All eyes are on November, well at least if you follow politics and like reading the tea leaves from the midterm elections. There aren’t usually many surprises. During a midterm election, the party of the President loses seats in the House and the Senate - usually 30 in the House and 2-4 in the Senate. Only three midterms during modern times have bucked that trend.

Part of this phenomena is due to voter turn out. It’s lower in a non-Presidential election year.
The other major factor —typically voters are disenchanted with the sitting President.

Right now the “generic ballot” is showing that a Democratic candidate is doing much better than a Republican candidate. Pollsters put a lot of stock in the generic ballot as an indicator for national trends. Plus, that’s what we expect from a midterm with a Republican president.

Of course, we are now in the age of Trump. Policy can turn on a tweet.

Predictions are wild and unreliable. For example, consider newly elected Senator Doug Jones
from Alabama. The seat that was “guaranteed” to Roy Moore. While Jones’s victory as a
Democrat does follow the trend that should favor others in his party during a midterm. It was
unexpected. While national trends are an indicator, races are run district by district. The media
would have us believe President Trump is divisive. However, the President does retain strong
support among his base.

Should a Democrat run against Trump? Should a Republican invite Trump support? A
candidate must know their district.

What are 4 key considerations for a candidate?
1. As always, Name ID is king. Turn out, and votes come down to people being excited about
voting for their candidate.
2. All races are local — even the national campaigns come down to how the issues impact the
person on your hometown’s main street. Candidates have to talk local.
3. Give voters something to vote for — not just against the other guy. Building loyalty among
your supporters requires more than just creating an angry mob.
4. Go digital. There is an affordable way to reach your supporters in a more personal way than
ever before — digital.

Cheryl Hori, founder of Pacific Campaign House, in her predictions about the 2018
election cycle says, “…Campaigns ranging from the local to federal levels know that
having a strong digital program is no longer a luxury — it’s a necessity…Any campaign
that wants a fighting chance in the midterms will bet the farm on digital.”

Candidates need to reach voters on social media platforms and in their email inbox.
What is exciting is digital marketing provides something never present before - detailed
information about who your message is reaching. Even more important, it gives candidates and
their supporters an opportunity to build a relationship making the campaign and its message

Digital means campaign advertising no longer needs to be spray and pray. The candidate can
know who they are talking to and what the voter cares about enough to give their support. And the great news?

Digital marketing can be very affordable.

Campaigns should look for a digital marketing firm with experience in politics. Digital marketing is still in its infancy and old school marketing agencies can struggle to rethink their tactics for the digital age. It’s also important to know what techniques are best suited for a political campaign. Nothing tops experience in the trenches. The emphasis on communicating through digital channels is going to be a game changer.

Social media users are savvy. Cut and paste forms won’t cut it. Come November, campaigns with the best digital game are going to have the advantage.

If you want to learn more about using digital marketing as a key part of your campaign strategy, contact or or check our website at to explore the possibilities. The first strategy session is free.