The buyer’s journey is the process of a potential customer becoming aware of a product or service, learning about it, and then eventually making a purchase decision that they believe is the right one for them. This journey is made up of three distinct stages; awareness, consideration, and decision.
Understanding each stage, and how to best influence potential customers in each of these steps, is critical for any successful marketing strategy.
Awareness
The awareness stage is the first stage in the buyer’s journey, and is typically the longest. During this stage potential customers become aware of your product or service, and begin to research it. Generally, a customer’s journey begins with them forming a kind of problem or identify a need.
This is often followed by the customer conducting research on a variety of topics related to their issue.
In order to ensure that potential customers become aware of your product during this stage, it is important to ensure a strong online presence. This can be done by making use of SEO (Search Engine Optimisation) techniques to ensure that your name and product appear as high up in search results as possible.
You should also utilise social media to spread the word about your product, and create interesting content that encourages people to take an interest in it.
Consideration
The consideration stage comes after potential customers become aware of a product or service.
During this stage potential customers will research the product or service more thoroughly in order to gain an understanding of how it could benefit them. This is the ideal time to attempt to influence the customer into choosing your product or service, by providing information and resources that demonstrate why it is the best choice.
Examples of tactics you could use during this stage include publishing blog posts, case studies, and other pieces of content that explain the advantages of your product. You should also ensure that your website and other online resources are as informative as possible and that your customer service team are available to answer any questions the customer may have.
Decision
The final stage of the buyer’s journey is the decision stage. During this stage the customer will weigh up all of the information they have gathered and determine if your product or service is the best option for them or not. This is when a customer will decide whether or not to commit to a purchase and this is often the last opportunity you have to influence their decision.
It is important to optimise the purchase journey and ensure it is as smooth and efficient as possible.
You should also ensure you have a variety of payment options available and that your marketing communications communicate urgency and need.
Additionally, it is important to remind the customer at this stage of any available discounts, promotions, or loyalty benefits you may be offering that could help make their purchase decision easier.
General Guidelines & Best Practices
When implementing a successful marketing strategy, it is essential to understand, and target, each stage of the buyer’s journey.
Here are some general guidelines and best practices that can help you ensure your content and communication is effective throughout each stage:
- Understand your target audience: You must understand the needs and wants of your target audience to ensure your content is relevant and informative.
- Produce strong content: Make sure the content you create is accurate, informative and interesting, and targeted to the relevant level of knowledge and context.
- Optimise the purchase journey: Make sure you provide potential customers with an optimised purchase journey to ensure their purchase decision is smooth and efficient.
- Return customers: Ensure that you market to potential new customers, but also existing ones. This can increase the likelihood of them returning to purchase again in the future.
- Utilise multiple platforms: Make use of a variety of online platforms to communicate with customers, and ensure people become aware of your product.
- Utilise offers: Provide customers with incentives and offers, such as discounts, every now and then to keep them interested in your product.
- Use data tracking: Utilise data analytics to understand how customers are interacting with your product or service online, and to ensure you are making the best use of any resources you have.
The buyer’s journey is the process of a potential customer becoming aware of a product or service, learning about it and then eventually making a purchase decision.
Understanding each stage, and how to best influence potential customers in each of these steps, is key to any successful marketing strategy.
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It is important to optimise the purchase journey and ensure it is as smooth and efficient as possible.
You should also ensure you have a variety of payment options available and that your marketing communications communicate urgency and need.
Additionally, it is important to remind the customer at this stage of any available discounts, promotions, or loyalty benefits you may be offering that could help make their purchase decision easier.
General Guidelines & Best Practices
When implementing a successful marketing strategy, it is essential to understand, and target, each stage of the buyer’s journey.
Here are some general guidelines and best practices that can help you ensure your content and communication is effective throughout each stage:
- Understand your target audience: You must understand the needs and wants of your target audience to ensure your content is relevant and informative.
- Produce strong content: Make sure the content you create is accurate, informative and interesting, and targeted to the relevant level of knowledge and context.
- Optimise the purchase journey: Make sure you provide potential customers with an optimised purchase journey to ensure their purchase decision is smooth and efficient.
- Return customers: Ensure that you market to potential new customers, but also existing ones. This can increase the likelihood of them returning to purchase again in the future.
- Utilise multiple platforms: Make use of a variety of online platforms to communicate with customers, and ensure people become aware of your product.
- Utilise offers: Provide customers with incentives and offers, such as discounts, every now and then to keep them interested in your product.
- Use data tracking: Utilise data analytics to understand how customers are interacting with your product or service online, and to ensure you are making the best use of any resources you have.
The buyer’s journey is the process of a potential customer becoming aware of a product or service, learning about it and then eventually making a purchase decision.
Understanding each stage, and how to best influence potential customers in each of these steps, is key to any successful marketing strategy.