Définition du flywheel marketing et six astuces pour développer l'activité d'une entreprise avec le flywheel marketing

Flywheel Marketing: Six Tips to Grow Your Business

Inbound marketing strategies have been largely dominated by the concept of the sales funnel, like a funnel that catalyzes consumer attention through a proactive succession of commercial steps.

However, digital innovations are rapidly changing the way consumers perceive their relationship with brands.

Whether you’re a startup trying to grow or an established company looking for a more efficient approach to go-to-market (GTM), the model of the flywheel or flywheel is one of the best ways to grow your business. The great thing about this approach is that once it gets started, it takes relatively little effort to keep it moving and building momentum. It attracts and engages new customers around the clock.

What is the Flywheel model?

The idea is both simple and innovative. It assumes that a brand can use customers as its own promoters in a completely organic way: if the product purchased makes the customer happy, he will tell his relatives about it, and if it is accessible, it is likely that his relatives buy it in turn. We will then have new satisfied customers, who will talk more about their experience around them, thus leading to a virtuous cycle and generating new conversions almost independently.

We can identify three major actions to be carried out in a Flywheel Marketing strategy:

  • Attract: by generating interest through useful and easy-to-navigate content, with the aim of creating conversations between satisfied users and potential customers.
  • Engage: by offering prospects the opportunity to learn about the product in a simple and accessible way, according to their own needs and at their own pace, thus creating the right conditions for purchase.
  • Delight: by providing an ultra-positive customer experience, thanks to an ergonomic product design and qualitative knowledge bases.

Unlike the sales funnel, which is rather static, you have to imagine the flywheel as a constantly rotating wheel thanks to the energy produced by the customers themselves, that is to say by their satisfaction with towards the brand and by the positive image that they spread around them. Once started, the flywheel therefore needs very little effort to gain momentum and create positive sales momentum.

Six tips for growing a business with flywheel marketing

Break down the barriers

Cameron Deatsch, Chief Revenue Officer of Atlassian

Good products sell themselves: brands should refrain from intervening in the conversion process as much as possible and focus their efforts on optimizing self-service options (FAQ, chatbot, etc.). The customer’s relationship to the product should be spontaneous and the purchasing process as familiar as an order on an e-commerce site.

Maintain consistency in pricing

The price of a product should be competitive, but it is also advisable that it be set to be the same for everyone. Frequent discounts teach customers not to take information leaked from official brand sources seriously. Additionally, negotiating special offers distracts marketing teams from higher value-added tasks.

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Limit direct interactions with the customer

Whenever a one-on-one interaction with the customer becomes necessary, it is important to ask yourself this question: why was he not able to find this same information on his own? Every question the customer directs to the brand is evidence of friction that, whenever possible, should be eliminated.

Promote the network at all levels

Facilitating customer participation is extremely important: setting up an online forum, allowing them to ask questions and exchange advice, is an effective and inexpensive way to maintain their engagement.

Multiply the levers to better engage

Being able to differentiate sources of engagement maximizes results. For consumer brands, for example, it is possible to imagine new products and loyalty programs or invest in influencer marketing. For companies addressing a professional audience, it is advisable to offer a high quality technical service.

Avoid the traps

When companies start attracting big accounts, they are tempted to prioritize those deals, to the point of letting the biggest customers dictate the product development roadmap. It’s tempting, but it’s also a trap to avoid: you have to stay as faithful as possible to your own model, even if it means giving up on customers who don’t want to respect it.

In conclusion, nothing works if you don’t have a cohesive team sharing the same values ​​and a common understanding of the objectives. Having clear values ​​allows brands to stay focused on delivering quality and becoming a positive force in customers’ lives.

Author: Cameron DeatschChief Revenue Officer of Atlassian

(c) Fig. Deposit photos

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