Strategies for Today and Tomorrow - Marketing in an Unusual Time
What to do?
How to go on the offense?
Three Core ways to pivot
- What you offer.
- Who you offer it to.
- How you message it.
1. What you offer
- Virtual Memberships.
- New Services.
- Partnering with local service providers to provide affordable services.
- Creative / entrepreneurial services (i.e. marketing help).
- Virtual assistant services.
- Furniture rentals/WFH setups/artwork/plants.
- Safety improvements to actual space.
2. Who you offer it to
Current members, i.e.
- Local entrepreneurs/remote workers.
- New markets (i.e. remote workers, traditional office tenants).
3. How you message it
- Safety first.
- Address the situation head-on every time.
- What are you actually doing to make the environment safe for the future?
- Revisit/create a “Why Coworking” page to explain the benefits to people new to coworking.
- Coworking vs. Traditional Office.
- Coworking vs. Work From Home.
- Coworking vs. Coffee Shop.
- Why us vs. Anyone Else.
- Revisit/create a “Why Us” page to explain why you are still the obvious best choice.
- Revisit/create Audience Pages.
- Coworking for Satellite Teams.
- Coworking for Remote Employees.
- Coworking for Small Businesses.
- Coworking for Startups.
- Coworking for Consultants/Freelancers.
- Enterprise-Grade Coworking.
Audience & Awareness
- What do your prospective/current members actually care about?
- Stories, entertainment, education.
- Give vs. Ask.
- Micro vs. macro content.
- Share your audiences.
- Have something valuable to invite them to (the velvet rope).
- Virtual coworking membership.
- Job board/special offers.
- Member benefits/partnerships.
Surface Area & Marketing Gravity
- Have a compelling offer.
- Members who stay and pay get long term benefit.
- Prospects who sign up get long term benefit.
Keep running Google Ads (if you can)
- Be on the offense to get the lion’s share of the market.
- Pivot what you’re doing, who it’s for, and how you communicate it.
- Safety will be table stakes - innovate and talk about it.
- Meet your market where they are and find new ways to serve them.
- Build your audience through content, partnerships, and the velvet rope.
- Have a compelling offer — people are still shopping.
- Keep those ads out there on Google.
Closing thoughts continued....
- Why should I choose you?
- If you removed your logo and branding and described your business, would I know who you are?
- Weak value proposition and differentiation is like cutting down a tree vs. an axe. Be specific about who you serve and why you’re better - even if it’s something small (but valued).