Why is the buyer journey important when we do marketing and advertising?

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On the Internet, sales are generally made through a sales funnel.

A funnel is the automated process that allows you to select and qualify a potential client (lead) until a conversion (sale) is achieved.

Graphically it is represented as a funnel because at the beginning we attract many people to our automation.

As they advance in the process towards sale, they decrease in number.

Designing a funnel involves a strategic part and a technical part.

This would be a very extensive topic for another article, but we are going to focus on understanding its importance and relationship with the buyer journey.

Although they could be confused, these are two different perspectives:

The buyer journey refers to Maria's user experience in searching for a solution to her stains.
The sales funnel focuses on the clinic's strategy to attract people like Maria and select them based on their chances of becoming their ideal clients.
However, both processes go hand in hand. We can even relate them using the concepts of TOFU, MOFU and BOFU.


Buyer journey - MOFU, TOFU, BOFU, sales funnel
TOFU
It is the "top of the funnel" or the upper and widest part of our funnel, where the largest number of people enter.

We can relate it to the initial stage of the buyer journey, when our potential clients are searching for information (discovery).

MOFU
In the middle of the funnel, the flow of potential customers has already settled a little more.

Those who persist are more qualified and are in their consideration stage.

BOFU
Those with more information and more possibilities of converting reach the bottom of the email list of sweden businesses funnel.

They are in their decision-making stage.

To attract people to any of these stages of the funnel, there are many resources such as:

Emails.
Social networks.
SEO.
Paid advertising.
Although each one may be more or less effective at each stage, it is best to use a mixture designed for our particular case.

But what does this have to do with Maria's journey and advertising?

Maria's first contact with her dermatologist was thanks to an ad on Facebook that led her to a very comprehensive article that explained very well why facial spots are common at a certain age.