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Exploring the Buyer's Journey: A Comprehensive Guide

Founder of Orchid Agency
Mariya Finkelshteyn
July 1, 2021
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The buyer's journey is a marketing term that refers to the process consumers go through when looking for products and services. At any given stage in the buyer's journey, there are many different considerations and steps they must take before making their final decision. This article will break down what the buyer's journey entails, what marketing strategies you can use to optimize your campaign at each step in the process, as well as how to measure your success along this pathway!

Part of marketing success is a well thought out buyer's journey.  The buyer's journey can be broken down into five stages: awareness, consideration, evaluation and purchase decision, post-purchase experience, and loyalty.

buyer's journey, buyers journey, marketing success

Stage One: Awareness

The buyer's journey starts the moment a consumer becomes aware of your brand. At this stage, marketing strategies should focus on creating awareness and building trust with customers. The goal is to reach potential buyers so that they will be more likely to become familiar with who you are and what you offer. This can be done through advertising, social media marketing, or any other outreach that will allow your product to be seen.

Stage Two: Consideration

The next stage in the buyer's journey is consideration. Once a consumer has become aware of you and what you offer, they enter into the consideration phase where they are making their decision on whether or not to purchase your product.

It is during this stage where marketing campaigns should focus on building trust and credibility so that the potential buyer will be more likely to purchase from you instead of a competitor. This can be done by creating an emotional connection with the customer, using testimonials or reviews, and even offering services like free returns for buyers who are unsure. When marketing during this stage, it is important to remember that attention spans are short and consumers have an endless number of options when considering what brand they want to purchase from.

Stage Three: Evaluation

The next step in the buyer's journey is evaluation, where potential buyers enter into a period of comparison between your product or service versus the competition.

Marketing strategies during this phase should focus on creating buyer's remorse for the competitor by highlighting any flaws they may have, as well as emphasizing how your product is better than theirs and stands out in comparison to the rest of the industry. This stage can be completed through marketing efforts like direct mail or email campaigns that will present  a  comparative chart of your product and the competitor's.

buyer's journey, decision, marketing success

Stage Four: Purchase Decision

After considering all available options, potential buyers reach a point where they have to make their final decision on whether or not to purchase something from you. This stage is crucial because it means that you are one step closer to gaining a customer! Marketing strategies during this phase should focus on how your product will benefit the customer. Some of these benefits might be time-saving, money-saving, or convenience for the buyer in some way.

Stage Five: Post Purchase Experience

Once a person has made their purchase from you and satisfied with what they have purchased, that is when marketing success starts to take shape. This stage in the buyer's journey is where a customer becomes loyal to your brand and evangelizes for you.

Marketing strategies during this phase should focus on providing excellent service so that customers are not left with any complaints or issues once they have completed their purchase from you. The key here is to build trust by taking care of mistakes immediately so that customers feel like they are part of the process.

Stage Six: Loyalty

The final stage in a buyer's journey is loyalty, where potential buyers become loyal to your brand and continue to purchase from you again and again because they know that you will have their back. This phase can be completed through marketing strategies such as offering discounts or other special offers to loyal customers, and it is important for a company to nurture this relationship by staying in contact with their regular buyers.


An effective buyer's journey can significantly boost your marketing success. The overall goal of your marketing process should be to advance prospects and customers through the dynamic journey. With a successful buyer's journey you will be able to get to know your prospects, partners, customers and community advocates better, emphasize with them and provide the right information at the right time, driving more revenue and loyalty to your business.