The point of Nextdoor is neighborhood. To leverage this emerging platform, make sure that your content is relevant to that local audience. Here's how.

1. Driving Local Relevance
with Nextdoor

2. 2
The increased focus on “local” isn’t
lost on most national marketers.

3. 3
The increased focus on “local” isn’t
lost on most national marketers.
But those same national brands
have generally tended to view local
marketing as inefficient and
unscalable.

4. 4
So, what’s the trick to
making local efforts
pay off?
Photo by Emily Morter on Unsplash

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Let’s start with the key premise:
“Local” allows brands to deliver
higher relevance and value by
aligning with their audience’s
location and geographic context.

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Demonstrating knowledge of those
elements helps brands enjoy higher
engagement and other revenue
driving results.
Social media has been a key
channel in this regard.

7. 7
Up to now, Facebook has come
closest in helping brands connect
locally through its advertising
opportunities.
Photo by Tim Bennett on Unsplash

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That is, if brands take the
opportunity to tie their ads to
business pages and events, rather
than running an ad on Facebook
that takes consumers to a
corporate site upon clicking.
Photo by Tim Bennett on Unsplash

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With hyperlocal ads, brands can
maintain a relatively “local” feel for
their consumers.

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With hyperlocal ads, brands can
maintain a relatively “local” feel for
their consumers.
Yet more recently, the social
network Nextdoor has emerged as
an even more powerful way for
brands to engage on the local level.

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Nextdoor is a social networking
service for specific communities. It’s
about neighbors connecting with each
other, making recommendations,
finding babysitters or a plumber, even
giving a “heads up” about the coyote
milling about the neighborhood.

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What’s unique about Nextdoor is
that you must verify that you’re
actually part of that community.
So, where Facebook is about
connecting you to friends, no
matter where they live, Nextdoor
connects you to people actually
living in your neighborhood.

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The opportunity for businesses to engage
with the roughly 190,000 neighborhoods
that cover 90% of the country is enticing.
After all, Nextdoor has the potential to
target actual people on a particular street,
in a particular town.
How’s that for granular marketing?

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Hold up a minute!
Though you might be ready to jump
right in, there are a few issues to
recognize when it comes to reaching
specific communities via Nextdoor.

15. The targeting capabilities aren’t quite there to ensure
that every neighbor will see your ad. That can create
significant waste for some brands!
#1

16. Ads only come in the form of sponsored content posts
#2

17. Small and midsize brands need not apply just yet
(though that’s likely changing)
#3

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The Trick for Making A Nextdoor “Sponsored Post” Work Harder:
Remember that the whole point of Nextdoor is about
the neighborhood.

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The Trick for Making A Nextdoor “Sponsored Post” Work Harder:
Remember that the whole point of Nextdoor is about
the neighborhood.
If you’re going to leverage this emerging platform, make sure that your content is
highly relevant to that particular local audience.

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Here’s a good example of how a national
brand can effectively reach out:
Lowe’s – The sponsored post talks about a
sale that a particular department is having
on, say, household appliances. Shoppers are
encouraged to visit their nearby location
(address included). It’s local, relevant and
drives people to their stores.

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Now let’s contrast that with a couple
of ads that don’t quite meet the mark:
Geico has a generic ad with no attempt
at localization. Further, if you click on
it, you’re directed to a landing page
that asks for your zip code.

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First, this totally defeats the purpose
of working with Nextdoor.
Second, where is the local relevance?
And finally, what does it say to the
audience when you show them an ad
on their “neighborhood” site – then ask
for their zip code?!

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Another example that didn’t quite hit the
mark comes from Ring Security.
This home security company (owned by
Amazon) is famous because of their
doorbell camera.

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They’ve run sponsored posts talking about
“porch pirates” in your town.
That’s great click bait! Problem is, you end
up on a blog about some town in Arkansas.

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That’s more than a disconnect since
Nextdoor is supposed to be about “my”
neighborhood.

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Why these poor choices?
It could be a quick way to test ad
performance, but the results will be wildly
skewed because of the lack of effort at
connecting with the local audience.
Because, after all, this is a national ad.

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Enter “Local Content Optimization”
Local Content Optimization is a technology
solution that allows marketers to improve
their marketing efforts specifically at the
“neighborhood” level.

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By locally-contextualizing a brand with an ever-current mix of content,
marketers can deliver a rich, relevant experience.
Best of all, it's scalable.

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Our landing pages will dramatically improve the post-click
experience and the results of advertising and email campaigns.

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Our landing pages will dramatically improve the post-click
experience and the results of advertising and email campaigns.
Here’s How:

31. We can optimize the Sponsored Post Ad shell to be
a location-relevant template
#1

32. We can select your neighborhoods for the campaign
#2

33. We can deliver a post-click landing page that
maintains the location relevance in headline, body
content, and finally, the lead/conversion action
#3

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Now, when someone clicks on
your ad, they hit a landing page
that works to accomplish your
action, but more importantly,
bridges the local relevance all
the way through that action.

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Here’s an example of how it can work:
AARP sends an email to its nearly 38
million members talking about “Getting
Out to Enjoy Summer Fun.” Because
they know the zip code of a particular
member, it adds “…In Columbus.”

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A crucial piece of the equation happens
next: when the member clicks, they don’t
land on a national “Summer Fun” page
for the entire United States; instead they
land on a Columbus-specific page,
populated with numerous ways to enjoy
the season in that specific area.

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Expected engagement levels between these two experiences are dramatic.
Consider the increased relevance and actionability of town-specific version
vs. the national versions.

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Expected engagement levels between these two experiences are dramatic.
Consider the increased relevance and actionability of town-specific version
vs. the national versions.
Now imagine this taking place in any or all 29,000+ cities and towns across
every initiative throughout the year.

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Reviewing the Ring and Geico posts
mentioned versus the AARP
example, imagine what could’ve
been accomplished.
Smart landing pages that recognize
Nextdoor zip codes are the kind of
pages that deliver the most
engaging experience.

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Thanks to Local Content Optimization, marketing personalization to cities
and towns at every geographic level is both scalable and efficient.

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Thanks to Local Content Optimization, marketing personalization to cities
and towns at every geographic level is both scalable and efficient.
So, if you’re looking to test out Nextdoor advertising, remember to deliver
local relevance in your sponsored posts and throughout the post-click
experience. This is the smart way to maximize your results for your brand
and deliver great ROI!

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Thank You!