Coworking Resources

Love it or loathe it, marketing matters. And one thing’s for sure: without it, your coworking space will be hiding in plain sight from those who could benefit from it most.

We’ll explore how to market a coworking space, look at successful methods that mix offline and online mediums, and show you how to avoid common pitfalls. We’ll also share the technology and tools you need to manage, distribute and report on your marketing.

Marketing has the power to turn an empty office into a thriving ecosystem because, ultimately, it raises awareness. Targeting marketing campaigns can help members—potential, existing and returning—to understand why your services are so valuable.

Bear in mind that social proof, from real humans, is always a winning tactic. If you’re running super-lean operations, testimonials, reviews and success stories all build trust.

Check out Nielson’s famous advertising survey, where 92 percent of people trusted recommendations from friends and family over every other form of advertising when making a decision about a purchase.

Digital marketing strategies

People research and compare coworking environments in online reviews, testimonials, long-form blog articles and social media feeds. Your digital channels work together to boost visibility, build credibility and convert leads into members.

Here are your coworking digital marketing must-haves.

SEO and content marketing

Aside from word of mouth, a search engine is usually someone’s first port of call when they look for a coworking membership. Marketing a coworking space organically is about helping people find useful information online and across your website.

Optimising your website for key terms, such as ‘coworking membership in [location],’ answering questions in your content, and getting mentioned on other websites, will help you rank higher on Google and Bing, and also appear in AI search.

Having a strong content archive is also important. Regularly creating or optimising blog posts on the topics your members want to know about will drive traffic to your website.

If you’re leading a lean team, recycling content can widen your reach even further without giving up too much of your operational time. Think about how long-form articles could be repurposed into social media posts, newsletters and videos.

Alternatively, start with video using YouTube and drop video reels into socials. In all formats you can make interesting content by interviewing members or subject-matter experts for commentary and insights.

When you publish blogs or videos, link them with other relevant content, using obvious call-outs (buttons, graphic cards or YouTube End Cards) to help viewers find associated material. Start this part of your content marketing coworking marketing strategy small and build as you go, using engagement statistics to give you direction.

Listings sites and directories

Coworking aggregators are websites that promote coworking spaces.

People use aggregators to compare coworking memberships. Many directories are a bit like estate agents for offices, and they take a percentage when someone signs up for a membership via their website. Listing your workspace on aggregators can boost visibility and is an easy win for marketing and promoting your coworking space.

When listing your space, use on-brand, consistent photographs and accurate details. Keep your directories up-to-date with any changes in price and amenities, and remember to send them new photos when your space gets a new lick of paint, or you’re offering new services.

Email marketing

Email marketing is super powerful, especially when it comes to nurturing leads and engaging existing members. Make it one of the most integral aspects of your coworking marketing strategy.

You can use your coworking CRM to send tailored emails (e.g. tours and free trials) to prospective members based on where they are in the sales pipeline.
To market a coworking space well, keep promotions top of mind. Send members newsletters that showcase events, member successes and resources people will find useful.

Paid targeting and retargeting

The most logical workspace promotion ideas are about making your space easy to find for local searches and to those who’ve previously checked your brand out.

In paid advertising, geo-targeting on search engines and social media ads help you reach people located nearby, while re-targeting makes sure ads reach those who have visited your website but are yet to sign up for a membership or book a tour.

Make geo-targeting and retargeting a core part of your overall coworking marketing strategy and you’ll close more deals.

Storytelling and branding

Whatever the medium, your content should be led by storytelling. After all, you’re not selling a desk—you’re offering an experience. Storytelling enables you to showcase the human aspect of your coworking space. Member success stories, behind the scenes tidbits, and videos highlighting special moments from events can create those all-important ‘hooks’.

Social media engagement

Community exists outside the confines of physical space, and what better way to share the spontaneity of your community than through social media. LinkedIn, Instagram and TikTok are all great platforms to communicate your culture and amplify your coworking marketing strategy.

