O Marketing Digital inverteu a lógica das eleições, tornando o candidato e seu conteúdo mais relevante que o orçamento disponível para as campanhas. Entenda como funcionam os novos padrões do Marketing Político, quais as semelhanças com o Marketing Digital Corporativo e coloque em prática.
Estratégia de Marketing Digital na política
Primeiramente, vale destacar que esta é uma ciência ainda pouco conhecida. Há raros profissionais que passaram por experiências importantes ou que entenderam a lógica na teoria. Além disso, os mais experientes já estão ligados a candidatos eleitos e não estão disponíveis no mercado.
Por outro lado, se engana quem pensa que o Marketing Político é diferente do Marketing Digital Corporativo: mudam alguns papéis e canais, mas a estratégia de gestão de campanhas é semelhante.
Então, na prática, bons profissionais de Marketing Digital estão aptos a ajudarem os candidatos a espalharem suas mensagens, e assim, conquistar uma vaga nas próximas eleições.
Marca e produto no Marketing Político Digital
Qual é a maior diferença no Marketing Digital Corporativo para o Político? É o produto, que na política é próprio candidato e suas ideias. É pouco escalável.
Na política, o produto (que é o político) fala por si, ou seja, ele mesmo apresenta os benefícios e diferenciais que pode oferecer ao público. Tem vida e tem limitações.
O marketing não faz milagres: um produto ruim não vai conquistar sucesso mesmo que tenha boas campanhas. Mentiras e exageros são um tiro curto, que não se sustentam mais na era digital. O conteúdo enganoso acaba, e surge a verdade.
Políticos tradicionais ainda conseguem manipular massas, com imagens criadas no passado e com ajuda da máquina pública. Mas o digital tem contribuído para reciclar esta velha prática.
Isso também vale para candidatos sem perfil adequado, sem conteúdo, sem empatia, sem conexão com algum nicho de público de tamanho adequado para obter votos suficientes.
Candidatos com conteúdo morno não se destacam. É preciso algo a mais: ser polêmico, autêntico e corajoso, além de expor feitos reais para comprovar que pode fazer o que está falando. Deve conhecer profundamente seu público, e falar diretamente para estas pessoas. Agradar a todos não é possível, e nem necessário.
É isto que cria a autoridade do candidato, promove engajamento contínuo e expansão do público com compartilhamento de conteúdo.
Vale ressaltar que não basta ser polêmico, pois também é necessário fazer sentido e ter uma empatia. Esta é uma característica nata das pessoas, e na era digital, tornou-se mais difícil de ser inventada. Como o contato é constante, uma falha e pode fazer a sua audiência ir embora pra sempre.
Canais no Marketing Político Digital
O marketing antigo se baseava em aparição em massa na TV, outdoors, comícios e até “santinhos” impressos. Na prática, pouco se sabia do candidato, fazendo com que muitos votos fossem definidos pela simples lembrança da pessoa que mais aparecia e demonstrava alguma capacidade para o cargo.
O espaço obrigatório na TV e rádio também eram um grande diferencial, dando mais tempo de exposição para os mesmos e ajudando a mantê-los no poder. Hoje, estes canais tem concorrentes digitais, que subverteram esta lógica e se tornaram os protagonistas, como foi visto nas últimas eleições.
No Marketing Digital Político, as redes sociais são o principal motor para eleger candidatos, tanto novos desconhecidos como os já tradicionais que souberam migrar para as novas plataformas. A grande diferença é que a escolha está na mão do eleitor: ele que define o que quer ver, quando e a frequência.
Sites e blogs são importantes para apresentar de maneira mais estruturada o candidato, suas ideias e até o plano de governo. Quando o público avança no interesse, costuma procurar estes canais.
Telegram é uma excelente opção, pois permite um contato maior com as pessoas, excelente para receber feedbacks e promover super fãs.
A concorrência no Marketing Político Digital
Os concorrentes já engajados são um grande problema, pois não há como combater sua audiência. Por isso, será necessário criar seu engajamento e superá-lo. Lembre-se que o conteúdo precisa ser autêntico e deve ser originado das ideias do próprio candidato.
Copiar conteúdo não é uma opção viável no Marketing Digital para políticos. No entanto, ficar de olho em táticas de Marketing Digital dos concorrentes como referência é uma ação importante.
