Astute marketers are constantly looking for new platforms to connect with their audience in useful and meaningful ways, and Nextdoor is one of the most promising social platforms for local business marketing to look towards as we approach 2019.
As a platform designed to connect neighborhoods and the people who live there, Nextdoor seems to have that special sauce that’s so appealing to marketers of all sizes. Over 75% of neighborhoods in the United States are already part of the platform, the user base is constantly growing, and it provides neighbors with the tools they need to connect on a local level to the businesses in their area.
As with any new social network, there’s a learning curve associated with it. If you’re wondering how to advertise on Nextdoor, and you’re hoping you’ll be able to jump right in, you’ll need to cool your jets, unfortunately. But, this helpful guide will provide you with everything you need to know about this exciting new local social network and how you can leverage it to the advantage of your business.
From your Nextdoor homepage, click the tab at the right for recommendations. Then, click the link that says “claim my business” on the right side of the page.
From there, you’ll just fill out some brief information about yourself and your business. Once you’ve completed the forms, your business page is ready to go, and you can begin sponsoring real estate listings in your area.
From your business page, you’ll want to click the Sponsorship button on the left of your business page. Then, you’ll enter the first zip code you’d like to sponsor.
You can enter as many neighborhoods as you like. Depending on the number of neighbors who are currently using Nextdoor, you’ll be charged a set monthly fee that varies depending on how active the real estate listings are, how many other sponsors are in the area, and how many neighbors are currently using Nextdoor.
You’ll also be charged a prorated rate for the current month that covers the remainder of the current month. That amount is shown next to “total billed today.”
The way this program is set up can be especially helpful to smaller realtors, or anyone who’s skeptical about the return they’ll receive on their Nextdoor investment. Since you’re able to pick and choose the neighborhoods your ad appears in, you’re able to get started at little cost. If your advertising on Nextdoor is driving you leads, you’ll be able to expand your reach and sponsor more neighborhoods.
After you’ve defined the area you’d like to sponsor, just input your payment information, and shortly after that you’ll be sponsoring the real estate section on Nextdoor in the neighborhoods you’ve chosen.
Considering that there’s limited competition on the platform at this point and that real estate listings are one of the areas of strength for Nextdoor, advertising now may be a great way to achieve maximum exposure at a low price.
As Nextdoor continues to grow, and more realtors take advantage of the platform, you can expect that the cost of sponsoring neighborhoods will become increasingly more expensive.
this page. From there, you’ll fill out a brief form with your contact information and projected advertising budget. After that, a representative from Nextdoor’s sales team will contact you to discuss advertising.
Smaller businesses interested in advertising on Nextdoor should also fill out the advertising contact form, as someone from Nextdoor will reach out to you as soon as advertising opportunities for your business become available.
Presently, the advertising opportunities available for larger businesses are limited to sponsored content posts, and there’s no way to target the posts. A single sponsored post will appear in the feed of each neighbor, and each neighbor will see the same sponsored post. This is far from ideal from a targeting perspective, but keep in mind that this is still part of a pilot program and additional functionality will be rolled out soon.
Presently, this type of advertising makes a lot of sense for home improvement stores and products, which is why brands like Nest, Ring, Lowe’s and Slomin’s have become early adopters of the platform.
Even if your business is large enough to enter Nextdoor’s pilot program, it may be best to proceed with caution. Considering how limited the targeting potential currently is, it can be difficult to track the return you’re receiving from your ads, and since Nextdoor is only working with companies with sizable advertising budget, it’s an easy way to burn through your ad dollars.
business set up page on Nextdoor.
You’ll need first to decide which type of business you are. Click business if you’re operating under a business name, or individual if you’re a one-person show that provides services using your own name.
Assuming you’re operating under a business name, you’ll need to search for it to see if your page has already been created, thanks to recommendations from other users. If your page already exists, you’ll be able to claim the page and begin updating it. If not, you’ll create the page from scratch.
If your page doesn’t exist yet, you can either sign in to your personal Nextdoor account, or you can create a new business account to manage the page from. This is a matter of personal preference. Some people prefer to keep their business and personal profiles separate, while others like the simplicity of being able to manage both business and personal from a single account.
When filling out this form, you’ll want to check the box for “public” as it will provide you with maximum reach for your new business page. Once you click the “add your page” button, you’ll be transported to your new profile page. There, you’ll add content to make your page helpful and inviting for the people in your area.
To increase your reach, allowing your page to be seen by more and more of the people in the neighborhood, you’ll need to garner some recommendations. This is a unique feature in that it limits to reach of businesses based on their reputation. This eliminates fly-by-night businesses from taking advantage of the platform, and it helps to keep the focus on the neighborhood.
To grow your reach, you’ll need members of the neighborhood to recommend your business. You can click the “get recommendations” button and Nextdoor will provide you with a pre-written email, Facebook post, or tweet that you can share with your followers on other social networks.
All it takes to increase your reach is a single recommendation. As you garner more recommendations from people in your neighborhood, your reach will increase, allowing more and more people to see your business’ page.
billion dollars a year from advertising by 2020. To accomplish that lofty goal, they’ll need ad products to sell to the different businesses interested in advertising on the platform.
According to Tolia, Nextdoor is receiving over 1,000 requests for more information on advertising each month. If that’s true, it’s easy to see why he expects Nextdoor to become social media’s next advertising giant.
In the meantime, there’s still plenty of potential to grow your business locally by using Nextdoor. Make use of the best practices we’ve discussed above. Not only will this help to increase your organic reach on the platform today, but it will provide you with a framework of content and neighborhood recommendations to build off of when Nextdoor finally rolls out advertising products for more businesses.
When setting up your business profile, be mindful of the fact that this social network exists to serve the needs of your neighborhood first. Make sure that anything you post falls within the guidelines set forth by Nextdoor, and do your best to position your business as an established pillar of the community.
So, while the question of how to advertise on Nextdoor may not have an easy answer as of yet, there’s still tons of potential for the platform. Take some time to set up your profile today so you can reap the rewards of this powerful social network tomorrow.
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