marketingHow do you move your customers down the funnel from awareness to conversion?  The path can be quite a treacherous road to travel to get that coveted conversion that all advertisers are looking for.  Unless you know what you’re doing (through a lot of research and a full understanding of the buying process), it’s pretty easy to make a mistake.  In this episode of Whiteboard Friday, Rand Fishkin takes a higher-level look at that path to customer purchases, and recommends workflows and tools that’ll help you forge your own way.