The growing number of startups in recent years has put the global market on a completely new path. Today, coworking spaces are the best options on the market for startup owners, freelancers and others looking for a well-optimized work environment.
If you own such an environment, you know that any attempt to market a coworking space can be a real challenge. Many entrepreneurs and startup owners have resigned themselves to holding their meetings in their homes or coffee shops, or perhaps renting a small space in an office building. So, as a first step, you should get them to reconsider their decision.
But how do we actually promote coworking spaces? Short answer: marketing. A solid marketing strategy and following best practices in advertising and branding can help you market a coworking space and attract new members. Here, we'll briefly discuss a simple branding strategy and then share some tips for marketing your coworking space.
Let's dive into:
How to market a coworking space to attract more members
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How to book a coworking space?
Before you start marketing a coworking space, you need to build your brand and incorporate your brand identity into your marketing campaign. Here are some tips to get you started:
#1 Build a brand identity
If you treat your coworking space like a good place to work, you will have little chance of attracting new members. But if you see your coworking space as a special place that offers something unique, then you have a good chance of successfully marketing yourself. So your first step is to find elements that set you apart from others.
For example, if you want to attract technology-based startups, you can offer them state-of-the-art IT infrastructure, the best equipment, hardware rental plans, maintenance services, etc. Or, you could advertise your coworking space as a top-security location, protecting both your local databases and your digital records.
Branding can be a little tricky at first, but you can enjoy the process. For example, think of your brand as a person. What words and metaphors can you use to describe your coworking space's personality? Your answer defines your overall marketing direction, as well as your communication style, design, value propositions, etc.
#2 Tap into the audience’s emotions
Using emotions is not a new marketing strategy. Virtually every marketing effort from the beginning was aimed at some aspect of the audience's emotional understanding. Why? Because emotions are powerful and often more effective than reasoning.
For example, let's say you offer a coworking space to 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 the high-tech magic happens
Most people would probably agree that the second one is much more powerful because it has its own narrative and is easier to remember. When you're marketing a coworking space, it's crucial to use emotion to make your brand memorable.
#3 Develop a unique brand image
The similarity between branding and marketing is that both aim to differentiate the social image of the brand from the competition. However, building a unique brand image that attracts customers and matches your services and products can be a very complicated task. The brand's main goal here is to convince viewers that your offering is unique.
You need to mobilize all your marketing and branding resources and tools like news feeds, social media posts and PR campaigns to outshine the competition. Everything associated with your brand should be geared towards convincing your audience that you add ongoing value to their work and life.
#4 Keep your brand message consistent
Let's continue with the previous example. If you are promoting a coworking space where "high tech magic happens", all of your brand representations should align with that message and your brand identity.
A consistent brand message doesn't mean you don't have room for flexibility and customization. It simply means following your own rules and principles in all forms of interaction with your customers, be it website design, content marketing, workplace design, social media strategies, etc.
Consistently applying your brand persona to all customer touchpoints is a surefire strategy for building your brand credibility and customer loyalty.
How to promote a coworking space?
Now that you've covered the branding process, you can move on to the marketing part. Here are the top 8 tips for successfully marketing a coworking space:
How to market a coworking space to attract more members
Photo by Marc Mueller from Pexels
#1 Develop a social media strategy
Fast60 percent of peoplearound the world use social media every day. Social media marketing strategies provide an exceptionally powerful communication tool to reach different audiences and promote your coworking space.
A robust social media presence strengthens your brand authority, increases your company's SEO score, and increases audience engagement across different communication channels. Additionally, social media marketing can be a huge asset in improving your online presence and helping you target high-value audience segments.
You can start promoting your brand on popular platforms like Facebook, Twitter, Instagram and Reddit. After a while, you can see a significant increase in brand awareness, as well as upward spikes in your social media and website traffic.
#2 Take advantage of video content
Video marketing is an excellent way to market a coworking space. Video marketing offers incredible personalization that can be used to target specific audiences with well-crafted content. Also, video marketing is quite inexpensive.
There are many reasons to incorporate video marketing into your brand's advertising strategy. For starters, videos are a much more effective way to increase audience engagement compared to text-based content. With virtual tours, you can also give potential customers a digital experience of your coworking space in real time.
