Hey Matthew,
You mentioned about time and money. What would it look like if you are to put it on a four-quadrant chart? How does the ‘frequency’ play into the investment? Thanks!
Customers buy from brands they know, like, and trust. This usually requires about 11 touchpoints before a purchase is made.
If you have money, you use retargeting ads to follow customers around the internet. If you have time, you use organic consistency (trade shows, networking, LinkedIn). Think of it like brushing your teeth: brushing them 365 times in one day doesn’t work; you have to do it once a day, every day. Consistency and frequency are what keep you “top of mind” when the customer is finally ready to buy.