Customers today want to know they’re getting the greatest deal possible, so they’ll spend time researching all of their options before committing. While this means you’ll face more competition, it also means you’ll have more opportunities to reach out to potential consumers (your ideal buyer persona) at different stages of their buying process. Understanding the buyer’s journey will help you gain insight into your prospects’ psychology, as well as how to address their demands and convert them to sales.

What Is the Buying Process?

The buyer’s journey can be stated as “the customer’s road to purchase,” during which they investigate a problem, identify potential solutions, and then select one of those solutions.

A customer could be in any of the following phases on their way to making a purchase:

  • Unaware
  • Pain/Problem Aware
  • Solution Aware
  • Provider Aware

Customers today have more information at their fingertips than ever before, allowing them to compare your company and the services or goods you provide to those of your competitors. This does mean, though, that you have an opportunity to earn their trust early in their trip before they ever consider your competition (or reach the “Provider Aware” stage of their journey).

Why Is It Important to Know Your Customers’ Buying Process?

The buyer’s journey helps you understand the types of queries your buyers will have when looking for a solution to the problem you’re trying to solve. Buyers who are just learning about their problems or looking into prospective solutions will want very different information than those who are ready to buy. You can generate content that is more customized to your personas’ demands if you know what they want at each stage of the buyer’s journey. Instead of going out of their way to find you, they’ll come across you by accident while looking for information.

Many businesses concentrate their marketing efforts at the bottom of the sales funnel, hoping to reach customers when they are ready to buy. However, higher up in the funnel, there are several possibilities to earn a customer’s confidence and business. After all, 96% of website visitors aren’t even considering making a purchase.

You can later pitch yourself as the solution to their problem when they are ready to make a purchase choice if you can build a prospect’s confidence early on. You can improve the quality of your leads and receive a greater return on your marketing efforts by asking the correct questions at each stage of the buyer’s journey.

What Are the Three Stages of the Buyer’s Journey (Customer Decision Process)?

The following steps make up a customer’s decision-making process:

  • The Stage of Awareness
  • The Stage of Consideration
  • The Stage of Making a Decision

As they approach closer to making a purchase choice, the consumer will want answers to a distinct set of questions at each stage. You must produce content offers that are appropriate for each stage of the buyer’s journey since if the consumer feels forced by the improper content offer or the information is useless, they may look elsewhere. 

However, if you appropriately match your content to their expectations, you may be able to earn their business and, as a result, boost each customer’s lifetime value when they return for repeat purchases or refer you to others.

The Stage of Awareness (Researching)

A customer will have a pain problem that they will explore in the Awareness Stage, but they will not be exploring viable solutions just yet. They may just be aware that they have an issue, but they have no idea what questions to ask about it, let alone the whole extent of it. They’ll be seeking general information about the problem rather than remedies at this point.

For instance, if people keep waking up itching from unusual new bites, they can look up “Why Do I Keep Getting Weird Bug Bites at Night?” on Google.

The Stage of Consideration (Evaluating)

The buyer will expand on their previous research and begin exploring potential solutions to their problem during the Consideration Stage. By this point, the customer is aware that they have a problem and is prepared to learn about the many products and services available to solve it. They are, however, not yet ready to be sold on a specific one and are attempting to learn about the benefits and drawbacks of each.

The buyer can use the search term “Pest Control Company in Las Vegas” to find a list of companies to investigate further.

The Stage of Making a Decision (Deciding)

When a buyer reaches the Decision Stage, they’ve looked into all of their possibilities for solving their problem and are ready to buy a specific product or service. They’ll start by checking reviews, reading testimonials, watching videos, and more to learn more about it and the firm. Buyers today want to be well-informed before making a purchase, which offers you the chance to demonstrate why you are deserving of their business.

The customer may ask, “Do You Have a Satisfaction Guarantee?” at this point, and you’ll be able to show them excellent evaluations from previous clients as well as examples of the work you do.

Using the Buyer’s Journey to Improve Content

If the persona is in the awareness stage, they may be looking for keywords at the top of the funnel. On the blog and FAQ sites, the idea would be to develop material that addresses those questions and keywords.

If the persona is in the consideration stage, they may be looking for keywords in the center of the funnel. The idea would be to develop material on the service pages, blog, and FAQ sites that tackles those questions and keywords, as needed.

If the persona is in the decision stage, they may wish to learn more about the organization, they may require answers to specific inquiries, or they may be stymied by sales arguments.

As applicable, those queries and concerns would be addressed on service pages, sales pages, and during sales calls.

If you attract a prospect throughout any of those stages but they don’t convert, you can use lead nurturing via email marketing automation to take them farther along the buyer’s journey.


You’ll need to learn more about your target demographic before you start employing the buyer’s journey in your marketing strategy. Begin by joining Aiozium, which will assist you in identifying the pain points and characteristics of each buyer persona who utilizes your service. You can then tailor information to their specific needs and guide them through the buyer’s journey. You can make your marketing efforts count and establish yourself as their trusted authority once you learn more about your clients.