The Top Five Ways To Make Your Coworking Space More Discoverable To New Members
Once the right-fit people discover your coworking space, the rest is smooth sailing
In the coworking industry, one of your biggest hurdles is around member acquisition, especially for smaller, more independent coworking brands. At the heart of this issue is the marketing funnel, specifically, the top of the funnel. Discoverability often feels like an uphill battle. Without a powerhouse marketing team or a hefty ad budget, how can you make your space more well-known to the right audience?
The good news is, once the right-fit people discover your coworking space, the rest is smooth sailing. Their path to membership is straightforward – they’re already captivated by what you offer. So, how can you attract these potential members without breaking the bank? Here are some actionable tips to help you get started.
1. Double down on brand
During my travels around Southeast Asia last September, there was a particular week when I desperately needed a professional workspace. I was searching for a space with reliable internet and air conditioning (a non-negotiable in that part of the world), with a friendly community being a bonus.
At the time, I was staying in Luang Prabang, Laos, and I didn’t have any recommendations for coworking spaces from friends. So, I did what most travellers resort to…I opened Google and searched “coworking in Luang Prabang.”
The first result was for The Desk — a small, independent coworking space. Initially, it seemed like The Desk had a monopoly on coworking in the area, but in reality, their team had nailed their web copy and marketing. Strategically using keywords like “coworking space in Luang Prabang” in the site’s meta descriptions and title tags, it featured prominently in Google search rankings.
The Desk was also set up on Google My Business, a powerful tool allowing me to see their location relative to my hotel (conveniently, it was only a ten-minute walk away!). Their profile made it easy for me to find their contact details, and I quickly booked a day pass via email.
If you’re the only coworking space in your neighbourhood, Google My Business can be a game-changer for discoverability. However, if you’re operating in a crowded market (Old Street in London, for instance, has one of the highest densities of coworking spaces in Europe), you’ll need more than just a Google Maps listing to stand out.
This is where blogging and well-crafted web copy come into play. By targeting niche keyword phrases like “coworking space for bakers” (if this aligns with your mission) or similarly specific terms, you can carve out a distinct online presence and improve search rankings.
At last year’s GCUC London conference, John Williams, Director at B&E Consulting, predicted that Google’s evolving algorithms would increasingly benefit smaller, independent brands. The focus is shifting towards authenticity over big-budget marketing. Williams advised operators to “double down on brand” to take full advantage of this shift.
Top Tip: Recommendations are invaluable in today’s market. Ensure your coworking space is fully optimised on Google My Business and encourage members to leave glowing reviews. A fun way to do this is by hosting a monthly competition: anyone who writes a 5-star review gets entered into a lucky draw, with a prize for the winner. This not only boosts your online reputation but also engages your community.
2. Partner with leading voices in the coworking industry
In preparation for my trip to Southeast Asia, I scoured the internet looking for recommendations on coworking spaces across the places I was visiting. My biggest resource? The Coworkies’ beautiful yellow book: Around the World in 250 Coworking Spaces. It’s an incredible, comprehensive guide to all the places you should visit across the world. Looking at gorgeous pictures of coworking spaces across the world made me really want to visit them all.
This kind of industry-focused content can be a powerful driver of discovery for your coworking space. Of course, Coworkies isn’t the only voice in the coworking space. There are plenty of other thought leaders, blogs, and content creators actively shaping the industry dialogue. Some notable ones include:
Cat Johnson Co.: Specialising in coworking marketing, Cat’s content focuses on helping spaces build thriving communities.
Allwork.Space: A go-to source for industry news, trends, and insights.
GCUC (Global Coworking Unconference Conference): A gathering of industry professionals sharing ideas and fostering collaboration.
The Coworking Assembly: A podcast and community dedicated to advancing coworking practices across Europe and beyond.
People Make Coworking: Celebrating the people making up the fabric of the global coworking movement, People Make Coworking explores the community, connection, and collaborations, sharing stories from catalysts of the coworking movement and community builders.
If you’d like to feature, get in touch with me.
Top tip: Partnering with leading voices in the industry can amplify your visibility and connect you with coworking enthusiasts looking for authentic, engaging spaces like yours. Whether it’s through guest blogging, interviews, or content features, these partnerships can establish your space as a noteworthy player in the industry.
3. Create lead magnets
While online marketing is essential, a potential member won’t truly know if your coworking space is the right fit for them until they experience it in person. That’s why it’s crucial to occasionally open your doors and give people a taste of what your workspace has to offer.
Some neighbourhood coworking spaces host events for the wider, local community, such as weekend farmers’ markets, children’s birthday parties, or evening yoga sessions. Others collaborate with local charities to create engaging activities. Although hiring your event spaces can help diversify your revenue, it might not be a funnel for coworking memberships, as you’re not necessarily showcasing the true coworking experience in your workspace.
