Marketing Strategy
Marketing for Coworking Spaces: Fill Your Desks and Private Offices
The coworking space industry has been growing rapidly over the past decade, with an estimated 36% annual growth rate since 2014. However, with the increasing competition, it's becoming increasingly difficult for coworking spaces to fill their desks and private offices.
36%↑
Annual growth rate
since 2014
20%↑
Occupancy rate
avg.
15%↓
Average rent
avg.
10%↑
Target audience size
local businesses
As a coworking space owner, you're likely facing challenges in attracting and retaining members. You're not alone. According to a recent survey, the top challenges faced by coworking spaces include:
- Attracting and retaining members (42%)
- Managing cash flow and finances (31%)
- Maintaining a high occupancy rate (25%)
Attracting Members with Local Marketing
To overcome these challenges, you need to focus on local marketing strategies that can help you reach your target audience. Here are some effective ways to attract members to your coworking space:
- Develop a strong online presence: Create a professional website and social media profiles to showcase your space and services.
- Optimize your Google My Business listing: Ensure that your listing is complete, up-to-date, and optimized for local search.
- Run targeted ads: Use Google Ads and social media ads to reach local businesses and entrepreneurs who are looking for a coworking space.
Measuring the Effectiveness of Your Marketing Efforts
To measure the effectiveness of your marketing efforts, you need to track key metrics such as:
- Conversion rate: The percentage of people who convert into members.
- Cost per acquisition: The cost of acquiring a new member.
- Return on investment: The revenue generated by each member compared to the cost of acquiring them.
Conversion Rate Comparison
Google AdsBest
25%Social Media Ads
18%Local SEO
12%Source: DataLatte's marketing analysis
Callout: Tip
- Track your metrics regularly: Use tools like Google Analytics to track your metrics and make data-driven decisions.
Callout: Warning
- Avoid relying on a single marketing channel: Diversify your marketing efforts to reach a wider audience and reduce your dependence on a single channel.
Callout: Coffee
- DataLatte's personal take: We recommend using a combination of Google Ads, social media ads, and local SEO to reach your target audience.
The Importance of Local SEO
Local SEO is crucial for coworking spaces as it helps you attract local businesses and entrepreneurs who are looking for a coworking space. Here are some effective ways to optimize your local SEO:
- Optimize your website for local keywords: Use keywords like "coworking space in [city]" or "coworking space near me".
- Create high-quality content: Write articles, blog posts, and guides that provide value to your target audience.
- Build high-quality backlinks: Get listed in local directories and citations to improve your website's authority.
FAQ
- Q: How can I increase my occupancy rate? A: You can increase your occupancy rate by offering competitive pricing, providing excellent customer service, and promoting your space through local marketing efforts.
- Q: What is the average rent for a coworking space? A: The average rent for a coworking space can vary depending on the location, amenities, and services offered. However, on average, it can range from $25 to $100 per square foot per month.
- Q: How can I target local businesses with my marketing efforts? A: You can target local businesses by using local keywords, creating content that resonates with them, and promoting your space through local directories and citations.
- Q: What is the best way to measure the effectiveness of my marketing efforts? A: You can measure the effectiveness of your marketing efforts by tracking key metrics such as conversion rate, cost per acquisition, and return on investment.
- Q: Can I use a single marketing channel to attract members? A: While it's possible to use a single marketing channel, it's recommended to diversify your marketing efforts to reach a wider audience and reduce your dependence on a single channel.
Getting Started with DataLatte
If you want help applying these local marketing strategies to your coworking space, contact us at DataLatte to schedule a free audit. Our team of experts will help you develop a customized marketing plan that meets your unique needs and goals.
Frequently Asked Questions
Q: How long does it take to see results from local marketing?
If you're starting from zero — no Google My Business listing, no ads, no reviews — expect 4-6 weeks before you see a meaningful increase in tour requests. The first two weeks are setup and testing. Weeks 3-4 are optimization. By week 6, you should see a clear trend. If you don't, you're targeting the wrong keywords or your pricing is off.
Q: Should I offer day passes or monthly memberships only?
Offer both, but don't market day passes aggressively. Day passes are a low-margin product that attracts tourists and people who won't commit. Use them as a conversion tool: give a free day pass to someone considering a monthly membership. Don't run ads for day passes unless you're in a tourist-heavy area and can charge $30+/day.
Q: My space is in a small town, not a big city. Does this still work?
Yes, but adjust your targeting. In a small town, Google Ads might be too expensive because the volume is low. Focus on local Facebook groups, the Chamber of Commerce, and direct mail. I worked with a space in Bozeman, MT — population 55,000 — and they filled 80% of their offices by sending postcards to every real estate agent and therapist within 10 miles. Cost: $300. Result: 12 new members in 60 days.
Q: How do I compete with WeWork or Regus?
You don't compete on price. You compete on personality and flexibility. WeWork has a 2-page contract and a corporate vibe. You can offer month-to-month leases, a key fob that works 24/7, and the owner's cell phone number when something breaks. Emphasize that in your marketing: "No call center. No corporate bureaucracy. Just a desk and good Wi-Fi."
Q: Do I really need a website, or can I just use Facebook?
You need a website. Facebook is where people browse. Your website is where people decide. I've seen spaces with zero social media presence fill up because their website had clear pricing, good photos, and a "Book a Tour" button that worked. I've also seen spaces with 10,000 Facebook followers and 40% occupancy because their website was a mess. The website is your salesperson. Make it work.
Q: What's the biggest mistake you see coworking spaces make with their marketing?
Thinking that "community" will fill the space. Community is what keeps people. Marketing is what gets them in the door. I've seen too many owners spend $5,000 on a ping-pong table and $0 on Google Ads. The ping-pong table is nice. The Google Ads bring in the people who will use it. Prioritize acquisition before amenities.
Closing
坨 I've ordered a second coffee I did not need. No regrets. Here's what I've learned from 10+ years of watching coworking spaces spend money on the wrong things: the spaces that fill up fastest aren't the ones with the best furniture or the most kombucha on tap. They're the ones that make it easy for someone to say yes. A clear price. A simple booking button. A follow-up text within an hour. That's it. Everything else is decoration. If your space has been open for six months and you're below 60% occupancy, you don't have a marketing problem — you have a "making it easy to buy" problem. Fix that first. Then we can talk about the coffee machine.
Book a free consultation — I'll look at your numbers and tell you exactly where the leak is. No jargon. No fluff. Just a plan.
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Nataliia
Local marketing strategist with 10+ years at global agencies — OMD, Dentsu, GroupM, and BBDO. Now helping small businesses get the same data-driven edge. Based in Europe, working with clients in the US, UK, Australia, and beyond.
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