Using Digital Marketing to Augment Community Engagement Campaigns

by Belfort Group | Digital Marketing , Public Affairs
May 23, 2023

Community engagement campaigns can be incredibly effective in bringing about positive change, whether for ballot questions, real-estate projects or activism. To be successful, these campaigns typically rely on the support and participation of a wide range of individuals and organizations. And while grassroot organizing and traditional door knocking is wins can be had, digital marketing allows campaign messaging to reach and engage with larger audience more quickly and effectively. 

Here are some key strategies for using digital marketing to influence community engagement campaigns: 


Use social media to build awareness and forward movement

Social media is one of the most powerful tools available for building awareness and engagement around a community engagement campaign. By using social media platforms like Twitter, Facebook, TikTok, and Instagram to share updates, news, and information about your campaign, you can quickly build a following and generate awareness. 

Cohesiveness in messaging and corralling content is key, so be sure to levearge a branded hashtag that the community can use to share their own experiences, stories and opinions related to the campaign issue. This can help to amplify messaging and build a sense of community around your cause, issue or project. 


Target your messaging to key demographics

One of the great advantages of digital marketing is the ability to target your messaging to specific demographics. By using data and analytics, you can identify the key groups that are most likely to support your campaign and tailor messaging to their interests and concerns. 

For example, if you are running a campaign to promote a mixed-used real-estate development in a particular community, you might target messaging to young professionals or people who are interested in community living with an abundant of amenities and access to public transportation.  


Leverage influencers and advocates

Influencers and advocates can be powerful allies in promoting your community engagement campaign. Look for individuals or organizations that have a large following and are passionate about your issue and reach out to them to see if they would be willing to be advocates. This is especially important when running community engagement campaigns for real-estate projects. “Not in my back yard” types will come out of the wood-works early and it’s key to combat their narratives with messaging that speaks to the benefits of the project. Those messages are best delivered by those that live within those communities because decision makers, i.e. politicians, care about balanced conversations, and more importantly, getting re-elected.  

This could include partnering with local influencers or people within the community that are well-respected, followed and seen as a reasonably-minded leader.  


Use paid advertising to amplify your message

Finally, consider using paid advertising to amplify your message and reach a wider audience. Meta (Facebook and Instagram) and Google offer highly targeted advertising options that can help you to reach specific demographics and maximize the impact of your campaign. 

By combining these strategies and using digital marketing to its full potential, you can create a community engagement campaign that is both effective and sustainable. With the right approach, you can build momentum, engage a wide range of individuals and organizations, and win. 

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