Planning Your Midsize Business’ Social Media Marketing Strategy







Ryan Fratzke

Partner & Executive Strategist,

Head of Client Acquisition



What is Social Media Marketing for Midsize Businesses?

Social media marketing is the creation of content that promotes your midsize business’ services or products across platforms like Facebook, Instagram, and Twitter. Midsize brands utilize social media to connect with their audience and increase brand awareness.

With more than half the world’s population now plugged into social channels, any midsize business can cultivate an audience if they have a passion for content and practice relentless consistency.

Social media is not one-size-fits-all. Research where your clients are active and follow them - then excite them. The brands that are most successful have their eye on the latest trends, while also posting unique and compelling content that communicates a clear story about their brand. Popping into a user’s feed with content that stops that mindless social media scroll is key to enticing engagement.

If your midsize business is searching for a partner to transform their social media strategy into a lead-driving machine, schedule a 1-on-1 free consultation with Fratzke today.

Social Media Demographics by Platform

In order to meet your customers where they are, it’s essential to discover what social media platforms they spend the most time on. Let’s take a look at the five most-used social media platforms according to Sprout Social:

Facebook Demographics

• Monthly Active Users: 2.7B
• Gender: 56% male and 44% female
• Largest Age Group: 25 to 34-years-old (26.3%)
• Time Spent Per Day: 38 minutes on average

YouTube Demographics

• Monthly Active Users: 2B
• Gender: 72% of male and female Internet users
• Largest Age Group: 15 to 35-years-old (77%)
• Time Spent Per Day: 41.9 minutes on average

Instagram Demographics

• Monthly Active Users: 1B
• Gender: 57% male and 43% female
• Largest Age Group: 25 to 34-years-old (33.1%)
•Time Spent Per Day: 29 minutes on average

Twitter Demographics

• Monthly Active Users: 187M
• Gender: 68% male and 32% female
• Largest Age Group: 30 to 49-years-old (44%)
• Time Spent Per Session: 3.53 minutes on average

LinkedIn Demographics

• Total Active Users: 738M
• Gender: 51% male and 59% female
• Largest Age Group: 46 to 55-years-old (40%)
• Access Frequency: 63% of users access the network monthly

Set and Measure Social Media Goals

The strategy behind your social media initiatives should align with your business objectives. Your goals should be succinct, realistic, and measurable. Some of the most important social media goals are:

Driving Traffic to Your Website - Monitor CTRs and website traffic
Increasing Brand Awareness - Track followers and shares
Growing Your Audience - Watch follower counts and sentiment
Boosting Engagement - Keep an eye on @ mentions, comments, and likes
Generating Leads & Sales - Note website clicks/paths and email sign-ups

Tracking and measuring social media key performance indicators (KPIs) is paramount in understanding whether your strategy and tactics are working. In order to illustrate the full story of how your social media marketing is impacting the overall business, be sure to track the following:

Reach: Unique users who saw a post
Clicks: Clicks your content or account received
Engagement: Social interactions divided by number of impressions
New Followers: The number of new subscribers received after a given post
Likes: An engagement that shows how many people reacted positively toward a post
Comments: An engagement where visitors and followers can share their thoughts on a post
Website CTR: The amount of traffic your website received from a given social post

Key Social Media Resources

Creative Guidance Navigator | Facebook
Think With Google | Youtube
Marketing on IG | Instagram
Insider Tips | Twitter
Marketing Solutions | LinkedIn

Looking for a digital marketing partner to elevate your midsize business strategy?

Schedule your free consultation with one of our experts today!



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