User-generated content is an authentic way to widen your reach, and you can actively kick off user-generated campaigns through incentives, user galleries, competitions and gamification. #FurryFriday anyone?

On-brand virtual tours and video content

One of the most fundamental aspects of marketing a coworking space is getting the visuals right. On-brand videos and 360° virtual tours show people who you are, what you stand for, and what type of person uses your space.

This isn’t necessarily about being high-production: it’s amazing what you can vibe-shoot on a budget. As long as it’s clear and authentic, it will work. Think, first and foremost about who you;r etrying to target.

Offline marketing tactics

Although digital marketing strategies often take precedence, it’d be a mistake to neglect offline methods. Offline marketing can engage audiences in a more tangible and direct way; it can go a long way to support and reinforce the online marketing work you do.

Here’s how to market a coworking space offline, brilliantly.

Events

Events are your most powerful coworking marketing tool.
Events attract people from outside your immediate community, from freelancers and entrepreneurs to local business owners who want to see what you’re all about. All these people have the potential to become word of mouth ambassadors.

Tips: Offer free or low-cost events on trending/ useful topics
Pitfalls: Failing to strategically plan and promote events.

Flyers and print materials

Flyers and posters are old school, yes. But they can be eye-catching and effective, especially when shared with collaborative spaces like local cafes, universities, incubators and cafes. If you market your coworking space with flair (we’re talking great design and fun), people will notice your flyers.

Tips: Include a strong CTA, e.g. ‘scan QR code for a free trial’.
Pitfalls: Too much text and stock images.

Partnerships

Working together with local eateries, startups and education providers works wonders both ways. Partnerships can be creative workspace promotion ideas that lead to long-term business relationships.

Discounts at a local cafe is a desirable perk for members in need of their caffeine or cake fix, and education providers might be able to recommend you to graduates.

Tips: Partnerships must be mutually beneficial to work.
Pitfalls: Partnering with brands that don’t value inclusion and community.

Tours and open houses

Coming in at number 5, but an absolute essential for marketing a coworking space: The good old-fashioned tour or open day.

Inviting people in to experience your amenities first-hand gives them a real feel for how it could enhance their working life.

Tips: Prioritise personal interaction by being attentive and asking questions.
Pitfalls: First impressions count—don’t disappoint with an untidy space.

PR and media outreach

PR doesn’t mean you have to target the big media names. Approaching smaller local media outlets and businesses can be just as—if not more—effective. Market your coworking space by telling the world about your plans, whether it’s an event hosted by a local celeb or a sparkling new fit out fit for a king.
Tips: Focus on stories that highlight social or economic impact.
Pitfalls: Generic self-promotion—there needs to be a hook.

Common marketing mistakes

Marketing a coworking space can be fun and fulfilling, but it’s not without its pitfalls. And as a coworking operator or marketer you’ll know that there’s no time—or money—to waste.

One potential mistake is throwing away money on ad spend through badly targeted campaigns. Another is going too big, too fast, too soon.

Start small and use a budget for paid promotions that scales alongside profit.

Focus on your audience and brand

Another pitfall is putting too much energy into every channel. Spreading yourself thin across different channels and community groups won’t yield results—it’ll just make you stressed.

Instead, really hone in on the places your audience is most active, such as LinkedIn, Instagram or digital spaces in your coworking software (your audience is definitely there).

Inconsistent branding is another common mistake, especially among spaces that are yet to figure out their brand identity.

Messaging, tone of voice and graphics should be consistent, and reflect your coworking values. Aligned branding is a superpower for your coworking marketing strategy.

Don’t fall into the transactional marketing trap (a strategy that focuses more on achieving a one–time sales transaction). Selling desks or property, as if you were an estate agent, won’t differentiate you (or it will, but in a bad way).

It’s about selling community and experience through interesting workspace promotion ideas, member successes and collaborative culture.

