strategy to target and communicate with customers interested in your services. It not only provides subscribers with updated news about your activities but also helps to improve your brand recognition.
For example, you can set up an automated workflow and send emails to prospective members, offering a sign-up discount, and inform them about exclusive deals and discounts. Overall, email marketing is an effective tool to build relationships that will positively impact member retention.
#7 Start a Podcast!
While video content and blogging have proven to be efficient ways to market a coworking space, you shouldn’t underestimate the power of diversified content generation. Podcasts, for instance, are perfect ways to connect with your audience on a deeper level and offer interesting, informative, and on-trend content.
The most important part of podcasting is choosing relevant subjects that resonate with your clients and address their primary questions and concerns. For instance, if most of your members are entrepreneurs, you can conduct a few interviews with successful business owners and discuss effective approaches to leadership, capital growth, and other trendy topics.
Keep in mind that, unlike paid ads, podcasting takes a while to show its results. So, keep up the good work, and stay committed to producing quality content. You will see its incredible results after a few months.
#8 Use Traditional Marketing Methods
There is little doubt that technology has taken marketing practices to a new level. But it doesn’t mean we should discredit all traditional methods of advertising and marketing. For instance, handing out flyers around the neighborhood can attract local businesses and boost your brand awareness.
You can also design posters for telephone poles on city streets, or put them on bulletin boards in public places. Many local businesses like coffee shops too, usually allow you to hang your flyers on walls where many potential customers can see them.
Just make sure to design an eye-catching flyer with a large image, well-crafted copy, necessary information like address and contact info, and some kind of promotional offer.
Photo by Quang Nguyen Vinh from Pexels
When you start to market a coworking space, you will face many challenges. Firstly, you probably have no time to spend on brand promotion if you want to focus your attention on running your business. Moreover, you need a well-trained, knowledgeable staff to help you implement your ideas and achieve your business goals.
Fortunately, you can differentiate yourself by using a number of market-proven initiatives and tactics. All you need is to find a dedicated and professional team of experts to help you get the job done.
You can increase your online exposure by offering a tailored 3D virtual tour and a broad range of multi-media solutions. With Momentum 360, you can enjoy the exceptional quality of our services provided by a team of top-of-the-class professionals.
Don’t hesitate any further; we are looking forward to getting your brand to the next level. Get in touch with us today.
About The Author: Sean Boyle
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