If you build it they will come, right? Maybe a few years ago yes, but the market for coworking spaces isn't getting any smaller. Don't believe me? A simple Google search for Los Angeles Coworking Spaces turned up 502,000 results. Five hundred and two thousand. You now have some serious competition for those millennials working remotely and those hardworking entrepreneurs. One place you can be sure they'll spend at least some time today? Social media. Here's how to capture their attention, and keep it long enough for them to consider your workspace.
1. Post Things That Have Nothing to Do With Your Space
Okay, so this might seem counter-productive. Why would you waste time developing a post that doesn't even mention how completely and utterly awesome your workspace is? Well, it's because every coworking space out there does that already. Your potential members know you have 24-hour access, and they know your membership pricing is competitive - if it weren't you wouldn't be in business.
To capture the attention of today's modern worker you can't simply spew out everything great about you, the goal is to give them something for their time and attention. Make them want to come to your Instagram, not because it's promotional, but because it provides value. Maybe you post funny photos about the unique visitors in your space, or possibly an article on how to get the most out of your workday. Whatever you chose, make sure it's either useful, entertaining or educational. When they do need a coworking space in a few months, your name will be first in their mind.
2. Narrow Your Efforts
While you do want to reach the most potential members you can, it mayb not realistic to post each day on every channel if your marketing team is limited. Do some research on where your members spend their time. If you know the average age, location and title of your members, you're half way there. Let's say your average member is a 28-year-old male who works as a freelance graphic designer. Let's find out where he probably spends his time on social media. Since 67% of males in the U.S. use Facebook, you can bet your average member has an account there. He's likely on Instagram too, considering 60% of 18-29 year-olds in the U.S. are active on this platform. If he's a college graduate, theres a 50% chance he's on LinkedIn. But since he's a male, there's only a 21% chance he's on Twitter and just a 15% chance he's on Pinterest. By these estimates, you could probably consider removing Twitter and Pinterest from your efforts, and focus on Facebook, Instagram and possibly LinkedIn.
Another way to find out where potential members are searching is by asking new members how they heard about you. When they complete their registration form or application to work at your space, be sure to add that question. This can give you a better idea of where potential members are searching, and if you should be considering any paid advertising on these platforms.
3. Develop an Aesthetic that Matches Your Company Culture
One perk of working a coworking space is members get the opportunity to select the type of environment they work in, and the people they work around. Your office culture probably has a lot to do with why they chose you. A recent study found that 90% of millennials selected a job based on the office culture and design. Take ownership of that aesthetic and run with it.
If your space has a warm, cozy vibe - try choosing photos that envelop that same feeling. It's important to match colors, textures and the overall vibe your coworking space is rocking on social media too. This can be challenge for some, especially those that don't come from a design background. One tip is to look at a photo before you post it, does it look like it would belong as a piece of art in your workspace? Does it belong? Test this with your next few posts and watch as your branding begins to shine.
Creating a consistent, valuable brand on social media where your target audience spends their time can only help spread the word about your awesome coworking space. It's worth the initial effort to do it right the first time around and will help you stand out against those 502,000 or so competitors out there.