What is the Buyer's Journey

Understanding the buyer's journey

The buyer's journey is the process a customer goes through from the moment they realize they have a need to the point they decide on a solution and make a purchase. Understanding this journey is important for businesses of all shapes and sizes because it reveals the steps a buyer takes before committing to spending any money. The path isn't always linear but it can be; a buyer gathers information, weighs their options, and then makes a choice.

Today's customers are super informed. They conduct their own research and evaluate options independently. Think about the last time you bought something new and all of the research and steps you took before actually buying it.

Knowing your business' buyer journey allows you to insert touchpoints at strategic points in this process. Provide relevant content or information at each stage, nurturing the customer relationship and building visibility and trust for your product or service.

A well-understood buyer's journey helps you:

• Identify where and how you engage with potential customers.

• Tailor your marketing and communication efforts to different needs and decision stages.

• Close sales or gain new clients more effectively by meeting their needs in real time.

3 key stages of the buyer's journey

Stage 1: Awareness

Overview: At the awareness stage, potential buyers realize they have a problem or need but may not yet know what solutions exist. Here, they're gathering initial information and starting to understand their needs.

What happens: The customer may search online, read articles, and watch videos that highlight or explain their issue. They're looking for educational content that helps them make sense of what they need. This might result in them searching for broad terms, like "birthday gift ideas" or "how to choose a photographer".

Example activities you can take: Publishing blog posts, sharing social content, and creating videos that discuss common problems or needs related to your product.

Read the guide to creating a marketing strategy

Stage 2: Consideration

Overview: In this stage, the buyer has defined their need and is now exploring various solutions. They start comparing products, researching brands, and evaluating the options available to them.

What happens: The buyer might download guides, compare product features, and read reviews from other customers. They're looking for content that differentiates options and provides insights into what might be best for them. This is when someone might search for something like "ceramic pasta bowl" or "headshot photographers in Austin" to make comparisons.

Example activities: Engage potential customers with email marketing, case studies or reviews featuring happy customers, webinars or online courses, testimonials, and detailed product comparison guides.

See example marketing emails

Stage 3: Decision

Overview: At the decision stage, the buyer is ready to choose a solution. They know what they want, but they need reassurance that they're making the best choice. Here, trust, clarity, and ease of purchase become top priorities.

What happens: The buyer may review final details, look for discounts, or seek that last piece of information or advice that confirms their choice. This is where they're likely comparing the best-fit options and thinking about their purchase experience.

Example activities: Display clear pricing, offer product demos or free trials, provide a straightforward purchase process, and give options for consultations or live chats to address any last-minute concerns.

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