How to Run a Digital Election Campaign
The way we receive and absorb information is ever-changing and increasingly fragmented.
With our average daily screen time increasing year on year, it’s no surprise that digital campaigns are increasingly being utilised by businesses, not for profit organisations, interest groups, and even politicians.
In fact, digital campaigning is now essential for politicians and political candidates seeking to connect with voters.
Here’s a comprehensive guide outlining how digital campaigns win elections.
Australia’s mandatory voting and preferential voting system (compulsory and optional at Federal and State levels) mean that digital campaigning is uniquely effective, and critically important.
Unlike in a conventional digital marketing campaign, we know that the audience in an Australian political campaign will definitely be buying our product. The real question is will they buy our product before they buy one from our competitor?
In other words, we know that your candidate will receive a vote but will the voter preference your candidate over their competitor?
That’s where your digital strategy comes into play.
Your digital strategy should outline your campaign’s goals, target audience(s), key messages, and the digital channels you’ll utilise. This strategy should be adaptable, allowing for adjustments based on real-time data and evolving circumstances.
For expert assistance in formulating a tailored digital strategy, consider exploring Campaign Digital’s Digital Strategy Services.
Data-driven decision-making enhances the effectiveness of your campaign efforts, maximises the value of your spend and ensures the right message reaches the right audience.
By analysing data from various sources, you can identify key demographics, understand voter concerns, and tailor your messaging accordingly.
Campaign Digital offers Insights Services to help you unlock the power of data and boost your campaign’s performance.
Developing compelling content that resonates with your target audience(s) is the cornerstone of any campaign, let alone a digital one, but what makes digital content stand out is its versatility and scalability.
Whether it’s social media posts, videos, infographics, interviews, petitions, polls, or online events, digital campaigning allows you to broaden the scope of your messaging by tailoring your talking points across a multitude of different platforms and content formats. Different audience segments will prefer engaging with your campaign using different channels so take advantage of the benefits offered by digital campaigning and speak to multiple audiences at once by producing content across your selected channels and formats.
Not only does this increase voter engagement, it also provides real-time A/B testing feedback letting you see which content is most resonant and allowing an opportunity for strategic adjustments.
The best content should always be informative, authentic, engaging, and shareable. For creative content solutions, explore Campaign Digital’s Creative Content Services.
Social media platforms are powerful tools for reaching and engaging voters. Each platform has its unique audience and best practices:
- Facebook: Ideal for sharing detailed posts, event updates, and engaging with a broad audience.
- Twitter/X: Best for real-time updates, quick announcements, and engaging in political discourse.
- Instagram: Perfect for sharing visual content that humanises the campaign and showcases behind-the-scenes moments.
- TikTok: An emerging platform for reaching younger voters through creative and authentic short-form videos.
While organic reach is valuable, paid digital advertising allows you to target specific voter segments with more precision. Platforms like Facebook Ads, Google Ads, and YouTube Ads enable campaigns to reach the right audience(s) based on demographics, interests, and behaviours.
Campaign Digital’s Digital Advertising Services can help you create data-driven paid campaigns that drive voter engagement.
Your website is the single most important digital asset for your campaign, serving as the central source of truth for your voters and supporters. This website is also where all your ads and campaign material should redirect to - serving as a resource for a more detailed exploration of your policies, plans, and proposals.
When building your website some important considerations include:
- A clear candidate bio and policy positions
- Easy-to-navigate donation and volunteer sign-up pages
- Regular updates on campaign events and initiatives
- SEO-friendly content to rank higher in search results
- Mobile optimisation
For professional website development and optimisation, check out Campaign Digital’s Website Services.
Email marketing remains a powerful tool for engaging supporters and keeping them informed. Personalised email campaigns with targeted messaging increase engagement and encourage donations or event participation.
Similarly, SMS campaigns provide a direct and immediate way to reach voters. Studies have shown that SMS has a higher open rate than email, making it an effective tool for last-minute reminders before election day.
Explore Campaign Digital’s Email and SMS Marketing Services to maximise your voter outreach.
A digital campaign is never static. Regularly track campaign performance using tools like Google Analytics, Facebook Insights, and social media analytics. Monitor which content performs best, which ads and calls to action convert, and adjust your strategy accordingly.
Campaign Digital offers Insights Services to help you unlock the power of data and boost your campaign’s performance.
A well-executed digital election campaign can be the difference between winning and losing. By leveraging a strong digital strategy, data-driven insights, and compelling content, candidates can effectively connect with voters, shape public perception, and drive engagement.
If you're looking to elevate your campaign, Campaign Digital offers a range of expert services to help you navigate the digital landscape effectively. Visit Campaign Digital to learn more.
