It’s election time (again). Here’s how to get political on digital


Everyone’s talking about it, the looming general election set for June 8th. Over the next 8 weeks it will certainly be the top topic of conversation down the pub, in the office, and online — so why not get in on the action? Politics is one theme you can always rely on to get traction when it comes to marketing. It affects every one of us and everyone has their own opinion, so is the perfect way to get a conversation going with your customers. So it’s natural to want to jump on the bandwagon – I mean we’re doing it right now, right?

The digital space is both a wonderful and terrible place during times like these. It’s here that conversations arise, debates are held, and opinions are spread. It offers digital marketers an opportunity quite unlike any other to really give voice to a brand; you can stand amongst your audience, make your voice heard and join the myriad of people who are also trying to make sense of it all. >But, as we’ve seen with some mislead campaigns in the past, getting political can backfire — big time. And often it’s those which make their opinions overtly forceful or give no care or attention to the content they put out which fall foul of success. So, here’s our 5 top tips on how to incorporate politics into your digital marketing strategy for the big win this June.

1. Listen to what people are actually saying

As we’ve said before, in times of political unrest during elections or votes, everyone is all too happy to speak their mind — just look at Brexit for example. Of course, it’s important to join the conversation but make sure you take a step back first. Take the time to actually listen to what people are saying rather than launching yourself into the political furore. Twitter is a great place to find out what people are really talking about and it’s here where you can gauge popular opinion on the subject.

Also, take a look at recent Google searches surrounding the topic. Here, you’ll be able to find out what questions people are asking, the sort of information they are looking for, and the aspects they are struggling to process. Perhaps people are unsure of which party to vote for, want more background information on policies, or might want to delve into the political timeline of each party’s leader. Use this as your inspiration.

2. Make it relevant to your audience

Next up is making sure your idea is relevant to your audience. There’s no point making a tool or getting involved in a conversation if it isn’t something your audience will value or even see. When it comes to speaking out, make sure you’re getting involved online with the right networks of people and businesses that have the same demographic you’re looking to target. Speaking to the right people and getting them to share your content can widen your reach within the space instantly.

Often, what a lot of people find hard to grasp is how their choices will actually affect them in the context of their everyday lives. Therefore, when thinking of content surrounding the election, think about how it will affect your audience. Think about the questions and fears they might have and address them on a level which they can understand.

3. Get involved in the conversation, in the right way

The fear of many when it comes to intertwining digital marketing with politics is being too political. Common sense is all that’s needed here. If your brand is openly supportive of a political party and this aligns with the view of the majority of your audience then great! However, as many of us will agree, persistent forceful political marketing isn’t fun or clever. It can shut some potential newcomers off from engaging with you and be a massive distraction from your goals as a brand or business. We’d suggest taking a more mellow approach. Everyone has their own views, but rather than pushing yours on anyone, try and facilitate healthy debate. Help people find answers to the questions they might be asking, and work to guide them through the endless amounts of information they might be faced with.

4. Create tools to help them navigate the political space

As we’ve already said, politics can be darn confusing at the best of times — let alone with all of the turmoil over the past year! So why not help out your audience with a handy tool which simplifies, gamifies, or summarises what’s going on? Again, it all comes back to your audience and what they want to know more about.

Of course, every audience will have its own needs. Think about surrounding debates which might tie into the sort of information they might be looking for. Perhaps they need a run down of each party’s view on Brexit, as well as how it might affect their specific industry. Or maybe they are looking for a quiz which helps them decipher which party would be best aligned with their business interests. Almost as important as this is making sure your tool is shareable. This involves making it visually appealing as well as simple to use. Encourage your audience to share the tool with their followers via social. You could even use it as a great piece of content to feature in an email marketing campaign.

5. Be reactive

Lastly, despite having a solid, well thought-out strategy it’s important that you are flexible and always have your eye on the ball. With every new day will come a new piece of election news which may affect your strategy, or serve as the stimulus for a great new idea. Keeping tabs on reactions and statements from people within your industry, daily news developments, and any new marketing campaigns are all essential to staying agile.

Also be reactive to your audience. Take a look at what they are saying, and encourage them to interact with you. Twitter and Facebook polls are a great way to gauge what your audience are thinking and feeling: they can even be something you can transform into a quality piece of reactive content.

When it comes to the election and the political landscape we’re all one in the same: trying to inform ourselves as much as possible in order to make the best decision we can. We hope these 5 top tips have helped you make a bit more sense of what’s going on, and how you can make the most of it for your own marketing benefit. But if you want some more digital tips and tricks have a gander at our blog. Or you could just get in touch — we do love a good chat.

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