5 Internet Strategy Lessons From Hillary Clinton
Ian Lurie Feb 19 2007
Hillary Clinton’s online presidential campaign holds some valuable lessons.
She knows the room. Her site has video and lets folks get engaged through event planning and attendance. It’s a personable setup.
She dressed appropriately, with a simple, clean site design that doesn’t get in the way of her message.
Unfortunately, there are some problems:
She sounds smart, but not smart enough. Her site, as far as features, is identical to Barack Obama’s, who’s site is identical to almost every other presidential candidate. How do you stand out when you do exactly the same things as everyone else? I have no idea.
She is not bragging modestly. Yes, I can find her site when I search for her name. Unfortunately for her, I can also find Barack Obama’s site, because his campaign cleverly purchased her name as a keyword in their pay per click campaign. As near as I can tell, her campaign hasn’t done anything similar. If you search for ‘Iraq War’, you’ll find BarackObama.com at #1 in the sponsored links. HillaryClinton.com? Nowhere to be seen. Same with Presidential Candidate, etc..
She does, however, do a good job of making a connection, through the e-mail signup, and by providing lots of opportunities to take action.
It’s good to have a site with decent fundamentals. But it’s important to look at your online campaign as a complete strategy. If Hillary Clinton’s campaign did a little smart keyword buying, and did more to set herself apart from the rest, that’d be a significant step.
Ian Lurie is CEO and founder of Portent Inc. He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Forbes.com and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, SIC and ad:Tech. Follow him on Twitter at portentint. He also just published a book about strategy for services businesses: One Trick Ponies Get Shot, available on Kindle. Read More