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How local ads can mitigate COVID-19’s impact on SMBs

30-second summary:

  • Nextdoor is a verified user neighborhood social media network in 270,000 neighborhoods in 11 countries.
  • 100% of Nextdoor users are real people with verified home addresses.
  • Nextdoor is a good marketing option for SMBs because it is hyper-local and encompasses an audience that wants to support its community’s businesses.
  • Around a third of conversations at Nextdoor are between neighbors who ask for or share recommendations.
  • Nextdoor has two affordable advertising options that are specifically tailored for SMBs: Local Deals and Neighborhood Sponsorship. Depending on who is advertising, local deals start at just $ 1.

In a survey of nearly six thousand small businesses (SMEs) conducted earlier this year by the National Academy of Sciences, 41% of the respondents stated that they had temporarily closed their business because of the virus. About 2% had closed permanently. Smaller companies with fewer than 20 employees were more likely to close.

Regardless of size, SMBs everywhere are striving to mitigate the impact of COVID-19 and are getting creative with their approaches to everything from the way they sell products to the services they offer.

For example, a local jewelry company started every two months Livestreamed Gem Shows that they have advertised on their website and on social media. They sell gems online during the show and highlight the inventory in the store.

It is important for SMBs to find creative ways to do business during the pandemic, but also to educate (affordable) local customers about what is available to them, how to access goods, and what companies are doing to help their customers to keep employees safe.

This is where Nextdoor comes in.

Content published in association with Nextdoor.

What is Nextdoor?

Nextdoor is a verified user neighborhood social media network in 270,000 neighborhoods in 11 countries. One in four US households is owned by Nextdoor, and the platform offers more than 50 million local business referrals from neighbors.

People join their neighborhood website using a verified address – and this is what sets Nextdoor apart from other social networks. 100% of Nextdoor users are real people with verified home addresses.

There are two ways that users can verify their address on Nextdoor: using a mobile phone (the billing address on the calling plan must match the Nextdoor address) or via an invitation letter that Nextdoor sends to the address or is distributed by a neighbor who is already has joined. The letter contains a verification code that must be entered for the account to work.

Nextdoor is a good marketing option for SMBs because it is hyper-local and encompasses an audience that wants to support its community’s businesses. Businesses can create a free profile on Nextdoor, but building a follower base can take some time.

With advertising, businesses can instantly reach anyone in the communities they target. Another advantage: Around a third of conversations at Nextdoor take place between neighbors who ask for recommendations or share them.

Example of the type of community-related conversations displayed on Nextdoor

Two ways to advertise on Nextdoor

Nextdoor has two affordable advertising options that are specifically tailored for SMBs, local offers and neighborhood sponsorship.

With Local offersBusinesses can target one or more neighborhoods with discounts and offers. Depending on the neighborhood and who else is advertising, local deals can start as low as $ 1. Pricing is based on the number of Nextdoor members in the targeted neighborhoods and the number of days the deal is closed.

Nextdoor for SMEsExample of a local deal

Log in here to see more examples of what Nextdoor is offering locally.

Nextdoor shows how much advertising the business is costing based on the advertiser’s preferences so there are no surprises. By default, local offers are aimed at a radius of three kilometers from the business address. However, this can be extended up to 16 km. Companies can also expand their targeting to other districts in order to reach the nearby postcodes.

With Nextdoor Neighborhood sponsorship For SMB programs, businesses can buy automated ads for specific zip codes. The number of ad slots per zip code is limited, so the neighborhood you sponsored may not be available. It will also rotate your ad alongside other advertisers so that users will see multiple sponsored ads when they refresh / browse their screens.

Neighborhood sponsorship ads appear in Nextdoor’s digest email, spin in a user’s news feed, and appear for a few select industries in the real estate space (more on that in a minute). A bonus: advertisers can publish the zip codes they sponsor up to twice a month.

In order to run ads for neighborhood sponsorship, you must create a nextdoor Business page (this is free) and complete your company profile. Nextdoor charges companies monthly recurring fees for this type of sponsorship.

Example of a neighborhood sponsorship ad

Click here to learn more about Nextdoor’s Neighborhood Sponsorship for SMBs program.

For real estate professionals only

Real estate ads are part of the neighborhood sponsorship program. They appear not only in the newsfeed and in the digest email, but also in the Real estate Section of Nextdoor.

Nextdoor for SMEs

Nextdoor real estate division

Your company must be in one of nine qualifying industries to appear in this section as follows:

  • Real estate agent
  • Real estate agent
  • landlord
  • Property management
  • Vacation rental company
  • insurance
  • Mortgage broker
  • handyman
  • General contractor

Real estate ads also appear on Your Home, a subsection of Nextdoor. The advertisements in this section contain forms / questions that encourage members to find out more information about their home (best selling times, home value, etc.).

Nextdoor for SMEs

Example of a Sponsored Ad in the “Your Home” section

Curious about Nextdoor’s real estate division? Click here to learn more.

Innovation to survive, advertising to flourish

Since the beginning of the pandemic 32% of SMEs have found a new way to deliver existing services and 43% have started to completely rethink their business operations. For hyper-local businesses – pizzerias, strollers, hair salons, contractors, and many more – getting your products, services, and brands known is more important than ever.

Nextdoor is a great way to do this – a social media alternative to crowded platforms like Twitter, Facebook, and Instagram. Local advertising on Nextdoor can also help you build your network. This means you will be better prepared to weather the next pandemic shutdown while being ready to thrive once things are back to normal.

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