This is where a lead magnet becomes invaluable. For instance, at the coworking space I was part of in Old Street, we organised an open day on International Coworking Day, inviting new people to experience the space, starting with coffee and cake (a must-have), followed by an afternoon of coworking.
Coworking-themed celebrations like International Coworking Day or European Coworking Day (happening each May) are an excellent excuse to host free trial days. These events naturally generate buzz, with coworking outlets and enthusiasts often amplifying your involvement to a broader network.
Another successful initiative implemented at the London workspace was Freelancer Fridays, offering free access to self-employed professionals once a week. This clearly became too generous an offer, though, as the coworking space packed out every Friday. Striking a balance is essential, especially as offering professional workspace for free every week is downplaying the value you provide. Monthly or quarterly is much more manageable and can convert prospective members who are looking to spend more time in your workspace.
One of the most effective lead magnets remains the coworking tour and free trial day, allowing prospects to experience your workspace during a regular day, which is often the best way to convert them into members.
I spotted a recent LinkedIn post recommending how coworking tours should be conducted by senior management rather than delegated solely to community managers. I couldn’t agree more. I once attended a coworking tour, given by the community manager, and was keen to join the workspace. They said they’d follow up, but didn’t, and I was left guessing whether they actually wanted me to become part of their community.
Top Tip: Make sure your website offers a seamless journey for prospective members. Include a simple, intuitive feature that allows them to easily book a tour or free trial day.
4. Level up your social media game
Your social media presence can make or break your coworking space’s ability to attract new members. The good news? You don’t have to go it alone. While many flex brands hire entire marketing teams to promote their spaces, true authenticity in marketing starts within your community.
Consider whether some of your community members have the right skills that could help your workspace, such as social media marketers or creators. These guys experience your coworking space firsthand, understand your community’s unique vibe, and can authentically showcase the magic of your space.
While platforms like LinkedIn are fantastic for connecting with other coworking professionals, if you’re an independent workspace or operate a small number of sites, you’ll likely see better results focusing on B2C-friendly channels like Instagram, TikTok, and Facebook. These platforms allow you to reach individuals and small teams in creative, engaging ways.
Here’s how to make the most of these platforms:
Instagram and TikTok: These are your playgrounds for creativity. Use Reels and Stories to showcase your workspace in action, think morning coffee rituals, vibrant community events, or testimonials from happy members. The power of video opens up the possibilities for people to experience your space remotely, giving them a true impression of what it’s like in the space itself. Keep up with trends by incorporating popular audio clips and challenges into your content.
Facebook: Leverage groups and local events to connect with your immediate community and promote any coworking specials or events.
Collaborate with influencers: Partner with local micro-influencers or coworking ambassadors who align with your space’s ethos. Their followers trust their opinions and may be curious about your workspace.
Retarget ads: If you choose to invest in paid ads, make sure to retarget your audience, reminding people who visited your website or engaged with your content, and keeping you top of mind when they’re ready to commit.
Investing in someone passionate about your space and savvy with social media trends is well worth it. A dedicated social media marketer, ideally someone from your community, can elevate your online presence in ways that feel authentic and exciting. Make sure you’re prepared to pay them, however, as this activity will bring an ROI, and your contributors deserve to be rewarded with their time (and that’s not just giving them a free desk as an exchange).
Top Tip: Consistency is key. Create a posting schedule and stick to it. Regular updates keep your space visible, and over time, this builds trust and familiarity with your audience. Use tools like Canva for polished visuals and scheduling apps like Buffer or Later to plan your posts efficiently.
5. Create a powerful referral scheme
Word of mouth remains one of the most effective ways to grow your coworking community. A well-designed referral scheme can amplify this natural enthusiasm while rewarding your loyal members for spreading the word.
At a previous coworking space I joined, members were offered a free month of membership for every new referral who signed up for a full membership after three months. It was a simple incentive that encouraged loyalty and genuine advocacy. In fact, I didn’t even know the scheme existed when I referred someone — I was simply raving about how much I loved the space, so it was a bonus to find out the workspace had given me a free month when my recommendation worked out. That’s the magic of authentic recommendations – they happen organically, especially when members feel valued and connected to your space.
You don’t have to be as generous to someone by giving a full month for free. But when your members bring in a new customer, you must reward them. Discounts on membership, free coffee for a month, or even access to premium services like meeting rooms can be enticing. Or give them a gift and write a thank you note.
Top Tip: Making sure members know about your referral program can increase uptake. Use email newsletters, posters in communal areas, and social media to spread the word. A dedicated section on your website explaining the program is also essential. With a well-thought-out referral scheme, your coworking space can transform its biggest advocates, your members, into your most effective marketing force.
How are you making your space more discoverable? I’d love to know.
Need any further marketing advice? I’m a marketing consultant with years of experience behind me in the industry. Let’s catch up!