Coming up with content marketing strategies that actually attract new members is hard.
There is the usual stuff, like doing member interviews, creating thought leadership, and sharing resources. But chances are you’re seeing mixed results from those at best.
So what about influencers? Can they be a source of new members for you?
Having worked with consumer brands and e-commerce businesses in the past, I’ve seen huge results from influencer campaigns.
For definition purposes, influencers are people who have an audience that trusts them. They are influences to that audience.
Getting in front of their audience can be a very effective and natural form of advertising as long as the audience is relevant to your message.
How to use influencer marketing as part of your content strategy
I saw a perfect example of influencer marketing for coworking spaces yesterday by a local space for women in Toronto called Make Lemonade.
Make Lemonade has a blog that exclusively features Toronto-based women who inspire them. You can check it out here: https://www.makelemonade.ca/she-believes/
While I was skimming through Instagram stories yesterday, I saw one from a local radio DJ.
Make Lemonade featured her in their latest blog article and the DJ promoted the post in her Instagram stories and post.
The DJ has around 13,000 followers, most of which I can only assume live in the Greater Toronto Area. That means her audience is most likely to be within Make Lemonade’s serviceable market.
I can almost guarantee that Make Lemonade’s blog post will get a LOT more exposure than the average post you or I are churning out each week.
Multiply that by one new inspiring local woman featured each week, and you can imagine the numbers adding up.
The key to making it work
The key to any successful influencer campaign is relevance.
Make Lemonade focuses on featuring inspiring women in Toronto, which hooks nicely into their positioning as a workspace for women in Toronto.
The relevance between their content (which is great) and their target members (ambitious women in Toronto) is completely aligned.
Most likely, the influencers they feature will share it with their audience because it makes them look good. As a result, awareness of their coworking space reaches more prospective members.
If Make Lemonade had featured someone outside of Toronto, for example, it would have lacked much of the relevancy that is required to get new members to actually sign up.
True content marketing brings potential members to you (or it keeps current members engaged and delighted). This content strategy does both.
Interviewing your members is also a form of influencer marketing, but this is next level stuff IMO.
All this to say, this is the best coworking content marketing strategy I’ve seen so far.
Thoughts? I’d love to hear them.