By offering a virtual tour on your website, visitors can experience what it's like to be somewhere they're not. All you need is an experienced and professional team that understands your business needs and introduces you to your comfortable environment, equipment and resources.Let our team advise you today.and equip your website with an individual virtual 3D tour.
#3 Create a user-friendly website
Another proven strategy for marketing a coworking space is to create a sleek and stylish website. Business websites are great tools to facilitate communication between you and your potential customers. Online viewers can learn everything they need to know about your offering with a quick online search, without wasting time on face-to-face interactions.
Remember that your online presence, and especially your website design, directly affects your brand credibility. An SEO-optimized website shows your reliability and makes you a reputable business for search engines and potential customers.
Be sure to update your site regularly with new and original content to keep it relevant. You can also set up a FAQ page to answer visitors' questions. It improves your website's navigability, gives your visitors a better user experience, and increases internal link building, which is an important factor in search rankings.
#4 Create a Google business profile
Company profile on Googleis a free, easy-to-use tool for businesses and organizations to manage their online presence on Google. You can enhance your Google Business Profile by adding your business to Google Maps and providing additional information about your business such as: B. Hours of operation, contact information and direct links to your website and social media accounts.
A well-maintained Google business profile has many benefits. First, it will improve your local SEO campaign. An optimized profile will appeal to anyone in your area looking for a great coworking space.
It is also a powerful tool for improving your online presence and ranking in search engine results pages (SERPs). By adding and responding to reviews, you establish yourself as a responsible and trustworthy company. And don't forget to keep your profile up to date in case your contact details change.
How to market a coworking space to attract more members
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#5 Offer membership benefits
Offering various 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 example, 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 alike to come, visit and work in 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 convince them.
Another good idea is to provide 24/7 service to members. Most coworking spaces don't require expensive, high-end monitoring. This only marginally increases the overall cost, but it's a huge boost for night owls and freelancers who work odd hours!
#6 Start Email Marketing
Email marketing is a traditional but powerful way to market a coworking space. Email marketing can be part of your communication strategy to reach and communicate with customers interested in your services. Not only does it provide subscribers with the latest news about your activity, but it also helps you improve your brand awareness.
For example, you can set up an automated workflow and send emails to potential members offering a sign-up discount and letting them know about exclusive deals and discounts. Overall, email marketing is an effective tool for building relationships that positively impact member retention.
#7 Start a podcast!
While video content and blogs have proven to be effective ways to market a coworking space, don't underestimate the power of generating diverse content. Podcasts, for example, are perfect ways to connect with your audience on a deeper level and deliver interesting, informative, and trending content.
The most important part of podcasting is choosing relevant topics that will resonate with your customers and address their top questions and concerns. For example, if most of your members are entrepreneurs, you could do some interviews with successful business owners and discuss effective approaches to leadership, capital growth, and other trending topics.
Keep in mind that unlike paid ads, podcasting takes a while to show results. So keep up the good work and keep striving to produce quality content. You will see incredible results in just a few months.
#8 Use traditional marketing methods
There is no doubt that technology has taken marketing practices to a new level. But that doesn't mean we should discredit all traditional advertising and marketing methods. For example, distributing flyers in your neighborhood can attract local businesses and increase your brand awareness.
You can also create posters for telephone poles on city streets or place them on bulletin boards in public places. Many local businesses, as well as coffee shops, will often allow you to place your flyers on walls where many potential customers can see them.
Just make sure you create an eye-catching flyer with a large image, well-crafted text, necessary information like address and contact information, and some sort of promotional offer.
How to market a coworking space to attract more members
Photo by Quang Nguyen Vinh from Pexels
final result
When you start marketing a coworking space, you face many challenges. First, you probably don't have time for branding when you want to focus on running your business. In addition, you need well-trained and experienced employees to help you implement your ideas and achieve your business goals.
Fortunately, you can differentiate yourself by employing a range of market-proven initiatives and tactics. All you need is a dedicated and professional team of experts to help you get the job done.
You can increase your online presence by offering a personalized 3D virtual tour and a wide range of multimedia solutions. With Momentum 360, you can enjoy the exceptional quality of our services, provided by a team of world-class professionals.
Do not hesitate any longer; We look forward to taking your brand to the next level.contact us today.