Search
Close this search box.
Search
Close this search box.

The Ultimate Guide on The Buyers Journey and How it Affects Your Marketing Campaigns

Share This Post

Having a conversation with a potential client or customer is kind of like going on a date. You want to say the right things at the right time to demonstrate just how awesome you are and how fun dating you will be to convince them to take the chance with you. You don’t want to come on too strong, but you also don’t want to hold back too much, or they could get bored and interested in someone or something else. And like dating has different stages where what you do and what you share happens in phases, courting a new prospect also has multiple stages that require different levels of engagement and sharing. Want to know what those stages are?

Get ready to learn about the buyer’s journey, and understanding what stage you are in will help direct what you are sharing with your prospects.

Introduction: What is the Buyers Journey?

Fred Reichheld first introduced the term Buyers’ Journey in 2003. This journey is a customer-centric marketing strategy that captures the stages of interaction with people considering buying a product or service.

According to this Buyers’ Journey, customers enter into four stages: Awareness, Consideration, Conversion, Advocacy/Referral.

The idea behind the Buyers’ Journey is that each step has specific characteristics and requires different approaches from the business to deal with it successfully. For example, in the consideration stage, the company must provide an excellent experience to become loyal buyers later. In the referral stage, businesses should offer incentives for customers to share their positive experiences with others to get more referrals.

Four Stages of the Buyer’s Journey

Let’s take a look at each of the four stages of the buyer’s journey keeping in mind that this is when customers are engaging with a company to make a purchase. These stages are always about where the customer is and not where the brand is. The brand’s job is to meet the customer where they are in the journey and provide the level of engagement needed to help them make a wise purchase decision.

The first stage of the buyer’s journey is awareness. This stage is when customers become aware of your company and what you have to offer them. They might come across your name or logo in their lives, or they might hear about you through word-of-mouth marketing strategies. They must know who you are before they become interested in your products or services.

The second stage of the buyer’s journey is the consideration state. This stage allows the buyer to explore whether they want to invest in a product or service. They may use it for some time, then return to their previous way of doing things. If satisfied with the product, they are likely to continue using it and consider purchasing.

The third stage of the buyer’s journey is the conversion stage. The conversion stage of the buyer journey is crucial for many reasons. This stage is the point where a potential customer becomes a paying customer. We define this stage by the customer’s level of interest and desire to buy. Also considered the point of no return, we have to do all that we can to demonstrate our value to the customer and build their trust in our product or service, so deciding to invest their money in time in your product or service is an easy no stress choice.

The last stage of the buyer’s journey is advocacy or referral. This stage is where the customer is satisfied with their purchase and speaks positively about it. They do this in reviews or comments, both online and in person. Marketers try to encourage advocacy by giving customers incentives like discounts or free shipping for leaving good reviews on their products.

The Buyer Decision Process Explained

I want to spend a little bit more time digging deeper into the Conversion Stage and explaining a bit about the buyer decision process. The buyer decision process is a set of stages or steps that buyers follow when making decisions. The buyer decision process consists of five stages:

  • problem recognition,
  • information search,
  • evaluation of alternatives,
  • purchase, and
  • post-purchase behavior.

Problem recognition is the first stage in the buyer decision process. It refers to identifying a need or opportunity that customers have. A person may have an idea about solving a problem they see in their line of work and recognize the need for a solution right away.

Recognition of a problem leads them to the Information Search phase, where they will turn to do some self-driven research into what others have done to solve similar problems. Their search results will likely provide them with a list of solution products or services for them to consider.

Once they build a list of solutions, they will begin the evaluation stage to compare their options. Evaluating alternatives is the next stage in the buyer decision process where buyers think about what they want and how best to get it. They will review their situation and needs, identify possible solutions, and then evaluate them concerning specific criteria such as cost and quality.

After thoroughly evaluating their options, it’s time for the Purchase Stage. They will do one of 2 things. Purchase the option that best fulfills their needs, or decide on a DIY fix for the solution and develop their way to solve their problem.

The last stage is the Post-Purchase behavior which brings us to the Advocacy and Referral stage of the buyer’s journey. What they do after the purchase, what they say about you and your product or service to others.

The Importance of Understanding the Buyer’s Journey in Marketing Campaigns

Understanding the buyer’s journey is integral for business owners to help them assess their marketing strategies. It will also allow you to design a more personalized campaign that caters to each stage of the buyer’s journey.

In essence, understanding the buyer’s journey allows marketers to provide customers with a more personalized experience. They can use their knowledge of the customer’s behavior and preferences to create an individualized marketing campaign tailored just for them.

The importance of understanding the buyer’s journey can be best understood by looking at it through four key stages: Awareness, Consideration, Conversion, and Advocacy.

We hope you found value in today’s session about the buyer’s journey. We would love to know which stage of the buyer’s journey you struggle with the most? If you feel unsure how the buyer journey fits your particular organization, I would love to chat with you. Scheduling an appointment will allow me to clarify your buyer’s journey so you can begin communicating with your audience and meeting them where they are on their journey to purchasing with you. I was hoping you could schedule a consultation session with me today; your first session is always free.

Subscribe To Our Newsletter

Get updates and learn from the best

More To Explore

Episode 128: Build Your Business on Autopilot: Email Marketing Nurturing Sequences
Marketing 101 for Small Business Owners

Episode 128: Build Your Business on Autopilot: Email Marketing Nurturing Sequences

In the latest episode of the Marketing 101 for Small Business Owners podcast, now rebranded as the Empower Her Business Accelerate Show, host Philippa Channer highlights the significance of email marketing and nurturing sequences for small business owners. She passionately discusses how these tools can help attract and retain ideal clients, and introduces the Empower Her Power Session workshop for female entrepreneurs. Philippa breaks down the structure of nurturing sequences, differentiates them from newsletters, and offers practical advice on setting up email marketing systems with a personal touch. She wraps up by teasing the next episode’s focus on integrating faith into business practices.

Episode 127: Level Up Your Client Experience: CRMs and Customer Journey Mapping
Marketing 101 for Small Business Owners

Episode 127: Level Up Your Client Experience: CRMs and Customer Journey Mapping

In the latest episode of the Marketing 101 for Small Business Owners podcast, host Philippa Channer explores the transformative role of technology in client relations and business efficiency. She introduces CRM and customer journey mapping as key tools for small businesses to enhance customer experiences and streamline operations. Philippa also announces the podcast’s rebranding to “Empower Business Accelerator Show” and promotes the “Empower Her Power Session” workshop for female entrepreneurs. She breaks down the five stages of the customer journey and advocates for the integration of CRM with journey mapping to gain deeper insights and improve customer interactions.

Additionally, Philippa shares practical tools for implementing these strategies and offers a free consultation for personalized guidance.

Do You Want To Boost Your Business?

drop us a line and Let's Get Started

Speaking Engagements

s1

Digital Marketing For Faith-based Organizations By Philippa Channer

l2

Networking Tips and Best Practices

Company Listing

l1

Visit Montgomery

Design Rush

Professional Networking Alliance

Written Interviews

cbfdf9fd-fa47-4715-a4c7-427719a19b6e-photo_of_your_product_or_your_service-Philippa-Channer

Your Business, My Content Strategy - Channer Consulting

Play Video

Marketing for Small Business Owners

Play Video

Channer Consulting Spotlight Series

Meet Philippa Channer

Podcast Interviews

p1

Creating Social Media Strategy that Works with Philippa Channer