Understanding the Buyer’s Journey


The Buyer’s Journey is crucial to understand for your marketing strategy. Having the knowledge of knowing what your ideal customer goes through from them recognizing a problem they want to fix, to purchasing a solution will greatly affect your ability to move customers from one stage to the next and ultimately purchase your products.

No matter how big or small the purchase, a person will always go through the Buyer’s Journey. There are 3 stages that make up this journey and they are: Awareness, Consideration, and Decision.


The first stage of the buyer’s journey is when potential buyers are becoming aware of a problem they have in their life and want or need to find a solution. Once recognizing this, most consumers likely turn to Google to begin searching to understand the pain point(s) they are facing.

In this stage, people are going to look for very neutral, very general information and answers to their problems. This is not the time to throw your sales pitch out and try to win the customer over – they are simply not ready to buy.

There are still some effective marketing efforts you can provide potential buyer’s to help provide them answers and move them along in the buyers journey and they are:

  • eBooks
  • White papers
  • Educated Blog Posts
  • Podcasts on Social Media
  • Expert Advice / Reports

Offering tools like these will help potential buyer’s become aware of your company, your products and how you can help them. The key to remember in this stage is that you need to focus on your people’s pain points and problems and not the sale.


Once potential buyer’s have clearly identified their problem, their next step is to begin comparing products, companies, offers, and what’s available to them. The purpose of this stage is for customers to gain more information, and become more intelligent about possible solutions to help fix their problem. People are still not ready to be sold in this stage, but there are still ways to push them through the buyer’s journey and get them ready. Here are some examples of content offers you can provide to help your potential buyer’s to move into the decision stage:

  • Product Comparison Sheets
  • Subscribed/Premium eBooks
  • Expert Videos/Guides

In this stage, it is important for your company to show customers the opportunities your products or services provide and how it will benefit them. The goal you will want to achieve in the consideration stage is to position your company as a thought leader in customers minds, and highlight your advantages and differences from the competition.


The final stage in the buyer’s journey is the ‘decision’ stage where the customer is ready to commit to a product or service and open up their wallet. But before purchasing and ultimately making a final decision, customers will do some last minute research to look for reviews, benchmarks, and some pros and cons. Some of the most efficient ways to convince your prospects to become your customers are by offering:

  • Free demos
  • Product Trials
  • Consultations
  • Testimonials and Case Studies

Here is a simple, yet great example of the buyer’s journey in action done by HubSpot: