Do you know the feeling of a “flow” effortless accomplishment of big tasks? Imagine a marketing department where such a flow is a daily reality: one gear meshes with the other. The output: Customers ready to buy. Such a flow is promised by the so-called Marketing Flywheel…
What is the Marketing Flywheel?
According to its inventors, the Marketing Flywheel is a further development of the Funnel model. While the latter describes the step-by-step conversion of a singular target customer, the Marketing Flywheel stands out because it takes a more holistic approach: It describes the three core tasks (“drivers”) of marketing in a cycle:
- Delight (Inspire)
Sounds like yesterday’s news? In a way it is: The traditional model of a sales cycle is already many years old.
In fact, customer focus is a given for any company. However, in order to get it back into the heads of employees, it is once again highly topical as an individual variable (value, attitude). Funnel models, however, do not reflect a corresponding mindset.
What makes the Marketing Flywheel so interesting?
In addition to customer-centricity, there are a number of physical properties that make the flywheel so interesting as a metaphor.
- Slow acceleration: A flywheel can only be accelerated slowly, so it depends on patience and continuous effort.
- Targeted forces: Some forces accelerate a flywheel, others counteract and slow it down. It is therefore important to identify counterproductive forces.
- Low friction losses: A flywheel turns best when it has the right shape, does not wobble and unnecessary friction is avoided. In other words, processes need to be right.
- Scalability: Over time, a flywheel can be made to spin faster and faster. It can also be scaled up to be even more productive.
- Flow: When a flywheel is running well, it runs. One is less dependent on individuals.
- Centering: A flywheel directs its energy where it is needed: To the central axis.
Content Marketing Flywheel
Content marketing measures can be excellently aligned with the flywheel model. Attracting customers, connecting with them, and inspiring them are essential functions of content. The focus is on the customer’s individual needs.
Excursus: Why models at all?
In business administration, and especially in marketing, people like to work with models to make complex relationships tangible. In fact, the interaction of different departments with different customers is not trivial and a trigger for friction and inefficiency. The AIDA model, the conversion funnel, and also the marketing flywheel make different and critical points visible.
Is there a need for more marketing models? In principle, no. But the metaphor of a flywheel fits excellently into modern inbound marketing because it puts the customer back in the center.