One of the most practical ways to attract new members is to simply be more visible in more places—both online and offline.

The broader your surface area, the easier it will be for people to find you.

That’s the first step and it’s critical—especially in crowded markets, but even in smaller markets where the term “coworking” is less known.

Below are examples of places you can show up:

• Coworking and traditional office directories/platforms
• Search engine, social media, and retargeting ads
• Organic search engine listings
• Google My Business
• Business associations and local chambers
• Event/meetup websites
• Other people’s blogs
• Top 10 coworking lists in your city by local media (which are amazing if you can get on them, by the way)
• Craigslist and even Facebook Marketplace
• Posters and postcards
• Event sponsorships

I’m only scratching the surface but you get the idea.

It even goes a step further than simply being in all the right places at the right time.

Humans have a cognitive bias toward recency and frequency.

The more recently people see your business, the more likely they are to notice, recall, refer, and/or consider you as an option.

Similarly, the more frequently people see your business, the more likely they are to notice, recall, refer, and/or consider you as an option.

But when you do it right, you create something I like to call ubiquity bias.

Ubiquity bias is a term I made up, so take that for what it is. But I have seen and experienced it firsthand in the coworking industry and others.

When people see you “everywhere they look”, they will be much more likely to see you as a trusted market leader worth considering.

People want to work in the best places. Being seen as a market leader helps you capture more tours and fend off some of the downward price pressure during the sales process.

And so the best way to reach more people is to aim to be ubiquitous.

If you re-audit your marketing through this lens, you might be surprised by the opportunities you have to show up in more places.

The best way to start that audit is to search on Google for office space in your city.

See what pages and ads show up. Click into things.

How visible are you?