Nextdoor: A Small Business Strategy for Post Shutdown Recovery
An Essential App for Non-Essential Businesses
Small businesses across the US are gearing up for extensive financial recovery as the 50 states begin to reopen amidst the Coronavirus pandemic. Now, more than ever, small non-essential businesses are in need of swift financial health to make up for months of lost revenue. Rather than thinking big, small businesses can find ample success in thinking small by looking to niche social media platforms for strategic marketing opportunities.
Small Business, Big Impact
While many small businesses are deemed “unessential,” many communities would suffer without the impact of their novelty and concrete contributions. Oftentimes, these independent entities house specialized products and services, offering a cozy charm that sets them apart from all-encompassing big box stores.
Even in Los Angeles, a city that thrives on its heritage of locally based business, long-standing entrepreneurs are struggling with the reopening. LA Librería has grown from humble beginnings in 2012 into the city’s only Spanish-language children’s bookstore. Shop owner, Chiara Arroyo, holds on to the hope that her closed doors will not result in a permanent goodbye to the masses of patrons her store hosts. “People will come from Tijuana because we have books that they won’t find in Mexico. People will come from Fresno because we have a workshop and the trip will be worth it for them,” (Baxter, 2020). More than a bookstore, LA Librería has become a unique educational hub that serves students of all ages and backgrounds. With the next nearest store of its kind on the East Coast, the closure of LA Librería would be a major blow to the Angelino community.
Small Business, Small Strategy
As the dust settles amongst the COVID-19 financial collapse, successful recovery for niche businesses like LA Librería appears unlikely. This is not to say the possibility cannot be pursued. Constructing a strong social marketing strategy plays an essential role in gaining momentum that will help keep small business doors open.
When developing a social strategy, there are many challenges these small gems face, specifically, choosing the appropriate social platform for positive exposure. Signing up for the largest or most popular social media platform may seem like the obvious step towards success, but can actually be overwhelming with little to no return. “Although social media networks like Facebook and Twitter have millions of users, it doesn’t necessarily mean they are the best network for every product or service,” (Garcia, 2019). In these unclear times, small businesses should look to niche platforms that parallel their small business ideology.
Nextdoor: A Small Business Niche
Niche businesses impacted by the COVID-19 crisis would benefit from the inclusion of Nextdoor in their social strategies for financial recovery. The local niche community app serves as an organic approach to connect small businesses with the individuals who are most likely to support them based on location. “Niche social communities remain small to serve only the people who want to be there,” (Garcia, 2019). Utilizing niche social platforms, such as Nextdoor, eliminates cluttered algorithms and strained content found on social leaders like Facebook and Instagram. As a result, small businesses reach the right individuals.
Rooted in the concepts of community and connection, the Nextdoor app bridges the gap between neighborhoods and fosters locally based conversation amongst real neighbors. The niche social network promotes trust amongst its users and succeeds on the principle of proximity, requiring real addresses to be provided for accurate community exposure. In the midst of the global pandemic, Nextdoor is a free tool accessible in the United States, United Kingdom, France, Germany, the Netherlands, Italy, Spain, Australia, Denmark, Sweden, and Canada. No matter what country you’re in, Nextdoor prides themselves on their goal for a safer community. “We are simply you and your neighbors, together,” (Nextdoor, 2020).
Nextdoor: The Helpful Neighbor
Adding Nextdoor to post Coronavirus social strategy has never been more important as users across the platform rally for small business success. As people have complied with stay-at-home orders, conversations supporting local businesses have grown 17X on the Nextdoor app. As a result of this excessive engagement, Nextdoor has initiated new updates to “help members and businesses stay informed and connected,” (Nextdoor, 2020).
Organic engagement amongst neighbors is a smart approach to small business endurance in the post-pandemic economy. During this unpredictable time, audiences are looking for reliable sources and find comfort offered in the recommendations of community members. Neighbors on the network are advocating for the purchase of small business gift cards to keep their favorite ‘Mom and Pop’ shops afloat. Nextdoor Business profiles are now equipped with the capability to add a custom URL gift card link directing patrons to their websites. This new function works with the Recommendations feature to help Neighbors encourage others within the community to purchase from their favorite stores and services.
As small businesses begin to reopen there is uncertainty surrounding the financial longevity of this small victory. In recent months, many small businesses have taken efforts to fundraise through the COVID-19 Small Business Initiative on the crowdfunding platform GoFundMe. In an efficient attempt to gather funds, businesses are able to link website traffic to their GoFundMe donation account. Nextdoor has recognized this financial need and has provided the option to include a GoFundMe link to the Story section of their Business profiles. Neighbors are now more equipped to spread the word on all small business efforts through widespread connectivity.
Never before has there been a time where clear communication is needed by niche groups. The Coronavirus era has left small businesses in financial disarray and communities confused as to which are open and which are closed. As new rules and regulations for patronage are implemented and revoked at varying rates across the country, small entities can utilize the Nextdoor Business Posting feature to provide Neighbors with the most accurate information such as store hours, sanitation efforts, and customer safety expectations. In turn, Neighbors can provide positive feedback by offering a ‘Thank’, ‘Like’, or ‘Comment’ on business posts.
Small Business Future
There are many unforeseen challenges that exist for the future of small non-essential businesses in an economy fractured by Coronavirus. As we pick up the pieces, these small entities must find new ways to thrive. Fortunately, large amounts of support exist amongst local communities and can easily be discovered through niche social platforms like Nextdoor. Implementing niche networks to social strategies provides small businesses with the opportunity to flourish in the future of this “new normal.”
Citations
Baxter, K. (2020, May 16). About half of all small businesses in danger of failing during pandemic, survey finds. Retrieved from https://www.latimes.com/california/story/2020-05-16/about-half-of-all-small-businesses-in-danger-of-failing-during-pandemic-new-report-says
Garcia, A. (2019, September 23). 3 Reasons to Pay Attention to Niche Social Networks. Retrieved from https://www.entrepreneur.com/article/339532
Nextdoor. (2020). Local Business Updates for COVID-19. Retrieved from https://help.nextdoor.com/s/article/Local-Business-Updates-for-COVID-19?language=en_US
