As business owner, you simply can’t afford to overlook it. If you do, you are depriving your business of about 50% of potential customers. A new digital 2020 report published by We Are Social and Hootsuite revealed that there are 3.8 billion active social media users today. This equates to about 50% of the world’s total population. 

Social media is unavoidable today and it’s going to be in the years to come. There is hardly any brand –established or budding, big or small– that is not on social media.  It is a great and the fastest way to increase brand awareness, bring traffic, generate leads, and maximize conversions.

Running a social media campaign for your business can do wonders –provided you do it the right way under a well thought out plan. Poorly designed or implemented campaigns will not only yield no or unfavorable results but cost you time and money. It’s important you know what it takes to rightly tap into the social media potential.

Following are some key considerations to take into before you kickstart your social media campaign. 

Who is your target audience?

Are you targeting the people who are ready or at least might take some interest in buying from you? Do you know their interests, age, gender, needs, and preferences? Do you know where they are? If not, your marketing efforts are nothing but a complete waste of time.

The success or failure of your marketing campaign on Facebook, for instance, mainly depends on how accurate a target audience you create. For this, you need to know your audience as much as possible else you could end up trying to sell kindergarten services to seniors or beauty products to cloth merchants.

It’s worth the time to research your target audience. Tools like Facebook audience insights and Twitter Analytics will help you know your audience better. You will then be able to create content your audience is looking for and who are just waiting for your ad to appear. 

What are your goals?

Like every campaign, it’s important you know your goals right from the start. What is it that you exactly want to achieve with your campaign? Are you looking to bring traffic to your page? Do you want to generate leads? Are you interested to increase E-commerce sales? Defining these goals will make it easy for you to design the right marketing strategy, allocate budget, and curate the right content.

Besides defining your own goals, it’s also important to discover your audience’s goals. Customers should relate to your product or service. How is it going to solve their problems or add value to their lives?

One platform or multiple platforms?

Whether to run the campaign on one platform at a time or multiple platforms simultaneously is debatable as both have pros and cons. Every platform has a slightly different audience and uses different algorithms.

If you are a small business with a limited budget, it’s better to start off with one social media platform. Choose the one where most of your target audience resides or where most of your competitors are advertising. 

Using one platform will allow you to publish tailored content and participate more actively in the responses. It also allows you to concentrate your efforts which are vital for the success of a campaign. Trying different platforms, on the other hand, may cater to diverse customers but requires a high budget and more time.

How to stay consistent?

It’s not only about the quality of the content but also the consistency. When you start your campaign, you have to be consistent with the posts so that customers see your content on a regular basis. It is the key to engaging customers and putting your brand in their minds. Most studies agree that sharing content once a day is optimal. 

This often becomes difficult when you are managing multiple platforms. You tend to forget what to post, when to post, and on which platform. Managing a content calendar will solve this problem. It will allow you to schedule everything in advance. So you just wake up in the morning, look at your content calendar and know what is on your plate with regards to your social media campaign. Learn how to create and manage a content calendar and share the right content at the right time. 

What is your timeline?

Every campaign needs a definite timeline. A specific time frame during which you want to achieve your desired goals. A social media campaign is not like website SEO which has to go on forever. Here, you should be very clear about the start date, the end date, the goals, and the KPIs (Key Performance Indicators).

A timeline is important because it will allow you to constantly monitor your results with respect to time and make any tweaks if required. If you are offering something in the campaign, a timeline will create a sense of urgency among customers. 


As they say, hope for the best but prepare for the worst. Do everything you can to put your campaign on the road to success. This road, however, may not always be straight so you have to consider the roadblocks they may come your way.

Consider all the factors that have the potential to prevent your campaign from being a success. Come up with a plan B in advance in case plan A does not work as envisioned.

**About the Author:Usman Ali is a Digital Marketer with good experience in Search Engine Optimization and Social Media Optimization. He is currently working as an SEO Executive in FME Web Design Dubai, a leading web design and development company in Dubai. He is passionate about Digital Marketing and loves to write on various topics and express his thoughts in the form of write-ups. You can find him on LinkedIn.