Buyer journey: Its importance for creating content and ads

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What is the importance of the buyer journey when creating content and ads?
Do you remember the last time you made a major purchase?

You may not be so sure about it, but before you click to pay with your credit card or take out your wallet in a physical store, you went through a mental decision-making process.

To illustrate this better, let's take Maria as an example, the ideal client or buyer persona of a certain dermatology clinic.

One day, Maria is standing in front of the mirror combing her hair and, horror of horror, she notices some spots on her cheeks (which she didn't have before).

This is where your journey begins and we will accompany you.

What is the buyer journey?
Before her discovery in front of the mirror, Maria had little interest in learning about how to remove and prevent spots on her face.

A topic that would have gone unnoticed yesterday catches your attention today.

Because?

Well, because he has a need.

From this point until she finds a product or service that helps her with her spots, Maria will go through a series of stages:

You will have a range of thoughts and feelings about the topic. You may feel confused, sad, worried.
She will look for answers to her questions. She will ask her friends, search on the Internet, etc.
You will use all the information to draw conclusions.
Based on your conclusions you will make a purchasing decision.
In short, you will perform a series of actions aimed at achieving a final goal: removing (or reducing) the spots on your face.

Definition of buyer journey
This is a concept used in inbound marketing or attraction marketing.

The buyer journey is the mental journey that a buyer makes from feeling a need until making a purchase of a product or service that provides a solution to that need.

Today this concept takes on special relevance, because thanks to social media, consumers (prosumers) are email list of sweden businesses more demanding and better informed.

Stages of the buyer's journey
This buyer's journey, like all journeys, has a series of stages:


Buyer journey stages
1.- Discovery
The moment Maria saw the stain in the mirror and felt the need to do something about it, she began the discovery stage.

After being examined, you will likely carry out some offline and online options such as: