As a contractor, should you be advertising on Nextdoor? That question can be phrased in a different way: “Is local advertising important to your contracting business? The answer then becomes an emphatic, yes! Local advertising is absolutely critical to your contracting business because contracting is a local profession. The people in your city need to know about your company and your services. Take the following statistic into consideration: over 30% of all Google searches performed have local intent. That’s quite a revelation for those interested in online promotion.
But what is local intent? Local intent refers to searches that specify an area in direct proximity to the searcher. For example, “plumbers near me” is an example of a search with local intent. But what does any of this have to do with Nextdoor? In today’s post, we are going to show you why you need to utilize Nextdoor advertising in 2020.
What is Nextdoor?
At its heart, Nextdoor is a social media platform. But it isn’t like your Facebooks and your Twitters. It is a locally-focused social media network on which, members need to be verified as to their home address. Once someone verifies that they actually live in the area they claim to, they have access to a wealth of neighborhood resources such as message boards, community news, local business directories, and more.
But one of the most useful features of Nextdoor is the Local Recommendations page wherein real members of the community can review and highlight their favorite local businesses. There is also a forum on which members of the neighborhood can ask other members for recommendations for virtually any kind of service…including reliable contractors.
Why is Nextdoor Important for Advertising?
Nextdoor is very stringent with their verification process. They make it virtually impossible for people who don’t live in your area to infiltrate their online community. That means that all your advertising efforts on Nextdoor will go to the right people.
The problem with careless ad campaigns is that money gets wasted on targeting the wrong market. The reason why Nexdoor advertising is so important for contractors is that all of your advertising dollars will be spent targeting people in your area. But you may be asking yourself a very important question at this point…
How Popular is Nextdoor?
Advertising on a platform that no one uses is pointless. But the numbers about Nextdoor don’t lie. According to App Annie, Nextdoor was the 9th most downloaded lifestyle app on Apple devices in 2019. To put that figure into a more tangible form, Vanity Fair reports that about 10 million people are active members of Nextdoor as of May 2020.
There are also 260,000 active neighborhoods on Nextdoor and growing. That is a lot of people using Nextdoor every day. There is no question about Nextdoor’s popularity and its viability as an advertising platform, but what else does it have to offer?
Nextdoor allows its verified users to leave reviews of local businesses. And local reviews carry a lot of weight with consumers. According to a PR Newswire report, a colossal 97% of consumers will read reviews of a local business before making a purchasing decision. And according to Bright Local, 91% of the all-important millennial market trust online reviews as much as a word of mouth recommendations. And all the more if those reviews come from someone in their neighborhood.
And if you are worried about how active users are on Nextdoor in terms of giving recommendations, Business Wire reports that as of 2017, there were more than 17 million unique, user-generated local recommendations made. And the community has only become more active since then.
The Big Caveat with Nextdoor
We’ve spent a lot of time talking about the benefits of advertising on Nextdoor but these benefits come with a sizeable caveat: you have to have the money. If you are a local contractor you will be required to spend a minimum of $15,000 per month in advertising billings with Nextdoor.
The reason for this is that most local business cannot generate the ad revenue that a social media platform as large as Nextdoor would need to cover costs. It is kind of ironic then that a locally focused network, by and large, cannot be sustained with the ad revenue of small local businesses.
The Bottom Line
The good news is that you don’t have to necessarily advertise in the traditional sense on Nextdoor to get seen by locals. By simply claiming your business on Nextdoor, you can put your business in front of the eyes of the people in your community. And if you treat your customers right and offer quality service, you will earn more recommendations and positive reviews.
For more information on how you can advertise your business, contact us here at Contractor’s Society of America.