How to Run a Campaign Online

Whether it's a marketing, political or cause-related campaign, using the power of the Internet to reach far beyond your local area to sell your products and services. You allow voters easy access to the issues you stand for and your campaign progress. A website gives your constituents an easy way to donate and get involved. Follow these steps for a successful online campaign.

Instructions

Difficulty: Moderate

1. Articulate a clear goal for your online campaign. Start with your products, services, issues or cause and decide what you want your website visitors to do. Determine your audience because they'll drive the tone, language and methods of your message.
2. Brainstorm ideas with your team. With so many tools and so much competition on the Internet, your online presence must be memorable. This doesn't necessarily mean flashy video graphics. Cater to the people you're trying to reach.
3. Make a strategic plan. Write down what you want to accomplish, how you'll accomplish it and who's in charge of what. Revise this plan as you go along and make sure everyone has an updated copy throughout the campaign.
4. Explore innovative online tools and decide how they can be used to carry your message. Blogs, message boards and polls give you feedback from your audience. Podcasts let you speak directly to them. Streaming video can make an impact in a way pictures, text and audio can't.
5. Plan your website carefully for maximum effect. Make it easy to navigate. Get your visitors' attention but give them useful information about your campaign. Steer them towards the action you want them to take.
6. Build your website and test it many times throughout the development process. Pick members of your target audience if you can, but as long as someone hasn't seen the site, they can tell you if the presentation is clear and it's easy to navigate.
7. Market your campaign in online forums and blogs. Write articles and submit them to sites like Article Alley (see link in Resources). Create an e-newsletter to keep customers and constituents up-to-date on your campaign.

Tips & Warnings

• Make every online campaign piece short with lots of bullets, paragraphs, short sentences and white space.
• Your online campaign should supplement your off-line efforts, not replace them.