What is the Buyer’s Journey? A 3-Step Marketing Guide

About the Author: Tricia Allenson

Stop Proposing on the First Date: A Simple Guide to the Buyer’s Journey

Let’s talk about that person at a party who walks right up to you, ignores all social cues, and says, “Hi, my name is Dave, we should get married.”

It’s weird, right? It’s desperate. It’s… a lot.

Yet, this is how most businesses do their marketing. They run ads that scream “BUY NOW!” at people who have never heard of them. They are “proposing on the first date,” and it’s just as creepy and ineffective in business as it is in real life.

If your marketing feels like you’re just shouting into the void, it’s probably because you’re ignoring the single most important concept in the game: The Buyer’s Journey.

It’s the simple, 3-step process of how a stranger becomes a customer. Think of it as a “dating” guide for your business. And if you master it, you’ll never have to be “Creepy Dave” again.

Stage 1: The Awareness Stage (The “First Glance”)

This is the “across the crowded room” moment. The customer has a problem, but they don’t know you. They don’t even know a solution exists yet. They are just… aware of their problem.

  • Their Problem: “My sink is making a weird gurgling noise.”
  • What They’re Googling: “why is my sink gurgling,” “fix gurgling drain,” “scary noises from kitchen.”
  • Your Job: Be the helpful answer, not the hard sell.

At this stage, your only goal is to be helpful. You are not selling your plumbing service. You are providing a blog post titled “5 Reasons Your Sink is Gurgling.” You’re the helpful expert, not the pushy salesperson.

Marketing for This Stage:

Stage 2: The Consideration Stage (The “First Date”)

Okay, they read your helpful blog. They’re intrigued. They’re now solution-aware. They know they need a plumber.

Now, they’re on your website. This is the first date. They’re looking around, trying to see if you’re “the one.”

  • Their Problem: “I definitely need a plumber. I wonder who the best one is?”
  • What They’re Googling: “best plumbers in [Your City],” “reviews for [Your Company],” “how much does a plumber cost.”
  • Your Job: Prove you are the best, most trustworthy solution.

This is where you build trust and showcase your authority. Your digital “first impression” has to be flawless. If your website looks like it was built in 1998, the date is over.

Marketing for This Stage:

  • Web Design Services: Your website must be professional, fast, and easy to navigate.
  • Brand & Logo Design: A strong brand builds instant trust and credibility.
  • AI SEO Services: Use AI to serve up the most relevant case studies and testimonials right when they need them.

Stage 3: The Decision Stage (The “Getting Serious”)

They’re in. They like you. They trust you. They’re ready to commit. But they might be comparing you to one or two other “suitors.”

  • Their Problem: “I’m ready to hire. Should I choose [Your Company] or [Your Competitor]?”
  • What They’re Googling: “[Your Company] vs. [Competitor],” “[Your Company] coupons,” “schedule consultation [Your Company].”
  • Your Job: Make it an irresistible, no-brainer “YES.”

This is where you finally get to ask for the sale! Make your offer clear, compelling, and easy to act on. Remove all friction.

Marketing for This Stage:

  • Paid Advertising (PPC): Use retargeting ads with a special offer (“Book Today for 10% Off!”) to bring them back.
  • Email Marketing: Nurture them with a follow-up email that includes your best testimonials.
  • Direct Mail Marketing: For high-value clients, a “wow” box or physical welcome kit can seal the deal.

The Relationship Replaces the “Journey”

See? Marketing isn’t about shouting “BUY NOW!” It’s a relationship.

  • Awareness: You help them with a problem.
  • Consideration: You prove you’re the best solution.
  • Decision: You give them a great reason to commit.

Stop being “Creepy Dave.” Start being the helpful expert, the trustworthy guide, and the obvious choice.

If your marketing is still stuck proposing on the first date, let’s talk. We can help you build a relationship with your customers that actually works