Uncover the proven strategies that small businesses can employ to enhance their market presence through coworking spaces. This article distills the knowledge of industry leaders, providing actionable steps that can be seamlessly integrated into any growth plan. Gain access to a curated selection of tactics that have been instrumental in amplifying the visibility of emerging brands.
Coworking Spaces Foster Unexpected Collaborations
Coworking spaces do more than just provide a desk and Wi-Fi—they create an ecosystem where innovation happens in real time. The diversity of professionals in the room brings fresh perspectives to everyday challenges. Unlike traditional offices, coworking environments encourage conversations between people who might not otherwise cross paths. This leads to unexpected collaborations and faster problem-solving.
Jon Morgan, CEO and Business and Finance Expert at Venture Smarter, shares:
“One standout example comes from a small SaaS startup I worked with. Their founder initially struggled to break into the enterprise market. While working out of a coworking space in Los Angeles, he met a sales executive from a Fortune 500 company who was using the same space for remote work. Over lunch, they discussed market entry strategies, and that conversation led to a mentorship that reshaped the startup’s sales approach. Within six months, they landed their first major corporate client. This wasn’t a formal networking event—it was a casual encounter that changed the trajectory of a business.“
Be Present, Be Visible
Consistent presence and engagement in coworking spaces creates visibility that digital tools can’t replicate. People notice when you’re regularly active and contributing value to the space.
Adam Klein, Certified Integral Coach® and Managing Director at New Ventures West, explains:
“I spend time in coworking spaces when I want movement, randomness, or to encounter a new way of thinking. For small businesses, that kind of space can hold more value than most advertising budgets.“
“I sat in a coworking space for three weeks and had five different people ask what I do–simply because I was sitting near the coffee machine with a notebook and a slow rhythm. One of them became a client. Another invited me to speak at a gathering of 12 founders.“
“Rooms talk. That is the real value. I watched a two-person marketing shop grow from a borrowed desk to a branded corner suite in 18 months, just by listening and responding to the people in their shared kitchen. They made $8,000 in their first month there and nearly $60,000 by the end of their first year. They never handed out a single brochure. They gave away answers. Small businesses can do the same. Be the quietest expert in the room. Speak clearly when asked. That kind of visibility costs $275 a month and can yield significant returns.“
Mimi Nguyen, Founder of Cafely, adds:
“At Cafely, I was able to make worthwhile connections with other business owners and even formed partnerships just from being there. Coworking spaces have a unique vibe that’s so contagious! So if you’re fortunate enough to share the space with equally driven entrepreneurs, you will feel even more motivated. Additionally, as you interact with others, you’re also building your visibility and reputation. And to top it all off, being part of a community that celebrates innovation is a very welcome bonus!”
Host Events, Collaborate, and Offer Free Value
Coworking spaces thrive on interaction. Small businesses can amplify their visibility by sharing expertise, hosting events, and contributing value—often at little or no cost.
Natalia Lavrenenko, UGC and Marketing Manager at Rathly, shares:
“I’ve filmed user-generated content (UGC) videos right in shared lounges where other founders asked about my work. Two of those conversations turned into client projects. People notice when you’re consistently present and producing quality work in public.”
“Start small—host a content shoot, offer a free social media audit, or join coworking events with a brief pitch. Prioritize bringing value first. It’s even more beneficial if the space has a strong Instagram presence. Tag them, share content, and aim to get featured. That exposure often leads to inquiries such as, ‘Can we hire you for that?'”
James Shaffer, Managing Director at Insurance Panda, emphasizes:
“Coworking spaces aren’t just for freelancers sipping lattes on beanbags. For small businesses, they’re a visibility machine–if you know how to work the room.”
“Host Events. Most coworking spaces are desperate for content. Offer to run a lunch-and-learn or a happy hour Q&A on something you actually know–insurance for startups, marketing on a budget, whatever your niche is.”
“Collaborate Loudly. Your next client is probably at the next desk. Don’t keep deals secret. Ask questions out loud. Talk shop in the kitchen. Visibility starts with noise–good noise.”
“Use the Bulletin Boards. Old school, but effective. That cork board by the printer? Prime ad space. Post about a recent win. Leave business cards with a QR code that actually works. Treat the physical space like your homepage.”
“Leverage the Internal Slack or App. Most spaces run community platforms. Be active. Drop tips. Share articles. Celebrate small wins. Be the person who’s always ‘in the feed.'”
“Offer Free Stuff–Strategically. Run a coworking-only promo. ‘10% off your first policy if you’re a member.’ Now you’re marketing without buying an ad. The best kind of visibility? The one that brings revenue.”
“I used to work with a boutique agency that grew purely from being ‘that insurance guy’ at The Wing in Flatiron. He didn’t sell. He helped. He showed up. His face was everywhere, and soon enough, so was his brand.”
“Coworking spaces are ecosystems. Either you’re part of it–or you’re invisible.”
Use Built-In Community Channels
Coworking spaces come with marketing tools already built in—bulletin boards, newsletters, workshops, Slack groups, and meetups. When used intentionally, these tools can drive brand awareness.
Justin Belmont, Founder & CEO of Prose, advises:
“Small businesses can use coworking spaces as a networking goldmine. Start by getting involved in community events, workshops, or meetups–be seen, make connections. Many coworking spots have bulletin boards, newsletters, or social media pages where you can feature your business. You can also host a small event or collaborate with other businesses in the space to cross-promote. The key is to be present, engage with people, and leverage the built-in community for word-of-mouth growth. It’s all about building relationships.”
Special thanks to Featured for their continued help in the creation of this blog post.
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