Finding, Developing, and Influencing Your Voter Base

Understanding your audience in an election cycle is crucial for your strategy. However, narrowing down targeting can feel overwhelming. Casting a wide net may seem like the best approach at first, but taking the data gained, as well as factoring outside sources, can actually lead to more precise digital campaigns resulting in an increase in potential voter turnout and maximizing ad dollars efficiency. 

There is a wealth of free information available to better define key voters. Resources such as state and county level registered voter files, U.S. census data, or election return data with results from every county in the U.S.can be a great starting point. This information can then be used to formulate strategic messaging based on the voters in that area. For example, if you’re targeting a geography where voters tend to align with your political stances and vote with your affiliated party, your messaging may be more geared at focusing on your platform issues and garnering support through donations or rally attendance. However in an area that historically votes against your party, messaging should focus on highlighting qualifications and platform stances while exuding authenticity and trustworthiness. 

Another valuable resource is first party data. Details about homepage visitors and past supports provide a profile of voters who have shown interest in the past. It’s important to craft messaging that speaks to this audience differently than those who are unfamiliar with the candidate or platforms. Ads should be customized to retain their support and take additional action with fundraising or other campaign support efforts. 

First party data can also be utilized to create look-a-like audiences across platforms. By modeling your targeting based on those you know have shown interest, you are more likely to reach interested voters. This audience tends to be in the research phase and ad content should be education and nurture them through their fact-finding journey.

Utilize the data to your advantage and let it guide your path. A campaign strategy should not be rigid and planned from start to finish. Instead, create a high level overview for the duration of the campaign based on the information available and be able to adapt to new discoveries or unforeseen changes which may alter your course.