Understanding this journey is important for businesses of all shapes and sizes because it reveals the steps a buyer takes before committing to spending any money.
Today’s customers are super informed. They conduct their own research and evaluate options independently. Think about the last time you bought something new and all of the research and steps you took before actually buying it.
Knowing your business’ buyer journey allows you to insert touchpoints at strategic points in this process. Provide relevant content or information at each stage, nurturing the customer relationship and building visibility and trust for your product or service.
The Three Stages of the Buyer’s Journey
The buyer’s journey has three stages. Your marketing must change at each stage.
Stage 1: Awareness (The customer realizes something is wrong.)
They feel a pain. They have a problem. They are not sure what to do about it. They are not looking for a solution yet. They are just looking for answers.
Stage 2: Consideration (The customer defines their problem and researches solutions.)
They know what is wrong. They are looking for ways to fix it. They are comparing options. They are reading reviews. They are asking friends.
Stage 3: Decision (The customer chooses a specific product or service.)
They have done their research. They know the options. They are ready to pick one. They are looking for the best fit, the best price, or the best trust signals.
Most businesses only market to Stage 3. They put up a “Buy Now” button and wonder why no one clicks. But most customers are not in Stage 3. They are in Stage 1 or Stage 2.
You have to meet them there.
Stage 1: Awareness (The Problem)
What the customer is thinking:
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“Why is this happening?”
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“Is this normal?”
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“Am I the only one struggling with this?”
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“What is even wrong here?”
What they are NOT thinking:
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“Which product should I buy?”
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“What is the best price?”
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“Does this company have good reviews?”
They are not ready to buy. They are ready to learn.
What to create for Stage 1:
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Blog posts that answer “what is” questions. (“What is causing my team to miss deadlines?”)
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Educational videos. (“Five signs your project management process is broken.”)
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Checklists and guides. (“A self-diagnosis for your team’s productivity problems.”)
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Podcast episodes naming the problem. (“Why deadlines slip and what to do about it.”)
What NOT to do in Stage 1:
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Do not ask for the sale. They are not ready.
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Do not talk about your product. They do not care yet.
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Do not use jargon. They are still figuring out the problem.
Example: A customer searching “why is my back hurting” is in Stage 1. They do not want a chiropractor yet. They want to understand back pain.
Stage 2: Consideration (The Solution)
What the customer is thinking:
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“What are my options?”
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“How do these solutions compare?”
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“Which one actually works?”
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“What do other people like me use?”
What they are NOT thinking:
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“Should I buy from Company A or Company B right now?”
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“What is the exact price?”
They are researching. They are comparing. They are not yet deciding.
What to create for Stage 2:
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Comparison guides. (“Project management software vs. shared spreadsheets.”)
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Case studies. (“How a team of five stopped missing deadlines.”)
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Webinars. (“Three approaches to fixing your team’s workflow.”)
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Testimonials from customers who had the same problem.
What NOT to do in Stage 2:
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Do not pressure them to buy. They are still learning.
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Do not hide your pricing. They are comparing.
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Do not bash competitors. It looks desperate.
Example: A customer searching “chiropractor vs physical therapist for back pain” is in Stage 2. They know back pain is the problem. Now they are comparing solution types.
Stage 3: Decision (The Product)
What the customer is thinking:
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“Which specific product should I choose?”
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“Is this worth the price?”
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“Do I trust this company?”
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“What happens if I make the wrong choice?”
What they are NOT thinking:
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“What is the problem?” (They already know.)
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“What are my options?” (They already researched.)
They are ready to buy. They just need a final push.
What to create for Stage 3:
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Free trials or samples.
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Money-back guarantees (reduces risk).
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Pricing page (clear, no surprises).
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Detailed product features.
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Social proof (reviews, testimonials, case studies).
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Live demos or consultations.
What NOT to do in Stage 3:
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Do not add friction (long forms, required phone numbers, slow checkout).
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Do not hide pricing (they will leave).
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Do not make them call for a quote (they will not).
Example: A customer searching “best chiropractor near me open Saturday” is in Stage 3. They know they need a chiropractor. They have decided on that solution type. Now they are picking a specific provider.
How to Map Your Content to the Journey
Most businesses only create content for Stage 3. That is like only fishing in the shallow end of the pool while the fish are all in the deep end.
Your content should cover all three stages:
| Stage | Content Type | Example |
|---|---|---|
| Awareness | Blog posts, videos, podcasts, checklists | “Why do teams miss deadlines?” |
| Consideration | Guides, webinars, comparison charts, case studies | “Asana vs. Trello vs. Monday: Which is right for you?” |
| Decision | Free trials, demos, pricing pages, testimonials | “Start your free trial of our software today” |
If you only have Decision content, you are only reaching customers who have already done their research elsewhere. You are leaving money on the table.
The Questions You Must Answer at Each Stage
Stage 1 (Awareness): “Do you understand my pain?”
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Show empathy. Name the problem. Prove you get it.
Stage 2 (Consideration): “Can you help me figure out my options?”
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Be educational. Be honest. Help them compare.
Stage 3 (Decision): “Why should I choose you over the others?”
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Be specific. Prove your value. Remove the risk.
If you try to answer a Stage 3 question (“buy from me”) to a Stage 1 customer (“why is this happening?”), you will lose them. They will feel sold to, not helped.
A Real-World Example: The Accountant Who Understood the Journey
An accountant named David wanted more small business clients. He used to market with a “Hire Me” message. It did not work.
He learned about the buyer’s journey. He changed his approach.
Stage 1 (Awareness): He wrote a blog post: “Five signs you are about to have a tax problem.” No mention of his services. Just helpful information. It ranked on Google. People read it.
Stage 2 (Consideration): He created a guide: “Should you hire a full-time accountant, a part-time bookkeeper, or use software?” Honest comparison. He did not just recommend himself. He helped people decide what was right for them.
Stage 3 (Decision): He added a page: “Why small business owners choose David’s firm.” Testimonials. Pricing. A free 15-minute consultation offer.
Within six months, David had more clients than he could handle. He did not get better at accounting. He got better at meeting customers where they were.
The Bottom Line
Your customers are on a journey. You did not start it. You cannot skip it. You can only join it.
Some are at Stage 1: confused, in pain, looking for answers.
Some are at Stage 2: informed, comparing, looking for the right approach.
Some are at Stage 3: ready, willing, looking for the final reason to choose.
Your marketing must change at each stage. Do not sell to someone who is still learning. Do not educate someone who is ready to buy.
Meet them where they are. Answer the question they are actually asking. Give them what they need at that exact moment.
Then, when they are ready, they will choose you. Not because you convinced them. Because you helped them.
That is not manipulation. That is respect. And respect is the only marketing strategy that never goes out of style.
