I have a philosophy: you don’t know what you don’t know until you know, you know?
I know. It sounds ridiculous. But it makes complete sense!
You might be lacking something that could seriously benefit your coworking space but you just don’t realize it because you haven’t identified the signs that something’s lacking.
You don’t know that something’s wrong, so how could you know what the solution is?
From what I’ve seen, this is a common occurrence when it comes to content marketing for coworking spaces.
But there are some clear signs you’re facing challenges that content marketing can solve.
Here are seven of them.
1. You’re just winging it (or doing nothing at all)
If you’re publishing blog posts, emails, social media posts, or (YIKES!) web copy with the attitude of, “we’ll just see what happens,” it’s time for a content strategy. Everything you do should have a goal. Otherwise, you’re wasting time and energy without getting real results.
Worse yet, maybe you’re simply doing nothing at all. This is a huge missed opportunity.
2. Your conversions are low
Your sales and marketing are closely related. So, if your conversions are low, there’s a good chance it’s because something’s missing or misaligned. It could be that your content isn’t quite compelling enough to inspire clicks, you’re not conveying your benefits and differentiators properly, you’re not connecting with the right people in the right places, or your CTA isn’t actionable.
3. Your organic traffic is stagnant or declining
When you look at your organic website traffic (i.e. not traffic from ads), your goal should be to see it increasing. If it’s staying flat or declining, there’s a good to strong chance there’s a missing piece in your marketing puzzle. Content marketing can help drive that organic traffic in the right direction.
4. You’ve got a high bounce rate and low time-on-page
If people are visiting your website and then leaving without visiting another page, or if your time-on-page is extremely short, the odds are it’s because your content isn’t doing its job: being engaging enough to keep visitors there and get them to take a look around. This means you’re losing the opportunity to educate, entice them, and ultimately convert them.
5. Your space doesn’t have a defined voice
Your space needs to have a defined voice to help differentiate it from your competitors. It should dictate what and how you communicate with members and prospective members and should reflect your brand personality and values.
6. You have low open and click rates or high unsubscribe rates on emails
Email marketing is one of the most powerful tools at your disposal. It’s a huge converter, statistically. So, if you have low open rates or click rates, or if you have people unsubscribing at rates over 1%, it’s likely that your approach could use refining.
7. Your social media presence isn’t growing
If your social media followers and engagement rates aren’t climbing, it’s probably time to rethink the type of content you’re posting, where you’re posting it, and how you’re engaging with people on these platforms. Your social media can be a great direct connection to your target audience when used correctly.
I’d encourage you to take a look at these factors and assess where your coworking space stands.
If any of these sound familiar, don’t worry. It’s not uncommon. But by getting proactive, creating a powerful content strategy, and implementing it effectively, you can watch all these problems start to disappear with time.
I work with coworking operators from across North America to craft and implement content strategies that deliver results. If you’d like to learn more about how I can help you, get in touch with me today.
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