A thorough understanding of the buyer’s journey is an essential part of inbound marketing. You should, however, know the right content to create for your customers since the aim of inbound marketing is to draw potential customers to your digital channels.

 A Buyer’s journey is the path taken by a potential customer on his/her way to purchase a product.

The paths taken by your potential customer are somewhat similar to building a relationship. It certainly would look awkward if a guy brings a wedding ring to a first date right? He probably has to build some sort of friendship, spend some quality time with her better before proposing.

"It's similar to building a relationship with your target market so you can know when they are ready to buy your stuff. You make them aware, trust and then see you as an authority"

To create quality content for your customers, you need to know who they are, what problem they have, what you can do, and how you can help. And that is where the concept of The Buyer’s Journey comes. Before a customer decides to purchase a product, he/ she would have gone through some thought processes. Remember your customer is not just buying for the sake of buying, rather solve a problem.

At each of these stages, what your potential customer is searching the web for is different. But by understanding this path, you can position your product to them appropriately.

THE AWARENESS STAGE

Take, for instance, Stephanie loves to sew clothes but she does not seem to get it right. She's not even sure of what name to describe the problem, but she sure knows she has some challenges.

“My clothes do not fit after sewing, I don’t even know what I am doing wrong “

At this stage, Stephanie knows she has a problem with her sewing but not sure of what it is, so at this stage, she is most likely doing research on sewing mistakes beginners make,  why am I making mistakes in my sewing projects? e.t.c

This stage is the awareness stage, she is simply looking for informational resources to understand the challenge and possibly give a name to it. This is not the point to sell your fashion school to her or the sewing tools you sell. Rather, you make her understand what the problem is using different resources.

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