Flywheel Advertising and marketing: A Full & Actionable Information


If we requested you to call your greatest advertising asset, what would you say? Your web site? Your costs? Your electronic mail advertising campaigns? Whereas these components all contribute to enterprise success, your most promising advertising asset is definitely your prospects.

Your prospects assist your enterprise each time they make a purchase order, making them the important thing to profitable progress. With that in thoughts, advertising leaders want to make sure the whole lot they do leads to prospects feeling happy with their shopping for expertise. As you improve the variety of glad prospects, you’ll additionally speed up enterprise progress. That is the place the idea of the advertising flywheel and the gross sales flywheel come into play, emphasizing the continual momentum generated by a happy present buyer base.

To realize this, we suggest following the flywheel advertising mannequin.

Flywheel Advertising and marketing 101

A flywheel is a mechanical gadget that makes use of momentum to rotate, which is known as the flywheel impact. Whereas entrepreneurs have recognized about flywheel fashions for the reason that early 2000s, HubSpot, led by Brian Halligan, revived the idea in 2018. The corporate defined the concept of taking the flywheel and making use of it to gross sales and advertising methods. Since then, HubSpot has adopted the flywheel mannequin and altered its inbound advertising methods to match.

Basically, flywheel advertising retains the shopper at its middle. The opposite phases of inbound advertising — appeal to, interact and delight — encompass the shopper. Because the flywheel is a unending circle, there is no such thing as a clear starting or finish to the advertising lifecycle. A happy buyer creates momentum and retains the flywheel spinning by referring others to your corporation, remodeling them into model advocates.

This video from HubSpot offers a visible overview of the flywheel advertising mannequin and the way it helps companies speed up progress:

How Prospects Impression Your Flywheel

Flywheel advertising steps away from the standard methodology of taking a look at prospects as conversions. As a substitute, it empowers entrepreneurs to view prospects as belongings and maintain prospects concerned in rising the model. Whereas the standard advertising funnel focuses totally on buyer acquisition, flywheel advertising’s key goal is to make use of prospects to drive enlargement. The place different fashions view prospects as an afterthought, the flywheel mannequin regards them as an accelerant — making them a vital a part of your advertising technique.

That being mentioned, poor buyer experiences or hiccups within the purchaser’s journey could cause friction within the flywheel. Buyer inconveniences — corresponding to lengthy wait instances or disappointments with ultimate product supply — trigger frustration. As a detrimental pressure, friction naturally reduces the momentum of your flywheel and hinders enterprise progress.

Nevertheless, following a flywheel advertising mannequin permits you to monitor drops in momentum and establish areas of friction. From there, you’ll be able to take vital motion to:

  • Decide why buyer inconveniences are occurring.
  • Develop a plan to cut back friction as a lot as attainable.
  • Create a seamless buyer expertise.

Flywheel Advertising and marketing Fashions in Motion

As soon as flywheel advertising was launched, HubSpot redesigned its inbound methodology to suit the brand new mannequin and create the muse for flywheel advertising techniques. You possibly can apply the three phases of inbound advertising to each step of your flywheel mannequin to create an unparalleled buyer expertise together with your model.

flywheel model

Entice Section

As a marketer, you want to create useful and precious content material that pulls new guests to the model. As guests work together with the content material, they study extra about your organization. The kind of content material created will depend on the audience and what is going to greatest resonate with them. You could develop content material advertising supplies like blogs, eBooks, video tutorials and social media campaigns to draw new guests. That is the place the ability of digital advertising and social media advertising turns into evident, drawing in fashionable prospects by partaking on-line content material.

Have interaction Section

When you’ve attracted new prospects, it’s time to kind relationships with them. To drive gross sales, your content material advertising technique ought to contain segmenting guests primarily based on frequent traits. Then, you’ll ship these segments personalised promotions or content material tailor-made to suit their wants. The gross sales staff and advertising staff should work carefully collectively throughout this section to make sure a possible buyer turns into a brand new buyer.

Reminder: Don’t view this a part of the method as changing leads into gross sales. Relatively, goal to have interaction with the guests to ascertain ongoing relationships. The momentum from these relationships will play a key position in propelling your flywheel and enhancing enterprise progress.

Delight Section

The delight section is all about buyer success. Your goal is to do no matter you’ll be able to to empower your prospects to achieve their targets. You might be able to obtain this by:

This stage is essential for buyer retention and remodeling an present buyer right into a loyal buyer. Buyer engagement methods right here can considerably increase the variety of glad prospects who, in flip, turn out to be model advocates.

Does Flywheel Advertising and marketing Work? Let’s Ask Amazon

In 2001, Stanford professor Jim Collins was approached by his former pupil, Jeff Bezos. In his e book, Good to Nice, Collins explains how he helped Bezos speed up Amazon’s progress by introducing the idea of flywheel advertising to its administration staff. Supposedly, Bezos even sketched a tough draft of what’s now the flywheel mannequin on a serviette. From there, Bezos made Amazon deal with creating optimistic buyer experiences. He felt that if he did this, it might improve web site visitors and encourage extra manufacturers to promote merchandise by the positioning.

