Donald Trump's Marketing Strategy 2020
While Democrats are painstakingly sorting through 23 candidates for the 2020 primary, the Trump campaign is sharpening the digital tools that it thinks will make them win again, just like in 2016. This is happening right in front of us, at a huge scale. The Trump campaign learned from 2016 that a strong digital presence could amplify their message and directly engage voters, and they're applying those lessons with even more sophistication this time around.
The digital campaign for Donald Trump is already running at full throttle. Same people, same tactics as four years ago, but this time it’s even better. Better targeting, better focus on voter segments necessary to win again. Trump's polarizing nature, while controversial, actually fuels the effectiveness of his digital strategy by creating a constant stream of engagement and discussion.
Let's take a look at Donald Trump's marketing strategy.
1- Consistency is Key
The thing that keeps Donald Trump's social media strategy always fresh is its consistency and continuity. Trump tweets at least 10 times every day. In an age where people are looking to consume content at alarming rates, Trump is playing directly into the hands of people who are active online.
Think about how many times we all look at our phone in one hour? The digital generation is always looking for the freshest piece of news and content, the latest tweet or post that will go viral and get people talking about it. By keeping a constant flow of messages, Trump is resonating with online audiences.
While some of his messages are automated, a majority feel like they were typed by the candidate himself. This consistency combined with the real voice behind the message plays into his audience who believe he is an authentic addition to the political process. The psychological impact of this constant, seemingly authentic communication builds a deep sense of trust and loyalty with his supporters. They feel like they're getting the "real" Trump, unfiltered, which makes them more receptive to his message and less likely to be swayed by opposing viewpoints.
Marketers and brands should learn a lesson from this approach. Despite the comfort of a screen, people are looking for the humanity behind digital content. Making sure your words or message don't sound robotic can be an important way to connect with your audience.Consistent Social posts on Twitter
2- Simple, Easy to Remember Content
Ask most people Donald Trump's campaign slogan and the majority will be able to repeat it back to you.
"Make America Great Again." or "Keep America Great" and "Promises Made, Promises Kept". With just a few words, Trump has connected a viable message with millions of voters. While some candidates try out different messages and slogans for various audiences, Trump has stuck with a simple message from the beginning. This simplicity extends beyond his slogan.
Often speaking and tweeting in short bursts of easy-to-read text, his online messages make for quick, shareable content. Visit his website and you'll find limited text above the fold (except for the menu).
Clear calls to action line the top of the site, like "Donate Now" or "Sign Up to Volunteer," which means users don't have to search for what they're looking for. This simplicity may seem unlikely for a complicated presidential campaign, but digital strategy shows simple, direct content has a better chance of reaching a wider audience.
TO MY FAVORITE PEOPLE IN THE WORLD! pic.twitter.com/38DbQtUxEu — Donald J. Trump (@realDonaldTrump) October 8, 2020
Simple Content
3- Any PR is Good PR
Any important part of online content strategy is making sure referral traffic to your website or brand page is constant.
Referral is the new word of mouth, and a link on a popular website can have a huge impact on your own traffic. Donald Trump is perhaps the most talked about candidate in recent years. While some of the press hasn't always been in his favor, Trump never backs down from a chance to respond to criticism. When your name is mentioned, ignoring the problem won't make it go away.
Responding to the mention, whether negative or positive, keeps your business at the forefront of the conversation. It's also, in a sense, free advertising. When someone mentions your brand or product online and links back to your site, you receive a lot of benefit without doing a lot of work. Trump has taken digital content and made it work to his benefit. For example, when faced with negative coverage, he often responds with strong, often inflammatory, statements that dominate news cycles, drawing attention away from the original criticism and re-framing the narrative. This tactic, while controversial, generates massive amounts of free media coverage, turning potential liabilities into opportunities for his campaign. In fact, the New York Times estimates that Trump has amassed over 2 billion dollars in free coverage since launching his campaign. Love him or hate him, Donald Trump is the Republican candidate for the presidential race. The effectiveness of his digital strategy, built on consistency, simplicity, and turning any attention into an advantage, offers a compelling case study for political campaigns navigating the modern media landscape. As the election heats up, observing how Trump and his opponents leverage online platforms will be crucial to understanding the outcomes.
