A lot has been made about the shift from funnel to flywheel marketing and how it’s made inbound growth strategies even more powerful. In a nutshell, the inbound flywheel focuses on how customers and prospects experience your company by analyzing interactions at key stages of the buyer journey — attract, engage, delight. It also reveals how your sales, marketing, and service teams influence satisfaction and engagement within those touchpoints.
Analyzing your flywheel is not gathering data for data’s sake. The flywheel, inbound, and the collective results therefrom can actually save your company money. Why? It costs 5x more to secure a new customer than to retain and fully engage a current customer. Some quick math reinforces why it’s so important to get — and keep — your flywheel spinning.
The premise of the flywheel is that how you manage force and friction — the energy sources behind your flywheel — will help or hinder momentum. Which in turn affects your business growth. Force provides positive energy that fuels forward movement and growth. Friction depletes energy and causes the flywheel to stagnate.
Naturally, building force and eliminating friction is the formula for flywheel marketing success, but it can be difficult to concretely identify these points for your own business. Familiarizing yourself with some common causes of force and friction can help.
Common causes of force:
Common causes of friction:
Understanding force and friction and how they impact flywheel energy is valuable — but how does it fit in an inbound marketing strategy?
Let’s use some practical examples to illustrate how flywheel marketing knowledge aligns with the inbound stages, and the tools that support your efforts. Below is a list of examples in each stage of the flywheel to get your wheels spinning (pun intended). Where applicable, we’ve also listed automation tools in HubSpot that can help make the solution efficient and scalable.
In order to fully leverage the power of the flywheel, it’s essential to manage the force and friction that exists within your customer experience — starting from their first interaction with your company. After all, customers are the hub of the flywheel, and all interactions ultimately revolve around them.
For a deeper dive into using the inbound flywheel to improve your business, check out our Flywheel Overview & Workbook: Weidert Group's Guide to Growing Your Business With Inbound.
Topics: Inbound Flywheel