If you have never heard of the “flywheel model” in marketing, let’s start by saying this – it represents an anti-thesis for the sales funnel. Unlike the funnel, the flywheel model puts customers at the center, making them happy and which, in turn, provides the company with recommendations and increased sales.
In this blog, we will try to answer why, due to the marketing flywheel model, it is worth leaving the old sales funnel and how to use it to create a positive user experience as your business grows, at the same time, and brings in more revenue. Let’s just first explain what the sales funnel is so that you can have the full picture of the flywheel model…
You started building a house without a project, you wasted time because the workers collided on the construction site, you lost money because the ceramicist did his share before the plumber, so now you have to break the tiles to install the pipes… The same thing happens when you start a marketing campaign without a sales funnel.
What is that famous sales funnel? It is a campaign plan. The sales funnel is a plan, construction of your campaign that consists of several parts. It is easiest to explain it with a practical example of selling a product. Once you understand the essence of the funnel, it will be clear to you why and how much money you spend, which parts of the campaign bring you profit, and which parts only spend without effect.
You posted ads on Google, Facebook, paid for banners on two websites, you also have an influencer who advertises you and you came to the conclusion that your sales are like this: Out of 1,000 people who saw the ad, 20 of them bought the product – that is 2 % of people. To clarify, a thousand people saw the ad – everything is clear there. How many people clicked on it depends on the quality of the ad and the target audience to which you show it. You have 200 people or 20 % of those who clicked and opened the ad. They read the content or offer and entered your site or closed it down and moved on.
There were 100 visits to your site (10 %) from the total number of people who saw the ad. With more advanced settings, you can also measure how long they stayed on the site – if they spent less than 30 seconds, it is likely that your site is inaccessible, unclear, or if they opened via mobile, it is not adapted for mobile. If you lose a lot of people in this part of the funnel, you will know that there is a problem with the site.
We come to the part where someone put the product in the cart. It is not clear to you how 10 out of 30 people (3 %) changed their minds. Well, you at least once bought online yourself, so you know that sometimes you click on the cart just to see the postage, options, total amount, etc., and give up. At the end of the funnel, we have 20 people left, i.e. 2 % – they are real customers. They, as marketers would say, ‘converted’. This is called the conversion rate, and it represents the ratio between the number of people who saw the ad and those who bought the product. In this case, 1,000 / 20 = 2 %.
It depends on how much you earn. Earnings on a specific product are $ 100. The cost per click is $ 2 (whenever someone clicks on an ad whether to buy or not), you have 200 clicks times $ 2 – that is $ 400. That is how much a campaign costs you.
You sold 20 pieces of product at the end of the campaign, times $ 100, that is a total of $ 2,000. When you subtract $ 400 from that number, you come to a figure of $ 1,600. Those are your earnings. If your earnings per product are $ 100 and the cost per click is also $ 2, you will get $ 2,000 minus $ 400 for the 20 products sold out of 1,000 ad impressions. This is much clearer, right?
You have sold, for example, 35 pieces of a given product. You need to see how your campaign went and how successful the advertising channels were. For example:
What we mentioned in the second item, and it is very important to explain, is remarketing. These are people who visited your site, saw what it was about, but did not make a purchase. You collected them via Facebook Pixel and now, your ads are ‘chasing’ them. You will have a good conversion rate there.
Remarketing is always a good channel as people who have almost reached the end of the buying process are a ‘turned on’ audience and convert much more easily.
If you are a marketing professional, you probably know every detail of the marketing and sales funnel. But in case you aren’t, we explained it in detail in previous paragraphs. Funnels are nothing but mechanisms for turning potential customers into real ones. And that is that. That is the essence. What happens next is often not something that gets a lot of attention. At this exact moment, the flywheel model takes charge.
One of the biggest and most important benefits of using a flywheel model is that it helps focus on improving focusing on customer ‘journey’ even after they have completed a purchase. The point is – nurture them from the first moment they become customers until the stage when they become experts in the subject (gain expertise for your product and/or service) and brand advocates.
