CHAPTER 1
What are the stages of the Buyer Journey?
The buyer’s journey is a concept that you can use to create a framework for your marketing. In different stages of the journey, your customers will respond to different marketing approaches.
By the end of this guide, you’ll understand what the buyer’s journey is and how you can effectively apply the concept to your marketing. Let’s get started!
An Overview of Buyer’s Journey Stages
First up, let’s look at the concept from afar.
The buyer’s journey is made up of three main stages:
- The Awareness Stage
- The Consideration Stage
- The Purchase & Post purchase Stage
The diagram above demonstrates each of the stages, and how the stages link together:
Before someone becomes a customer of your business, they will go through each of the processes, but not always consciously, and sometimes they will stage in a stage only momentarily.
If you want to influence people to buy your products or services, you need to meet them in the right place, at the right time, and with the right content and messaging. If you neglect paying attention to one, or several stages, you leave gaps for your competitors to fill.
People can come in contact with your content or brand at different stages of their buying cycle. For example, they may come across content or ads during the decision stage of their journey. They may have been considering other products and then may have come across an article comparing your product to another product they were already considering. They were aware of a problem, they were looking for a solution, and when reading the product comparison they decided you were the best fit for their needs.
By understanding your buyer journey and creating content strategically, you can ensure you are creating multiple touchpoints for your customer so that you increase awareness of your brand and so that you can establish trust, build confidence, turn “lookers” to buyers and then work on turning buyers to loyal customers and eventually brand advocates.
It’s important to note that different industries or niches have content needs weighted differently. What I mean by that is a business selling soap will possibly need less content in the awareness stage as a website selling 4k video drones. As the drones are more complex and people are less familiar with their functionality and use, it is likely there will be much more scope for answering questions that potential customers have.
The soap business will still benefit from awareness related content, but their business may require less of it.
You can see that as the stage of the journey changes, the questions change. But in fact, within each stage, there are also stages…. And different questions are asked related to those stages too. Intrigued? Let’s take a look at the awareness stage.
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