It’s once again that time when we can’t walk 10 meters down the street without being confronted by a sea of election posters, all indirectly insisting that we take a stand: who should we vote for?
I find myself wondering whether this kind of marketing is still effective, especially considering we live in a digital world.
I have no idea whether the effect of these posters can be measured, but I continually wonder why only a small percentage of politicians reach out to us on the platforms we live on—around the clock—namely, social media.
This curiosity led me to write a post I’ve been excited to share with you.
In this post, I’ll share my thoughts on what a good strategy for a politician might look like—in the digital arena.
Donald Trump
I genuinely don’t understand why Danish politicians haven’t taken a closer look at Donald Trump’s social media strategy.
I believe that social media—especially Facebook and Twitter—had a massive influence on Trump’s campaign and the outcome (his victory).
Mark Zuckerberg has stated that Facebook didn’t play a significant role in the outcome of the election, but I believe he simply wanted to emphasize that Facebook doesn’t decide politics—which would indeed be a problematic claim from an “open social media” perspective.
Looking at the data comparing Hillary Clinton’s campaign to Trump’s, it’s clear Trump ran a much stronger campaign.
That’s just one example. If you look at state-by-state results in the U.S., data from Facebook clearly showed where Trump had support, and he outperformed Hillary socially in every single state in terms of interest on Facebook.
Good marketing costs money
Another thing I think Danish politicians fail to understand is something more and more Danish companies have started to grasp: good marketing costs money.
Let me share a fun story. The man who ended up leading Trump’s digital campaign had originally agreed to build a website for $1,500.
In the end, he received a check for $94 million (including ad spend, so it’s unclear how much he personally pocketed).
How many Danish politicians have a budget that matches their ambitions—or even covers basic marketing needs?
Let me share some more facts
Trump’s campaign team produced hundreds of thousands of ads—up to 50,000 to 60,000 per day—using software.
They tested everything, from language and colors to tone, images, and video—literally everything imaginable. That’s a serious strategy.
I’ve seen maybe 2–3 ads from Danish politicians, all as unengaging as children’s television late at night—not saying much…
Facebook advertising
Maybe you’re wondering why I focus solely on Facebook in this post—it’s not the only social platform, right? True, but there’s a good reason for this: in Denmark, we have around 3.5 million Facebook users, which is quite a lot relative to our population.
As a politician—just like any business—you need to choose your battles wisely. It’s fine to be on Instagram, Snapchat, and YouTube (especially if you want to reach the younger generation before they can vote), but the more platforms you use, the more resources you’ll need.
Over the years, it’s been a pleasure working with Micky Weis—not only is he a great guy, he’s also one of Denmark’s most skilled digital marketing strategists. He has proven this to me time and again across different businesses and tasks—from Tattoodo to Firtal Group, Helsebixen, and Sanovo Technology Group. Micky is a machine—in the best way possible. If you bring him on board, he’ll almost certainly make a noticeable difference, driving online growth, improving conversion rates, strengthening online communities and followings, and boosting visibility and ranking—whether on Google or social media.
I can wholeheartedly recommend Micky and his expertise.
Christian Nicholas Stadil
Owner/CEO/Adj. Prof. | Thornico A/S
In other countries, different platforms might make sense. It’s also worth looking into where your target audience actually is.
Facebook advertising is here to stay. There are over 3 million Facebook users in Denmark, and the number is growing.
Make sure to develop a solid advertising strategy—organic reach is increasingly minimal.
This means posting without spending money will get you nowhere.
It’s really that simple.
I would create a Business Manager account for the politician and set up a structured campaign.
1. Website traffic
Naturally, we want people to click through to the website—for example, to sign up for a newsletter. Barack Obama did this during his “Yes We Can” campaign and gathered millions of email addresses, which he then used effectively in his campaign.
Target audiences for Facebook ads could include:
- Political beliefs
- Visitors to the party’s website
- Fans of causes the politician supports
- Followers of other politicians
- People with similar but slightly different political leanings
- Past post engagers (to re-engage them)
These are just simplified examples of segmentation. Facebook allows for advanced targeting so you can reach very precise audiences.
In cities where Hillary Clinton had more support, Trump’s team targeted her weak points—and instead of only promoting Trump’s strengths, they also tried to shift voters by focusing on Hillary’s weaknesses. Smart move.
2. Post engagement
We want people to interact with the politician’s posts. Everyone knows organic reach is dying—Facebook wants us to pay to reach our desired audience.
3. Video views (and yes, you should create video)
We want to reach as many people as possible with our video content to influence them.
