Inbound Marketing and Flywheel
Posted: Sun Jan 19, 2025 10:40 am
How does inbound fit into the Flywheel? When you use inbound marketing as a foundation, you incorporate all three phases of the Flywheel: attract, engage, and delight. By applying power to these three stages, you can deliver a great customer experience.
During the attraction phase, you need to attract visitors' attention with quality content that sparks interest, and then guide them through the entire buying process. The forces that can be applied here are content marketing , social media, paid advertising, and search engine and conversion rate optimization .
In the engagement phase, strength should be invested in interacting with consumers and creating meaningful relationships through various communication channels.
At this stage, the actions that can be applied are marketing bangladesh whatsapp resource automation, lead nurturing , communication through various means (chat, telephone, messaging, e-mail), sales automation and customer scoring.
In the delight phase, it is essential for sellers to support and guide the consumer to achieve their goal with the purchased product or service. Chatbots, customer service, availability on various media, surveys, comments and loyalty programs can all play a role in this.
Differences between Flywheel and Funnel
Although the processes are similar, there are substantial differences between them. Before highlighting the differences, let's see how the traditional sales funnel model works.
The conversion funnel consists of three phases:
Top of the funnel «TOFU». Users come into contact with the brand and the main objective is to get them to know more about the product and the company. Sellers must identify needs in order to solve them.
Middle of the funnel «MOFU». Consumers are already halfway through the purchasing process and are considering several options. At this stage, it is essential to offer content in exchange for user data and build a relationship with the user. This is when the customer gains confidence to make the purchase safely: it is time to apply lead nurturing strategies .
Bottom of the funnel «BOFU». This phase is reached by users who are really interested or those for whom the brand's product or service satisfies a need. It is recommended to create promotions or discounts to provide the final push to complete the purchase.
However, times change and forms of communication are transformed.
The old funnel produced customers, but did not consider that these customers could become promoters and disseminators of the product or service through their opinions on social networks.
The Flywheel model accurately represents the forces that influence a company's growth. The Flywheel reveals that the actions taken by each team in the company impact each other. Each marketing action implemented can affect how quickly potential customers move through each phase of the cycle.
With social media, peer-to-peer recommendations play a huge role in purchasing decisions. People trust recommendations from friends and family more than advice from brands.
Today, consumers make different choices: they ask for advice online, research companies, and read reviews on multiple websites.
The funnel did not take these factors into account. The wheel is the model that can represent all these new forms of consumption, as it offers a more complete view of how a business grows, revealing important opportunities.
A good strategy could eliminate friction in each of the internal processes and allow the transformation of customers into brand promoters. This has proven to be much simpler and less expensive than acquiring new consumers.
“In the funnel, efforts were focused on attracting and acquiring customers. In this new model, resources must also be used to delight customers and provide them with a better experience to ensure that the purchase cycle is repeated.”
During the attraction phase, you need to attract visitors' attention with quality content that sparks interest, and then guide them through the entire buying process. The forces that can be applied here are content marketing , social media, paid advertising, and search engine and conversion rate optimization .
In the engagement phase, strength should be invested in interacting with consumers and creating meaningful relationships through various communication channels.
At this stage, the actions that can be applied are marketing bangladesh whatsapp resource automation, lead nurturing , communication through various means (chat, telephone, messaging, e-mail), sales automation and customer scoring.
In the delight phase, it is essential for sellers to support and guide the consumer to achieve their goal with the purchased product or service. Chatbots, customer service, availability on various media, surveys, comments and loyalty programs can all play a role in this.
Differences between Flywheel and Funnel
Although the processes are similar, there are substantial differences between them. Before highlighting the differences, let's see how the traditional sales funnel model works.
The conversion funnel consists of three phases:
Top of the funnel «TOFU». Users come into contact with the brand and the main objective is to get them to know more about the product and the company. Sellers must identify needs in order to solve them.
Middle of the funnel «MOFU». Consumers are already halfway through the purchasing process and are considering several options. At this stage, it is essential to offer content in exchange for user data and build a relationship with the user. This is when the customer gains confidence to make the purchase safely: it is time to apply lead nurturing strategies .
Bottom of the funnel «BOFU». This phase is reached by users who are really interested or those for whom the brand's product or service satisfies a need. It is recommended to create promotions or discounts to provide the final push to complete the purchase.
However, times change and forms of communication are transformed.
The old funnel produced customers, but did not consider that these customers could become promoters and disseminators of the product or service through their opinions on social networks.
The Flywheel model accurately represents the forces that influence a company's growth. The Flywheel reveals that the actions taken by each team in the company impact each other. Each marketing action implemented can affect how quickly potential customers move through each phase of the cycle.
With social media, peer-to-peer recommendations play a huge role in purchasing decisions. People trust recommendations from friends and family more than advice from brands.
Today, consumers make different choices: they ask for advice online, research companies, and read reviews on multiple websites.
The funnel did not take these factors into account. The wheel is the model that can represent all these new forms of consumption, as it offers a more complete view of how a business grows, revealing important opportunities.
A good strategy could eliminate friction in each of the internal processes and allow the transformation of customers into brand promoters. This has proven to be much simpler and less expensive than acquiring new consumers.
“In the funnel, efforts were focused on attracting and acquiring customers. In this new model, resources must also be used to delight customers and provide them with a better experience to ensure that the purchase cycle is repeated.”