NextGen Day

Small business owners (SBOs) are well aware that social media provides a variety of options to communicate with an audience.

According to a recent Adobe study, 59% of SBOs believe that strengthening their social media abilities would be the most beneficial thing they can do for their businesses.

But saying it is easier than doing it.

Small businesses don’t have to reinvent the wheel to develop on social media, according to Mikos Adams, a social media and marketing expert and an Adobe Express Ambassador. They can engage customers and convert traffic into sales by being authentic, using visuals to tell a story, and using solutions like Adobe Express—a unified collection of web and mobile tools that make it easy to create and share beautiful content, from social posts and stories to invitations and marketing materials like logos, flyers, and banners.

Here are Mikos’ seven suggestions for improving small business social media marketing.

Take Your Business Where Your Customers Are
Instead of attempting to be everywhere on social media, SBOs should devote the majority of their time and resources to the channels that naturally attract their target demographic.

“Every business is unique, and your strategy should be tailored to the places and venues where your target audience congregates,” adds Mikos. “There are certain platforms that are ideal for reaching out to B2C customers.” There are other sites that are ideal for keeping your community informed about new developments. There are platforms that are ideal for business-to-business connections. Finally, businesses and the niche in which their ideal customer or demography spends the most of their time have the final say.”

Build Your Content Foundations
Before beginning to post on social media, a small business must develop a social media content strategy.

SBOs may identify their content pillars, according to Mikos, by asking themselves these two important questions. The first is: Who do I want to assist? Second, how can I assist them?

“This usually serves as the foundation for their elevator pitch, marketing materials, and, of course, content strategy,” he explains.

You may organize your content into four main buckets once you’ve developed your content pillars: awareness, engagement, connection, and sales material.

Mikos says awareness content helps you reach new audiences. Engaging content keeps your audience engaged. Connection material cultivates your audience and demonstrates your relatability. People respond to promotional content by subscribing to your page or newsletter or purchasing your items or services.

By focusing your social media strategy on these four categories of content, you may attract new followers and increase engagement with existing ones.

Begin with organic advertising.
Though small businesses may be tempted to pay for sponsored ads, Mikos advises sticking to organic marketing when getting started on social media.

“It’s always ideal to run paid advertisements after you’ve experienced success or after you’ve seen that you have a fantastic product or service that people truly love. “It would be a shame to spend a lot of money on paid marketing just to discover that your product or service isn’t where it needs to be.”

If you only have a limited budget for social media advertising, Mikos suggests starting a brand awareness campaign to determine who could be interested in your products or services.

He then recommends retargeting visitors who have visited your website after clicking on a post or who have watched at least 75% of your social media videos. Running cold traffic advertisements to reach people who have never heard of or interacted with your business is always more expensive than retargeting ads.

Boost Your Toolkit
It can be difficult to unlock creativity and create unique material. Forty-five percent of SBOs claim they don’t have the time, equipment, or skills to bring their social ideals to life. To help streamline your content creation process, Mikos suggests increasing your toolkit.

“To generate high-quality content, I’d highly advocate spending the time to truly dive in and master an easy-to-use platform like Adobe Express,” Mikos adds.

Adobe Express has a number of capabilities that can assist small businesses in creating engaging social media content. Thousands of unique, high-quality themes, 175 million licensed Adobe Stock photos, 20,000 premium Adobe typefaces, video, and picture editing options, and content scheduling capabilities are just a few of them.

Prioritize visual thinking.
The majority of today’s social media platforms are visual. SBOs should be aware.

“Business owners should undoubtedly attempt to include high-quality, innovative, and relevant imagery in all of their content,” Mikos advises.

This is true even when publishing content in the form of lists. Consider utilizing an Adobe Express template to organize the recommendations into a carousel for a post titled “5 Tips For Improving Your Productivity,” rather than a standard list format, Mikos suggests. To fill out the carousel and illustrate your message, utilize an Adobe Stock image on each slide.

Post Consistently
Should you update on a daily basis or merely a few times per week?

According to Mikos, the correct answer is somewhere in the middle.

“This is a topic I get asked about five to seven times a day,” he says, “and my solution is always to start with what you can stick with.” “A lot of social media gurus will tell you that you should publish three to four times a day,” but this is unrealistic for many small business owners.

The figures speak for themselves. The most time-consuming part of digital marketing and social media, according to 42% of SBOs, is publishing to and administering their channels. They spend an average of nine hours every week on digital marketing and social media. That’s a reasonable amount of time, especially considering how busy SBOs may be.

Find out what a reasonable posting schedule is for your business, strategy and organize your content ahead of time, and “remain consistent with the days and times every week so that the algorithm can pick up on it and understand when and how you’re going to post,” according to Mikos. Adobe Express also includes a content scheduler that will help you organize your posts and reclaim your calendar.”

Consistent posting can also assist SBOs to build a regular connection with their clients, which according to Adobe study is something they value: Only 24% of SBOs want to “go viral” when they use social media, despite the fact that 41% appreciate regular participation.

Repurpose Successful Content
You don’t have to do anything new every time you use social media to be creative. Analytical data can assist you in deciding what content to remix.

“Take the time to look at your analytics and evaluate what’s worked effectively in the prior year, then reuse it.” You might have had a carousel post that did exceptionally well, garnering over 500 saves and shares. Why not make a motion graphic, a reel, or an infographic out of it?” Mikos explains.

Adobe Express is a wonderful tool for making old content new again, thanks to its large library of templates.

“There are so many different ways to repurpose content,” Mikos explains.

Unlocking Your Social Media Audience
You don’t have to be a world-class designer or marketer to stand out on social media using tools like Adobe Express. You can produce attractive and shareable social media visuals and content that boosts your audience with just a few clicks—no design skills required.

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Disclaimer

This article is for informational purposes only and does not constitute endorsement of any specific technologies or methodologies and financial advice or endorsement of any specific products or services.

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