Selecting – and using – the right technology is critical to running an effective political campaign at any level.

Combined with other strategies for ranking higher on Google, including paid ads, writing helpful content that seeks to answer thoughtfully a voter’s question will ensure that your campaign’s website becomes a trusted, easy to find source of information for voters.

An effective search ad, alongside organic SEO practices, gives your campaign an opportunity to connect with voters at the right moment.

Think of your YouTube video title as the subject line of an email – more people will see it than watch the video.

Google Tag Manager (GTM) is a free and – once installed – easy to use tool every campaign should have on their website.

The policy debate is ongoing, but campaigners must confront the reality that voters are active users and getting political information from the platform.

If a campaign is only sending text messages, they’re missing out on intentionally communicating with people who are significantly more likely to vote.

If you're interested in a career in politics, government, or public affairs, working on a campaign is the single best way to advance your career.

Email signatures are an overlooked tool in your digital campaign arsenal, providing opportunities for branding and engagement.

In order to ask the right questions and get the answers you need, it’s important to familiarize yourself with these terms and acronyms.

Effective digital content that can navigate the approval process with minimal headaches is possible, provided there's open communication across teams, silos, and consultants.

Unless your campaign already has a meaningful following on Instagram, its focus should be on the main Facebook app where 52% of voters login every day.

Campaigners should start experimenting now to figure out how to incorporate ChatGPT and similar applications into creating content, gaining insights, and analyzing data.

The key is providing valuable and informative content related to professional topics.

The more helpful your campaign’s site is with relevant information and content, the more prominent it will appear in search results.

The more specific and unique your brand is, the more effective it will be in moving supporters to action and driving voters to support you at the ballot.

Continuously analyzing and improving your conversion funnel is essential to building an effective digital campaign that drives supporters to take action.

Campaigns doing TV advertising need OTT advertising in the mix in order to maximize the overall effectiveness of their media spend.

The good news for campaigns with tight budgets, not much staff, and even less time, is these videos don’t need much editing and can be used on multiple platforms at once.

How you build your landing page has a significant impact on how effective it is at driving conversions.

The words you use to prompt a site visitor, email subscriber, or social media follower to become a supporter – the call to action – are the most important copy for your digital marketing effort.

Much of the work you’re already doing for a campaign can easily be transformed into a blog post.

A fully owned media audience means you control the content, the data, and the distribution.

When you gain appreciation for the terminology, you’ll be able to look for the metrics that matter and disregard those that don’t.