While marketing trends come and go, and the landscape of digital marketing is constantly evolving, what remains the same is the consumer’s purchasing journey.

For brands looking to gain new customers, or simply looking to expand their knowledge about how consumer purchasing decisions are made, we’ve made the consumer purchasing journey easy to understand and to learn from.

Here are the five key stages of the buyer’s journey with tips for how marketers can optimise their campaigns to meet the buyer at each stage.

Let’s get started!

1.     Establish the consumer’s pain point

At the beginning of the consumer purchasing journey, the consumer will recognise a problem.

Whether it be that they need an outfit for an event or would like to start an online class, consumers begin the journey with a “gap” that they need to “fill”.

Marketers should look at the data they have regarding their target audience, establish their pain point and foreground how their product and/or service can meet this demand.

2.     Promoting brand awareness

Also at the beginning of the consumer purchasing journey is the stage wherein the consumer becomes aware of your brand.

It isn’t enough for campaigns to be optimised to attract target audiences.

Marketers absolutely must understand where they can reach their target audience.

3.     Making the connection

It is important to note that the first two stages may occur in any order.

But whether a customer encounters a pain point before becoming aware of your brand, or if they encounter your brand before their circumstances change, it is the marketer’s primary job to show consumers that their brand is ready to help.

Through informative and creative marketing campaigns, marketers should always be focused on demonstrating how their brand has the perfect solution for their target audience’s problems.

4.     Show that your brand is trustworthy

Once the consumer has seen that your brand has the solution they desire, they need to feel that your brand is worthy of their trust and loyalty. Consumers want to purchase from brands that feel real and that they can connect to.

Similarly, as we enter 2022, brands should note that consumers are more conscious of their environmental impact than ever before.

Not only do consumers want to know whether a brand is trustworthy, they also want to know what brands are doing to contribute to the fight against climate change.

Marketers wanting to impress potential consumers at this point in the purchasing journey should consider highlighting their brand’s environmental awareness.

5.     Show that your brand is the best option

At this point, once the consumer has decided that your brand provides the best service and/or product to meet their needs and that your brand is trustworthy and aligns with their values, they have reached the final stage of the purchasing journey and will most likely make a purchase.

For marketers wanting to position their brand as the best option for their target audience, one of the biggest advantages that they can give themselves is creating a solid brand identity that reflects their brand’s values, goals and story.

To learn more about the Consumer Purchasing Journey, get in contact today.