What You Don’t Know About Your Audience Is Killing Your Marketing
Rand Fishkin
Where do your customers discover they have the problem you solve? How do they go about researching it? When, whether, and how do they decide to buy? We all know that the buyer's journey is long, complex, and multi-channel, yet most of our marketing reflects only the few, easily-researchable tactics (search keywords, ad placements, etc). In this presentation, Rand's going to blow that process wide open with a path anyone can follow to understand pre-purchase behavior: the influence map. Come for the tactical tips and practical tools, stay for the strategic approach that will give you a massive advantage over your narrowly-optimizing competitors.