Political Marketing: Understand What It Is and How It Works

Political marketing should be used in a responsible and elaborate way to educate voters and bring them closer to political life. Understand!
You may not know this concept yet, but you’re sure to hear a lot about political marketing in the coming years.

With the advancement of technology, the discovery of new techniques and the popularization of the Internet, political propaganda ceases to be the distribution of saints and commercials on TV and begins to gain a strategic format.

There is a lot of new things going on in the area and the results could impact our lives for years to come.

Are you interested and want to know more about it? So keep reading!

What is political marketing and what is its importance?

Do you still remember who voted in the last elections for deputy, governor, counselor or mayor? Do you follow daily what your representatives have done in your name?

If you are not aware of the actions of the candidates you have chosen, you may not care much.

But guilt can also be on the other side: your candidate may not be able to do political marketing.

In a nutshell, political marketing is a set of advertising techniques to keep connecting a politician to his constituency.

The idea is to allow, through their strategies, that a specific politician can communicate with the electorate that elected him and also win more voters in the next elections.

Without good political marketing, there is no effective communication between politicians and voters. With this, the population is not aware of the proposals and intentions of the many candidates and has difficulty verifying the work done after the election.

What are the main strategies of political marketing?


1. Develop a political brand

One of the most important things for a politician is the creation of his brand.

Some of them want to be recognized by the electorate as a representative of health, education or animals. Meanwhile, others want to be seen as economic savers or representatives of a minority and disadvantaged portion of the population.

Whatever the brand desired by the politician, marketing can help you build it in the perception of your constituency.

To do this, political marketing professionals need to apply branding tactics, which are similar to those used by companies such as Nike, Apple or Coca-Cola, for example.

If you want to go deeper into the use of Branding in your marketing strategy, you can check out our special article on the subject or our definitive guide on the subject.


2. Build a community

A politician needs the electorate at his side if he wants to have the political strength to play his projects, whether as a member of the Legislative or the Executive.

For this reason, he needs to approach people and create a sense of communion between them.

If in the past the only way to do this was through activism and political militancy, it is now possible to achieve the same result in other ways.

With the popularization of social networks, one of the most used tools for political marketing is the creation of groups. Media such as Facebook and WhatsApp allow multiple users to come together to discuss and discuss topics of their interest.

One smart strategy is to bring together, little by little, voters aligned with the movement of a politician to cultivate a community around that mandate. Thus, it is guaranteed that a portion of the population will be more engaged in the political action advocated by that public representative.


3. Investing in content

Content marketing strategies can be leveraged by politicians and bring many benefits.

By using the production of quality material, whether by writing articles or opinion texts on a topic or with several videos, a politician can achieve 3 major goals in his strategy.

The first is the education of its electorate. With quality material being published, the politician can explain to the society that elected him the importance of certain projects or why they vote against or in favor of something in the Chamber.

The second is the spread of your image and increase in your reach. Good content tends to be shareable in social networks, presenting the politician and his proposals to more people.

The third major goal achieved is to lead voters to the community created around that mandate. Good material can “convert” the person into “lead” by leading it to the group on WhatsApp or Facebook.


4. Mark presence on social networks

A politician who does not have a presence on social networks is not only negligent with his marketing, but also with the communication with the population that elected him.

We are in Brazil more than 100 million users of social networks, be it Facebook, Twitter, WhatsApp, Instagram or any other. Almost half of our population is connected to the Internet through these platforms.

This means that in order to communicate properly with the population, a mandate cannot ignore social networks.

As you can see in this article, several good marketing strategies are directly linked to social media, such as community building or content production for voters.

What are good examples of using political marketing?

Ready to see in practice how some of these strategies work? Check out below 3 success stories where political marketing has made a difference.


Barack Obama and Town Hall via Twitter

In the US and other countries (such as Japan or Australia), it is common to hold the so-called Town Halls or local meetings for policy discussion.

At these meetings, a political representative (usually a member of Congress or Senate) travels to the region he or she represents to sit down and talk with city voters about political projects or hear suggestions.

In July 2011, with almost 3 years in office, then-President Barack Obama decided to use social networks to get closer to the population.

A Twitter event was set up to simulate a normal Town Hall, like the ones that happen frequently. Any user using the hashtag #AskObama could ask questions directly to the president, who would respond in a video, during a live streaming.

There were more than 169 thousand questions, with a special focus on employment (23% of the questions), public budget (18%) and taxes (18%). In addition, the president and population were closer to establishing this direct line of dialogue.

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