Failure to research and collaborate is another common mistake. What appeals to you on social media might not work for everyone in your audience, for example. That’s why it’s important to market a coworking space with input from a range of diverse voices and perspectives.

Lastly, measure your results and iterate.

If you don’t track website traffic, ad conversions, email newsletter open rate and lead sources, how are you going to know if your coworking marketing strategy works? Using analytics ensures campaigns are effective in the long-term, and that you’re investing in the right places.

How Nexudus supports marketing operators

Nexudus has everything you need to run successful, data-informed coworking marketing campaigns. From the integrated CRM and newsletter templates to the popular member’s portal and analytics tools, today’s technology is designed to your advantage.
Let’s take a closer look at each marketing tool in the kit.

CRM for targeted marketing

Nexudus’ CRM system is where all member and potential member data is stored. This allows you to keep track of interactions, see who’s in the sales pipeline and where, and segment your contacts according to a number of variables (membership time, engagement level, etc). It’s a coworking marketing strategist’s dream.

Being able to segment your contacts and set rules around messaging enables you to deliver personalised messages and promotions at the right time, leading to better conversion rates. If you want to market a coworking space the right way, this is how.

Having everything together in a single platform also makes it easier to nurture individual relationships in the longer-term, because you can see their journey from the start to now.

Newsletter and email marketing tools

Juggling different marketing platforms can be confusing and overwhelming. In Nexudus you can send email campaigns directly from the platform.

Templates make it easy to build visually appealing campaigns, and you can add your own branding for consistency. You can easily automate workflows, such as onboarding sequences, follow-ups and reminders. Communicating in a timely and meaningful way has never been easier, while you can track engagement to feed into your coworking marketing strategy.

Member portal for driving conversions

Nexudus’ member portal has everything your members need to operate within your space in a frictionless way.

They can browse membership types, sign up for a membership, book tours, register for your events, book meeting rooms and handle their payments. Members can also reach out to other members through the portal’s member directory.

Today’s best coworking marketing empowers members to choose for themselves, not force sales on them.

Analytics for measuring campaigns

Again, tracking success is important because it gives you the insights you need to change, evolve and make sure the marketing budget is spent efficiently.

You can keep track of your lead sources to see which channels are serving you well and which could be optimised to boost conversions. You can also assess how your workspace is being utilised, where your revenue streams rank in terms of income, and how your membership body is growing and evolving over time.

Analytics are the only way to truly know what’s working and build an efficient coworking marketing strategy.

Your coworking marketing strategy takeaway

Marketing your coworking space effectively requires a strategy that balances both digital and offline methods. Start by establishing your target audience and outlining your value proposition, and keep an open mind when it comes to changing and evolving your approach.

Evaluate what you’re already doing—how effective is your current marketing strategy, and where are the areas for improvement?

Finally, monitor and refine as you go, leveraging your unique story and Nexudus’ tools to build a thriving brand that attracts and retains loyal members, visitors and partners.

We hope this has been helpful and thought we’d end with a quick-fire checklist to get you started.

Coworking marketing checklist get you started

• Identify your target audience
• Clarify your unique value proposition
• Review existing campaigns
• Optimise website and SEO for search visibility
• Create engaging, community-orientated content
• Run targeted social media campaigns
• Implement email marketing and automated workflows
• Host events, workshops, and trial days
• Partner with local businesses or universities
• Distribute flyers and posters
• Pitch stories that focus on community wealth building
• Track leads and segment contacts through your CRM
• Personalise email campaigns
• Promote your member portal
• Monitor website traffic, lead sources, and conversion rates
• Track ad ROI and email engagement metrics
• Use consistent branding, messaging and tone of voice
• Adjust strategies based on performance and insights

Power your marketing with Nexudus

From CRM to email templates to analytics, Nexudus gives you the tools to attract and retain members — all in one platform.

Book a demo of the platform and we’ll walk you through it.