{"id":304966,"date":"2026-11-12T17:09:14","date_gmt":"2026-11-12T16:09:14","guid":{"rendered":"https:\/\/www.wojo.com\/blog\/?p=304966"},"modified":"2026-11-12T17:15:10","modified_gmt":"2026-11-12T16:15:10","slug":"marketing-du-coworking","status":"publish","type":"post","link":"https:\/\/www.wojo.com\/blog\/fr\/entre-boites\/marketing-du-coworking\/","title":{"rendered":"Marketing du coworking : l\u2019espace attire, l\u2019exp\u00e9rience fait choisir"},"content":{"rendered":"<p><!-- wp:paragraph --><\/p>\n<p><em><br \/><\/em><strong>Lors du salon <a href=\"https:\/\/coworkingeurope.net\/\" target=\"_blank\" rel=\"noreferrer noopener\">Coworking Europe 2026<\/a>, Amani Salma, directrice marketing et communication de Wojo, a particip\u00e9 \u00e0 une table ronde consacr\u00e9e aux strat\u00e9gies marketing des op\u00e9rateurs de coworking. \u00c0 la suite de son intervention, nous sommes revenus avec elle sur sa vision de la diff\u00e9renciation et sur la mani\u00e8re dont Wojo cultive la sienne.<\/strong><\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Beaux bureaux, bon caf\u00e9, Wi-Fi rapide : dans le coworking, tout le monde coche d\u00e9sormais les m\u00eames cases. Comment une marque peut-elle encore se d\u00e9marquer, attirer des clients et les fid\u00e9liser ? Pour Amani Salma, la diff\u00e9rence ne se joue plus seulement dans la qualit\u00e9 des espaces de travail, mais dans l\u2019exp\u00e9rience propos\u00e9e \u00e0 ceux qui les occupent.<br \/>Encore faut-il la rendre visible !<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:heading --><\/p>\n<h2 class=\"wp-block-heading\">Quand tous les espaces se ressemblent<\/h2>\n<p><!-- \/wp:heading --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>\u00ab Il y a quelques ann\u00e9es, la localisation puis le design suffisaient \u00e0 sortir du lot. Aujourd\u2019hui, soyons honn\u00eates : tout le monde a de beaux bureaux, du bon caf\u00e9 et des salles de r\u00e9union \u00e9l\u00e9gantes \u00bb, constate Amani Salma.<br \/>Pour le marketing, le constat est redoutable. Les espaces ont beau afficher chacun leur style, les photos finissent par raconter la m\u00eame promesse : un environnement de travail agr\u00e9able, design et bien \u00e9quip\u00e9. Sur les plateformes de comparaison, les fiches descriptives alignent elles aussi des prestations similaires.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>La localisation reste le crit\u00e8re n\u00b01. Le premier r\u00e9flexe est g\u00e9n\u00e9ralement de chercher un espace l\u00e0 o\u00f9 l\u2019on en a besoin. Un enjeu de proximit\u00e9 qui prend une nouvelle dimension depuis que <a href=\"https:\/\/www.wojo.com\/fr-FR\">Wojo<\/a> a rejoint IWG, dont le r\u00e9seau compte plus de <a href=\"https:\/\/my.iwgplc.com\/home\" target=\"_blank\" rel=\"noreferrer noopener\">5 000 sites \u00e0 travers le monde.<\/a><\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Mais une fois cette case coch\u00e9e, la d\u00e9cision se joue aussi sur d\u2019autres \u00e9l\u00e9ments : les services, l\u2019accueil, l\u2019atmosph\u00e8re, la communaut\u00e9. \u00ab L\u2019espace vous fait entrer dans la short-list, r\u00e9sume Amani. C\u2019est l\u2019exp\u00e9rience qui vous fait choisir. \u00bb<br \/>Chez Wojo, cette exp\u00e9rience porte un nom : la Workspitality\u00ae. H\u00e9rit\u00e9e des racines h\u00f4teli\u00e8res de la marque, elle applique au bureau les codes de l\u2019hospitalit\u00e9 : l\u2019accueil, l\u2019attention, le sens du service, la bienveillance. L\u2019ambition n\u2019est pas seulement d\u2019offrir un endroit o\u00f9 travailler, mais un endroit o\u00f9 l\u2019on a envie de venir.