The Customer Journey [INFOGRAPHIC]

Gray Atlanta About The Author

February 23, 2021 at 12:44 PM

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The customer journey is "the process buyers go through to become aware of, consider and evaluate, and decide to purchase a new product or service." When you understand your customer's journey through the sales funnel, you'll be able to develop content that aligns with his/her needs.

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The 3 Stages of the Customer Journey

1. The Awareness Stage

What is it?

It's the stage in which a consumer becomes aware of a previously unknown need or discovers a solution to a pain point.

Who is in this stage?

Consumers unfamiliar with your brand, product, or service; consumers that just discovered a need they must fill.

What type of content do your customers need at this stage?

  • High-level blog posts/articles
  • Infographics
  • Videos
  • Social media posts

2. The Evaluation Stage

What is it?

It's the stage in which the consumer begins researching options to fill the awareness stage’s need.

Who is in this stage?

Interested consumers, prospects, and leads actively seeking information around your product/service and comparing your brand with the competition.

What type of content do your customers need at this stage?

  • Comparison charts
  • Case studies
  • Ebooks
  • White papers
  • Comparison videos
  • Detailed blog posts/articles

3. The Decision Stage

What is it?

This is the stage in which the consumer has finished his/her research and is ready to make a purchase.

Who is in this stage?

Prospects and leads that are ready to buy, either from your brand or one of your competitors.

What type of content do your customers need at this stage?

  • Product demos
  • Free trial offers
  • Testimonials
  • Discount offers
  • Promotional blog posts/articles

Why is the Customer Journey So Important?

When you understand where your customers are in their journey and their current interests, concerns, and goals, you'll be able to develop marketing materials to match their specific needs.

Key stats:

90% of those using customer journey mapping say that their program is delivering a positive impact.

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