Understanding the stages in buyers’ journey

Understanding the buyers’ journey stages is necessary in order to create relevant content for each stage.

The buyer’s journey is a framework for understanding the process that buyers go through when looking to make a purchase. It describes five stages in the process: awareness, consideration, decision, purchase and advocacy. This article will take you through these stages, and show how marketers can use them to improve their sales processes.

5 stages in buyers’ journey

  • Awareness
  • Consideration
  • Decision
  • Purchase
  • Advocacy

Relevant Article: How to create a Buyer Persona

Stage 1: Awareness

The awareness stage is the first step in the buyers’ journey. It’s when your potential customers are just learning about a product or service and what it can do for them.

They might be hearing about you for the first time from friends, family, social media or other sources of information.

The characteristics of this stage include:

  • You’re not yet known as a brand
  • There is no clear understanding of what your company does, who you are and why people should care about you

Your marketing activities aren’t yet focused on building awareness (you’re still trying to get more sales)

Stage 2: Consideration

Consideration is the second stage in the buyers’ journey.

Customers are actively researching and comparing brands and looking for information on the benefits of each product. They’re also comparing information to make an informed decision that is right for their them.

Consideration buyers have already narrowed their options to one or two vendors, so they need help making a final choice. The goal at this point is not only closing sales but also building relationships with prospects so they can be upsold or cross-sold later on in the buyer’s journey.

Stage 3: Decision

In this stage, the buyer is ready to purchase a solution. In other words, the buyer has decided and chosen what they want. They have selected options and narrowed down their search to one or two companies that can provide them with the best solution at an affordable price. The decision stage is where you really want to focus your attention because this is when your sales team needs to be on their A-game.

Stage 4: Conversion

This is the most important stage in the buying process because it represents when customers have decided to buy a product or service and are actively looking for a supplier. Customers who are at this stage may be researching different suppliers and comparing their prices, quality of products/services, guarantees, etc., or they may have already begun to narrow down on one supplier. Companies should focus on nurturing engagement through content marketing initiatives that target various stages of their buyers’ journey by providing insights on what motivates people during each phase.

Stage 5: Advocacy

Advocacy is the final stage in your buyers’ journey, and it’s where you can expect your most loyal customers to take action. Advocates are more than just lapsed customers; they’re people who love your brand so much they’ll tell others about it. They may even purchase an item for someone else as a gift, which makes them an ideal source of new customers for you.

Advocates can be found at every stage of the buyer’s journey, but this is when their loyalty becomes apparent—so if you want to keep them happy (and encourage them to spread the word), make sure you’re delivering on all their needs at every step: from attracting potential buyers with great content marketing campaigns through purchasing online or in person through helping them solve any problems with their purchases or customer service experience after purchase until they’ve made repeat purchases and become advocates themselves!

Knowing and understanding the different stages in the buyers’ journey is necessary in order to create relevant content for each stage.

Understanding the buyers’ journey stages can be extremely helpful when creating content for each step so that it will be more likely to resonate with consumers at each stage of their buying process. This can help you improve customer retention by keeping them engaged throughout their entire shopping journey.

You should always think about what stage someone is in when they come across your adverts or website content; this will help ensure that whatever message is being conveyed at any given time will be relevant enough for them as well as memorable enough for them to keep coming back again later on down the line too.


Knowing and understanding the different stages in the buyer’s journey is necessary in order to create relevant content for each stage.

Leave a Reply

Your email address will not be published. Required fields are marked *

Latest Article


Join our email list and gain exclusive access to our expertise! As a leading digital marketing agency, we offer valuable insights and strategies that can help take your business to the next level. Don’t miss out, sign up today!