Hey there,

Georgi from Cobot here!

Do you remember when searching something on Google actually showed you genuine web results related to your query instead of 10 ads, a video and a weird AI summary? As much as we'd like to keep the internet ad-free, however, there is a very simple reason we see so many advertisements online: They work. (for the most part)

So how do you make online advertising work for your coworking space?

At its core, successful online advertising comes down to three key steps:

Select the right advertising platform.
Learn said platform and optimize your ads.
If it proves successful, increase budgets steadily.
If it doesn't work, understand why and move to another platform.

Today we are going to focus on step one - choosing the right platform.

I have compiled a list of the five most fitting online advertisement methods for coworking spaces and their pros and cons.

Psst... there's a free infographic summarizing everything at the end of the email. 😉

Google (search) ads

The old online advertising saying will tell you that if you can't convert the people actively searching for your product to customers, you can't do it on any other platform.

Times change, however, and the competition on search ads has made advertising there economically undesirable for many small businesses. The fact is that Google remains the most popular advertising tool online. (At least for now 😉)

Pros

- Target users who are actively searching for coworking spaces in your area.

- Easy to maintain and scale once running.

- Great analytics and integrations with other tools and your website.

Cons

- High competition can result in expensive clicks.

- There might be limited searches in your area or people might not understand the concept of coworking.

- Mostly limited to text. You can't easily show your space visually.

TIP

I highly recommend checking out The Paid Search Podcast if you're curious to understand Google ads better. I have learned a lot from them.

Social Media ads

Here, I am referring mainly of Facebook and Instagram, but you might also want to consider testing platforms like TikTok or Snapchat.

Pros

- Strong visual presentation in the ads (images, videos, carousels).

- Great local targeting.

- Cheaper to test than search ads (in my experience).

Cons

- Hard to maintain. Even successful visuals stop performing after a while and you have to update them.

- Visual ads require more effort to create.

- Not as stable as search ads.

- There are many platforms to test, all of them performing differently.

- The data is not as reliable.

Influencer Marketing

I rarely see coworking spaces utilize this online advertising channel. But why?

Pros

- Influencers can produce great authentic content.

- Show your community through an actual person's "eyes".

Cons

- It's hard finding the right person that will represent your community.

- Can be inconsistent (and even difficult to measure).

TIP

You can also create value for both sides by offering influencers a free subscription to your space in exchange for their ongoing promotion. This way, you have an actual member of your community actively advertising it!

Sponsored Content (Blogs, Newsletters)

A local newspaper, blog, or even a newsletter can be a great place to promote your space. Just make sure the audience resonates with your community.

Pros

- Reaches a dedicated, engaged audience within specific communities.

- Gives you a platform to tell the broader story of your space, without feeling rushed.

- High credibility when appearing in trusted publications or blogs.

- Blog links can be great for SEO.

Cons

- Can be expensive, especially with authoritative publications.

- Harder to test and measure success.

- Can be very hard to find a fitting outlet in a smaller community.

LinkedIn Ads

LinkedIn often gets overlooked, but if there's one thing that they do better than every other platform, it's their targeting based on occupation and geography. And hey, that's great if you are advertising a coworking space!

Pros

- Great for targeting. Easy to reach professionals and/or startups in your region.

- Strong visual presentation in the ads (images, videos, carousels).

Cons

- Typically much more expensive than other platforms – Testing is hard with a limited budget.

Click on the graphic to see it in full size and download it

That's it for this week! Thank you for reading and maybe I'll see some of you at the Coworking Alliance Summit later today. Send me an email or message on LinkedIn if you are attending and want to speak.

The topic for next week is:

"SEO Part 1: Technical SEO"

Reply to this email if you have any questions, disagree with something I said or have a suggestion for a collaboration/future topic. I'm always happy to stay in touch.

Share this newsletter with someone if you think they will find it useful. Share the subscribe link with them!

See you next Wednesday and happy coworking! 🥳

Georgi from Cobot Coworking Software

Coworking Software

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Coworking Marketing Weekly – #6 Online Ads