It’s estimated that almost a million people, including freelancers, digital nomads, startups, and innovative companies enjoy the benefits of the coworking concept. Despite the popularity of shared work locations and seemingly simple business models, there are many that fail simply because they don’t know how to market and sell their coworking space.
Venture X showcases the three different ways to market your coworking space to your target customers:
Viral Video Marketing
Create content targeting up-and-coming entrepreneurs and professionals who are interested in working in the dynamic, collaborative and efficient coworking space. Make sure to follow and leverage trends – a single viral video can easily reach millions of people across the globe! Instagram and TikTok are trend driven platforms. Content that is fresh, contemporary, and relevant is “rewarded” by the algorithm and pushed to a greater audience. This can be as simple as using a popular song in the background of your video or doing a viral dance to grab the attention of users to push forth you’re messaging.
Hashtags help videos improve their rankings. That’s why it’s important to avoid generic hashtags and use relevant ones that boost your video’s visibility, especially to your target market. A detailed hashtag analysis should be at the top of your agenda, as it can be the difference between your video garnering thousands of views, or a few dozen.
Influencer marketing, which involves a collaboration between brands and influencers, is a powerful marketing strategy that can help your coworking space garner new leads.
Influencers are individuals with specific niches and have a significant online following. As they are viewed by their followers as trustworthy experts in their field, they can effectively impact their audience’s purchasing decisions. Their recommendations or endorsements can help brands expand their reach and generate leads.
Contrary to popular belief, social media influencers aren’t exclusive to Instagram and TikTok. Reach out to social media influencers on LinkedIn, specifically those who make regular posts about entrepreneurship, WFH, and e-businesses. These influencers have large followings of enthusiastic, engaged people who pay close attention to their views and opinions. A single positive review or promotion can lead to thousands of newly converted clienteles. Push valuable content and resources their way. Consider offering a free trial of your shared working spaces or private offices in exchange for a published review on their platform. The key, as always, is to deliver value to these influencers, so they can then deliver potential members to you!
Guerrilla Local Marketing
Guerrilla marketing is a cost-effective marketing strategy that uses unconventional and inventive tactics to get exposure for your coworking space. When executed properly, you can build brand awareness and even tell a story in a budget-friendly, yet effective, way. By capturing the public’s attention at little to no cost, you can create the word-of-mouth marketing your coworking space needs in the short-term, and user-generated content it needs in the long-term.
You can market your space in-person by attending local networking events, or simply host your own! Imagine the possibilities of the best local entrepreneurs working together in one space. Better yet – get those entrepreneurs to imagine those possibilities themselves. Host a “Speed Networking Night” for professionals, entrepreneurs, and small business owners to have the opportunity to network, connect and collaborate with like-minded individuals in your space. Let them see for themselves the endless possibilities and benefits of working together under one roof.
Consider hosting your local hackathons! These events require people to spend a long enough time in a place, and invest enough emotional energy, that they feel “connected” to your space even after they’ve left.
You may take it a step further and host an unprecedented and completely unique event – such as a singles event! Coworking is a great place to meet new people and making that explicit beyond just business related networking events will make you stand out, and generate a buzz!