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Reste \u00e0 rendre cette promesse suffisamment visible pour donner envie de visiter les lieux\u00a0! D\u2019o\u00f9 un parti pris sur wojo.com et les r\u00e9seaux sociaux : ne pas se contenter de c\u00e9l\u00e9brer un design impeccable ou de grands bureaux lumineux, mais montrer aussi des visages, des \u00e9v\u00e9nements et des moments de vie bien r\u00e9els. \u00ab Notre site et nos r\u00e9seaux sociaux ne servent pas seulement \u00e0 pr\u00e9senter les bureaux. Ils montrent aussi les personnes, la communaut\u00e9, les \u00e9v\u00e9nements et l\u2019atmosph\u00e8re qui rendent chaque lieu unique. \u00bb<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:spacer {\"height\":\"10px\"} --><\/p>\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<p><!-- \/wp:spacer --><\/p>\n<p><!-- wp:heading --><\/p>\n<h2 class=\"wp-block-heading\">On vient pour un lieu, on reste pour une communaut\u00e9<\/h2>\n<p><!-- \/wp:heading --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Dans le marketing du coworking, les \u00e9v\u00e9nements sont souvent pr\u00e9sent\u00e9s comme un outil d\u2019acquisition. \u00ab\u00a0Mais chez Wojo, nous avons historiquement consid\u00e9r\u00e9 les \u00e9v\u00e9nements et la communaut\u00e9 davantage comme des leviers de fid\u00e9lisation que d\u2019acquisition \u00bb, explique Amani.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Petits-d\u00e9jeuners, afterworks, rencontres entre membres ou avec des acteurs de l\u2019\u00e9cosyst\u00e8me Wojo : ces rendez-vous r\u00e9guliers sont avant tout pens\u00e9s pour permettre aux \u00e9quipes de cr\u00e9er des occasions d\u2019\u00e9changer, de favoriser les synergies et de cultiver un certain sentiment d\u2019appartenance. Ils g\u00e9n\u00e8rent parfois des leads, mais ce n\u2019est pas leur vocation premi\u00e8re.<\/p>\n<p>L\u2019enjeu n\u2019a rien d\u2019anecdotique. Dans un mod\u00e8le flexible, un client peut partir en quelques mois. La fid\u00e9lit\u00e9 ne se d\u00e9cr\u00e8te pas par contrat : elle se gagne au quotidien. \u00ab Les clients nous rejoignent pour un emplacement. Ils restent pour la communaut\u00e9. \u00bb<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:custom-blog\/block {\"type\":\"a-lire\",\"icon\":\"&#x1f4d6;\",\"title\":\"\u00c0 lire aussi : \",\"linkText\":\"Exp\u00e9rience client : les petits d\u00e9tails qui font toute la diff\u00e9rence\",\"linkUrl\":\"https:\/\/www.wojo.com\/blog\/fr\/la-boite-a-outils\/experience-client-satisfaction-client-cx-definition-ameliorer\/\",\"openInNewTab\":true} --><\/p>\n<div class=\"bloc-a-lire bloc-flex\"><span class=\"bloc-icon-inline\">&#x1f4d6;<\/span><\/p>\n<p>\u00c0 lire aussi : <\/p>\n<p><a href=\"https:\/\/www.wojo.com\/blog\/fr\/la-boite-a-outils\/experience-client-satisfaction-client-cx-definition-ameliorer\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span>Exp\u00e9rience client : les petits d\u00e9tails qui font toute la diff\u00e9rence<\/span><\/a><\/div>\n<p><!-- \/wp:custom-blog\/block --><\/p>\n<p><!-- wp:heading --><\/p>\n<h2 class=\"wp-block-heading\">Ne plus seulement remonter dans les moteurs de recherche, mais devenir LA r\u00e9ponse<\/h2>\n<p><!-- \/wp:heading --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Enfin, il faut tenir compte des habitudes de recherche, qui \u00e9voluent.<br \/>Si le SEO reste l\u2019un des principaux canaux d\u2019acquisition de Wojo, les utilisateurs sollicitent d\u00e9sormais largement l\u2019IA pour r\u00e9fl\u00e9chir ou trouver leur futur espace de travail.