How to easily reach new customers on Nextdoor with a Christmas marketing calendar

Written by Nextdoor Editorial Team | Oct 31, 2022 5:59:19 PM

As the year winds down, holiday planning and shopping ramp up. Nextdoor neighbours are early shoppers, with conversations on the app around holiday planning ticking up 3.2x beginning in October*. These conversations mark the start of neighbours’ holiday buying journey.

If neighbours’ holiday buying journey begins in October, your business’s marketing efforts need to align to their mindset. Shoppers need to hear from you seven times before they convert to a customer, so you’ll want to make sure they hear from you early and often.

A campaign calendar that maps out your holiday marketing strategy and how you’ll achieve those seven touch points can help ensure that you stay top of mind and turn shoppers into customers.

Read on for a detailed, week-by-week actionable plan that will:

Help neighbours become aware of your business and what you offer
Help neighbours understand why you’re the best option
Help convert neighbours into customers

You’ll need a presence on Nextdoor to make your business discoverable to neighbours. First, claim your free Business Page. Then, follow along with the calendar below.

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October

October marks the start of the holiday shopping season. Conversations on Nextdoor related to the holidays ramp up, so this is the time to lean in and make sure neighbours are aware of your business.

October 1-8 Holiday-related conversations begin on Nextdoor	Update your Business Page with Christmas-themed photos, business hours, and URLs. Update your Business Story – why and how you started your business – on your Business Page so neighbours can learn more about you and better understand why you do what you do.
October 9-15	Use a Business Post to ask for recommendations. All recommendations appear on your Business Page.
October 16-22	Run a Local Deal to promote your new Christmas products or get pre-Christmas bookings.
October 23-31	Use a Business Post to help humanise your brand by sharing your business’s story. Be sure to include anything special you’re doing for Christmas and mention how neighbours can join in.

November

With Halloween in the rearview mirror and and Black Friday on the horizon, neighbours are moving into the consideration phase of their Christmas shopping journey. They spent October learning about different products and services that will fit their needs. This month, they’ll weigh their options and narrow their choices. The content you share can help keep your business top-of-mind.

November 1-5 89% of neighbours value neighbour recommendations for products and services*	Use a Business Post to showcase a customer’s recommendation. Neighbours find value in recommendations because they’re authentic and from the people who live closest to them.
November 6-12	Use a Local Deal to run an early bird promotion. While neighbours may still be weighing their options, an early discount may be what pushes them to an early decision.
November 13-19	Use a Business Post to share gifting inspiration. Neighbours are still considering their options, so making it easy for them to find what they’re looking for can help persuade them towards using your business.
November 20-26 Week of Black Friday 77%of neighbours feel shopping local/at small businesses is important*	Early in the week, use a Business Post to answer common questions about your return or cancellation policies, upcoming sales, and more. Running any Black Friday offers? Share a Local Deal to promote them to neighbours.
November 27-December 3 Cyber Monday	Whether your business has a web presence or not, take advantage of the Cyber Monday hype and use a Local Deal to showcase a discount.

December

Most shoppers have now done their research, weighed their options, and are ready to make a purchase decision. Align your marketing with shoppers’ mindset: Christmas is near, they want to finish their shopping while scoring some great deals. Local Deals can help you reach more neighbours.

December 4-10	Use a Business Post to keep neighbours apprised of your inventory or availability. If your most popular offerings are running low, letting neighbours know can create urgency to secure what they want.
December 11-17	For many shoppers, it’s crunch time. Help the customers who are stumped about what to buy by featuring your best-selling products in a Local Deal.
December 18-24	There are always shoppers who have waited until the last minute to make their purchases, only to realise they don’t know exactly what to buy, or what they want is sold out. Use a Local Deal to promote the easiest, last-minute gifts there are: gift cards for your business.
December 25-31	The heart of the Christmas shopping season has passed, but there are customers who are still looking for a good deal, especially on seasonal items. Use a Local Deal to promote the inventory you need to clear out or to fill any remaining appointment slots.

Don’t let the festive season pass your business by. With this calendar in mind, now is the time to start your Christmas planning.

* Internal Nextdoor data, 2021

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