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As an Inbound Marketing Strategist at Impulse, and previously as a Digital Marketing Coordinator at one of the leading real estate consultancies in America, I have learned practices from the digital world that can be very useful for coworking companies that want to improve their digital strategies. Today I want to share them with you.
As you may know, the coworking car owner database package sector in Peru has been booming in recent years with different national and international players. In such a dynamic market, is a price war or a range of square meters enough? How can you make your company stand out from the rest? This is where digital strategy comes into play.
As part of a coworking company, you will know that the audience you are targeting is unique. Starting with the number of collaborators that make up a startup or small business, the diversity of sectors they target, or the fact that many of them may be start-ups , you have an important strategic challenge.
Therefore, it is necessary to establish personalized strategies to attract and, above all, retain them. Today I would like to share with you 5 strategies that you should consider if you want your coworking space to stand out from the rest.
1. Define your buyer persona
It's not enough to know who you want to reach. You certainly know that, that's why you chose the building on that avenue in that district. Right?
But let's go further, do you know who you are attracting or who you really want to attract? To do this, you must define your buyer persona , to ensure that your message reaches that user who requires your space. A buyer persona is the semi-fictional representation of your ideal client.
How many buyers should I define? As many as you think appropriate. My recommendation is that there should be 2 to 4 at most. In the coworking sector, to start with, you can separate your natural buyer persona from your corporate buyer. You can even separate them by company size if your focus is purely corporate. Of course, this is not enough; you must first gather all possible information through surveys, interviews, studies and analytics, to thoroughly understand their needs, tastes, motivations and interests.
inbound marketing what is it
2. Educate your potential client
Your ideal client probably knows what coworking means, because they've seen the advertising on social media or attended one of the events you've held, but do they know what you really offer?
Educate them through a content marketing strategy, generating quality articles that they can read in the format and channel they consume most in their daily life. If your buyer persona is one to read articles to stay updated, you should have a blog and constantly feed it. If your buyer persona is more into social networks, don't lose that exposure with infographics or videos that can explain the solutions you can give to their needs. What can you write? Here are some ideas for content that resolves their doubts, such as:
What is coworking? Advantages and disadvantages
Rent or buy an office? Find out what your company needs in this test
What services does a coworking space provide that you can't get in a conventional office?
Optimize your company's office costs with these tips
When creating your content strategy, rely on keywords. To define them, you must use keyword, SEO and trends tools . Identify what your target audience searches for on a daily basis and generate relevant content for each of the purchasing stages they are in.
inbound-marketing-strategies-to-attract-more-clients-to-your-coworking-space
3. Personalization by customer lifecycle
Have you heard about the buyer's journey? If the answer is no, I invite you to learn about it in this article . We can also summarize it as the journey that your lead follows from the moment they arrive at your website attracted by some quality content until they become a customer thanks to the strategies you have applied. Therefore, you must generate inbound marketing strategies aimed at each of these stages of the journey.
