Digital Marketing // Sep 24, 2019

The Buyer’s Journey – Digital Marketing Strategy (Part 1)

Think about the last time you bought a product. There was a time you didn’t know that product existed or that service provider existed, and you ended up paying for it. You went through something that’s called The Buyer’s Journey, even without being aware of it.

In this article, we’ll be sharing exactly what The Buyer’s Journey is, and how you can use this to increase your sales.

First, what is the Buyer’s Journey?

The Buyer’s Journey is the set of steps that a person takes from being a complete stranger to becoming a paying customer.

There are 3 major steps in the Buyer’s Journey.

1. Awareness Stage.

2. Consideration Stage.

3. Decision Stage.

Awareness Stage

In the awareness stage, that’s where the customer realizes that they have a problem. At this point, they have realized that there is something that needs to be fixed.

Let’s use the example of someone that requires a website redesign. At this point, the person realizes that “I am not getting enough results from my current website”.

Consideration Stage

At the consideration stage, a customer is already aware that they have a problem and at this point, they are looking for possible solutions. At this point in the example that we gave (the person that is not getting results from their website), what the person will do is go online or start speaking with someone to try and find out “why am I not getting customers from my website?”. In this process the person can find out these:

  1. The website just doesn’t look good enough so people do not trust the business.
  2. The website is not secure.
  3. The content or text on the website is not compelling enough for people to take actions. There are not calls to action on the website and a host of other things.

So, at the end of this stage, the person now realizes that he or she needs to redesign their website.

Decision Stage

At the decision stage, the customer has already defined that they have a problem, they’ve looked for possible solutions. At this point, they are looking for who will solve the problem: a service provider or a particular product.

Now, in the example that we were using (the person that is not getting results from their website). At this point, they either speak with friends or ask online “do you know any really good website designer?” or they could go to Google, for instance, to search for “website design company in Nigeria”.


Dear Business Builder, do you know that every single customer goes through the same process?

In this video, @charlesdairo explains what the Buyer’s Journey is, and how to use it to get more customers. Follow @ckdigital so you don’t miss the next set of videos.

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