Marketing For Coworking Spaces
Meet ATLAS Workbase
ATLAS Workbase is Seattle’s newest coworking space, and WeWork’s #1 competitor in the area. Located in South Lake Union, a block away from Amazon and the Bill & Melinda Gates Foundation, this is ATLAS Workbase’s first location of many.
ATLAS Workbase isn’t your classic ‘bro’ coworking space. You won’t find a keg, but you will find sparkling water on tap. It’s a place for professionals to get serious work done. Some of it’s more notable members the 2018 Special Olympic Games, AvePoint, and Oak View Group (redesigning the Key Arena to attract an NHL team).
If you build it, they will not come. ATLAS had built a fantastic product in a prime location, but no one knew about it. They didn’t appear on Google, they didn’t host events, and there were no members to create a network effect of meetings and events.
Here is what Kim Burmester, VP of Sales & Marketing @ ATLAS Workbase had to say;
“We interviewed some the leading agencies in Seattle; Logic Inbound didn’t come to us with standardized campaigns, they listened to our problems and brought creative and comprehensive solutions.”
“We are expanding into the 6,000 square feet adjacent to our pilot location and are opening several new work spaces in the next 12 months, looking back a year ago we are extremely glad we chose Logic Inbound.”
We knew we had to execute multiple successful campaigns to drive the growth goals ATLAS Workbase had set for themselves, we proposed a mix of traditional and non-traditional growth strategies. We worked with ATLAS to prioritize the campaigns by impact and came up with:
- Search Engine Optimization
- Conversion Rate Optimization
- Event Marketing
- Email Marketing
Search Engine Optimization
Our initial campaign was focused on capturing all the search volume for coworking spaces, shared offices, conference rooms for rent, and event spaces.
The keywords were quite challenging, and didn’t start ranking until 8 months in, but at month 13 ATLAS has 292 1st page keywords. Here are a few examples:
|flexible work space seattle||2||20|
|seattle shared office space||3||10|
|shared office space seattle||3||200|
|coworking spaces seattle||4||50|
|co working spaces seattle||4||300|
|seattle coworking space||4||150|
|coworking spaces in seattle||4||20|
|seattle coworking spaces||4||150|
|coworking space seattle||5||350|
Organic Search Traffic from Google Analytics as of 3/31/2018
After achieving 1st page rankings on the landing pages in October we began to invest in a local content marketing campaign to drive traffic at the top of the funnel to ATLAS, to build brand awareness and capture contact information for nurture campaigns.
We targeted local content searches that we felt had a potential overlap with ATLAS’s prospects.
Here are some examples:
Conversion Rate Optimization
After generating enough traffic, it was time to activate conversion rate optimization. We iterated on a serious of lead capture offers to continuously refine messaging and improve conversion rates from web traffic to an in-person visit. Our campaign was so successful it was a featured case study on Optin Monster.
Atlas Workbase is an incredibly beautiful space. It’s hard to talk about the furniture, the lighting, and the incredible technology concierge without sounding cheesy, but once you step inside it’s clear ATLAS is in a league of its own.
We knew if we could get people to hang out in the space, some of them would absolutely become members. Fortunately our team has been hosting startup events for over three years, and we run the second largest monthly startup meetup in Seattle with 3,600 members.
We started six more monthly events on behalf of ATLAS for non-profits, freelancers, web designers, marketers, community and event organizers, and crypto enthusiasts, growing to a combined 6,600 members in less than a year.
In 13 months since the campaign has started ATLAS has seen over 10,000 event attendees come through their space.
ATLAS has several five primary email marketing opportunities:
- Website leads
- Event attendees
- Members hosting guests
- Conference room guests
- Improve online reputations
Under the covers there was a lot of integration and automation involved to capture contact details from an in-person guest on a physical kiosk, sync it with ATLAS’s CRM, and remove the contact after they’ve converted into an ATLAS member.
We also integrated an automation solution to solicit Google, Facebook and Yelp feedback from members, guests and attendees.