Don't turn on paid marketing too early

PPC and other paid growth marketing can create distractions during customer acquisition discovery

Today I learned that it’s more important than ever to nail organic growth channels due to increasing costs and dropping conversions rates of paid.

Turning on paid marketing too early while still discovering “the happy path” in your acquisition funnel creates greater risk for red herrings due to keyword confusion, misaligned intent, or tire kicking, while also burning through precious marketing budget.

Understand what “intent to purchase” behavior looks like for your customer, what it takes to get them to actually sign up/buy, and how to make them successful—and then reverse engineer their digital pathway to your product.