Get a watermark-free, fully customizable marketing strategy in our business plan for a coworking space
Developing an effective marketing strategy is essential for any coworking space looking to stand out and draw in a diverse community of professionals.
From harnessing the power of digital platforms to creating a collaborative and inspiring environment, this article offers insights into carving out a unique niche and fostering a loyal membership base.
Arm yourself with the strategies to design a marketing approach that not only connects with your target audience but also transforms them into champions of your coworking brand.
And, if you're searching for a ready-to-use marketing strategy that's fully customizable, be sure to explore our business plan template designed specifically for coworking spaces.
What is exactly a "marketing strategy"? Should you have one for your coworking space?
A marketing strategy for a coworking space is your blueprint for attracting members and building a thriving community.
It involves identifying your target audience, determining the best channels to reach them, and crafting messages that highlight the unique benefits of your coworking space. Whether it's the modern amenities, the networking opportunities, or the flexible membership plans, your strategy should focus on what sets your space apart and why it's the perfect fit for potential members.
Why do people develop a marketing strategy? Simply put, it's to avoid aimless efforts.
With a strategic marketing plan, every effort you make and every penny you spend is targeted towards clear objectives, such as increasing membership sign-ups, enhancing your brand's visibility, or fostering a vibrant community. For a coworking space, this might mean leveraging targeted digital ads, hosting engaging events, or creating valuable content that resonates with freelancers, startups, and small businesses.
The advantages of a well-crafted marketing strategy, similar to what you would find in our business plan template designed for coworking spaces, are numerous. It helps you use your resources wisely, focusing on actions that are most effective in attracting and retaining members. It distinguishes your space in a crowded market by clearly communicating its unique selling points—whether that's your cutting-edge technology, your inspiring design, or your supportive community. A solid strategy also provides a framework for measuring success and adapting your approach as necessary, ensuring that your marketing initiatives keep pace with your coworking space and the evolving needs of your members.
So, should you create a marketing strategy if you're launching a new coworking space project? Absolutely.
Starting a coworking space without a marketing strategy is like setting sail without a map. You might drift along, but the journey will be inefficient and the destination uncertain. A clear strategy from the outset enables you to make informed decisions that draw in members right from the start.
Is it useful for you? Undoubtedly, especially if you aim to build a coworking space that not only attracts but also retains a dedicated community of professionals.
A marketing strategy helps you to better understand the needs and preferences of your potential members, tailor your services to meet those needs, and communicate effectively with your audience. It's not just about filling desks; it's about creating a brand and a space that members value, recommend, and choose to be a part of over the long term.
How to develop a strong marketing plan for your coworking space?
Developing an effective marketing strategy for your coworking space is crucial to attracting freelancers, entrepreneurs, and businesses. It's about establishing a community and offering a space that fosters collaboration and productivity.
Here's a 10-step action plan to create a marketing strategy that resonates with potential members and sets your coworking space apart from the competition.
Step | Action | Details |
---|---|---|
1 | Identify your target market | Understand who your ideal members are by considering factors like profession, work style, and the need for amenities. |
2 | Research your competition | Examine other coworking spaces in the area, their offerings, and how you can differentiate your space. |
3 | Establish marketing goals | Set clear objectives such as increasing membership sign-ups, enhancing brand visibility, or expanding your services. |
4 | Select marketing channels | Choose the right mix of digital (LinkedIn, industry forums) and traditional (networking events, print ads) marketing channels. |
5 | Plan your content strategy | Organize your marketing content in advance, including blog posts, social media updates, and member spotlights. |
6 | Utilize social media | Use platforms like Twitter and LinkedIn to highlight your space's features, share member success stories, and build a professional network. |
7 | Enhance your online presence | Make sure your website is easy to navigate, and your coworking space is listed on relevant online directories and maps. |
8 | Introduce membership perks | Develop benefits for members, such as referral discounts or access to exclusive events, to foster loyalty and community. |
9 | Connect with the local community | Get involved in community projects, host events, and collaborate with local businesses to raise your profile. |
10 | Analyze and refine your approach | Continuously measure the effectiveness of your marketing tactics and adjust your strategy to better meet your goals. |
What are some examples of marketing initiatives for a coworking space?
Here's a table we've prepared for you, with 20 actionable and specific marketing initiatives that you, as a coworking space operator, could implement to attract new members and foster a vibrant community.
