1. Digital Marketing Strategies that will ReignSupreme in the 2016
Election
Electionseasonisrampingupandprettysoon the glutof advertisementsandpolitical eventswillbe
everywhere we look. Withthe growthof digital marketing companies,politicianstodayhave greater
access to theirtargetdemographicsthaneverbefore. The 2008 electionof BarackObama showedthe
powerof a well-rungrassrootscampaign.Hiscampaignwasthe firsttoharnessthe powerof social
media,andverywell couldbe describedasourfirstsocial mediapresident.
A PewResearchCenterstudyfoundthat66 percentof social mediausersactivelyengage inpolitical
activismonline,stating:
Engagementthrough socialnetworking sitesand Twitterhasbecomea marked featureof political and
civic life for a significantportion of Americans.Previousworkby thePew Research Center’sInternet&
American Life hasdocumented thekey role thatthe internetand social media play in people’s
participation in groupsand organizations.OtherProjectstudieshaveshown how thosewho usesocial
media,especially Facebook,aremorecivically and politically active than non-users.
Politicians thatwanttoreach as manyas possible withoutthe filterof the mediacando so directly
throughtheirownonline presence. Here are some strategies everypoliticalcampaignwouldbe well to
followin2016.
Announce Your Candidacy Online
TedCruz was the firstto announce his2016 intentionsthroughasimple tweetbysaying.“I’mrunning
for PresidentandIhope to earn yoursupport,”which includedalinktoa 30-secondvideo. If there’s
any message youwantto go viral it’sthe one where youannounce yourcandidacy,anddue to the
importance of the moment,youwill have areal shotat gettingyourannouncementsharedbyyour
audience.
Market to the Young Vote
Rand Paul has sofar shownhimself to be especially comfortablewithsocial mediaanditsproven
capacityto helpmobilizefollowers,especiallyyoungpeople.
Paul isan earlyadopterof Snapchat,the photo-messagingappthathasexpandedintonews
dissemination.He’salsoanavidTwitteruser,knownforhis140-character tussleswithcompetitors. He
alsoappearedat the Southby Southwesttechfestival inAustin,Texastotouthissupportforonline civil
liberties,andtoexplainhisoppositiontonetneutrality,whichhe perceivesasgovernmentinterference
withthe Internet.
Find the Right Influencers
The goal of social mediaisto encourage engagement,butpolitical organizationshave varyinglevelsof
resources,whethermoneyormanpower.Become smarteraboutengagementbyidentifyingand
prioritizingthose socialmediasupporterswithalargeronline audience and,more importantly,greater

2. influence.Isasupporter’ssocial actionmore likelytobe shared? Workingwitha strongbase of
influencers,whomightshare the personaof yourtargetaudience,will provide greatcustomerreferral
value andboostyour online influence.
Develop a Platform Specific Content Strategy
You can’t justrepostthe same contentyoucreate inthe same manneron Facebook,Instagram, Twitter,
and othersocial mediawebsites, withoutunderstanding whattype of contentworksbestona given
platform.Ispositive ornegative contentmore likelytobe shared?Graphicsorvideos? Messagesfrom
the candidate,herfamilymembers,orhersupporters?Whatissuesare mostlikelytoresonate? We live
ina time of informationoverloadandadeficitof attention,beingthoughtful anddeliberate aboutwhat
youpost iscritical for maximizingreach.
Power of Videos
They’re easytoproduce,cheapand theyallow politiciansto attackor respondonthe fly.Videosshow
candidatesyourpersonalityandabilitytoconnectwithvotersinaway that campaignsignsandbuttons
nevercould. Yourproductionvalue shouldreflectthe message andaudience you’re attemptingto
reach,but make sure no matterwhat,it doesn’tcome off assloppyor shoddyproduction. Remember
the image you’re attemptingtocreate.
Candidate and State/Race in Title
The keywordsthatyouuse inthe titlebarof yoursite as well asmainheadingswill be the keywordsthat
searchenginesmostassociate the site with.Be sure touse the candidate'sname aswell asinformation
aboutthe race inthese areasto performbestforthose crucial keywords.Make sure the developers
make it the defaultforeachpage to containthe candidate'sname and district.
Talk About the Viral Issues
You shouldincorporate apopularitydrivencontentstrategy.Pickthe campaigntopicswhichbringin
views,evenif theybelongtothe competitionandtalkaboutthemonyour site,comparingthemtowhat
youwoulddo.Thencross-promote eachone acrosssocial mediaplatforms.
Use the Competition
You’ll likelybe runningagainstahostof othercandidates. Whynotoptimize forthem?Thinkof your
site havinga “aboutthe race” type of section.Inthat,you dedicate apage to each of the people you are
runningagainst.Nowoneach page,provide some informationaboutyouropposition,thencompare
yourself andthe othercandidate basedonthe issues.Thatwaywhensomeone learnsaboutyourrace,
theylearnaboutit through a directportal to your views.Theymaybe there toread aboutyour
competition,buttheyare onyoursite and youcan write to convince thematthat point.
Google Community
Candidatesmayalsowantto considera Google Community.Publiccommunitiesare indexedbyGoogle
Search,and listedinthe Google+communitydirectory.A candidate couldsetupa Google+Business
Page for theircampaign, andthen have that page act as the ownerof the community.A private,unlisted
communitycouldserve asa rallypointforcampaigncontributorsandsupporters.The G+ businesspage

3. can have a brandedYouTube channel whichallowscommunitymemberstohoston-airhangouts(similar
to a Town Hall meeting).Those on-airhangoutscreate YouTube videosthatwouldreapthe SEObenefits
describedinthispost.Google allowsupto50 managersfora page,so that makesiteasyfor a campaign
to delegate taskstocampaignstaff.
Whetheryou’re acampaign,political organization,business,ororganization,youhave alotof people in
your camp wholike you. Empowerthem. Give themanactionplan. Tell themhow theycan help. No
candidate isan island,atleastnotone that expectstowin.