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Marketing Automation for political campaigns

Marketing Automation for political campaigns

Posted by David Yahid on Jul 29, 2019

Political campaigning has always been a large scale marketing exercise. Candidates travel the country, shaking hands, kissing babies and choosing which topics to discuss where. Every campaign season has the handful of hot topic issues that the candidates have to deal with, and they are never simple.

Unlike business marketing where each business has a product and needs to address how their product best meets the needs of their customers, politicians have to juggle numerous, unrelated topics from national security to jobs to civil rights. The real challenge is how to strategically deliver the right message to the right person at the right time. Unlike a product that the customer might ultimately buy if it is described well enough, politicians are selling themselves to the public, Campaigns must create a hyper-personalised connection with each individual voter. This means strategically choosing what to talk about where, what issue to prioritize at what speech, and how can they make sure that each constituent understands that THEIR issue is the highest priority.

Marketing Automation offers a unique opportunity for political campaigns to create targeted, deeply personal content to help build momentum and drive engagement.

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Here are a few examples

  • Personalised Emails - While some campaigns operate their email programs with the “FIRST NAME HERE” strategy, marketing automation lets you send specific, personalized email to voters based on the issues you already know they care about. Did a voter sign up at an event discussing a particular issue? Or click on an issue-based ad? The next few emails they get should focus on that issue and the candidate’s unique position on it. Something as subtle as changing the order of the topics in your email to mention the one they care about most first can make a big difference.
  • Personalised Website Content - Creating a custom website that addresses the interests and concerns of each voter seems impossible but it actually isn’t difficult. With marketing automation tools like HubSpot, you can show voters different text, images and video based on their t activity on your website, and the information they give you about themselves.
  • Personalized Video - By integrating the video into your marketing automation system, you can send each constituent a personalised video thanking them for their donation or campaign activity. Another personalised video option is sending each person a video for them to SHARE on their own social media channels.
  • Link your marketing campaigns to email & website content - While you run ads on three different hot issues, you can tailor your first email to that voter based on the ad they clicked to come to your website.
  • Increase and decrease touch frequency based on activity - Adjust you communication cadence based on the voter’s activity. If they’ve donated in the last 5 days, don’t send them the next fundraising email. If they have already said they aren’t interested in canvasing, don’t reach out to them with that particular request. Invest your focus and efforts on driving change - the next donation, the next volunteer, the next evangelist, instead of repeating the same question to the people who already answered the call.
  • Constituent scoring - Based on their activity, survey answers etc, you’ll be able to get a “sentiment” reading on your constituents, and talk to each one differently.
  • Personalised Emails - Unlike buying a list and sending a generic dear “ Your name here” Email, Using Marketing Automation you can send hyper personalised emails including the persons name, and the content of the email can be based on their past interactions with you for example topics they are interested in or size of their donations.
  • Personalised Content - Based on your constituent activity on your website, and the information they give you about themselves, you can show them different text, images and Video which will resonate with them batter
  • Personalised video - By tying the video in to the CRM system, you can then send each constituent a personalised video thanking them for their donation or campaign activity. You can also create a video for them to SHARE on their own social media channels.
  • Linking your marketing campaigns to email & website content. So if you’re running ads on 3 different hot issues, based on the ad they clicked to come into your website, you can then shoot off an email talking about your stand on that particular issue.
  • Increase and decrease touch frequency based on activity. This way you don’t annoy the people who are already rooting for you, and invest a little more in communicating with people who are on the fence.
  • Constituent scoring - Based on their activity, survey answers etc, you’ll be able to get a “sentiment” reading on your constituents, and talk to each one differently.

There are a number of options for marketing automation that can execute these types of campaigns. As a HubSpot Diamond Partner, we’re partial to the platform. To get the most out of your marketing automation investment and to help your campaign speak directly to the interests of each voter, contact me today for a consultation. I suggest you take Hubspot for a test drive today, and see what you've been missing in your campaigns till now.

David Yahid

Written by David Yahid

David has been a marketing professional staying on top if the latest marketing technologies and trends as they come up.

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