Marketing Initiative | Description |
---|---|
1. Launch a Website | Develop a professional website that highlights your space, amenities, membership plans, and community events. |
2. Utilize Social Media | Share updates, member spotlights, and event announcements on platforms like LinkedIn, Instagram, and Twitter. |
3. Offer Membership Deals | Provide introductory offers, referral discounts, or flexible membership packages to attract new members. |
4. Host Networking Events | Organize regular networking mixers, industry panels, or speaker sessions to add value for members. |
5. Partner with Online Marketplaces | Collaborate with platforms like Peerspace or Deskpass to reach potential members looking for flexible workspaces. |
6. Implement a Loyalty Program | Reward long-term members with perks such as discounted rates or exclusive access to events. |
7. Collaborate with Local Businesses | Work with nearby cafes, gyms, and retailers to offer member benefits and cross-promotional deals. |
8. Engage in Local SEO | Optimize your website for local search terms to ensure your coworking space shows up in relevant searches. |
9. Collect and Showcase Testimonials | Encourage members to share their positive experiences and display these testimonials prominently on your site and marketing materials. |
10. Create a Google My Business Account | Set up a profile to improve your visibility on Google Maps and Search, making it easier for people to find you. |
11. Leverage Email Marketing | Keep in touch with prospects and members through newsletters that share community news, special offers, and workspace updates. |
12. Use SMS Marketing | Send timely text messages about upcoming events, membership renewals, or last-minute workspace availability. |
13. Offer Exclusive Online Discounts | Provide special rates for members who book meeting rooms or event spaces through your website. |
14. Develop a Member Referral Program | Incentivize current members to refer new members by offering rewards or membership extensions. |
15. Sponsor Local Meetups or Conferences | Gain exposure by sponsoring or hosting industry-related meetups, workshops, or conferences. |
16. Run a Contest or Giveaway | Engage your community and attract attention by offering prizes such as a free month of membership or branded merchandise. |
17. Utilize Influencer Marketing | Partner with local business influencers or thought leaders to showcase your space to a broader audience. |
18. Offer Virtual Office Services | Expand your services to include virtual office options like business address usage, mail handling, and phone answering services. |
19. Create a Blog | Share insights on productivity, coworking trends, member achievements, and workspace life to engage your audience. |
20. Provide Professional Development Workshops | Offer workshops or classes that help members develop new skills, enhancing the value of your coworking space. |
Examples of marketing strategies for a coworking space
Below are three different (very concise) examples of marketing strategies tailored for a High-Tech Coworking Space, a Community-Focused Coworking Space, and a Coworking Space for Creative Professionals.
If you need something more developed, go check our business plan template for a coworking space.
High-Tech Coworking Space Marketing Strategy
Strategy | Description |
---|---|
Targeted Digital Advertising | Use LinkedIn and Google Ads to target entrepreneurs and startups in the tech industry. Highlight the state-of-the-art facilities, high-speed internet, and access to cutting-edge technology in your ads to attract a tech-savvy clientele. |
Networking Events & Tech Talks | Host regular networking events, hackathons, and tech talks to establish your space as a hub for innovation. Partner with tech companies and thought leaders to increase your space's visibility and credibility within the tech community. |
Membership Perks & Partnerships | Offer exclusive membership perks such as discounts on software subscriptions, access to venture capital consultations, and partnerships with local tech suppliers to provide additional value to your members. |
Community-Focused Coworking Space Marketing Strategy
Strategy | Description |
---|---|
Local SEO & Community Outreach | Optimize your online presence for local search terms and engage in community outreach programs. Sponsor local events and collaborate with community organizations to build a strong local network and brand presence. |
Flexible Membership Options | Provide a variety of membership options to cater to different needs within the community, from daily passes to dedicated desks. Offer special rates for students, non-profits, and local residents to foster inclusivity. |
Social Responsibility Initiatives | Implement and promote social responsibility initiatives, such as environmental sustainability practices and support for local businesses. This can resonate with members who value community and social impact. |
Coworking Space for Creative Professionals Marketing Strategy
Strategy | Description |
---|---|
Collaborative Projects & Showcases | Encourage collaboration among members by organizing showcases and exhibitions for their work. This not only promotes community within the space but also attracts external attention from potential clients and collaborators. |
Workshops & Skill-Sharing Sessions | Offer workshops and skill-sharing sessions led by members or external experts. This provides value to your members and positions your space as a center for learning and professional development in the creative industry. |
Branding & Aesthetic Appeal | Invest in a visually appealing workspace design that reflects the creative nature of your members. Use this aesthetic in your marketing materials and on social media to attract creatives looking for an inspiring environment. |
You can also read our articles about:
- how to fill a Business Model Canvas for your coworking space
- how to segment the customers of your coworking space
- how to make a competition study for your coworking space
- how to create a coworking space (guide)