What is the Buyer’s Journey – and why does it matter?

Posted by Anya Sleezer << back to blog

Last Updated on December 26, 2022

Today’s buyer is more informed than ever before.

This is a great thing.

After all, we’re all buyers too, right? And we appreciate having as much information and options as possible before investing our hard-earned money into a brand.

However, we also understand that the more informed a buyer is, the more challenging it is to reach them and make the sale.

And make another one…

And another one…

In this “new normal” of informed buyers, understanding the Buyer’s Journey isn’t just beneficial — it’s essential.

What is the Buyer’s Journey?

The Buyer’s Journey is the path your potential buyer takes to purchase your product or service.

No, really, that’s it.

Okay, naturally it gets more complicated than that. But at the 5,000-foot level, the Buyer’s Journey really is pretty simple.

The Buyer’s Journey can be broken down into three phases:

Awareness: The prospect becomes aware of your product or service.
Consideration: The prospect considers buying your product or service.
Decision: When the prospect decides to buy your product or service, thus becoming a buyer.

Your marketing must move the prospect through the Buyer’s Journey with helpful, valuable and engaging content at each stage. More on that in a sec…

Why does the Buyer’s Journey matter?

The most obvious answer? Because it helps you sell more products/services, puts more money into your bank account, and puts more food on your table.

However, the Buyer’s Journey matters for less transactional reasons as well.

The Buyer’s Journey provides value to customers: Traditional marketing was designed exclusively to sell products. Modern marketing, based on the Buyer’s Journey, is designed to provide value. In this way, your marketing isn’t just trying to sell products and services; it’s showing your customers how you can solve their problems and benefit their lives in meaningful ways.

The Buyer’s Journey strengthens the sales process: By producing content that helps your prospects at every stage of their Buyer’s Journey, you can cultivate a long-standing relationship. While the old way can make the sale, the new way can make the sale and cultivate brand loyalty.

We know what you’re thinking: “Okay, great, but these are qualitative reasons why the Buyer’s Journey matters. What about the quantitative reasons?”

Hey, we’re data nerds too, so we totally get it. Here are some statistics to back up why the Buyer’s Journey is so important.

71% of B2B customers begin with a generic search rather than looking for a particular brand
65% of buyers spend more than 16 minutes comparing products/services before making a purchase
52% of customers viewed more than eight pieces of content from the brand they eventually selected
Creating a cohesive Buyer’s Journey is deemed crucial by 86% of senior-level marketers
Leads nurtured with targeted content increase sales opportunities by more than 20%.

Now it’s your turn

You know what the Buyer’s Journey is and why it matters. Now you’re probably wondering: “What kind of content do I need to produce?”

We covered this super-important topic in another blog post: What are the three most critical stages of the Buyer’s Journey – and what content works best for them?

Once you’ve read that blog post, see how our marketing experts can help you engage your prospects at each stage of the Buyer’s Journey. Level up with Levo!

Anya Sleezer

Anya Sleezer is the owner of Levo, a full–service marketing agency, focused on helping companies from all industries who are concerned with their marketing results, traffic, branding, advertising, or websites.

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