
When it comes to your marketing efforts, you want every interaction with your audience to be a driving force that compels them further down the buyer’s journey. Sadly, many users who are eager to find solutions end up experiencing friction instead.
In part one of this video series, we highlighted the flywheel concept and how your delighted customers are the most powerful force that can grow your business by driving lead attraction and sales. The fastest way to disrupt the inertia of your inbound flywheel, however, is by creating friction.
Listen to Frank Isca, Inbound Strategist, in part 2 in this video series to hear the best way to make your inbound efforts a force to be reckoned with by creating a frictionless experience for users.
Click the video chapter menu below and watch Part 2: The Attraction Stage; the transcript to Part 2 is below if you prefer to read (or your headphones are dead; #firstworldproblems).
Hi, I’m Frank Isca, Strategist at Weidert Group. This is the 2nd in a 4-part series explaining the flywheel and introducing you to a better way to achieve ongoing profitable growth.
In the last video, I talked about the 3 stages of the flywheel: Attraction, Engagement and Delight. I want to focus today on the Attraction stage, and how force and friction affect your company’s success in attracting visitors to your website and its content.
Source: HubSpot
Force are the things that power your efforts, and friction are those things that keep you from being as successful as possible. So what are force and friction in the Attract stage?
Sources of FORCE in the Attract Stage
The Attraction stage is all about getting people to your website and turning them into leads, so here are some examples of force:
Sources of FRICTION in the Attract Stage
Now for some examples of friction that keep you from getting traffic to your site and being successful in capturing leads:
How’s Your Performance?
Now that you’ve learned a little about the Attraction stage of the flywheel, take a look at all the things you’re doing — or not doing — to get the right visitors to your site and capture them as leads. This will help you identify gaps and start improving your performance. HubSpot’s got a handy resource called the Flywheel Worksheet and you can download it free by clicking the link!
Once you’re sure that you’ve eliminated friction from your user experience, it’s time to focus on engaging those users and guiding them down the buyer’s journey.
And remember, before you can truly engage and delight customers, you need to fully understand their buying process. Access our free Buyer's Journey Worksheet & Template to help.
Topics: Inbound Marketing, [VIDEO], Inbound Flywheel