You turn on your smartphone and notice that you have a pending notification. The shape of the icon is the closest thing to a red heart. You open the message and it turns out that you “matched” with the love of your life. Ready. A rush of blood takes over your body and everything is happiness. Suddenly, a question bursts into your thoughts and desperately screams: “What do I do now?” 

Do not despair, the solution is just around the corner and comes from inbound marketing: the wheel known as flywheel.

Although it would be an ideal plan for this new technique to solve sentimental questions, we can affirm that the flywheel is emerging as a revolutionary model in matters related to the creation of empathetic and solid relationships with a company's loyal and potential consumers.

Hello Flywheel!

Born as a methodology that seeks to understand and analyze the customer's purchasing journey - also known as customer journey- and then determine conversion and sales strategies, the flywheel is here to stay in the world of inbound marketing.

The innovation of this proposal, designed by the software company Hubspot, consists of imagining a wheel with an axle that rotates by itself. This core is where the consumer is housed, taking their opinions, impressions and experiences in extreme value. In this way, the premise is simple: a satisfied customer equals a sales mission accomplished.

When we talk about flywheel, we are talking about a continuous cycle that consists of 3 phases - originating from inbound marketing- that constantly feed each other. They are: 

• Attraction: in this part of the process we proceed to generate relevant conversations with quality content that responds to customer needs.

• Interaction: the main objective of this phase is to achieve the greatest possible engagement with consumers to increase levels of trust and interaction with the brand. Here it is also of utmost importance to work on providing real solutions through the product or service that our company offers.

• Delight: In this final stage, satisfaction in the customer's purchasing experience is essential to achieve positive recommendations and greater adherence to the company and its brand identity.

A smart method to meet customer delight, through flywheel, is to incorporate timely tools, such as chatbot applications and satisfaction surveys, to help and provide customer service, knowing in the background their real experience with the company. For these instruments to nourish the relationship, they must be studied and implemented with attention to the specific way and moment in which they should appear within the evolution of the customer journey. 

In the same way, the use of social networks as a marketing strategy makes it possible to offer and exchange in an effective and simple way, content that adds value to the needs and concerns of people interested in acquiring a service good.  There, followers can use free will and leave comments, ask questions or comment about their experience.  This is the right time to respond and engage in fruitful dialogues instantly, while building a highly positive brand image.

The dynamism of the flywheel

If we talk about flywheel, we can also find dynamic elements that make the optimal and integral functioning of this great marketing strategy. To easily and quickly understand how it behaves, we must take speed into account. To increase the initial speed it is important to know how to apply force to obtain the desired impact.

The second element that is present in all flywheel, but that should be avoided greatly, is friction. It is one that translates into a problematic situation that slows down and makes optimal rotary movement impossible for users.

To eradicate friction, it is necessary to identify the failure, analyzing the complaints, negative opinions and metrics that you obtain from consumers through various communication networks. The crux of the matter is to find the problem that creates a fickle relationship between the public and your company's brand. 

Another way to improve the purchasing process comes from the automation of tasks, which is nothing more than saving time and resources to focus directly on the user's requirements and needs.

The less friction produced, the more speed the wheel takes. The result? Happy and widely satisfied customer.

Why add this inbound marketing methodology to my company?

• Avoids the loss of customers: it allows us to holistically understand customer interactions with the company and thus identify possible lack of communication that can generate a decrease in identification with the brand. 
• Absolute loyalty: the flywheel works centrally on the user and their integral behavior, therefore, building good conversations that provide something extra and, at the same time, are useful for people, is the best way to get closer and strengthen the bond.
• Free diffusion:  the best advertising is the one made by a satisfied customer. A great recommendation in Google reviews or a good word-of-mouth comment is what acts as a guaranteed diffusion catapult. Nothing better than an illuminated face with the treasure of happiness in your hands that recommends and speaks grandly about a brand.