There is one universal image of a flywheel model that illustrates in the best way what we are talking about. We will describe it: the customer is in the center or heart of the wheel and each of the areas of focus around the center represents the way they are encouraged to become ‘champions’ in the business, which is the ultimate goal of the flywheel model.
The model also effectively identifies the causes of friction in marketing, sales, and services. Based on it, you can clearly see which activities speed up your flywheel, adding more and more momentum, or which activities slow you down. Finally, the model also describes in detail the impact of customer satisfaction on the success of your marketing strategy. In short – satisfied customers are equal to a larger number of customers.
Below are some tips and tricks for effectively using the flywheel model to provide a great user experience. Read them carefully…
If you are convinced that your business needs to make a change, addressing the challenges associated with the above should be at the top of your list of priorities. Fortunately, you probably already have what it takes to make your own flywheel for your business to thrive. Just go back to your sales funnel for a moment and review which parts can fit into which stage of the flywheel and get started.
The following are important steps to take advantage of the flywheel model and optimize the user experience…
You will, of course, have to adjust the stages of your flywheel. There are several variations, but we will take the following as an example:
At this stage, you want to make it easier for non-users (or evaluators) to become new users (or beginners).
The goal is to convince potential customers of the value of your product or service. One of the best strategies for this is to build a website, and then launch that Internet presentation, which will show your expertise, give examples of product use, provide useful tips, and add value. By doing so, you will get the opportunity to gather users’ emails with a set of features that can save a lot of time handling these emails and are provided by platforms such as Benchmark. Other ways include giving free trial versions or creating free plans (packages).
In the adoption phase, you find ways to ensure that your customers come back to you, making your solution first on the list when they face a specific need or task. This is the stage where you need to focus on making beginners regular users, who now fully accept your products or services and who are now looking for other (perhaps more valuable) offers from you.
Find new and interesting ways to attract new customers and make them come back to you while encouraging the feeling that your products are exactly what they need. These are the ways to do so:
The worship phase is what converts regular users into people who truly enjoy your products and services and look forward to their regular use.
Here are some examples of how to make customers feel affection for your product:
The final stage means that your customers are now helping you reach new customers and, at the same time, helping you to raise awareness and bring people into your network.
This phase often relies on testimonials, reviews, and user-generated content. You can also consider encouraging customers to represent your products, such as launching affiliate programs, reward systems, etc.
Set some concrete metrics for each step of the flywheel now that you know where you need to focus your resources.
Using the same example, your indicators should include the following:
After identifying the KPI (Key Performance Indicators), pay attention to the areas that can cause friction on your flywheel. Look for things that can slow down the pace of gaining new leads, retain loyal customers, and prevent current customers from leaving your brand.
Here are a few areas of friction you might want to fix based on each of the phases in our model:
This phase includes only ease of sharing products or content that promote your product (e.g. encouraging content or reviews currently generated by users).
Conversion rate optimization (CRO) will always be a continuous process for your business. There are several primary elements that fall into this task, so you will be constantly reviewing, testing, and refining them.
Let different and frequent CRO tests become your habit. See which campaigns best drive sales or nurture current customers, or even encourage customers to recommend your business. You will always want to look back at your flywheel phases and increase those KPIs and areas of possible friction that you have previously identified. Experiment with different processes and campaigns that could improve results for each phase.
Some examples of CRO tests for each phase include:
As with the regular flow of sales, you need to constantly monitor and evaluate your flywheel model. Periodically review the strategies and indicators you set at the beginning of the campaign, and make changes as needed. Another benefit of the flywheel model over the marketing and sales funnel is that it helps protect and secure the wheel of your business (attracting customers, nurturing, and encouraging referrals), and helps to add momentum and encourage stable conversions.
A quick test of whether you are hitting those goals and growing faster than before or not is also important. Ensure customer satisfaction, follow customer recommendations, check sales and cross-selling, and find any loopholes that may affect your business.
The flywheel model can be the most important model that modern companies can adopt because it puts customers at the center of every business operation that moves the company forward. While this can take time and change, the process pays off if you can enjoy the constant growth driven by consumers and fans of the brand.