Buyer's Journey


What is Buyer's Journey? Why is it important?

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Team Storyly
May 22, 2023
0 min read

What is the buyer’s journey?

The buyer's journey is the process that potential customers go through when they are researching and making a purchase decision. It typically consists of three stages: awareness, consideration, and decision.

Buyer’s journey example

Think about an example of a buyer’s journey for someone who wants to buy a new laptop: 

In the awareness stage, the customer realizes that they should purchase a new laptop because the old one works slowly and is outdated. Then, they begin to research the newest models available and gain knowledge about the various features and specialties of modern laptops.

During the consideration stage, the person makes comparisons among different alternatives. They explore different brands and laptop models, view customer reviews, and compare prices. They analyze factors like processing power, memory, storage capacity, battery life, and screen size to decrease the number of options available to them.

Lastly, in the decision stage, the customer decides on a laptop that is budget-friendly and satisfies their needs. Before making a  final decision, they may also explore prices at different stores, take a look at more reviews, and compare shipping options. 

Why is the buyer’s journey important?

The buyer's journey is important because it helps businesses understand their customers' needs, interests, and pain points at each stage of their decision-making process. Businesses can develop targeted marketing tactics that efficiently reach and engage potential customers by understanding the buyer's journey.

As an example, during the awareness stage, businesses can generate content and marketing campaigns that help potential consumers acknowledge their problem and need. In the consideration stage, businesses give information on their products and services to help customers contrast and assess their options. 

Lastly, in the decision stage, businesses can offer incentives, such as discounts and promotions, to motivate customers to choose their product rather than that of competitors. 

Businesses can drive sales and improve customer loyalty by giving their customers the necessary information and help at every stage of the buying process.

Therefore, businesses must understand the buyer’s journey to develop effective marketing strategies that meet the demands and interests of their customers at each stage of their decision-making process.

What are the three stages of the buyer's journey?

The three stages of the buyer's journey are:

  • Awareness stage
  • Consideration stage
  • Decision stage

The awareness stage

The awareness stage is the first stage of the buyer's journey where potential customers become aware of a problem or a need they have. In this stage, customers might not know that a solution exists, or they might not be familiar with the available solutions.

In the awareness stage, the goal of businesses is to help potential customers determine their problem or need and let them learn about possible solutions. Businesses can generate informative content like blog posts, videos, or social media posts, to display the benefits of their product or service. This type of content needs to be informative and engaging and offer beneficial information to potential customers without straightforwardly promoting the product. 

Throughout this stage, businesses should concentrate on improving brand awareness and positioning themselves as experts in their industry. To do so, they can join online communities, show up at industry events, or provide free resources like e-books and webinars. 

To succeed in the awareness stage, businesses should prioritize creating value for potential customers, as opposed to promoting products or services too directly. By providing beneficial and educational content, businesses can gain the trust of potential customers. Also, businesses can increase the possibility of proceeding to the consideration stage of the buyer’s journey. 

Consideration stage

The consideration stage is the second stage of the buyer's journey, where potential customers have identified the possible solutions and are evaluating them. In this stage, potential customers are looking at the different options available, comparing features and benefits, and researching products and services in depth.

Businesses will aim to provide potential consumers with the information they need to make an informed decision during the consideration stage. For this purpose, they can create product comparison charts, provide free trials or demos, or display customer reviews and testimonials.

Businesses should concentrate on becoming recognized as experts in their field by sharing beneficial knowledge and interacting with prospective customers. To do this, they can produce educational materials like how-to guides, case studies, or white papers.

During the consideration stage, businesses should be ready to answer the questions of potential customers and provide effective customer service and support. This way, they can gain trust and establish long-lasting relationships with their customers. 

Providing relevant information to the customers to allow them to make an informed decision is essential to succeed in the consideration stage. If businesses provide beneficial content and personalized support, they can increase the chances of converting potential customers into loyal customers.  

Decision stage

The decision stage is the final stage of the buyer's journey, where potential customers have made a decision and are ready to take action. In this stage, customers have identified the best solution for their needs and are ready to make a purchase.

In the decision stage, the goal of businesses is to ensure an easy and smooth purchasing process. They can give incentivizes like discounts or coupons, offer a user-friendly checkout process, and make different payment options available.  

Businesses need to make sure they offer exceptional customer service and support to make customers satisfied with their shopping experience. They can provide support after purchases, offer helpful resources, and respond to customers’ questions and concerns in a timely manner. 

Another thing to consider during this stage is building long-term relationships with customers. To achieve this, businesses can initiate loyalty programs, offer personalized recommendations, and provide exclusive offers. Businesses should also focus on building long-term relationships with their customers. 

Creating a satisfying and memorable customer experience is essential for success during the decision stage. Businesses can boost customer satisfaction and loyalty by providing great customer service, which may encourage repeat purchases and referrals. 

Buyer’s journeys vs. customer journey

The main difference between the buyer's journey and customer journey is that the buyer's journey focuses on the process a potential customer goes through to purchase while the customer journey focuses on the ongoing relationship between the customer and the business.

How to align the buyer’s journey to the sales process

Businesses must effectively engage customers and improve their chances of closing a deal by aligning the buyer's journey with the sales process. Here are some ways to align the buyer's journey with the sales process:

Understand the buyer's journey

Three stages of the buyer’s journey, which are awareness, consideration, and decision, are significant to understand. Businesses must recognize the crucial touchpoints at every step and create marketing and sales plans that are tailored to the needs and interests of potential customers at each stage. 

Identify buyer personas

Identifying buyer personas will help understand the actions customers take at each stage of the buyer’s journey. Buyer personas are semi-fictional representations of your target customers and describe the characteristics of your ideal customer. With buyer personas, businesses can understand who their customers are, what they do, and their motivations, preferences, and goals. Buyer personas will help tailor relevant content to specific customers at different stages of their journey. After creating buyer personas, businesses can generate a journey that corresponds to their sales funnel.

Develop targeted marketing strategies

Developing targeted marketing strategies is effective to engage possible customers at each stage of the buyer’s journey. For instance, businesses can create educational content like blog posts, videos, or webinars to appeal to prospective customers during the awareness stage. In the consideration stage, businesses can prepare product demos, case studies, or customer reviews to help potential customers decide on the options available. Lastly, in the decision stage, businesses can provide incentives like discounts or free shipping opportunities to motivate prospective customers.

Train sales teams

To understand the buyer’s journey and how to engage with prospective customers, sales teams should be trained. They must be equipped with the necessary skills to ask relevant questions, provide personalized recommendations, and respond to customer questions and concerns. Also, they need to be able to follow up with prospective customers and give effective customer service and support. 

Use CRM tools

Using customer relationship management (CRM) tools, businesses can track potential customers at each stage of the buyer’s journey and offer individualized support and communication. They can also determine prospective customers who are eager to make a purchase and engage with them effectively.


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