Originally at http://tracking.feedpress.it/link/9375/3452933

Posted by randfish

Moving your customers down the funnel from awareness to conversion can make for a winding and treacherous road. Until you fully research and understand the buying process inside and out, it’s far too easy to make a misstep. In today’s Whiteboard Friday, Rand steps back to take a higher-level look at the path to customer purchase, recommending workflows and tools to help you forge your own way.

How to Research the Path to Customer Purchase Whiteboard

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Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re going to chat about the path to customer purchase and how to research that path. The reason this is so critical is because we have to understand a few things like our content and conversion strategy around where do we need to be, what content we need to create, how to position ourselves, our product, our brand, and how to convert people. We can’t know this stuff until we truly understand the buying process.

We’ve done a lot of Whiteboard Fridays that involve very, very tactically specific items in one of the steps in these, like: how to understand the awareness funnel and how to build your social media audience; or how to get into the consideration process and understand how you compare against your competition; or how to convert people at the very end of the buying cycle on a landing page.

But I want to take a step back because, as I’ve talked to a lot of you out there and heard comments from you, I think that this bigger picture of, “How do I understand this resear…

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