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MARKETING: Forget the Marketing Funnel it’s Time for the Flywheel
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Forget the Marketing Funnel it’s Time for the Flywheel
By Andy Marsh

BT 201912 MARKETING 10HubSpot Inbound 2018 Keynote Brian Halligan Sales Flywheel

The marketing funnel is the mechanism that, for the longest time, has been used to convert leads to customers. Well, it was quite effective, but now the customers want to be part of the process, rather than the outcome, and that’s where the flywheel comes in.
 

很多有经验的营销人员,基本可以闭着画出营销漏斗。但很多时候,在传统的业务模式和思想观念里,反而出现“与以客户为中心”相反的影响。众所周知,不以客户为中心,就意味着很多工作可能被浪费掉。问题是,如果你的业务模式不是以客户为中心,那么你的营销工作可能会浪费掉。然而,将客户置于销售模型中心会改变这一点,因为客户现在可以推动所有内容和所有营销工作。在这篇文章中,我们将解释一个新的概念——营销飞轮。
 

What is the Flywheel?

BT 201912 MARKETING 02Invented by James Watt, the Flywheel is an efficient marketing strategy that focuses on storing and releasing energy. You use the momentum of a happy client to drive referrals and generate more leads. By and large, your business keeps on spinning without overexerting yourself.
 

The flywheel presents the customer journey in three stages as:
 

•Attract
•Engage
•Delight
 

All the while, the customer is at the centre of the wheel and not an afterthought.
 

什么是营销飞轮

飞轮不仅是一个隐喻概念,也是一种真实存在的工具。飞轮是一个绕轴的圆盘或轮子,具有多种工业应用,能为多种现代发明如汽车、船舶提供、增强、储存及稳定动能。
 

对于营销而言,飞轮是个绝佳的隐喻。因为营销并非受单一因素影响,营销的势能需要通过各方面的不断推动,逐渐积累。理想状态下,营销和销售应按照同等路径开展。营销所产生的势能、留资和收入并非源自某一单个渠道、内容或活动,而是长期积累的结果。
 

飞轮的势能大小是由三大主要因素所决定的:
 

1. 重量

飞轮的重量与势能成正比,重量越大,其势能越大,越不容易停止转动。在营销语境中,重量可类比为卓越的客户服务体验。通过传递卓越的客户服务体验,品牌能建立口碑,为营销和销售传递价值,提升留存率,创建良好的声誉和品牌形象。
 

2. 转速

飞轮的转速取决于前期推动的次数。在营销语境中,飞轮转速取决于营销团队传递内容的多寡,触达潜客所选的渠道,以及内容传递带来的留资数量。
 

3. 摩擦力

摩擦力越小,飞轮越容易转动。在营销语境中,飞轮摩擦力降低的要点在于提升客户满意度并保持销售、营销和服务同步发展。若销售业绩欠佳,拉低营销势能时,或者提供的服务欠佳,造成客户流失时,飞轮速度将会放缓,影响企业业务发展。但若飞轮各部分实现同步发展,互相促进,摩擦力便会降低,保持高速转动。
 

Flywheel vs. Marketing Funnel

BT 201912 MARKETING 03The funnel and flywheel are two different mind sets, and here we discuss the inherent differences between these ideologies.
 

Customers as Input as Opposed to Output

With the funnel, customers are nothing, but an output, and there is a ton of energy wasted in the process. Many come in, but only a few make it out of the funnel as most are filtered out. Moreover, those who become customers are not part of getting new customers, and thus, all the energy put into getting these clients is wasted.
 

The flywheel methodology, on the other hand, considers the client to be input, and the most crucial input. Unlike the funnel, where customers are passed on to the support teams and are no longer a concern of the marketing team, customers are treated as stored energy in the flywheel. They also remain a top concern of the marketing team.
 

The flywheel relies on customers to drive brand awareness and continue the cycle.
 

Delighting People vs. Creating Awareness

One primary goal of the marketing funnel is to widen the funnel, and they do this by creating awareness. Massive amounts of investment are put trying to drive awareness. This is unlike the flywheel, which focuses on delighting current customers.
 

The delight stage consists of quality policy, excellent after-sales services, and anything that brings customer delight. By doing so, you get repeat customers and brand advocates.
 

Ongoing vs. Endpoint

The momentum at the end of each chapter when working with the marketing funnel is wasted. You are back to square one, which is quite disheartening. With the flywheel, as illustrated in the image, the customers store energy, and they keep growth going.
 

营销漏斗vs营销飞轮

不同于「漏斗」,「飞轮」十分重视客户,将其置于其中心位置——轴心。
 

SaaS明星公司Hubspot的CEO Brian Halligan认为客户是飞轮的轴心,并将飞轮分为三部分,分别代表客户旅途中的吸引、参与和愉悦三个阶段。每个阶段创造能量并传递给下个阶段,如愉悦阶段最终会反哺吸引阶段。
 

其他倡导者也将飞轮分为营销、销售和服务三部分,客户处于中心位置。飞轮每部分会推动下一部分前进,不断循环,但始终围绕客户转动。
 

客户是飞轮模式的最重要部分,而漏斗却并不认为客户能反哺,帮助实现额外的增长和参与。因为漏斗并未将客户的重复购买纳入考虑,故而通过其新客获取的势头会逐渐消减,难以发生质变。
 

The Three Stages of the Flywheel Explained

BT 201912 MARKETING 05The flywheel is designed to continue spinning on its own. However, each stage has to be done well for it to work. Here I will break it down what each step entails.
 

No.1 Attract Phase

The attract phase is all about bringing customers in. But it does not end there, and you should not forget the goal which is satisfying the customer. Some tactics you can use in the attract phase include SEO, content marketing, social media, word of mouth, and customer testimonials.
 

By and large, you are trying to convince people to begin the customer journey by providing helpful content.
 

No.2 Engage Phase

The engage phase can take many forms, as you have to address different potential customers with different needs and pain points. However, one thing sticks out, and that is the need for an open line of communication with the customers. Investing in call centres allows you to communicate with your customers, and only then can you empathize with them.
 

Other ways to engage are by creating different blog posts for the segmented audience, helping potential customers get solutions for their problems, podcasts, and interactive posts.
 

No.3 Delight Phase

As pointed out earlier, the delight phase is where the flywheel sets itself apart from the marketing funnel. Unlike the funnel where you hand-off the lead to a salesperson, the flywheel considers this as a potential to get another lead.
 

If you have helped a customer come to a solution with extra-ordinary customer service, you have a happy person, and this is more precious than gold. You can use these people to get referrals through creating referral programs. You can also try upselling them or creating a members-only plan.
 

Finally, you can work with the customers to create customer-generated content, and now you have a slew of promotional material. This momentum is what drives the flywheel.

BT 201912 MARKETING 06飞轮的三个阶段

吸引阶段:在获取价值之前先提供价值。
参与阶段:让购买变得简单。
取悦阶段:用户的成功就是我们的成功。
 

Takeaway

BT 201912 MARKETING 11Though the flywheel sounds like industry jargon, it is a simple concept and one with phenomenal results.

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