It’s not unusual for this sequence, known as a “crock pot” because it’s like a slow cooker to warm up your leads, to be several months in length and drip content at a frequency anywhere from one newsletter a month to a few emails a week. Make it a little easier on yourself by repurposing past blogs, videos, or newsletters into this sequence. If you’ve taken the time to write or create, there’s no reason why that content can’t be placed in front of new eyeballs week in and week out.

Not every dollar of advertising has to be allocated to paid placements. Consider beefing up the consumer experience as they’re getting to know you, and you’ll see a valuable lift in the bottom line.