7 Ways Small Businesses Can Grow Their Social Media Presence
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Loading... - iris myanew
- 23 May 2022
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Fifty-nine percent of SBOs say that improving their social media skills would be the most impactful thing they can do for their businesses, according to a recent Adobe study.
But that’s easier said than done.
Mikos Adams, a social media and marketing coach and an Adobe Express Ambassador, says small businesses don’t have to reinvent the wheel to drive growth on social. Being authentic, using visuals to tell a story and taking advantage of 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 to marketing materials like logos, flyers and banners—can help them engage customers and convert traffic into sales.
Here are Mikos’ seven tips for how small business owners can level up their social media marketing.
Go Where Your Customers Are
Rather than trying to be omnipresent on social, SBOs should focus most of their time and resources on the social media platforms that naturally attract their target audience.
“Every business is different, and your approach should be centered around the places and spaces that your target audience hangs out on,” Mikos says. “There are specific platforms that are great for B2C reach. There are also platforms that are best for keeping your community up to date with what’s new. There are platforms that are perfect for B2B connections. Ultimately, it’s up to the businesses and the niche in which their ideal audience or demographic spends the majority of their time.”
Develop Your Content Pillars
A small business also needs a social media content strategy before it starts posting on a social platform.
Mikos says SBOs can identify their content pillars by asking themselves these two key questions. The first: Whom am I looking to help? The second: How can I help them?
“This typically sets the ground for their elevator pitch, their marketing material and of course their content strategy,” he says.
Once you develop your content pillars, you can organize your content into four main buckets: awareness, engagement, connection and sales content.
Mikos says awareness content helps you reach new audiences. Engagement content keeps your followers interested. Connection content nurtures your audience and shows them that you’re relatable. Promotional content gets people to take action, whether it’s subscribing to your page or newsletter or buying your products or services.
Anchoring your social media strategy around these four content types can help you attract new followers and strengthen engagement with your current ones.
Start With Organic Marketing
Though SBOs may be tempted to pay for sponsored ads, Mikos says it’s better to stick to organic marketing when your business first starts out on social.
“If you do have the budget and you can make the investments, it’s always best to run paid ads after you’ve seen success or after you’ve seen that you have a good product or service that people actually enjoy,” he says. “It would be a shame to invest a lot of your budget on paid ads and your product or service isn’t really where it needs to be.”
Mikos adds that if you do have a small budget to invest in social media advertising, consider running a brand awareness campaign to see what demographics may be interested in your products or services.
From there, he suggests retargeting users who have visited your website after clicking on a post or watched a minimum of 75% of your social media videos. Retargeting ads is always cheaper than running cold traffic ads in a bid to reach people who have never heard of or interacted with your brand before.
Expand Your Toolkit
Unlocking creativity and making standout content can be tough. Forty-five percent of SBOs say they don’t have the time, tools or skills to bring their social ideas to life. Mikos recommends expanding your toolkit to help streamline your content production process.
“I'd highly recommend taking the time to really dive in and learn an easy-to-use platform, such as Adobe Express, to create high-quality content,” Mikos says.
Adobe Express includes several features that can help small businesses create eye-catching social media content. Among them are thousands of unique, high-quality templates to kick-start the design process, 175 million licensed Adobe Stock images, 20,000 premium Adobe fonts, video and image editing features, and content scheduling capabilities. Read More…
