What is my customer's journey through my brand?

This is such an important topic! Take notes!

The Buyer’s Journey describes the process a potential customer goes through when considering a purchase. It's essentially the path that a buyer follows from the moment they first realize they have a problem or need, all the way to when they make a purchasing decision.

The Buyer’s Journey is typically broken down into four main stages:

1. Awareness stage

This is the first stage, where the buyer realizes they have a problem or need but may not be sure what the solution is. In this phase, they aren’t actively looking to buy yet—they’re just becoming aware of an issue.

Example:
Let’s say someone is experiencing back pain. At this point, they may search for things like “causes of back pain” or “how to relieve back pain,” without knowing exactly which product or service will help them yet.

Marketing Focus:
At this stage, content should focus on providing value and educating the audience. Think blog posts, infographics, or videos that highlight the problem and offer general information. The goal is to make them aware that they have a need and show that you understand their problem.

2. Consideration stage

Once the buyer realizes they have a need or a problem, they move into the consideration stage. Here, they start researching potential solutions. They know they need to solve their problem but are exploring different options to address it.

At this stage, content should focus on offering solutions and showcasing how your product or service can help. This is when detailed guides, case studies, comparison charts, and testimonials work really well.

Remember our Audience Funnel Article? These are the people that are part of the warm audience. Now it starts to make sense, huh?

Example:
Now, the person with back pain is looking into specific remedies, such as "best back support products" or "physical therapy vs. chiropractic treatment." They know that a solution exists, but they’re evaluating different approaches.

3. Decision or purchase

This is the stage where the buyer is ready to make a decision. They’re narrowing down their options and will likely decide between a few specific solutions and/or brands.

Your goal is to make it as easy as possible for the buyer to choose your product. When the buyer already knows what he wants you can offer him demos, free trials, customer success stories, etc.

Example:
At this point, the person experiencing back pain has already decided that the solution is to go to “physical therapy”, and he is deciding which one. They may be looking at customer reviews, pricing, and evaluating the benefits of each brand.

4. Loyalty Stage

At this point the customer already made a purchase and he is now part of your “client portfolio”.
But don’t forget about him! The audience that already bought from you are very likely to buy again, either the same product/service or a complementary one.

Now it’s time to show your customers some love and attention, give them a loyalty card with a special discount or a small gift on their birthdays (depending on your strategy).
Make them part of a contact base and send them a monthly newsletter, or exclusive discounts that aren’t available for everyone.

Make your customers feel special so they keep you on their radar. When the time comes, they'll be more likely to think of your brand for their next purchase!

Understanding the Buyer’s Journey helps you create the right content for each stage, ultimately leading to higher conversion rates.

Providing the right content at the right time not only builds trust with your audience but also increases the chances of converting them into loyal customers. Remember, it’s about guiding them through their journey with care, offering value, and positioning your brand as the solution they need. With the right approach, you'll be able to create lasting relationships and see your business grow.