Did it work? Nicely, we definitely suppose so, since Web of Enterprise (IoB) experiences that Amazon is presently the world’s second most dear firm — proper behind Apple — and its inventory market worth is over $760 billion.

Breaking Down the Funnel vs. Flywheel Debate

The introduction of flywheel advertising led to a debate about which is best: the flywheel or the funnel. Historically, entrepreneurs visualize the customer’s journey as a funnel. The main focus is to put money into methods that permit you to widen the highest of your funnel and appeal to as many purchasers as attainable to keep up respectable conversion charges. When you’ve caught the curiosity of a prospect, you’ll be able to nurture them by the funnel and, finally, generate a sale.

The advertising funnel mannequin focuses on what number of prospects you’ll be able to output. The issue, nonetheless, is that gross sales and advertising groups find yourself devoting massive quantities of time, cash and vitality to changing gross sales. This leads to excessive buyer acquisition prices. Moreover, the mannequin focuses a lot on changing leads into gross sales that it doesn’t enable entrepreneurs the time or assets they should kind ongoing relationships and switch patrons into repeat prospects.

In distinction, the flywheel mannequin facilities on buyer expertise; they’re what generates the vitality that offers your flywheel the momentum to maintain shifting. Flywheel advertising establishes a extra complete and unified method to appeal to prospects, generate gross sales, and develop lifelong prospects.

This HubSpot video breaks down why it’s time for entrepreneurs to start out changing their gross sales funnels with flywheels:

Flywheel Advertising and marketing Permits Prospects to Improve Enterprise Development

Prospects are beginning to belief companies much less, which suggests the shift from funnel to flywheel advertising has by no means been so vital. HubSpot Analysis discovered that:

  • 81% of shoppers belief the recommendation of family and friends over skilled enterprise recommendation.
  • 65% of shoppers don’t belief paid advertisements, with 71% claiming they don’t belief sponsored social media advertisements.
  • 55% of shoppers agree that they don’t belief companies as a lot as they used to.

The takeaway: Happy prospects who advocate in your model have immense energy over a sale. Take into consideration the entire completely different locations you go to find out about a model or particular product from folks slightly than gross sales groups. The record consists of:

  • Third-party web sites: Contains overview platforms corresponding to Google, Yelp, TripAdvisor, and Glassdoor.
  • TikTok: Individuals can use the #TikTokMadeMeBuyIt hashtag — which has over 4 billion views — to view hundreds of product evaluations.
  • Fb: Not solely can shoppers submit about experiences with manufacturers on Fb, however the social media platform additionally has a function the place customers can ask their community for product suggestions.
  • Family and friends: Semrush experiences that 88% of individuals have the next stage of belief in a model when a good friend or member of the family recommends it.

The underside line is that prospects can — and can — affect future shopping for choices. By transitioning from a funnel advertising method to flywheel advertising, you’ll be able to maintain your prospects on the middle of your technique. The extra prospects who’re happy together with your providers and consider in your model, the simpler it will likely be so that you can appeal to new prospects and speed up enterprise progress.

The right way to Set Up a Flywheel Advertising and marketing Mannequin

To make the swap from funnel to flywheel advertising, you’ll must create unified processes that permit you to effectively observe buyer touchpoints. Keep in mind, buyer expertise is what powers your flywheel. Subsequently, your entire advertising efforts should focus on creating seamless shopping for processes and constructing optimistic interactions together with your model.

“Buyer expertise is what powers your flywheel.”

That being mentioned, advertising software program can assist you successfully observe your prospects, establish inconveniences, and collect suggestions about their experiences. These kinds of digital instruments embrace:

  • Gross sales CRMs.
  • Advertising and marketing automation software program.
  • CMS platforms.
  • Buyer suggestions instruments and overview mills.

Moreover, you’ll need to maintain these flywheel advertising greatest practices in thoughts when creating a flywheel advertising mannequin:

  • Perceive the three core focus areas of inbound advertising — appeal to, interact, and delight — and use them to drive prospects by the shopping for cycle.
  • Arrange metrics — corresponding to value per acquisition, retention charges, and electronic mail signups — for every stage.
  • Monitor buyer touchpoints for friction and take speedy motion to rectify issues.
  • Consider your outcomes and search for methods to make steady enhancements to the cycle.

And, most significantly, all through each stage of the flywheel advertising mannequin, maintain the shopper expertise on the core of the whole lot you do.

Change Your Advertising and marketing Technique and Watch Your Enterprise Develop

Whereas making the leap from funnels to flywheels can really feel daunting, it’s undoubtedly value it. By letting a optimistic buyer expertise drive your advertising efforts, you’ll create a community of loyal prospects who’re glad to advocate in your model. The end result? Your corporation will appeal to new prospects, develop loyal prospects who proceed to assist your model and, finally, develop its income.

With all of that mentioned, it’s important to notice that this isn’t the primary — and undoubtedly not the final — time that advertising methods have developed to empower extra worthwhile progress. Be sure to’re staying in contact with the most recent updates throughout the advertising world by subscribing to The Content material Marketer now.

Editor’s notice: Up to date April 2024.