4. “Like” campaigns
The goal here is to gain more followers. Focus on strong values and target the right audiences.
Example: “Love animals? So do I! Follow me on Facebook to hear how I plan to improve animal welfare.”
If you deliver 40 unique messages to 40 different segments, you’ll truly speak to people’s hearts. Powerful!
Understand your audience
Facebook allows us to see how many people you can potentially reach in each city based on specific interests.
Example: people in Roskilde who care about animals and are politically liberal.
You can create similar segments for parents, health-conscious individuals, or those who care about elderly care. The possibilities are endless.
By diving into your audience’s specific interests instead of targeting the entire country, you’ll make a much deeper impact. Copenhagen’s city center reacts very differently than a rural town in Jutland.
Facebook livestream
More and more people realize that Facebook wants to dominate the video space—taking on YouTube.
That’s why they keep encouraging the use of live video. For politicians, this is a great tool to appear more grounded and local. It also gives you the chance to share your message now, rather than waiting for a TV debate.
I believe we’re living through the biggest revolution since the invention of television. TV is becoming the new “radio”—on its way out. We’re switching to social media and streaming services. Plus, it’s much easier to segment via digital platforms than traditional TV.
Create ambassadors
Many focus solely on getting new customers—or voters. But why not leverage your best ambassadors—the people who already support you?
Let’s agree that Lars Seier is a great ambassador for Liberal Alliance. The best ambassadors share your content, vision, and work. It’s easier for them to convince their friends than for you to do it through a video or blog post.
Be authentic
This may sound contradictory, because I’m not a fan of Donald Trump, but if we’re being objective—what did he win on? Being authentic. Yes, really.
The same way we saw Obama play with his dog or Michelle Obama hop into a car with James Corden.
We love when people—especially celebrities—are real. Take David Beckham for example: we love seeing him eat pasta on Instagram. It shows he’s human. Likewise, we enjoy seeing Victoria’s Secret models actually have a life.
In short, we want people to be real. (Yes, a little ironic considering how superficial social media can be, but if you find your authentic voice, it really pays off.)
Of course, you shouldn’t hang yourself out to dry, but admitting mistakes shows voters—including me—that you’re human, and that we’re on the same wavelength.
Michelle Obama’s most engaging video during the election campaign was her speech to the nation. That says a lot about how people viewed her as First Lady.
Host Q&As
Give your followers the chance to ask questions. It can be a live Q&A or a bowl full of questions that you answer one by one on video.
You could also host a small gathering with 3–4 voters, each asking 4–5 questions. If you select people with different backgrounds, you’ll quickly address questions that many across the country are seeking answers to. When someone relatable asks the questions, your message resonates better.
Obama was great at this during his presidency.
Also, reply to questions in the comment section—it shows you’re listening.
The most frequently asked questions should be saved by your press team so they can be addressed in future speeches. That way, you’re answering what people actually care about.
Control your brand online—not the other way around
Set up Google Alerts for your name
Keep track of where and how you’re mentioned across digital media. Stay ahead of discussions about your statements or join them when relevant.
The problem is ignorance—if you don’t do this, you won’t know what’s happening around you or what’s being said.
Alternative: Mentions.net
You can also use a more advanced tool like Mentions, which tracks brand searches across platforms and often yields more results than Google Alerts. I use both.
Start a blog (if you have time)
Google is a goldmine—especially in politics. During elections, people search like crazy. But what do they find? A PDF of a party program that can’t be downloaded—or your blog, written in a relatable tone?
If you’re serious, I recommend starting your own blog.
You can even perform keyword analysis to discover what people are Googling most—and answer those questions in a way that meets demand.
The insights you get from Q&As and live videos will show you what people want to know.
A blog gives you more newsletter sign-ups and helps build your career based on the content you create. Later in your career, your blog can help you publish a book—you become a credible source.
Google Adwords on your name
Having your own website or blog also allows you to advertise on your own name. That means you control which pages people see when they search for you—crucial for politicians, since negative articles can appear fast.
Take Lars Løkke Rasmussen as an example—Wikipedia is the top result.
In my opinion, his party should create a landing page featuring his latest tweets and offer visitors a chance to subscribe to his newsletter. That way, people actually get something from him when they search—rather than just a static Wikipedia page.
That’s all I have for now.
As always, I love reading the comments—so feel free to drop one below. And if you work with a politician, I’d love to hear how your team approaches marketing.
I’m sure there are thousands of ways to succeed—and what I’ve shared here is just a small selection of the many strategies out there in the marketing world.
Thanks for your time. 🙂
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