The expression “if you build it, they will come” does not apply to your coworking space and flexible office space website or other promotional platforms. And, as demand returns in 2022, we advise coworking operators to be as proactive as possible. Distribution is critical to getting your message out, and social media designed specifically for your coworking business is your best bet for distributing marketing content to potential leads in your area.
If you are consistent and optimise your content, social media traffic will account for 20-40% of your coworking website's traffic. The next question is, how do you convert that traffic into new members? What follows are best practises for optimising each social media platform to attract warm leads eager to learn more about you and your coworking space.
Instagram for Highlighting the Benefits of Coworking
In 2022, the United States will have 159 million Instagram users. They are the most educated, sophisticated, and well-off social media users. Furthermore, Instagrammers are extremely engaged with the platform, with more than 80% using it to research and learn about new products and services.
While you cannot directly link to your site from each image, you can link to pages, blog posts, and other content on your site in your bio. Then, through stunning professional photography and videography, allow users to fall in love with your space. Include events or video walkthroughs in your stories to give potential leads a sense of what a day in your coworking space would be like.
Because Instagram is such a visual medium, keep the following best practises in mind when posting:
Post on a regular basis — at least once a day, if possible. Instagram users are very engaged, and they expect new content from you. Post at various times throughout the day, from early morning to late at night, and then track engagement to find the sweet spot for posting.
Working with a professional photographer will provide you with attractive, high-resolution photos that you can use in a variety of ways. Choose a bright, sunny day for your photos to look their best.
Take a variety of photos, including interiors, details, social spots, workspaces, and exteriors. If your coworking space has a nice view, make sure to take some photos from various angles.
When members sign up for your coworking space, ask them to sign a photo release so that their likeness can be used in promotional photos. The term “conceptualization” refers to the process of determining whether or not a product is suitable for a particular audience.
Top-of-Funnel Interest on Facebook
Facebook currently has 248 million monthly active users in North America. Facebook is a great place to share content, start conversations, and generate top-of-the-funnel leads for your coworking business using Facebook's paid advertising.
Facebook Live video posts are extremely engaging and provide an excellent opportunity to film and share workshops and events in your space in real time. Furthermore, Facebook's Stories feature allows you to create and share current content, as well as provide your followers with a timely thought for the day each morning.
Here are some ideas for making Facebook work for your coworking social media strategy:
Determine your target market to make your Facebook campaigns more effective and engaging.
On this platform, engagement is everything, and active users are extremely engaged with all of Facebook's features. Consider incorporating Facebook Messenger into your outreach to extend the discussion beyond the timeline.
Remember that Facebook tends to appeal to a slightly older demographic, so differentiate your marketing and messaging by emphasising personal content such as testimonials and reviews.
LinkedIn for Broker Engagement and Targeted Prospecting
LinkedIn is the platform of choice for directly targeting companies, decision-makers, and brokers who can help you fill your space, with over 303 million monthly active users, 92 percent of the Fortune 500, and 90 million senior-level influencers.
If you want to use LinkedIn as part of your coworking or flexible office space's social media strategy, you must emphasise the quality of your content. Shiny objects will not dazzle LinkedIn members. They want more detailed information, so make sure you get down to the nitty gritty of how your space can work for their budget, workforce, and location.
Here are the most effective methods for optimising your LinkedIn marketing:
Make sure your profile is detailed and informative. When conducting research, many LinkedIn users look at profiles and previous posts.
Connect with new people on a regular basis using your current LinkedIn connections. Reach out to second-tier contacts to gain a foothold in the companies and organisations you want to target with your messaging.
Consider repurposing your blog posts, videos, and podcast episodes on Slideshare and whitepapers. Your content will receive more views on this platform if it is more engaging (and shareable).
Twitter Will Bring It All Together
Twitter is an excellent platform for driving traffic to your other social media accounts and online content. It is the glue that holds your posts together and directs engaged followers to your other platforms.
With Facebook, Instagram, email marketing platforms, and other integrations, you can ensure that your Twitter is always up to date with your most recent and exciting content. Furthermore, schedule Tweets on a consistent basis throughout the day to ensure that followers always have the most up-to-date information about you and your space.
