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Sharing Our Secret: 3 Reasons to Frontload Your Next Marketing Campaign

April 30, 2018

By: Craig Spooner 

We marketers are all too familiar with the frantic and time-sensitive nature of building out a comprehensive marketing campaign. With so many moving parts—understanding your target audience; developing content that speaks directly to them; drafting emails, editorial, and social posts that support your campaign; and planning your outreach schedule—marketers are often left piecing together portions of the campaign on the fly, which can throw a wrench in the day-to-day operations that make your team and company successful.

 

Marketing Campaign

 

We at PRP have felt this pressure on more than one occasion, but we’ve uncovered a secret and we’re willing to share with you. Now I must warn you, the advice I’m about to give you may require a shift from your beloved marketing practices, but I promise you it’s worth it. The secret is…frontloading.

 

If you’re not familiar with the concept of frontloading a campaign, here’s a quick breakdown. Frontloading means creating 100% of your content and supporting elements (landing pages, email designs, email lists, etc.) before you launch your campaign. The process of frontloading can seem overwhelming, but the benefits more than outweigh the costs. Here are three reasons why you should frontload your next campaign.

 

  1. Versatility in Reaching Your Campaign Goals

    Campaigns should always have an end goal or goals, but all too often, marketers are rushing to change their strategy mid-campaign only to realize they don’t have the bandwidth or time to dedicate to the “new plan.” Frontloading gives you back the much-needed time to truly understand how your targeted audience is receiving your message across all mediums and make quick adjustments based on real-time data.


  2. Increased Focus on Communication

    Successful marketing teams all have one thing in common: great communication. Frontloading helps with communication in a number of ways. All the content is created at once, meaning your entire team understands the purpose and value of each asset and the role it plays in the campaign. This allows for each team member to immediately understand where a campaign is failing, streamlining your internal communication and reducing the time it takes for someone to come up with a solution.

    Bonus Tip: Share your findings with your sales team! Bridging the gap between marketing and sales brings increased value to your organization for a number of reasons, but mainly, it allows you to make tweaks in your sales outreach to personalize your approach to hot leads.

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  3. Ability to Replicate Based on Success  

    Once you find a campaign structure that works, keep on using it! If you’re like our team and work a good amount in Google Docs or Sheets, you can easily duplicate the strategy documents you used to hatch your initial plan and populate them with the strategy for your next venture. Figure out where you really hit the mark and replicate or slightly modify email design, subject line, and content type—anything that can be upcycled to save your team time and money.

    Bonus Tip: Sometimes your prospects won’t have to journey through your entire campaign to become a sales qualified lead. Some leads just progress faster than others, so make sure you have your end-game content prepped and ready to send when they’ve made it past your threshold and are ready to purchase.

 

So, before you launch your next campaign, consider hitting the pause button and taking a deep look at everything you’re hoping to accomplish. Remember that your goals are only as strong as the content that supports them, and make sure you’re giving your campaign the time it needs to be successful.

 

Thanks for sharing!

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