The buyer journey refers to the complete path a potential customer takes from first learning about your brand to making a purchase—and ideally continuing to engage post-purchase. It’s vital for understanding how people research, evaluate, and ultimately decide to buy from your brand.
By mapping this journey, marketers can align their content, messaging, and marketing channels to meet buyers’ needs at each stage and guide them smoothly through the sales funnel. The journey is often broken into three stages: awareness (when the buyer identifies a need or problem), consideration (when they research solutions), and decision (when they choose a provider). A well-understood buyer journey enables digital marketers to provide a more effective, personalized experience and will result in a better ROI.
