Every four years, the United States of America hosts what is arguably the world’s largest marketing campaign: The Presidential Election.
For the next eight months, people will be bombarded with TV ads, pundit analysis, poll results, lawn signs, and door to door activists asking “have you decided on who you’re voting for this year?”
Despite the sometimes overwhelming amount of content we’re being asked to consume, when you cut through all the noise, there are some valuable lessons for business owners to learn from the evolution of these campaigns.
Blurring The Line Between Presidential Campaigns and Internet Marketing For Business
If you compare a candidate to a business owner, then in that same analogy the constituents become the customers. Just like any business owner, the candidate wants to reach untapped customers with information about their brand, and convince them to take action (in this case, go out and vote in their favor). Here are a few other prevalent comparisons to be aware of.
Social Media Matters More Than Ever
While 2012 may have dubbed ‘the Twitter Election’, in the last four years, the impact of social media has grown in ways that nobody could have anticipated.
Being able to connect and engage with customers through social media has become a necessity. More importantly, the way you handle your brand through social media management will go a long way in determining how customers will view you.
For many people, their first impression of your brand may come through Twitter, Yelp!, Facebook, or Google+, so you need to understand best practices for those platforms.
Find, Analyze, and React To Your Audience
As a business owner, if you’re not reaching a particular audience, you should assume that someone else is.
In many elections, the most valuable asset to a candidate is the ‘undecided voter’, especially in swing states. Ideally, you’re looking for the customer who needs a type of product or service you offer, but hasn’t decided on a brand yet.
One of the most effective ways to reach those undecided customers is through targeted online advertising.
You want to effectively promote to that audience, and then understand their engagement with your brand through detailed website analytics. Knowing how people interact with your brand, including the website traffic and social media impressions, will let you adjust your approach to better serve your business.
Keep the Overall Message Cohesive and Clear
Any effective election campaign is comprised a multi-faceted team, including public relations experts, speech writers, fundraisers, a treasurer, a manager, and more. Each person needs to collaborate in order to help the candidate deliver a consistent message to the constituents.
Similarly, any business engaging in internet marketing needs effective website management in order to present customers with clear branding. A great website needs design, content, SEO, advertising and social media working together harmoniously.
The elements can’t clash, and must all drive potential customers towards a specific action, whether it’s buying a product or service, signing up for a newsletter, or merely reading more about the business.
Make Internet Marketing A Focal Point Of Your Business
This election year, don’t be the business that’s sitting on the outside looking in because you lack effective marketing. Build up that constituency base who will help spread the word about your brand and help take you to the next level.