&nbsp; \u00ab Pendant des ann\u00e9es, nous avons optimis\u00e9 notre visibilit\u00e9 dans les moteurs de recherche. Aujourd\u2019hui, la question devient : comment devenir LA r\u00e9ponse \u00e0 la question que pose l\u2019internaute \u00e0 son IA favorite. \u00bb<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>La nuance est de taille. L\u00e0 o\u00f9 les moteurs de recherche traditionnels proposent une liste de r\u00e9sultats, les assistants IA peuvent formuler directement une recommandation, en ne citant parfois que quelques marques.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>C\u2019est tout l\u2019enjeu du GEO (<em>Generative Engine Optimization<\/em>), auquel Wojo s\u2019int\u00e9resse depuis plus d\u2019un an. \u00ab Nous avons d\u2019abord fait \u00e9voluer notre strat\u00e9gie \u00e9ditoriale pour r\u00e9pondre \u00e0 la fois aux enjeux du SEO et du GEO, puis commenc\u00e9 \u00e0 suivre les prospects issus de ces outils. Le canal reste \u00e9mergent, mais nous observons d\u00e9j\u00e0 une progression d\u2019un mois sur l\u2019autre \u00bb, se r\u00e9jouit Amani.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Pour les marques, cette \u00e9volution ouvre un nouveau chantier : travailler leur visibilit\u00e9 dans ces outils, mais aussi s\u2019assurer que les informations disponibles en ligne permettent de comprendre pr\u00e9cis\u00e9ment leur offre et ce qui les distingue.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:heading --><\/p>\n<h2 class=\"wp-block-heading\">Pour conclure<\/h2>\n<p><!-- \/wp:heading --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>La question pos\u00e9e lors de Coworking Europe \u00e9tait celle-ci : sur quoi miser pour s\u00e9duire des utilisateurs aux attentes toujours plus vari\u00e9es ? Les espaces, les services, les personnes ?<br \/>La r\u00e9ponse ne consiste pas \u00e0 choisir un argument au d\u00e9triment des autres, mais \u00e0 trouver le bon message pour chaque public, sans perdre de vue ce qui fait r\u00e9ellement la diff\u00e9rence. Car si les canaux \u00e9voluent et les strat\u00e9gies s\u2019affinent, une exigence demeure : faire co\u00efncider ce qu\u2019une marque promet avec ce que ses clients vivent r\u00e9ellement.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Le marketing peut donner envie de pousser la porte. C\u2019est ce qui se passe derri\u00e8re (et autour) qui donne envie de rester.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p><!-- \/wp:paragraph --><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Lors du salon Coworking Europe 2026, Amani Salma, directrice marketing et communication de Wojo, a particip\u00e9 \u00e0 une table ronde consacr\u00e9e aux strat\u00e9gies marketing des op\u00e9rateurs de coworking. \u00c0 la suite de son intervention, nous sommes revenus avec elle sur sa vision de la diff\u00e9renciation et sur la mani\u00e8re dont Wojo cultive la sienne. Beaux [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":304968,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"podcast_url_v2":"","footnotes":""},"categories":[160],"tags":[192,228],"class_list":["post-304966","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-entre-boites","tag-coworking-fr","tag-innovation-fr"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketing du coworking : l&#039;exp\u00e9rience fait la diff\u00e9rence<\/title>\n<meta name=\"description\" content=\"On a parl\u00e9 marketing du coworking au salon Coworking Europe 2026. 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