Whether you’re a career politician or this is your first election, you can’t afford to ignore the ever-increasing role the web is playing in politics. While there’s certainly nothing wrong with spreading the word via television, newspapers and other traditional forms of media, a sizable portion of modern-day voters look exclusively to the Internet for news concerning their candidates. The web also functions as a convenient fund-raising tool for many candidates, particularly those whose demographics skew younger. As such, a well-executed digital marketing campaign can help get your messages across and elicit attention from prospective voters. For best results, put the following tips to good use when planning marketing endeavors for your campaign.
Include Calls to Action in Your Social Media Posts
Every candidate needs to maintain accounts on all the popular social media outlets – no ifs, ands or buts. However, simply posting on these accounts isn’t enough. Each one of your social media updates should include a distinct call to action. Through these calls to action, you can encourage people to like and share your posts, contribute money to your campaign or volunteer their time. Even if every call to action doesn’t garner the expected number of responses, you’ll have succeeded in making your social media followers feel personally invested in your campaign. This will ultimately serve to energize the base and facilitate bigger turnouts come Election Day.
Be Mindful of Where You Place Banner Ads
Banner ads have a very limited degree of effectiveness. As anyone who’s worked in web marketing can confirm, most Internet users pay little to no attention to them. This is especially true of banner ads placed on websites that have virtually no relevance to what they’re trying to sell. With this in mind, don’t waste your money buying ad space on sites whose target audiences aren’t likely to be receptive to your campaign. Any website upon which your banner ads are placed should be politically focused and have a target audience that’s likely to respond favorably to your messages.
Email Regularly – But Not Excessively
As Politico explains, email lists can prove highly effective at mobilizing your base and raising money. When people sign up for your email list, they’re essentially placing their trust in you – and bombarding them with multiple emails a day is a direct violation of this trust. Emailing your supporters excessively will result in many of them taking themselves off the aforementioned list and encouraging others not to sign up. It’s important to keep supporters in the know, but littering their inboxes with constant updates isn’t going to do your campaign any favors. If possible, send the people on your list no more than three emails a week.
Embracing digital marketing represents a significant challenge for politicians who have been in the game for decades. However, doing so is essential to remaining viable in the current political landscape. Even if your target demo skews older, chances are the majority of the voters you’re trying to reach are active Internet users. Inspiring calls to action, strategically-placed banner ads and a refusal to overload supporters with email updates are to serve your campaign well in the digital age.