When it comes to marketing your flexible office space, your gut might tell you that focusing on a niche group of professionals is a bad call.
After all, the narrower your focus, the smaller your pool of potential members.
Here’s the thing: you probably don’t need 10,000 members to succeed.
You probably don’t even need a significant chunk of a specific niche.
And, even speaking strictly from a content perspective, focusing on a specific group of people lets you connect and build, trusting relationships with them more directly and impactfully than having a broad approach would.
Strong relationships + trust + time + need = new members.
Take my business, for example…
When I started Talemaker, I was going down a generalist path. I had some coworking clients and I really liked the industry—I was even a coworking member myself—but I was scared to hyper-focus my business on the coworking industry.
Eventually, though, after a lot of thought and some critical insights from folks I consider mentors, I made the plunge. I went all-in on coworking.
And here’s what happened:
- I was able to focus on learning everything I possibly could about coworking
- I was able to focus my content expertise on coworking
- I was able to begin creating content that speaks directly to coworking space owners in a language they’re familiar with and address topics that brings them real value
- I began being seeing a significant uptick in coworking clients
- I was able to provide better results for my clients because everything I did was focused on them and their members
- I began building connections with people and getting opportunities to share my thoughts, insights, and expertise
When I spoke with Jamie Russo on the Everything Coworking podcast, we talked about exactly this: she mentioned someone she knew who had opened a coworking space focused on those in the legal industry.
This meant that, in addition to tailoring the space experience to these folks, the owner could create content—web copy, blog articles, email newsletters—that speak directly to lawyers, paralegals, and anyone else in that space.
This is the power of focusing on a niche…
- It makes you the go-to option for a specific group of pros
- It gives you a significant edge over the competition
- It allows you to tailor your content—and your experience—to those people
- It distinguishes your space from all others
So, if you have a niche in mind, tailor everything you do to them. And if you don’t have one yet, I’d strongly recommend considering narrowing in on one.
It worked for me.
It’s worked for coworking spaces like yours.
And it’ll probably work for you too.