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Anyone who might become your client moves through several stages in what has become known as the Buyer's Journey.  Your marketing needs to cover each stage so that you get the best outcome from your marketing.
We say the stages are; 

• Awareness - thinking about starting to buy
• Consideration - choosing what product to buy
• Deciding - what supplier offers the best arrangements
• Retention - after the initial purchase, you want to keep the new client for as long as possible and,
• Advocacy - getting reviews and other social proof from your customers to be used as a marketing asset in the early stages of the Buyer's Journey

Youtube: https://youtu.be/Y9egXRwglT0

Transcript: https://www.12faces.business/tracking-the-buyers-journey-nugget-nid45/