Strategies for Today and Tomorrow: Marketing in an unusual time
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.
Examples
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.
Example pages:
- 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.
Example 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).
Example:
- Virtual coworking membership.
- Job board/special offers.
- Webinars/training.
- 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)
Closing thoughts....
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).