The Buyer Journey Explained | GrowTraffic

Understanding the buyer journey is super important for businesses wanting to attract, engage, and convert customers. We speak quite a lot about the buyer journey when chatting with clients, but what is it? This blog offers you the buyer journey explained!

One of the most effective frameworks for mapping out the buyer journey is the AIDA model. This model follows four key components—Awareness, Interest, Desire, and Action. 

The buyer journey focuses on the psychological stages a customer goes through before making a decision.

In this blog, I aim to break down each stage of the AIDA model and share what businesses should be doing to target potential customers effectively at each step of the buyer journey.

The Buyer Journey Explained: Targeting Each Stage of The AIDA Model

1. Awareness

At the awareness stage of the buyer journey, the goal is to capture people’s attention. People in this phase of the buyer journey know they have a problem but don’t necessarily know that there is a solution, nor that you offer it. 

The top of the funnel should focus on general information that captures the attention of prospective customers. Leverage content marketing strategies by creating blog posts and social media content that target the general search queries of those in this stage.

Ok, you’ve got their attention, not it’s time to pique their interest. People in the interest phase of the buyer journey know they have a problem and know there is a solution but may not be convinced that you’re the one to offer it to them. 

Potential customers are now aware of your brand and looking for more information. They want to understand how your product or service offers them the solution they need.

Offer valuable resources on your website and email newsletter such as case studies and guides to help those in the interest stage learn more.

This is arguably the most ‘emotional’ phase of the buyer journey. It becomes significantly important to speak to your potential customers on a human level. As they are closer to becoming your customer, not just a prospect.

They know what they need, and you’ve got them interested in you; now it’s time to nurture that interest to become a desire.

This stage involves building trust, addressing objections, and showcasing why your brand is the best choice. People in this phase of the buyer journey know they have a problem, know there is a solution, know you offer it, but they may also be toying with the idea of going to your competitors who also offer what they need.

At this stage of the buyer journey, it’s important to showcase social proof, proving yourself above your competitors. Case studies and testimonials are a great way of building credibility.

The final stage of the buyer journey is conversion—getting the customer to take another desired action, whether it be a purchase, a sign-up, or to pick up the phone. 

At this point, potential buyers need a final push to take action. They know they have a problem, they know there is a solution, they know you offer it but more importantly, they know that you’re the right company to offer it to them.

This is where clear CTA’s become crucial. Make sure your website is easily navigable and it is made clear to your customers what you want them to do.

• Loyalty – an added bonus

The AIDA model is a really clear funnel structure that brings your customers from the awareness phase all the way to the action phase – but what next?

After they become a paying customer, it’s important that you work on loyalty and advocacy, encouraging them to come back and bring their mates next time! You can utilise your email newsletter and social media channels to nurture those customers whom you want to maintain a relationship.

The Buyer Journey Explained: Final Thoughts

The AIDA model provides a clear approach to guiding potential customers through their buyer journey. 

By implementing the right digital marketing strategies at each stage of the buyer journey, you can improve engagement, increase conversions, and build long lasting relationships with your customers.

Need a helping hand with implementing the buyer journey in your strategies? We can help!

Reach out to a member of the GrowTraffic team today!