Replace your Sales Funnel with HubSpot Flywheel
by Ashley Lilly, on May 7, 2021 11:54:45 AM
Question: Does your business create content specifically for existing prospects with the purpose to convert them into customers?
Answer: Let’s find out.
Enter HubSpot Flywheel
When Brian Halligan, CEO of HubSpot, kicked the marketing funnel to the curb and adopted the flywheel method, a new way to think about business was born.
The HubSpot Flywheel, adopted as an inbound methodology, is used to align your entire business around delivering a remarkable customer experience. Unlike the traditional funnel that looks at customers as an outcome, the flywheel is centered around customers with the momentum gained during each transition, moving the flywheel forward. In other words, instead of customers coming out of the funnel never to be seen again, the customer's journey does not end the moment they convert. By staying close to the current or past clients, gathering information about their experience, the flywheel approach converts customers into promoters who in turn help attract and captivate the next round of customers.
"Businesses that create relationships with buyers, employees, and partners following an inbound philosophy will build a competitive advantage and increase brand recognition, conversion rates, and market share." Dan Tyre, HubSpot
Breaking Down the Flywheel Metaphor
The first step of the inbound methodology is to attract. In this phase, the goal is to gain the attention of prospective leads by providing useful and authoritative content that introduces your business or service. As prospects learn about your business, the focus is not to “WOW” them just yet. Instead, focus on building trust through quality content marketing that speaks to your ideal customer.
To attract qualified customers, you'll want to:
- Identify your ideal, qualified customer.
- Determine what information would be helpful to them.
- Develop content that addresses questions and pain points.
- Publish and promote content on your website, social media platforms, and anywhere your ideal customers are.
From the attract stage, continue through the HubSpot Flywheel by engaging visitors and leads in a specific, personalized way. The goal here is to build lasting relationships by providing insights and solutions that align with their roadblocks and goals, a.k.a. your services. As you create marketing content that sparks interest, you begin to use these engagement tools:
- Landing pages
- Email marketing
Now, what pushes the wheel? The delight and satisfaction of your customers. A key factor about the delight phase is that it’s really the driving force of your marketing flywheel and feeds into the attract and engage phases.
This is done through the following solutions because the idea here is to create long-lasting brand loyalty that adds real value, empowers people to reach their goals, and ultimately become promoters of your company.
- Self-service tools
- Smart content
- Social monitoring
Using Your Flywheel as a Growth Tool
If your business is still one of the few that’s still holding on to the outdated marketing funnel concept, now is the time to make that shift from the funnel to the flywheel. From a business perspective, everything you do should be done with one goal in mind. Creating customers who will add positive energy to the flywheel and accelerate your company’s growth. As an important modern business tool you can adopt, its combination of inbound marketing, lead nurturing, and customer excellence creates an enticing way to allow your business to function at the highest level. If you’re ready to grow better with the flywheel inbound methodology, Growth and HubSpot’s CRM platform provides you with the solutions you need. Book a meeting to see our flywheel in action.