A buyer journey, also known as the customer journey or buyer’s journey, refers to the process that a potential customer goes through from the initial stage of becoming aware of a product or service to the final stage of making a purchase decision.

What are the stages of a buyer journey?

1. Awareness stage: In this stage, the potential customer realizes they have a problem or need, and they start looking for solutions. They may come across your brand, products, or services through various channels, such as search engines, social media, or content marketing.
2. Consideration stage: At this point, the potential customer has identified a few possible solutions and is actively evaluating different options, including your products or services. They may be comparing features, pricing, and customer reviews to determine which option best meets their needs and preferences.
3. Decision stage: In the final stage, the customer has narrowed down their choices and is ready to make a purchasing decision. They might be looking for additional information, such as case studies, testimonials, or detailed product specifications, to validate their choice and move forward with the purchase.

Marketing for buyer journey stages

To effectively engage potential customers at each stage of the buyer journey, marketers need to create various types of marketing collateral that address the specific needs and concerns of the buyer at each stage.

Awareness stage 

At this stage, the goal is to create awareness of your brand, products, or services and educate potential customers about the problems they might be facing. Marketing collateral for this stage should be informative, educational, and non-promotional. Some examples include:

• Blog posts: Write educational articles on topics relevant to your target audience, addressing their pain points and challenges. These can help improve your search engine ranking and drive organic traffic to your website.
• Whitepapers and e-books: Develop in-depth guides or reports that provide valuable insights and research on industry trends or solutions to common problems.
• Infographics: Create visually appealing and easy-to-understand infographics that explain complex concepts or showcase interesting statistics related to your industry.
• Webinars and podcasts: Host informative webinars or podcasts on topics relevant to your target audience, featuring industry experts or thought leaders.

Consideration stage

In this stage, the potential customer is actively evaluating different options, including your products or services. Your marketing collateral should focus on demonstrating the value of your offerings and differentiating them from competitors. Some examples include:

• Product/service comparison sheets: Develop collateral that highlights the unique selling points, features, and benefits of your products or services compared to competitors.
• Case studies: Showcase real-life examples of how your products or services have helped customers solve their problems or achieve their goals.
• Product demos or explainer videos: Create videos that demonstrate how your products or services work, explaining their features and benefits in a clear and concise manner.
• FAQs and knowledge base articles: Compile a list of frequently asked questions and answers or create a knowledge base that addresses potential concerns or objections that buyers may have during their evaluation process.

Decision stage 

At this stage, potential customers are close to making a purchase decision. Your marketing collateral should help them validate their choice and provide the necessary information to move forward with the purchase. Some examples include:

• Testimonials and customer reviews: Gather and showcase positive feedback from satisfied customers to build trust and credibility with potential buyers.
• Pricing and discount information: Provide detailed pricing information, including any available discounts, promotions, or financing options that may influence the buyer’s decision.
• Product or service specifications: Offer detailed technical specifications, datasheets, or feature lists for potential customers who want to evaluate your offerings more thoroughly.
• Sales presentations and proposals: Create customized sales presentations or proposals that address the specific needs, pain points, and objectives of the potential buyer, demonstrating how your products or services can meet their requirements.
• Onboarding and implementation guides: Provide resources that outline the steps to getting started with your product or service, ensuring a smooth transition for new customers.

By creating targeted marketing collateral for each stage of the buyer journey, you can effectively engage with potential customers, address their needs and concerns, and ultimately guide them towards making a purchase decision.

Understanding the buyer journey allows you to create targeted content and messaging, engage with customers at the right time, and ultimately guide them towards making a purchase decision.