Here’s how you align marketing strategy with your customer’s journey

Here’s how you align marketing strategy with your customer’s journey


Everyone in attendance during the SMX Advanced presentation with Amy Bishop and Michelle Morgan got an amazing deep dive on using paid media channels to effectively guide users from discovery to conversion. There was a ton of information in this session I couldn’t fit into this recap, but I wanted to share my main takeaways Amy and Michelle presented.

Know your market

It all starts with knowing your market segmentation. You should conduct an exercise (links to the templates in the image below) and define in each area which product and service is the best fit based on which problems you are trying to solve.  Besides the best fit, you should also try and figure out which users may be the worst fit for your business.


About The Author

Clix Marketing. While he is hands-on in all aspects of PPC, his true passions lie in Display, Remarketing, and YouTube. He is a regular contributor to Search Engine Land, Marketing Land, and WordStream. He has also written for PPC Hero, SEMrush, Unbounce, Leadpages, Optmyzr, and AdStage. He has hosted webinars for SEMrush, Unbounce, Quora and Bing Ads. He regularly speaks at conferences such as SMX Advanced, SMX West, SMX East, HeroConf, Confluence Conference, Digital Olympus and more. Finally, he was named a Top 25 Influential PPC Expert by PPC Hero in 2017 and 2018.

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