The flywheel model is one of the most popular marketing strategies today.
It revolves around customer experience and its objective is to achieve the highest level of loyalty.
This strategy was designed to replace the traditional conversion funnel . It focuses on optimizing the relationship with the customer in the long term in order to make the initial customer acquisition profitable.
Ready to implement the flywheel in your company ? In this article we tell you everything you need to take into account to implement it correctly.
What is the flywheel?
The flywheel is a marketing strategy that revolves around the consumer experience. This method puts the focus on a key aspect for sales success: customer loyalty .
In short, the flywheel places the customer at the centre of the strategy , not only so that they repeat purchases, but also so that they acquire complementary products or services, access superior versions and recommend us to other consumers.
The flywheel phases
To properly implement the list of telegram users in laos flywheel , it is necessary to know the 3 phases of its operation. We explain each of them below:
Attraction phase
In this first phase, it is important to create valuable content, experiences and formats that are desirable for our target audience to consume. In other words, it is about generating potential clients by providing value to the consumer.
Different tactics are used in this phase:
Blog posts and content marketing.
Keyword strategy and on- and off-site SEO.
Presence on social networks.
During the attract phase, you are essentially encouraging the customer to start the buyer’s journey on their own. By providing them with free, useful content, they are encouraged to interact with your company and ask for information about your product or service.
Commitment or involvement phase
what-is-the-flywheel
The aim is to establish a continuous and long-term relationship with the target audience. This is achieved by providing solutions and personalized customer service throughout the purchasing process.
At this stage it is important to take into account the issues raised by the customer service team.
Tactics used in the engagement phase include:
Segmented email campaigns.
Gated content, such as e- books or downloadable texts.
Digital content, such as explainer videos or webinars.
Free product trials.
Phase of delight
To delight the consumer, it is essential to remain in their memories. In this sense, it is known that events with a positive emotional charge are remembered better than neutral ones. And this is exactly what we want to generate in this last phase.
Therefore, we must ensure that we offer an incredible experience throughout the customer's journey through our services. In this way, the consumer will have a great memory of us.
Delight phase tactics include:
Organize events to learn about a new service or test the features of a new product.
Provide exclusive content for special clients, such as eBooks and webinars.
Moving from the traditional marketing funnel to the flywheel is very simple, but it requires good planning. To help you in this transition, we list the 3 key steps you must take . Let's see what they are.
1. Measure your flywheel
When implementing a new model or strategy , we have to start by knowing where we are. To do this, we must focus on the 3 phases of the flywheel : attract, involve and delight and see how we are executing them in our company.
The first step is to identify the strategy the company is investing in to meet the 3 phases. For example, content marketing to attract, a free trial program to engage, and post-sale customer service to delight.
Next, you need to identify the key metric that defines each of the phases. This could be visits to the brand's website and sales opportunities generated.
It is also important to analyse the conversion ratios at each stage. This allows us to measure the effectiveness of the strategy used ; we can then enhance it in case of success or replace it with a more effective one if there is a poor result.