4 min de lectura

What is the buyer’s journey? It is the process customers go through to realize, consider, evaluate and decide to purchase a new product or service.

In other words, it’s everything someone would have to do before deciding to buy what you offer or not.

Better understand the buyer’s journey

The buyer’s journey or buying cycle is a marketing concept that refers to the stages a potential customer goes through, from becoming aware of a need that can be solved with a product or service, to making a purchase.

Through this journey, you can identify the actions and intentions of the potential customer to improve their experience along the way.

Here you will learn more about: What is the buying cycle?

The typical buyer’s journey

The typical buyer’s journey is composed of several stages:

· Awareness stage (recognition stage):

In this stage, the buyer recognizes that he has a need that can be solved by a certain product or service. He becomes aware of the problem and starts looking for possible solutions.

· Consideration stage (research stage):

In this stage, the buyer begins to research, to look for companies that may have the solution he needs. He starts to gather information about the different options and compare them to decide which one is the most suitable for him.

· Decision stage (Evaluation stage):

At this stage, the buyer has chosen a product or service and now looks at specific aspects, such as features, prices and reviews. He or she seeks more detailed information about the product or service and makes a final decision.

See also: Stages of Consumer Behavior

The buyer’s journey and Inbound Marketing

In an Inbound Marketing strategy, understanding the buyer’s journey is essential in order to tailor content to the customer’s needs at each stage, foster a relationship and create an optimized experience for both the customer and the company.

Read more: How does inbound marketing work?

3 clear examples of the buyer’s journey

To better understand the buyer’s journey, let’s look at some examples of the buyer’s journey for different types of buyers:

A. Real estate buyer:

Buyer Profile: Young adults in their 30s and 40s are the main real estate investors. Let’s assume a 35-year-old potential buyer who is employed and interested in buying a house or apartment in the city.

Awareness stage: The buyer realizes that he/she needs a house or an apartment and starts researching.

Reflection stage: The buyer looks for companies that may have the solutions he needs.

They look for articles, reviews and testimonials to get an idea of the different options available.

Decision stage: The buyer now looks for price comparisons, specifications and details about the property. As the buyer is now convinced, he/she fills in the form to buy the property.

B. Course Buyer:

Buyer Profile: A working professional looking to hone their skills and get a promotion.

Awareness Stage: Buyer recognizes that he/she needs additional knowledge and begins to search the Internet.

Consideration Stage: Buyer searches for courses that fit their needs and focuses on testimonials and pricing.

Decision Stage: The buyer now looks at more details about the course, such as speakers, price, seating and schedule. Once the buyer is convinced, he or she fills out the registration form.

C. Buyer of natural health products:

Buyer Profile: A health-conscious individual looking to supplement their daily routine with vitamins and supplements.

Awareness Stage: Buyer realizes that they can solve their problems with natural health products.

Consideration stage: The shopper starts searching on Instagram for companies that offer those services.

Decision stage: The shopper searches for more specifics about the product, such as ingredients, instructions and reviews. Once the buyer finds the one that fits their needs, they make the purchase.


Knowing the buyer’s journey is essential to any inbound marketing strategy.

Knowing what your prospects go through before making a decision allows you to create content that meets their needs at every point.

Through this journey, you will be able to build better relationships with your customers and offer them an optimized experience.

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