Se atente ao que se destaca: qual é o canal, formato, duração, e frequência dos conteúdos. Aquilo que não funciona com os concorrentes também é uma lição para não perder seu tempo.
Roteiro para criar campanhas digitais para políticos
Fase de Estratégia
- Pesquise seus concorrentes e referências
- Crie a marca e o manual de marca
- Planeje o posicionamento da marca
- Defina o público-alvo
- Planeje o conteúdo para médio prazo
- Escolha os canais digitais: site, blog, redes sociais
- Crie os canais digitais
Fase de Produção e Performance: ciclo de campanhas
- Defina as metas
- Planeje as campanhas
- Produza conteúdos e anúncios
- Publique nos canais digitais
- Faça campanhas patrocinadas
- Monitore o resultado e otimize
- Recomece o plano de campanhas com mais experiência e faça ainda melhor
Pesquise seus concorrentes
Conheça seus concorrentes, e busque referências para replicar estratégias de sucesso.
- Faça buscas no Google
- Analise os termos no Google Trends
- Assista vídeos no Youtube
- Acompanhe as redes sociais
- Leia os comentários
Anote os destaques positivos e negativos, crie um dossiê.
Crie a marca e manual da marca
O manual da marca vai facilitar a padronização, tornar o trabalho do dia a dia mais produtivo, e fortalecer a lembrança do candidato.
Planeje o posicionamento da marca
Crie um plano com o posicionamento do candidato, que guiará a estratégia de conteúdo, segmentação, canais e argumentação de vendas. Defina os argumentos de venda: benefícios e diferenciais.
Defina o público-alvo
Quem são as pessoas com afinidade nas propostas do candidato? Quem já o conhece ou será representado? Registre e acompanhe depois na prática se o público está qualificado.
Escolha os canais
As redes sociais são as ferramentas mais importantes para os candidatos. Como são várias, é preciso escolher as que seu público alvo tem mais chances de estar presente. Replicar conteúdos sempre ajuda, mas é preciso definir quais plataformas são mais relevantes.
Sites, blogs e até mesmo e-mail podem ajudar nas campanhas também. Compreenda bem a jornada do consumidor e das publicações para definir a estratégia do candidato e monitorar o desempenho.
Defina as metas
Um passo de cada vez. Cada campanha pode ter um objetivo. Para entender se alcançou, é necessário definir previamente as metas e métricas de acompanhamento.
Planeje as campanhas e o conteúdo
Conte histórias, mostre o dia a dia do candidato e explique o que ele poderá fazer caso tenha a honra de representar seus eleitores em um cargo público. Não esqueça de planejar para ter consistência.
Produza e publique
Agora é hora de colocar tudo em prática. É preciso escrever, falar, gravar, editar e publicar. Seja profissional, mas ágil e produtivo.
Faça campanhas patrocinadas
O alcance orgânico é um aliado do Marketing Político Digital e pode até ser suficiente para candidatos em destaque. No entanto, criar campanhas pagas vai levar o candidato mais longe e fazê-lo alcançar pessoas que ainda não o conhecem. Entregue conteúdo, e anúncios diretos para as pessoas já engajadas e na hora certa.
Monitore e otimize
Conquista alta performance. Para isso, repita o que está dando certo, faça testes e descarte aquilo que não funciona.
Recomece o plano com mais experiência e faça ainda melhor
Trabalhe em ciclos de planejamento, que podem ser semanais, mensais ou bimestrais. Se atente ao fato de que os ciclos precisam ser mais curtos quando próximos às campanhas, pois é a hora de converter ou reter que já está engajado.
À medida que um ciclo é finalizado, é hora de planejar novamente. Nesta etapa, você terá os benefícios da experiência, do aprendizado obtido através do monitoramento e da otimização.
Conclusão
O marketing não faz milagres e precisa de um bom produto. Sua missão é apresentar o produto para o público qualificado, com a mensagem correto para criar um desejo de consumo. O Marketing Político Digital é idêntico: precisa de um bom candidato com um bom conteúdo. A partir disso, o Marketing Digital deve levar a mensagem ao público qualificado, engajar, converter e reter.
Vai fazer marketing para algum candidato? Pesquise suas ideias, e só entre nessa acreditar que é um candidato digno do voto das pessoas que ele vai representar.
Fonte: ekyte.com
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