2. Look to social media, email and video.
Any marketer at a small business who is unsure of where to start should consider social media and email — which are known for their low cost and high impact — and even video, which can be affordable with the right tools. The fact that 7 out of 10 small businesses use Facebook, half use Twitter and Instagram and 64% use email marketing, is a testament to how cost-effective these channels can be.
Small businesses can get a tonne of marketing mileage out of social platforms’ free features. They can connect directly and interact with their audiences, respond to questions, run online events and keep customers updated on their offerings. No wonder, then, that small businesses name social media as their biggest opportunity for brand awareness and their most effective medium for increasing sales and revenue.
Of course, each network comes with its own idiosyncrasies. Tweets need to be short and punchy, relying on links to provide additional information, while Facebook allows for longer posts. Instagram is highly visual. LinkedIn is professional, making it a good place for stats and Infographics.
For as old as email is, it is still one of the most cost-effective ways for small businesses to drive loyalty with current customers and pull in new ones. Using plain old email or affordably priced email automation tools, even the smallest operation can blast out messages to thousands of customers about upcoming promotions, offers for helpful pieces of content or announcements for new product releases. No wonder over half of small businesses plan to increase their email marketing spend this year, according to the Manifest report.
That being said, the one challenge that small businesses face in social media, email and video is in providing a steady stream of compelling content that users have come to demand. This is where having the right user-friendly tools — like Adobe Express — becomes key. Adobe Express allows a single marketer to create visually striking social images, web pages or short videos in mere minutes to quickly fill a social media feed or email blast with well-designed content that looks like it was designed by a pro.
Similarly, for small businesses struggling to produce quality video on a budget, Adobe Premiere Rush has quick and easy video-editing tools that are a godsend, including a host of video effects and the ability to work across video captured on a phone, tablet or desktop. These tools allow marketers to execute great-looking DIY marketing campaigns on social, email and video without relying on external agencies or contractors.