Win Down-Ballot in a Limited Digital Budget With Campaign Consultants

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Digital programs can be great campaign investments when they are properly executed. Ballot campaign committees, unfortunately, are frequently understaffed, underfunded, and overconfident. This guide aims to help the latter group of committees by giving limited resources to digital media strategically.

That's great for them, but it won't work for every campaign because no campaign consultants contain the same resources to dedicate to digital outreach.

Down-ballot campaigns have a few additional challenges.

However, they still face the same overarching challenge of reaching out to voters before Election Day without breaking the bank or running on empty. In addition, maintaining name recognition is even more difficult for lower-level offices because not everyone pays attention to local political campaign consultants. So, here are some steps for winning down-ballot elections.

Prioritize platforms that best match your voter universe

The platform you select should be suitable for your voters' online time. For example, if you want to reach out to economically moderate retired veterans, you'll probably have the most success reaching them on Linkedin.

Know your audience

This should go without saying, but it's so important that we'll repeat it: know your audience! While it is essential to target specific demographics in a campaign field organizer, you should also consider their interests and behaviors.

Use your paid media budget wisely

If you're running a ballot question campaign, you'll be able to pay back your digital advertising costs. Voters search online for information that they expect to find for free through earned media.

Use earned media as a stand-in for digital advertising

If you don't have enough money to spend on paid ads, some great earned media possibilities can help you establish your brand and build an audience for future digital promotions.

Have a plan

Because technology is constantly changing, digital outreach isn't a "set it and forget it" strategy for political acknowledgment. Instead, if you want to break through the noise, you must have a team committed to monitoring your digital presence as well as the digital presence of your competitors.

GOTV

Campaigns are all about getting people to the polls. Therefore, it's essential to remind your voter base of the upcoming election, where they can vote, and what's on the ballot.

Conclusion

Digital strategies are essential tools in any campaign's toolbox, but they are essential in down-ballot races. Campaign consultants must prevent the view that small races are unimportant – and it is much easier to do so when you can deliver your message directly to your voters.