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Political Digital Fact of the Day: Digital Advertising is Direct Response Tool
Unlike traditional advertising—like TV or direct mail—digital and social media are powerful Direct Response tools.
That means your political digital advertising strategy can ask people to give, join, register to vote or attend an event.
The reason why Internet-based advertising is overtaking traditional advertising is exactly this feature—customers can see, click, buy.
Remember that voters can see then click to register to vote, donate, and join.
So, when you are thinking about your social media and digital ad campaigns, think about what you want voters to know and do first.
If voters don’t know much about you, you might want them to visit your bio page to learn about you and your campaign. But remember: always give people a chance to join. Put a join form on the bottom of every relevant “landing” page.
Will it help you to register supporters to vote? In almost every state you can now register to vote online. If you want to build up an email list, ask voters to sign petitions around shared principles and proposals—like installing that crosswalk, building that school, closing that coal plant or whatever issue is most relevant to you and your supporters.
And when you are heading towards a campaign finance deadline, you can serve ads just to your supporters asking them to donate.
One of the most powerful tools of social media is the power to invite your friends and supporters to events. Use free online tools like Facebook Events to let people know about your campaign kick-off, big precinct walks and big days like Election Day.
But most of all remember that every online ad is a chance to inform and engage. So, when you design your ads and posts, think about what is “behind” that post—meaning the information you will provide or the action you want your voters and supporters to take when they click on your ad.
PROTIP: There are a number of political tool kits out there that help you manage this process, but one many of our campaigns use is called Blue State Digital. It helps you keep all of your Direct Response efforts organized
For more on how to build a digital strategy for your campaign, download the recently released e-book, 12 Must-Know Facts About Digital Media, by SpeakEasy Political founders Eric Jaye and Danielle Winterhalter.
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